PROJECT

An online platform that provides a central place for parents to find and book local pediatric therapists for in-home services. The ask was to understand and improve the client experience, with a particular eye on the therapist discovery process in order to ultimately increase client conversion rates.

CLIENT
ROLE
TOOLS
TIMEFRAME
TEAM

TherapyWorks

User Research
Content Strategy
Product Design

Sketch
Axure

4 Weeks

Sarah Franklyn
Sergey Terpay
Vu Nguyen
Deborah Mercadante

phase 01. discovery 

The challenge

HOW IT WORKS

TherapyWorks is an online platform that allows parents to find and book local pediatric therapists for in-home services. Therapists profiled on the site work as independent contractors and have the freedom to set their own availability.

Alleviating the stress of billing and insurance, TherapyWorks handles all of the administrative tasks so that therapists can focus all of their efforts on providing treatment to children.

Parents seeking in-home pediatric services can visit the site, choose a specific therapy and zip code, and locate a range of therapists with whom they could book an initial evaluation.

UNDERSTANDING THE PROBLEM

Our team was tasked with helping TherapyWorks identify user preferences in order to streamline therapist discovery and scheduling to ultimately increase client conversion rates. 

01.
Improve
conversion rates

02.
Decrease manual
backend labor

03.
Learn how
insurance plays a role

Jumping into research

UNDERSTANDING THE COMPETITION

We analyzed several competitors to identify strengths and weaknesses in their offering.

ZOCDOC

Online medical care appointment discovery & booking service.

+

Welcoming and playful visuals with digestible content & Online searching and scheduling available

-

Not focused entirely on speech therapy

CHICAGO SPEECH THERAPY

Pediatric speech therapy offering one on one and group sessions in-home, schools, and clinical environments.

+

Information builds a strong reputation for the practice

-

User is unable to receive the cost of service or insurance coverage information directly from the website

SOUNDBOX SPEECH THERAPY

Provides in-home and school speech pediatric therapy.

+

Bright visuals that showcase the wide range of services they offer

-

No online scheduling option

Unlike direct competitors, users were given the ability to discover a therapist via the website and directly schedule appointments with TherapyWorks. However, the information and tone of the TherapyWorks’ website felt corporate and lacked a personal touch. We found that competitors did a great job in showcasing their business in an informative, welcoming and personal manner - this was something to consider implementing in future designs.

UNDERSTANDING THE USERS

We interviewed a total of seven parents who were either current or prospective users and lived in the Chicagoland area. Keeping our client assumptions in mind we conducted research with the following objectives:

1.

UNDERSTAND USER GOALS

Understand user goals when visiting the TherapyWorks' website.

2.

IDENTIFYING USER BEHAVIOR

Identifying user behavior, goals and frustrations when seeking pediatric services.

3.

INFORMATION & CONTENT

Information users want to see on the website.

4.

SCHEDULING & PAYMENT

Preferences for online scheduling and insurance process.

phase 02. defining

Empathize and define

In order to get a comprehensive understanding of the users, we synthesized behaviors, goals, needs, motivations, and frustrations and organized them into thematic segments.

IDENTIFYING THE TRENDS
REFERRALS

All users were referred to TherapyWorks or their specific practice via peer testimonials, other health professionals or online parenting support groups. Because of this, interviewees didn’t use the website to discover or schedule therapy sessions but instead reached out directly to Michelle or Erin.

They didn’t express major frustrations while interacting with TherapyWorks -- in fact, they liked the personal attention they were receiving from the owners.

TRUST > INSURANCE

Insurance coverage did not have a strong impact on users speech therapy and pediatric service selection.

Users identified insurance as being a secondary concern and indicated that trust and quality of service for their child is of greater value.

COMMUNICATION

Current users communicated directly with their therapist via email, text, and phone call for convenience.

Users liked that they were able to establish their own personal method of communication.

SCHEDULING

Despite liking the idea of online scheduling, engaged users did not use the website feature.

Instead, they preferred to be in direct contact with their assigned therapist via phone or email.

EMPATHIZING WITH THE USER

Based on our research, we created a persona that incorporates the goals, frustrations, and behavior patterns of the Therapy Works user.

LESLIE

Introducing Leslie, a busy 40-year-old working mom living in Evanston. She has a husband and two kids. Like many, she tries to balance her schedule between full-time work and home responsibilities. She and her husband spend a lot of time commuting for work and for various activities their kids are involved in.

Leslie is seeking an in-home speech pathologist for her 2-year-old son. The convenience of in-home therapy sessions are very appealing to her but most importantly, her son would be able to engage in therapy in the comfort of their home.

INFLUENCES

Pediatricians
Peers
Specialized online groups

GOALS

Discover a trusted and compatible therapist 

Simplify communication and scheduling with a therapist

FRUSTRATIONS

Lack of information to make an informed decision

Finding available therapists that fit into her schedule

DEFINING THE PROBLEM

Our research indicated that users decided on pediatric therapists or specialists once trust had been established. Pediatric speech therapy is a personal and sensitive service and we found that users wanted to feel like they were being understood during the process of finding a therapist. As a team, it was becoming clear to us that solving for the price and insurance process wasn’t a primary need among our tested users. Instead, it was more important to parents to trust that they were receiving quality care for their children. We chose to focus on personalizing the experience in efforts to build and maintain trust among prospective users.

Busy parents who want to improve their child’s speech abilities through in-home speech therapy sessions need an informative yet simple way to discover and book trusted pediatric therapists.

DEFINING THE GUIDELINES

Given our research, we created principles in order to guide us through our design process.

ENLIGHTENING
CONVERSATIONAL
ENDEARING

Prospective users need access to information to become educated on services that TherapyWorks can offer.

Our use of functional and interactive design breathes life and character into the website that allows us to communicate clearly with users.

Our design and visual language will accentuate a sense of trust for parents that want the best for their children.

phase 03. developing

Trying, failing, improving

CONCEPTING SOLUTIONS & TESTING OUR IDEAS WITH USERS

As a team, we analyzed the important insights and trends from our interviews. We brainstormed how to solve for the wants and needs of our user and Mary. We tested our sketches with six Chicagoland area moms. Five out of six were TherapyWorks’ clients, while one was a client of different therapy practice.

We created concepts to learn the following: 

What information on
the landing page can
establish trust?
How do users
want this information
conveyed to them?
What personal
information are users
comfortable
disclosing upfront?
How do users
prefer to connect
to a TherapyWorks
therapist?

OUR IDEAS

01. HEAVY VISUALS

DESCRIPTION

Heavy use of video and imagery to inform the user of TherapyWorks’ business and services.

GOAL

Evaluate what kind of content (visual, text or media) users would want to see in order for them to establish trust in TherapyWorks.

FEEDBACK

We found that users reacted positively to a strong media presence. They voiced their interest to see information about real therapists, background from the owners and testimonials from parents.

02. THERAPIST COMMUNICATION
DESCRIPTION

Therapists initiate contact with users based off of an intake questionnaire process.

GOAL

Asses if users want to see insurance information and how they’d like to be contacted by a therapist.

FEEDBACK

The landing page with insurance and transactional language was not personal enough to establish trust.  However, users felt that being contacted by therapists would be easier than searching for them and initiating communication.

03. INTAKE FORM
DESCRIPTION

New users can quickly begin the consultation process without having to spend time navigating through the website.

GOAL

Asses what information is necessary for new users to gain trust.

FEEDBACK

Users were not comfortable entering information upfront without being informed about the business. Although users like that the submission process was outlined, they wanted their initial experience to feel personal and relatable.

04. SMART MATCH
DESCRIPTION

TherapyWorks recommends a speech therapist that fits the needs of the user based on an initial personalization process.

GOAL

Assess if users could trust a recommended therapist based on a sequence of questions.

FEEDBACK

Users were comfortable providing information about their child and lifestyle. They liked that TherapyWorks recommended a therapist because it alleviated the stress of finding one on their own, felt that they could trust the recommendation and said that 1-3 therapist suggestions would be sufficient.

Based on our feedback, we wanted to improve our client experience by streamlining the intake process while fostering and maintaining the level of trust for current and prospective users.

phase 04. implementation

Final design

Moving forward we took positive design elements from our concept testing that evoked a sense of trust within our users to produce a product that would encourage them to move forward with TherapyWorks’ service.

VIDEO & IMAGERY

RECOMMENDATIONS

COMMUNICATION

TRUST

04. ABOUT US

On the About Us page, users are able to review TherapyWorks’ mission and story.

Overall the page was sufficient in building trust. Users liked the idea of seeing a video displaying why the owners created TherapyWorks. They also wanted to see a more personalized mission statement.

03. THERAPIST

On the therapist information page, users are able to review various information about the recommended therapist such as their education, specialization, interests, and experience.

Overall the page conveyed a balance of trust, professionalism, and personality.

01. LANDING PAGE

The landing page was designed to provide service information with a combination of text and visuals. Also, it was created to foster a sense of trust by displaying client testimonials and humanizing the owners by displaying their personal connection to pediatric therapy and TherapyWorks’ mission.

Generally, users found that the layout was visually appealing but wanted to see more information on TherapyWorks and the Therapists. In order to build trust, the copy should be reworded to be more personal, caring, and emotive.

02. SMART MATCH

Users have the option to seek a TherapyWorks recommended therapist by running through a sequence of questions pertaining to their child, lifestyle and desired therapist traits. The personalization element was designed to give options to choose from based on their needs and preferences so that they could feel comfortable in the therapist recommendation. 

Users didn’t mind running through a series of questions but would have liked the language and terminology of the questions to be adjusted, simplified and organized by category for better flow. Users also said that they liked the option to skip a question.

Future considerations

Based on users' feedback, future considerations are highly recommended to further design development.

01. SMART MATCH

Further UX research and construction considerations into the smart match element are required to match a therapist appropriately to a child. A suggested evaluation into criteria and linking for the following: 

• Understand what specific criteria is necessary to smart match
• Identify the minimum amount of criteria
• Prioritize the match criteria

• Discover what is essential information
• Discover information that maximizes compatibility
• Discover what is nonessential but useful information

• Determine how likely therapist information corresponds to the patient input criteria

Suggested key players: Erin (subject matter expert) to identify and validate the smart match questions keeping in mind tone and HIPPA regulations and Joshua (developer) to build and map connected criteria.

02. CONTENT

A content audit is recommended to

explore content strategy opportunities that would aim to establish a more conversational, friendly and personal experience for users.