Sage Lee

OVERVIEW

Problem

Doctor Onboarding Dropouts and Workspace Duplication

The product manager aims to enhance the onboarding completion rate for doctors, who currently face challenges in completing this process. Additionally, there's a need to address the issue of doctors creating duplicate workspaces, leading to frequent inquiries about how to delete them.

Solution 01

Streamlined and Trust-Building Onboarding for Doctors

I simplified the onboarding process by dividing it into two manageable stages, reducing text-heavy content to alleviate user burden. Additionally, the invitation emails now include the admin's name, information about Medicai, and social links, fostering trust among doctor users.

Solution 02

Efficient Doctor Administration

New features for automated doctor invitations address workspace duplication: quicker 'Add' button access, Excel for bulk invites, link-based invites, and automated email domain invitations, easing the admin workload.

Impact

Enhanced Click Efficiency

TASK 1

33%↑

Click Efficiency

TASK 2

up to 50%↑

Click Efficiency

Onboarding clicks reduced from 12 to 8, a 33% improvement.
Single member addition to a workspace now needs only 1 click, down from 2.
Adding multiple members requires just 2 clicks, improved from 3+.

PROCESS

Background

Two problems in the current onboarding process

Medicai, a platform for managing and collaborating on medical imaging and files, faces two primary onboarding issues. Our product manager aims to boost the completion rate of doctor onboarding and reduce the creation of duplicate workspaces.

Constraints

Secondary research only

Late implementation

User segment

Who’s It For

Doctor

Join Medicai for collaborative patient case management.

Administrators/ Staff

Use Medicai for streamlined patient case administration.

TASK 1. Lowering Drop Out Rate

Hotjar analysis & meeting with sales team

What is the problem in the current user flow?

Insecurity with Email Invitations

Doctors are often hesitant to respond to Medicai’s invitation emails, mistaking them for spam due to unfamiliarity with the service.

“When doctors get invitation email from Medicai, they are often scared because they think it’s a spam. They are not familiar with technology, and scared to put personal information before verify the service” -- Sales Representative

Overwhelming Page Layout

The initial 'details' page presents users with guide text on the left and nine input fields, including optional ones, all at once. This page experiences the highest churn rate. Hotjar video analysis showed users spending excessive time filling out these fields.

Competitive research

How others are doing to enhance the security and the simplicity?

I examined the structure and content of various collaboration products to understand how they boost security perceptions and reduce complexity.

Key Insights

Competitors include personalised workspace details like member names and product info (text and social links) on the onboarding page to enhance security

Minimal use of drop-downs and presenting options as tags for easier navigation.

Breaking down the onboarding into multiple pages to reduce information overload per page.

Hypotheses

Including personalised details in the workspace will likely increase the email opening rate and enhance the onboarding completion rate.

Reducing the number of dropdown fields and introducing quick-fill options like recommendation tags are expected to boost the onboarding completion rate.

Dividing the onboarding process into two stages is anticipated to improve the overall completion rate.

Solution

Implementing insights and hypotheses into the product

Enhanced Security in Invitation Emails:

Include names of existing workspace members.
Provide clear information about the platform to avoid confusion.
Focus the CTA on the workspace to personalise the experience.

As- is

To-be

Reducing Overwhelm in Onboarding:

Divide the onboarding process into multiple, manageable stages.
Display a progress indicator for user orientation.
Offer suggestions in dropdowns with multiple options to facilitate decision-making.

As- is

To-be

TASK 2. Decrease Duplicate Workspace

Sales team meeting + 5 Whys

Why do doctors create a duplicate workspace?

Why?

Doctors often create duplicate workspaces because they are unaware that they should join existing ones.

Why?

This happens because administrators fail to inform doctors that they need an invitation from an admin to join existing workspaces, as reported by the sales team.

Why?

Administrators struggle to communicate with a large number of doctors about joining Medicai, a challenge highlighted by the sales team.

Why?

The process of inviting numerous new doctors requires extensive communication and manual effort, which is assumed to be burdensome for admins. (Assumption)

The Solution

Accelerating Doctor Administration

Instant Invitation Access

Add an 'Add Members to Workspace' button to the sticky navigation bar for immediate access to the invitation modal.

Enhanced Invitation Modal

Facilitate bulk invites via Excel.
Provide link-based invitations for ease.

Automated Workspace Recommendations

Automatically suggest workspaces for doctors based on their email domain, facilitating appropriate placements.

Cross-Platform Design

Optimising the Desktop Experience for Web App Interface

I redesigned the onboarding process for Medicai to be fully optimized for both mobile and desktop. As a cross-platform SaaS, this new web app design delivers a consistent and intuitive experience across all devices, including mobile and PC web browsers.

The Impact

TASK 1

33%↑

Click efficiency for onboarding completion

TASK 2

Up to 50%↑

Cick efficiency for inviting new doctors

The number of clicks needed to complete onboarding has been reduced from 12 to 8, marking a 33% improvement
The clicks needed to add one member to a new workspace have been reduced from 2 to 1.
For adding more than one member, the requirement has decreased from 3+ to 2 clicks.

If possible, I would investigate:

Email Opening Rate

Onboarding Completion Rate

User Feedback on Security

Duplicate Workspace Creation

Retrospective

What I learned

Scalable UI design for cross-platform

I learned to make designs that work well on both websites and apps, focusing on what’s easy for users and doesn't cost much to develop.

Collaboration with Sales Representative

This project showed me how talking to sales reps can be really helpful for understanding what users need, especially when I can't do my own research.