Final Outcome
Background
Product Introduction
Dr. Mom
Dr. Mom is a comprehensive app featuring an encyclopedia of essential oils and recipes.
What are essential oils and recipes?
Business Goal
Why didn't users subscribe?
I decided to gather insights by reviewing user notes in app and analyzing user search data.
Users’ notes
🔸 Most users use essential oils to treat health conditions, with 98% of user notes focusing on how they use essential oils to benefit their health.
Sarah Johnson
Yesterday, my son scalded his hand with boiling water, causing a large blister. I had him apply lavender oil twice, and it's stopped hurting. Today, I mixed it according to the recipe and will continue to apply it to see how many days it takes to heal.
Joy Chen
My daughter had a stomach ache today, and upon examination, it was diagnosed as mesenteric lymphadenitis. I used thyme, tea tree, and peppermint oils, applying them four times a day. After two days, she said her stomach no longer hurt.
Nicole B
My high school-aged child came home coughing non-stop last night. I had them eat a drop of Monarda with bread, and the effect was almost immediate. After eating, the coughing nearly stopped and even when it occurred, it was much less severe.
Jessica Liu
I had a dry cough and applied a mixture of 2 drops of fir oil with 5 drops of coconut oil to my chest and the back of my neck. After using it continuously for 3 days, I felt much better. 。
so, users didn’t subscribe because...
Our service didn't fulfill the key user needs. Our product helps users find recipes for their health issues, but we haven't fully guided them on using essential oils for treatment.
What we provided
📚
VS
What user needs
👩🏻⚕️
An encyclopedia provides detailed information on essential oils and recipes.
VS
A doctor treats health conditions through essential oils.
How to bridge the gap?
💡
My Approach
Redesign the experience of using essential oils to treat health conditions
What’s the problem of current experience?
To answer this question, I conducted user research and use the Psych Framework to visualize experiences and build user empathy and found gaps.
The current experience of using essential oils to treat health conditions
Click to read the whole story
I summarized feedback from Yin and multiple users into a user journey map.
Click to enlarge
So, What's happening?
Based on user journey map, I summarized two pain points.
🤯
Pain point
Information Overload
Overload information increases the friction for understanding, requiring user to expend more psychological effort to continue taking action.
🤔
Pain point
User Hesitation
Users show hesitation in using the interface and making decisions, like when they struggle to tell apart different health issues.
By addressing these two pain points, I can bridge the gap between our current experience and user needs, significantly enhancing the user experience.
How to address pain points ?
Why did User feel information overload?
🔒
Lack of strong logic behind some tasks
📑
The single page includes multiple key tasks
🔍
Low-accessibility and clutter UI
🤯
Why did User feel information overload?
🔒
Cause of overload
Lack of strong logic behind some tasks
⚖️
Solution
Optimize the task flow logically by sequencing tasks from broad categories to specific details
Old Flow
🔸 New Flow
💎
Solution
Combined related tasks into a comprehensive task
Old Flow
🔸 New Flow
📑
Cause of overload
The single page includes multiple key tasks
🫧
Solution
Add new pages based on task flow
🔍
Cause of overload
Low-accessibility and clutter UI
Low-accessibility
15-59 years old
Fail
2.5
Expand
Fail
2.3
clutter UI
Low Discoverability
Button Overload
-
🎯
Solution
Enhance the accessibility and clarity
Using adequate contrast ratios and simplifying the interface design.
Review My Solution Now
Why did User feel Hesitated?
🧩
Lack of auxiliary information
📜
Lack of Clarity in Copy
Solutions to User Hesitation
🧩
Cause of Hesitation
Lack of auxiliary information
📊
Solution
Add auxiliary information
Combining user feedback, identified potential opportunities, and development feedbacks to develop effective and feasible auxiliary information.
📜
Cause of Hesitation
Lack of Clarity in Copy
📐
Solution
Improving Copy Clarity
Implement straightforward language for enhanced user comprehension and integrate clear calls-to-action to directly motivate user engagement.
How to ensure my solution is effective ?
After uncovering the challenges within our task flow and realizing the additional information our users needed to make informed decisions, I designed new task flow and information architecture.
Task flow
Information architecture
Following the optimization of the task flow and the development of a new information architecture, I created a wireframe to conduct usability testing.
Wireframe
What do stakeholders think about the new experience?
I conduct usability test to three group people:
users who already subscripe our serves
users who haven't subscripe our serves
The new experience of using essential oils to treat health conditions
Click to read the whole story
I summarized feedback from Yin and multiple users into a user journey map.
Click to enlarge