User Empathy
I mapped out specific user stories to further flesh out product areas that we identified as needing improvement. The example I’ve included below highlights our onboarding process. I also created a journey map of a larger user journey through our site so we could relate to and review the bigger picture narrative more effectively.
User Story Map: Onboarding Experience
Em
Oxborrow
Scenario:
As Em, I want to create an account, so I can find more information in hopes of finding a likely diagnosis.
Expectations:
-
Straightforward process
-
Not too lengthy
Discovery
Agreement
Conditions
Demographics
Research Opps
Goals
- Find potential diagnoses or at least new useful information
- Get a sense of community values and rules
- Find and add current and potentially suspected conditions
- Add demographic info for more relevant content
- Learn what “research opportunities” entails
-Finish signup
Actions
1. Looks up info on chronic illness for potential diagnoses while in hospital
2. Clicks on Syndio ad
3. Watches founder’s story
4. Clicks to join community
5. Fills out credentials to sign up
1. Quickly skims guidelines
3. Clicks “I Agree” to move to next step
1. Searches conditions
2. Adds a few confirmed and suspected conditions
1. Reads reason for asking
2. Skips city
3. Adds birthdate
4. Adds race/ethnicity
5. Adds gender identities
1. Reads description
2. Decides to opt into email notifications
3. Clicks “Save & Finish”
Emotions
- Emotional
- Intrigued
- Neutral
- Disappointed
- Surprised
- Validated
- Hopeful
- Curious
Satisfaction Level
Quotes
“Wow, we've been through so much of the same healthcare BS and trauma.”
“Lol does anyone actually ever read these?”
“Dang, how do I add SIBO if they don't have it here?"
“Aw good, their gender options are really inclusive.”
“Oh cool, market research is way less intimidating than clinical trials.”
Pain Points
- No SSO options
- Lots of text
- Many conditions unavailable to select (database still growing)
- Potential for onboarding fatigue
- Privacy concerns
- Lots of text
Improvement Opportunities
- Integrate SSO options
- Consolidate key info
- Consider putting details under dropdowns
- Implement suggestion tool for missing conditions
- Streamline condition adding process (for newly found and backlogged)
- Reduce # of fields
- Consider making entire step optional
- Enable private versus public setting
- Consolidate key info
- Consider putting details under dropdowns
Journey Map: Big Picture Experience
Lina Albidrez
Scenario:
While browsing a Lupus Facebook page, Lina reads about Syndio Health and begins exploring the site to determine whether or not it seems useful and if she should try it out.
Expectations:
-
Content relevant to her health
-
An engaged and active member community.
Discovery
Onboarding
Home Feed
Profile
Posting
Goals
- Learn more about Syndio
- Decide whether to sign up
- Create account
- Find relevant posts
- Get useful info from posts
- Complete profile
- Write and share post
Actions
1. Scrolls through Facebook group on phone
2. Reads post about Syndio
3. Clicks to join community
4. Fills out credentials to sign up
1. Agrees to guidelines
2. Adds conditions
3. Adds demographics
4. Opts into research emails
1. Scans posts in feed
2. Clicks and reads post on CBD products used for fibromyalgia
3. Thanks the author in the comments section
1. Adds photo
2. Adds some about info, skipping bio
3. Fills out some health info
4. Follows a few topics like "fatigue" and "energy"
1. Clicks “Share Health Experience” in top nav from home page
2. Brainstorms post ideas, jotting down notes in a draft to write later
3. Copy pastes draft into notes app in phone
4. Comes back next day to finish post asking for doctor recommendations
5. Adds tags & shares post
Emotions
- Curious
- Impatient
- Intrigued
- Disappointed
- Curious
- Excited
-Satisfied
- Tired
- Hopeful
- Excited
- Uncertain
Satisfaction Level
Quotes
“Is this just another support group?”
“This is cool, I’ve been curious about clinical trials.”
“People don't seem to post very often, but the posts I do see look promising."
“I don’t feel like filling all of this out. I guess this'll work for now.”
“I really hope I get some good tips here, but what are the odds I actually do...”
Pain Points
- Nature of company not immediately obvious
- Beyond credentials, additional info required to create account
- Low user engagement
- Profile overwhelm (many optional data points)
- Low user engagement
- No option for multiple drafts
Improvement Opportunities
- Potential branding improvements
- Streamline full onboarding process
- Indicate progress in onboarding steps
- Potential branding improvements
- Boost user engagement
- Incentivize profile completion
- Enable multiple drafts
- Boost user engagement