UX Case Study 1

Objective To redesign client’s key screens with an aim to simplify workflows and to enhance user experience.

UX Approach

Findings & recommendations

•  User Requirements

•  Content Analysis

•  Heuristic Review

•  Scenario Identification

•  Identifying User Pain Points

•  Detailed Heuristic Evaluation

•  Competitor Benchmarking

•  Research on Industry

Best Practices

•  Grouping Scenarios

•  Hi-fidelity Wireframes

•  Visual Design

Business & end user workshops

Scenario Wireframes & Visual Design

The user experience solution was offered on the basis of heuristic evaluation, competitor evaluation, content recommendations and industry best practices.

1 2 3 Business & end user workshops

UX Process

1 1

•  Estimation and scoping •  Requirements gathering •  Client workshops •  End user workshops •  High Level Usability

Evaluation

UX project Initiation

1 2

Conceptual Design

1 3

Detailed Design

1 4

Visual Design

•  Detail Usability Evaluation

•  Competitor Benchmarking

•  Information Architecture •  Conceptual Wireframes

•  Scenario based wireframes

•  High level content recommendations

•  Visual design adhering to client branding

Content is written in an engaging conversational tone. The content provides an overview of the product line on offer in an easy to understand manner. Instructions on what to do next have been clearly provided.

The navigation of the site is very simple. Users can take their pick from whichever user role suits their needs from the horizontal menu bar.

Competitor Benchmarking Persuasion Interpretability

•  Strong B2C portal •  Showcases credible content

•  Right amount of information (presented in logical, readable chunks)

•  Engaging/conversational content

•  Information is well-categorized

(customized content on landing page)

•  Strong customer connect (blogs and videos for customer engagement)

•  Simple, user friendly navigation •  Appealing visuals

•  Robust search features (simple and

provides further sorting) •  Marketing and promotional materials

balanced with customer-centric information

•  Consistency in content presentation, format and layout

•  Well-categorized search

Competitor Strengths

Heuristic Evaluation of Key Screens Aesthetic and minimalist design - Module: Home (pre login)

6

Issue Observation: Banner takes up a lot of screen real estate on the homepage. It does not aid the user to make an informed purchase decision. Service offerings are hidden under the page visible area. Recommendation: Utilize the banner space to promote offers. Reduce the banner and display services and products available.

Major Issue

Heuristic Evaluation of Key Screens Content – Information Architecture - Module: Home (post login)

7

Issue Observation: On the main page, information categories are not presented logically leading to visual clutter. Recommendation: Ensure that information is organized logically and is intuitive.

Major Issue

Post Login Screen

Wireframes

Shopping Cart

Wireframes

Create User

Wireframes

Accounts

Wireframes

Visual Design BEFORE AFTER

BEFORE AFTER Visual Design

•  Identify the processes, tools, and human

resources required for content initiatives and

ongoing quality

•  Set standards and a review mechanism to guide

the people involved

•  Establish a process to implement the workflow

•  Ensure the website content is searchable

and findable

•  Enhance search engine optimization

•  Collect user feedback

•  Communicate effectively using simple language

•  Provide user assistance

•  Adhere to Cardinal Health messaging guidelines

•  Ensure both dynamic and static content is

regularly updated

•  Define the roles of authority

•  Assign responsibility

•  Have a maintenance plan with supporting tools

•  Measure and analyze content

Content

Content

Structure

Workflow

Governance

•  Better user experience

•  Engaging tone and voice

•  Effective communication

Overall Benefits

Better experience = higher revenue and rate of return customer

Remove Clutter

Attractive Messaging

Present preferred products

Non Disruptive Workflow

Intuitive Experience

Reduce number of steps

Consolidate functions

•  Improved user engagement

•  Improved customer retention

•  Enhanced customer loyalty

•  Increased sales

•  Better brand recognition

•  Fewer customer support calls

Impact on the business

Impact on the user