Parsley Health Checkout Redesign
user research, UX, visual design
The Problem
After seeing a low conversion rate (22% for desktop and 11% for mobile) Parsley Health looked to redesign their current refresh their summary to check-out process by making updates to the design to go into A/B testing. The A/B test would have 50% of users driving to the current experience and 50% going to the new design.
Upon developing the work we asked ourself a question:
What do we need to do in order to new users to engage and converge?
Role & Process
My role on the project was Product Designer responsible for user research, UX and Visual Design. I worked alongside the product manager, technical lead as well as the Director or Product Design.
The process of user research, design, and testing plan creation was completed within 3 months.
Industry Overview
My role on the project was Product Designer responsible for user research, UX and Visual Design. I worked alongside the product manager, technical lead as well as the Director or Product Design.
User Research
Our first step in the process was to do user interviews in order to assess what was working and what wasn’t. We interviewed 10 people within our target audience of adults 21 to 54 (skewing women) over the course of two days using Screencastify to record the screens for future reference.
Features coming out of testing included a progress bar to indicate where users are in the journey, the ability to select plans within the join flow and additional details on meeting locations (in-person at center vs. online).
Final Design
Our final design included refining the checkout flow in a new design language. Incorporating a flexible system that would account for various scenarios in the plans.
Outcome
The new checkout flow went into A/B testing vs. the original design in 1Q of 2020. The new flow is anticipated to outperform. Updates are expected to continue as Amplitude is utilized brings in more user data to optimize the flow.