About BV
Board Vitals is a medical education company that specializes in prepping physicians, nurses, and allied health professionals for their medical specialty board exams. Additionally, it is a one-stop shop for physicians to redeem credits for Continuing Medical Education and Maintenance of Credit points.
The platform has more than 60,000 questions and more than 150 question banks that help physicians study for their exams. The content is updated on a daily basis by medical education writers who have access to the most prominent journals and cutting-edge research for each medical specialty
SITUATION & CONTEXT
As a UX Designer my challenge was to find how to improve the overall customer purchasing process, meaning find ways to continue persistence of the product (board review question subscrip tions) when user abandons checkout process. Prior to project completion, no shopping cart existed, and visitor was required to start checkout process in every subsequent visit.
My Role
UX/UI
Visual Designer
UX Researcher
Technical Constraints
Desktop, responsive design
Tools
Hotjar
Omnigraffle
Sketch
Adobe Suite
Slack
Jira
Mind Meister
VWO
Mix Panel
Collaborative Mind Mapping
Kissmetrics
Heat Maps
Business Goals
List of Issues and Challenges to Conversion Optimization to Address:
Changes to the marketing storefront
Post-registration abandonment takes user out of the storefront resulting in no persistence of product and purchasing user flow.
Display of savings for longer subscription periods
Where to display product info & value proposition? Display discounts and CME/MOC credit?
Security/Truest Issues
Design Consistency
Purchase Funnel Optimization
Don't force registration
Post-registration abandonment – current checkout process takes you out of the storefront
Security/trust issues
Upsell for longer subscriptions lengths (poorly presented during checkout) and adding CME/MOC credit
Continue to remind customers of value proposition of product throughout checkout. Lack of product information during checkout. Question to answer is where should that be displayed?
Ensure design consistency according to BoardVitals style guide
Checkout Flow Optimization
Quick fix check-out page layout
Purchase funnel optimizations
Account Pages
PDP Layout Clean-Up
Style Guide
SSO
User Research Plan
Google Analytics Instance for AppS
ite Testing Plan (A|B optimization, etc.)
Improve blog conversions - top 10 entry pages
Files:
Nov282016-BVPurchaseFunnelConversionWorkshopNotes
Nov282016-BVPurchaseFunnelConversionWorkshopNotes
The Resident
Applicable products – USMLE Step 3, and All Specialty Exams (eg Psychiatry, Dermatology, Pathology)
25-33 years old
May have to take 1-3 specialty initial certification
Overwhelmed – generally very tired and stressed at this point
Digitally savvy – high use of both tablets and phones
High Student Debt – make ~$40k/year but still very frugal / budget conscious
Trained to be skeptical of advertising and base decisions primarily on Word of Mouth
Usually come from good undergraduate programs, and are statistically in the top 25% of their class
Digitally savvy – high use of both tablets and phones
Page Names
Home page
Occupation list page - previously board review index, moc index, nurse index, etc
Specialty list page - previously hub page
CME detail page - previously CME product page
Exam detail page - previously product page
Custom page - testimonial, institutional, about, coupons, etc
Module - page section
Create Swim Flow??
Nov282016-BVPurchaseFunnelConversionWorkshopNotes
or is it Business Goals Section?
Detail pages - make it easier to start buying/into funnel
Add buy boxes at bottom of pages
Make buy boxes persistent on screen
Free trial optimization
Button labels/ CTA - confusion
Trial CTA
Start Free Trial
Try Free
Take a Free Trial
See Free
Paid
Get Started
Access my Qbank
Gain Access
Unlock Access
Subscribe
Value Props
Testing of props and wording
General vs specific
Pricing info (Product description) - start a spreadsheet
Length of access
Price
Mini value props
If CME eligible, add-on option message
Trial
Does it become hybrid of limited Qs + Timed access?
Addition of timed access creates urgency and acquisition campaign
CME Free trial
Add trial with 1 credit worth of questions (eg. 15 -17 questions)
Customers become engaged and earn a credit as part of trial
expectations/messaging that there is a cost to claim - be super clear
Earn vs Claim - what do we offer?
CME Requirements module sits on PDP/PLP pages
Anchor pricing
Sale pricing
Consolidate Free and Paid boxes to 2 from 4
Pushes decision of which price point down stream
Need to be clear that there are options before starting
Customers confused that it is a qbank not a course
Is this a demographic specific? (older practitioners)
Low-hanging fruit
Blog links - open up another tab/window
Link checker to external sites - 404s, etc
Broader Ideas
Qbank? - SuperBank, SmartBank, etc
Membership/Subscribe
Additional Notes
Burst when qbank was last updated - fresh/new status
Promo slot in HP/PCP/PDP
Registration optional
Change the header
Data collection - implicit
USER JOURNEY
MOST COMMON DROPOFF POINTS???
Basket abandonment and forced registration
INCLUDE THIS??
Occupation list page - previously board review index, moc index, nurse index, etc
Specialty list page - previously hub page
CME detail page - previously CME product page
Exam detail page - previously product page
Custom page - testimonial, institutional, about, coupons, etc
Module - page section
Caption Caption CaptionCaptionCaptionCaptionCaptionCaption
Competitive/Comparative Analysis
Insert RXPrep Onboarding slideshow
Create Comparison User Flows??Final Results Swim Flows
System Documentation
product document & process
Visual Design Elements
Trust Symbols - Credit Card
Registration Edits
Lock Icon
User Research?
Prototype Phase
Design sprint schedule
Design Studio
Pain points to address - IA priorities
Wireframes from Balsamiq
Display Savings
User Journey Final Flow
Make GIF of cart!!!!!
Personas
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."
User Journeys
Home page
Occupation list page - previously board review index, moc index, nurse index, etc
Specialty list page - previously hub page
CME detail page - previously CME product page
Exam detail page - previously product page
Custom page - testimonial, institutional, about, coupons, etc
Module - page section