Exam Master Advantage

The Role

“It’s too complicated to use, there are way too many options.  I feel alone in a dark room.” — Professional Pharmacist

Over the course of 7 months, I led the design and user experience of Exam Master’s testing platform refining their service, creating a more intuitive experience, addressing complex functionality.  This included: identifying areas for improvement, research user decision and behavior, data analysis, conducting interviews, user stories, low and high definition wireframes, testing and prototyping.

 

The problem

While the base questions provided by Exam Master’s online service were in depth detailed, there was a lack of concise information to guide the user through the whole process.  The gathered feedback pointed that the users were having a bad experience using the platform.  Some of the main issues they reported were that the site was too cluttered, the navigation elements caused confusion, the workflows for product ordering were not intuitive.  It was simply an intimidating user experience for them.

Opportunity

In order to address the underlying problems, the project needed to:

  • Improve the platform’s navigation and reduce the amount of interaction required to perform certain tasks.

  • Clarify visual elements.

  • Focus the user attention on the main content, while displaying the information that they need when they need it.

The Approach

During the multiple iterations of this project, we put the team in the end users' shoes, to better empathize, understand their needs, and to meet the client's business objectives, focusing on several key factors.

  • Constant client interaction, we involved the client during all the phases of development and research so that they could understand what was happening behind curtains.

  • Clear content expressing functionality and purpose for the end user.

  • Improved navigation and Information Architecture.

  • Heuristic Analysis, we highlighted the good and bad practices to help visualize the current state of the service’s efficiency and usability.

  • Support for the different screen sizes and devices within the ecosystem.

 

Personas

To identify the needs of our users and come up with a tailored design based on what they were looking for, we interviewed three groups.  These groups consisted on Pediatricians, Physicians, Pharmacists and Practitioners.  This allowed us to understand how they were using the service, what their goals were, their frustrations, and which actions they performed as a result.

Discovery phase

During this stage of the project, we evaluated the existing work, set milestones and began to research user needs. This led the team to further improve the easy-of-use, visual and simple interface.  We also revisited the three-part retail model and integrated social features into overall workflow using forums and communication services.

Socialize and scale
The research indicated that we needed to allow users to share their test results via social media, and allow peer-to-peer sharing of custom exam between paying customers.

We provided a better experience across multiple devices, optimizing exam experience increasing value and consumption.  This allowed us to create an optimal framework that has a potential to be licensed for other certification and exam preparation domains.

Results

  • Exam test requests increased by 160%.

  • Monthly user traffic increased by 75%.

  • Shopping cart abandonment rate decreased by 70%.