UC San Diego Health asked to re-evaluate the COVID-19 testing program content on their websites.

I led an end-to-end user experience design process involving user research, design, and testing leading to fewer reports of inaccurate registrations and a more user-centered content layout.

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Opportunities

• Customers are registering for a different test than the one they need.
• The program has become more complex and the page is expected to provide information for many different audiences.

Goal

Help users efficiently sign up for the COVID-19 testing solution that meets their needs.

Setting

• Users: People in San Diego who need a covid test for travel or other reasons, who are willing to pay out of pocket
• Product: An informational and static public-facing website that funnels to a registration system.
• Methods: personas, user journeys, customer feedback data, usability testing, contextual data gathering
• Tools: Figma, FullStory, Google Analytics, Miro, Maze, TryMyUI, PlaybookUX

Process

Phase 1

The primary goal of this phase was to concisely communicate the differences between tests before registration.

• Inventoried COVID-19 testing content across their different pages.
• Created mock-ups and presented them to the team.
• Implemented phase 1 changes after review.
• Monitored via Full Story and made small refinements.

Phase 2

Changes to operations initiated phase 2. The main goal was to incorporate those changes and assess the pain points of the last phase.

• Created personas.
• Identified pain points via user journeys, customer feedback data from adjacent programs, and a few usability testing sessions.
• Contacted parties involved in marketing and operations to gain additional context.
• Observed page utilization via Full Story and Google Analytics.
• In collaboration with content writers, provided a prototype that incorporated recommendations.
• Proposed roadmap for the rest of the project.

Phase 3

This is the validation and build stage.

• Collaborated with the content team to incorporate revised information due to operational changes.
• Conducted unmoderated usability tests of mobile and desktop views using TryMyUI and PlaybookUX.
• Incorporated findings from usability tests into final development.
• Handed off to the developer and worked closely with them throughout quality assurance testing.
• Published and monitored using FullStory.

Results

• Add function to allow users to filter information relevant to them.
• Added acknowledgment pages to introduce intentional friction. Anecdotes from the operational team showed it was effective in ensuring users knew which test they signed up for.
• Consolidated 5 pages of content across 2 different sites (different audiences) onto one page. 
• Reformatted content and added a comparison chart to make pages more scannable.
• Further content refinement and reorganization.