Project roles/timelines
2 week discovery
Product designer
Roles - UX/UI/Strategy
Product designer
Roles - UX/UI/Strategy
The brief
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.
Company 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.
Business outcomes
- Understand how the app could be improved
- Drive more bookings to each individual store
- Improve the user experience when buying a product
Understanding the market through 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 Specsavers website and app.
A sitemap breakdown of the current audiology section
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.
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.
Discovering issues through user journeys
Focusing on core user journeys, an issue arose when booking a hearing test. Hierarchy and labelling could be confusing for users when booking as this was a business need this was good to identify.
Breakdown of iPhone and Android Apps
To see what improvements could be a made, a breakdown of the apps on different devices was completed. This revealed that the primary action was to take a hearing test and not the desired booking a hearing test. 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.
As e-commerce is critical for business, user journeys were completed to look for any pain points. It was discovered 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 have all conversions in-house making the user more secure in the purchase.
Outcomes
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.
