UX Research - Vet Practice Website of The Future
As Lead UX/UI Designer for VetPartners the biggest project I completed was the extensive research into what the vet practice website of the future should look like and identify strengths, weaknesses and opportunists for improvement over what was regarded as the best of breed practice websites.
I developed a UX plan that was unique to the business and industry. The results were pivitol in providing valuable insights and highlighting areas of opportunity for improvement, providing a catalyst for change within the Digital Transformation Team and wider business at VetPartners. Following on from the analysis and insights gleaned from the UX research for this project, it became evident that users expectations and goals were not being met by current best of breed practice websites. These missed oportunites to delight customers combined with redefined business goals resulted in two further projects: Pet Portal & Content Library.
Project included:
Competitive Analysis, Expert Reviews, Extensive Usability Studies, Heuristic Markup, Learning Tour, Opportunity Workshops, SUS Questionnaires.
Methodology of UX research:
NOTE: Due to constraints applied to the research process I was unable to complete any Contextual Inquires which may have proved useful in understanding if the vet practices themselves had any useful insights.
Through the following methodology of research both Qualitative and Quantitative data was gathered.
1 - LISTENING TOUR
As this was the first start from scratch project for VP it also provided an opportunity to determine what level of appreciation, awareness and support existed in the DT Team for UX Design. The Listening Tour consisted on one-on-one chats, around a series of purposeful questions.
As this was the first start from scratch project for VP it also provided an opportunity to determine what level of appreciation, awareness and support existed in the DT Team for UX Design. The Listening Tour consisted on one-on-one chats, around a series of purposeful questions.
Deliverables: Gauge level of support and awareness for UX Design within the wider DT Team. Uncover any useful insights, concerns and possible user issues. To help develop hypothesis for the research steps ahead.
2 - OPPORTUNITY WORKSHOPS
A series of workshops to uncover hypothesis for pain points, problems, strengths, weakness users may experience using the current best-of-breed Vet Practice websites.
A series of workshops to uncover hypothesis for pain points, problems, strengths, weakness users may experience using the current best-of-breed Vet Practice websites.
Deliverables: Identify elements of the vet practice websites that could be classed as Important (must haves), Problems (elements that needed to be improved) and Missing (a wish-list of additional functionality etc). Group these into themes and prioritize.
3 - RED ROUTES
Using research from 1 & 2, determine frequent and important goals user may wish to complete.
Using research from 1 & 2, determine frequent and important goals user may wish to complete.
Deliverables: Identify users important and frequent goals to develop user journeys.
4 - USABILITY STUDIES
Develop tasks and scripts for delivering a non bias series of Usability Tests.
Develop tasks and scripts for delivering a non bias series of Usability Tests.
Deliverables: Produce a series of recorded usability tests with enough participants to discover 85% of usability issues. Using a post test questionnaire System Usability Score (SUS) scores where obtained from each of the usability tests.
5 - EXPERT REVIEW
A matriculates look at two vet practice websites through the lens of a 247 checklist across 9 key areas.
A matriculates look at two vet practice websites through the lens of a 247 checklist across 9 key areas.
Deliverables: Produce a quantitative snap shot as a benchmark of where we are now, for future comparison.
6 - COMPETITIVE ANALYSIS
A high level view of what others are doing in this space and identify areas for improvement and inspiration.
A high level view of what others are doing in this space and identify areas for improvement and inspiration.
Deliverables: What are we doing well, what could we do better and what are our opportunities.
7 - HEURISTIC MARK-UP
Evaluate vet practice websites in mobile and desktop views, based on: Ten Usability Heuristics, Website Content Accessibility Guidelines (to AA standard) and sound principals of design.
Evaluate vet practice websites in mobile and desktop views, based on: Ten Usability Heuristics, Website Content Accessibility Guidelines (to AA standard) and sound principals of design.
Deliverables: How does the user experience the product from beginning to end. A list of observations compared to set standards and guidelines.
8 - SECONDARY RESEARCH
Use of ad-hoc secondary research to expand on and support insights delivered through the research so far. Also useful in circumventing bias and opinion of others in the team.
Use of ad-hoc secondary research to expand on and support insights delivered through the research so far. Also useful in circumventing bias and opinion of others in the team.
9 - ANALYSIS AND DELIVERY OF REPORT
Analysis to uncover common themes and patterns within the research. Presenting these as an executive summary in a graphical and easy to digest report. Supported by a deeper level report into the insights.
Analysis to uncover common themes and patterns within the research. Presenting these as an executive summary in a graphical and easy to digest report. Supported by a deeper level report into the insights.
Results
From the analysis of the UX research, key insights were derived which lead to a 20 point action plan for improving usability for future practice websites. This list resulted in ideation in the form of workshops, brainstorming and user journey mapping.
UX research also showed that users expectations were not matched with the current best-of-breed practice sites. Users expected functionality that simply didn’t exist, or existed only in part. These combined with business goals resulted in two other significant projects being spun out:
UX research also showed that users expectations were not matched with the current best-of-breed practice sites. Users expected functionality that simply didn’t exist, or existed only in part. These combined with business goals resulted in two other significant projects being spun out:
Pet Portal
A method for pet owners to register their pets with a practice, organise medication, book vaccinations and arrange appointments, all on-line and at a time convenient to them, which maybe out of office hours. See more about the Pet Portal.
A method for pet owners to register their pets with a practice, organise medication, book vaccinations and arrange appointments, all on-line and at a time convenient to them, which maybe out of office hours. See more about the Pet Portal.
Content Library
To deliver centralised content which can be displayed and accessed via the individual practice websites. See more about the Content Library.
To deliver centralised content which can be displayed and accessed via the individual practice websites. See more about the Content Library.
Usability Study
Expert Review
SUS Score
Heurisitc Markup
