Overview/ Context

At the start of the year, our team embarked on a mission to transform how customers navigate their orders. While the existing process was a product of our evolving business and operational strengths, we recognized that our enhanced capabilities in automation demanded a fresh approach. It was time to realign the order journey with these advancements to create a smoother, more engaging experience for our customers.

Synopsis

History

• In our company's early days, before automation, we used a form known as the 'order-form' to gather patient details. Our CRM team would then personally contact customers, discussing their diagnostic needs, scheduling collections, and confirming orders. We kept customers updated on their orders via WhatsApp, ensuring they felt supported every step of the way.

• In the next versions of the order form, the following capabilities were added to the system:

  • Ability to type out the tests required.
  • Ability to add an address by locating/searching yourself on the map and entering exact address details.
  • Ability to choose a collection slot by selecting your preferred date and time.
  • Finally, the ability to select your desired test/checkups from a list added to the order-form. User can also add test from product pages, homepage, google ads etc.
  • Thus, the order-form was completed.

  

Challenges / Issues identified

Following challenges, insights were obtained using data (via Mixpanel) , Smartlook recordings and CRM chats.

• High Cognitive Load: Users experienced cognitive overload due to multiple information types gathered in the same flow.
• Overall Conversion: Conversion rate from page visit to order placed was approximately 29%.
• Repeat Users: Approximately 16% of users were repeat visitors, with a conversion rate close to 65%. However, returning users had to re-enter member information.
• Address Input Difficulty: Users faced issues when adding their address, such as confusion about mandatory fields, inability to move the map, and inaccurate error handling.
• Multi-Order Requests: The design was not intuitive for multi-patient orders, with around 70% consisting of only checkups, most of which were the same for each patient.
• Error Handling: Ineffective error handling led to user frustration, as the system did not guide or scroll them to correct mistakes or incomplete fields.