A deep dive into Specsavers Audiology department.
Responsibilities included: UX, IA
___________________________________________________________________________________________________
CHALLENGE
With an increase of private sector customers, discuss initial ideas and paths to build upon the current digital solutions to help support the increase in users, giving both staff and users a better experience.
BACKGROUND
The Specsavers company is a partner model company and each store co-owned by the franchisee. Currently Specsavers have a steady influx of NHS customers but a new push for private sector customers is showing the need for the current digital solutions to be updated.
AREAS OF INTEREST
- Understand how the app could be improved
- Drive more bookings to each individual store
- Improve the user experience when buying a product
___________________________________________________________________________________________________
DISCOVERY
COMPETITOR ANALYSIS
Throughout all aspects of the discovery phase, looking at competitors was key to see the industry standards and ways in which to make Specsavers the industry leader, metric charts were complied to compare features and messaging.
Investigating the companies within the hearing aid market (such as ReSound and Signia) and their brand websites was very interesting, there was a leap in terms messaging of technology and understanding, the aesthetics were also more high-end than the other like-for-like competitor sites. Maybe some of these elements could be taken into consideration for the Specasavers website and app.
A sitemap breakdown of the audiology section took place to understand the current live set up. This identified some initial UX issues (various content dead-ends, repetition and incorrect booking links) this was important to realise at the start of the process as it helped to shape areas that needed to be investigated further.
ONLINE BOOKING SYSTEM
The initial review of the site showed that there was an issue with the journey when booking a hearing test, the same button for booking a sight test, books a hearing test when within the hearing section. This could be confusing for users and as a first thought, there could be one flow which could include a hearing test rather than two separate journeys.
iPhone and Android Apps
To see what improvements could be a made, a breakdown of the app was completed. This revealed that the lead feature was to take a hearing test and the secondary use was the booking system. Ideas were considered for new features / sections based on competitor and hearing aid product apps, these would need to be validated and tested but investigated for initial conversations.
Ecommerce
All e-commerce journeys were completed to see if any patterns or digital pain points arose. Out of the types of e-commerce journeys for products, you could either buy through the Specsaver's website or get taken to a third-party website to complete the transaction. This was something to discuss with the client further to see the reasoning for this and if they wanted to create all e-commerce journeys in-house and therefore make the user feel more secure in the purchase.
___________________________________________________________________________________________________
THE OUTPUT
OBSERVATIONS DOCUMENT
A document was created for the client that detailed the observations and initial thoughts. A deep dive of the app, booking system and e-commerce showed various starting points in order to improve the overall experience for users across a variety of tasks. The client was impressed with the learnings, approach and the level of details gathered.