Streamlining the process of booking counselling services on the website
My Role
UX Designer
Tools
Platform
Web
Duration
2 weeks
Background
Moving Forward is a Canadian counseling company that provides accessible and judgment-free counselling services to underserved communities.
Our team collaborated over 2 weeks to identify challenges, prioritize issues, and propose feasible solutions to enhance the overall user engagement of the platform.
Business Problem
The platform is currently experiencing challenges with User engagement as the platform is experiencing drop-offs.
Although users visit the website, they seem reluctant to take any significant action. Additionally, there is a growing concern about the brand's diminishing trust and advocacy within the target user group.
Based on user research findings, the main cause of low user engagement and drop-offs was the complex process of booking the counselling service, prompting the project to focus on streamlining the booking process.
Challenge
How might we streamline the process of booking the counselling services and help user to easily get started with the platform?
Solution
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AI Assistant to streamline the requirement-gathering flow.
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Optimizing the Home Page for Clear and Human-Friendly Information.
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Providing resources to help users cope with anxiety during waiting times.
Final Prototype
Scroll down to see the process
We started with...
A Project kick-off meeting to gather requirements, constraints, how platform works and understand the current user flows. The first step was to understand the users and to find the reasons causing the drop-offs?
Understanding user flow for booking the counselling service
What does user feel?
We had a focus group discussions with five users with a goal to understand their experiences with the platform, figure out the potential cause of drop offs and connect with their perspective.
Main Insights
01
Users feel lost and hard navigate the next steps while booking
02
Difficult to decide which service is best for them
03
The requirement form feels is lengthy and overwhelming.
04
Users feel frustrated while waiting for their counseling session.
To understand "why" users feels overwhelmed and confused with the platform we decided to conduct a website audit.
Unclear CTA
Key Services are not highlighted
No direction on next steps
Access to intake form is hidden
Unclear and vague content
Services are not differentiated
Overwhelming information
Unclear language
Please zoom in for a closer look
Analysing our findings though user journey
😒
😕
🤔
😣
😵💫
😕
Provide easy navigation on Homepage.
Help users to differentiate with services provided.
Help users to communicate requirements easily.
Provide information on next steps.
Help users to feel supported throughout the process.
Taking Inspiration
For brainstorming on potential solutions we considered:
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Competitive landscape
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Industry trends
Bringing it all together
User Need
Want to communicate requirements easily.
Want to be able to differentiate between the services provided.
Want to get clear and actionable information about next steps.
Want to feel supported and be able to receive help while I am waiting for my counselling sessions.
Solution
Make requirement gathering experience less overwhelming with AI assistant
01
Optimize Homepage Design to provide the content that is easy to understand and navigate, in a friendly tone and sets clear expectations on next steps.
02
Give access to resources so that users receive immediate help when they visit the website that leads to combat the frustration and build trust.
03
Solutions
01
Incorporating Ai-Assistant to gather requirements
According to a study by Front Digital Health surveying 206 individuals, 69.9% of participants preferred a chatbot over filling out an online form.
An AI assistant or chatbot will allow users to type, select, or send audio to communicate their requirements easily.
User will be able to:
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Give requirements quickly
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Be engaged during the process
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Able to receive help in choosing services
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Able to voice emotions and send audio
Users can chat and provide requirements
Users can choose from options
Users can converse with audio
02
Optimised Home Page
By optimising the layout of the landing page, the user's experience can be enhanced. Clear and concise information can effectively steer the user towards their intended goals.
User will be able to:
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Easily Navigate
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Have clarity over how platform works
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Experience Friendly Tone
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Able to distinguish between service
Clear CTA to progress
distinction on types of services available
clear reason on why to use the platform
clear direction on how platform works
Highlighting resources to help user get immediate assistance
03
Providing resources to help get immediate help
While users await their upcoming counseling sessions, they often experience frustrations. Highlighting resources on the landing page and redirecting users through chatbot interactions can assist them during these waiting times and foster a sense of trust, demonstrating that the platform genuinely cares for their well-being.
User will be able to:
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Easy navigation of resources
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Reduces stress and anxiety
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Provides support while waiting for a session
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Highly feasible
Impact
We decided to conduct a user testing with 6 participants to validate our design decisions.
The testing results help us to conclude:
85%
Reduction in time required to fill the intake form.
6/6
Users felt confident and aware about the next steps and were able to navigate the website easily.
100%
Participants said that they would recommend the platform to others.