Signup Page

Parachute Health

Parachute Health is a health tech startup that provides an all-digital solution for ordering medical equipment and services for patients in need.

The sales team wanted to switch from manually signing up facilities to having self-signup via an online form. I tested the signup form to determine areas of user dropoff or confusion to drive design improvements.

THE CHALLENGE

DECREASE OPERATIONAL COST AND INCREASE SALES

Signing up facilities is a time-intensive and manual process for the sales/onboarding team. We want users to self-signup to use less company resources and generate a higher volume of user signups.

THE APPROACH

CREATING NEW RESEARCH PROCESS

Since we had no previous process for conducting a study of this size, I:

  1. Conducted internal interviews to understand business goals and user issues

  2. Discussed with product/design which users to target

  3. Created a usability research plan with designer and advocated for budget

  4. Recruited two different user types through Typeform survey

  5. Presented synthesized results and gave design recommendations to product, design, development team

INTERVIEWS

Without a process in place for this project, communication about insights was key. So, I interviewed internal users to understand the scope of problems and external users for issues in usability. I created Trello boards for both sets of interviews to communicate and quantify the trends. 

Internal User Data

THE DISCOVERY

KEY FINDINGS

THE REFLECTION

NEXT STEPS

Based on usability findings, our designer was in the process of making changes to the signup flow. While we were working on redesigns, this project became deprioritized due to other competing product priorities. This project is in the backlog.

TAKEAWAYS

  1. Recruiting survey didn’t give me all participants, so I have to rely on a variety of recruiting methods

  2. The internal interviews gave me a holistic perspective of problems and helped me refine the usability script.

  3. Consistently updating the product/design team of user results made them aware of issues and made it easier to explain design recommendations at final presentation.

Mockup of new signup page

External User Data

HIGHER CONVERSION RATE

“Sign Digitally” at the beginning of the signup flow deters users from completion. For higher conversion rate, we want users to create an order and sign documentation at the end.

HESITANT TO ENTER MOBILE NUMBER

Users didn’t enter their mobile numbers and didn’t complete the section, because they were worried they would be bombarded by sales calls.

SIGNING CONFUSION

In “User Agreement”, non-directors, can send legal documents to a director to sign digitally. Upon seeing “sign digitally”, users would stop if they didn’t have the authority to sign. From the interface, it wasn’t clear the next step was the option to send to a director.

MORE SCHEDULING OPTIONS

The onboarding options are too limited. There are frequent use case scenarios where either the sales-side or client side need to bypass onboarding and directly start ordering.