UX/UI Designer
BoardVitals BV logo from Sketch.png

Board Vitals

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ABout BoardVitals:

When I joined BoardVitals as UX/UI Designer, there were a couple pressing problems they were trying to solve on their website.

To give you some context, BoardVitals is a medical education company that specializes in prepping physicians, nurses, and allied health professionals for their medical specialty board exams. Additionally, it is a  one-stop shop for physicians to redeem credits for Continuing Medical Education and Maintenance of Credit points. 

The platform has more than 60,000 questions and more than 150 question banks that help physicians prepare for their exams. The content is updated on a daily basis by medical education writers who have access to the most prominent journals and cutting-edge research in each medical specialty.  

My role:

I helped in all stages of the UX/UI Process: prototyping, interaction design and usability testing. 

PLATFORM:

Responsive Desktop Websites

Tools:

Omnigraffle, Sketch, Balsamiq, Google, Google Forms, Google Sheets, Trello, Jira

 

Prototype Phase

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Wireframes

Created during our design sprints.

Problem statement:

As a UX Designer I was tasked with helping the developers and product manager with several problem areas of their customer purchasing process.

  • No persistence of product when user abandons cart; No shopping cart, and visitor starts over every visit to site.

    Security/trust issues.

  • Upsell for greater subscriptions lengths, which are poorly presented during checkout.

  • Continue value proposition of product throughout checkout.

  • Lack of product information during checkout – where should it be displayed

  • Design consistency

  • Post-registration abandonment – current checkout process takes you out of the storefront

THE SOLUTION:

  • Create shopping cart to ensure persistence of product.

  • Display value proposition of product throughout checkout.

  • Signal security of payment information to encourage checkout.

 


Competitive Analysis

I analyzed a half dozen competitors competitor sites and here is an examples of user onboarding notes: http://bit.ly/2lJu9rk

I found some very helpful insights and best practices we could implement on our site.

 
 
 

With the dev, product, and design team, we did more than a few brainstorming sessions about how to solve some of the most pressing checkout issues.

  • No persistence of product when user abandons cart; No shopping cart, and visitor starts over every visit to site.

  • Don't force registration

  • Security/trust issues

  • Upsell for great subscriptions lengths is poorly presented in checkout

  • Continue value proposition of product throughout checkout

  • Lack of product information during – where should that be displayed?

  • Design consistency

  • Post-registration abandonment – current checkout process takes you out of the storefront

Here are some wireframes I created after a few design sprints.


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User Journey Final Flow

Board Vitals customer conversion user flows cop