Roche Diagnostics
UX/UI Design
Timeline
May 2021
(1 Sprint, 2.5 weeks)
Role
UX Researcher & Designer
UI Designer
Company
Roche Diagnostics
Roche Diagnostics
Roche Diagnostics serves customers spanning the entire healthcare spectrum - including hospital and private commercial laboratories, physicians, and patients with conditions requiring them to self-test.
The Brief
Create a compelling and engaging IA that enables Roche to increase their engagement and communication with their customers via their website.
The Problem
Roche Diagnostics Australia who doesn't have a strong presence online given the lack of content and redirection off site to other country markets, needs to restructure their IA in order to increase traffic, engagement and communication with their customers in a OWP site.
The Process Summary
In a 2.5 weeks time, we started to research about Roche and competitors websites. Roche requested us to interview only with their employees. Therefore we were not able to interview with users directly, however we gained insights about user's needs and wants on second hand through employee's interviews.
We created the affinity mapping by synthesising the insights from our interviews. Then we conducted the design workshop with Roche stakeholders and voted for the best ideas. Accordingly we re-designed the website.
The Solution
Re-designed Roche Diagnostics Australia website and created a new information architecture in order to generate awareness and engagement with customers.
Competitor Analysis
We conducted a competitor analysis to understand the competitors' strengths and weaknesses and find the gaps. We also analysed their IA.
Interviews
We conducted 6 interviews with Roche's employees to understand thoughts and behaviours of users on second hand as well as employee's needs from the website.
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Key Insights:
General Feedback
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''It is good to have a career page as some roles are hard to fill and we need to build a relationship with them early.''
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''Roche provides 80% of COVID testing in Australia and worldwide.''
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''Prices don't get shared because there are so many individual factors to consider.''
Customers
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''Customers wanna know where their orders are, a track and trace feature where customers can see where is their orders.''
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''Users are looking for information about the products and assays.''
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''We need visual aid or something to guide them.''
Affinity Mapping
We analysed the research findings by themes, here are some key areas that we need to focus on:
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Trouble Shooting: Customers want to know how to run the trouble shooting easily.
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COVID Info: Roche provides COVID testing in Australia and worldwide.
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Customer Care: Customers want to be supported.
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Product Infor & Assays: Most of users are looking for product information and assays.
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Ideation Session
We organised crazy 8's workshop with Roche stakeholders for the following HMW questions and gathered 72 ideas. Next, we mashed them up all together.
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How might we provide better help and support to satisfy user's needs before/during contacting us?
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How might we provide value in the Roche Diagnostics Australia site that will help/attract current and potential clients?
MVP Matrix
We voted for the best ideas and placed them on MVP matrix to create viable features.
Site Map
Low-Fi Wireframes
We sketched low-fidelity wireframes and collected feedback then translated these to mid-fidelity and high-fidelity by using images and contents from Roche's website and following their guidelines.
Usability Test
We completed 5 usability tests with Roche's employees.
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''Innovation should be separate as Roche spends lots of money on it.''
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''Not easy to find the Career page, suggest putting it in About Us.''
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''Roche Diagnostics Australia needs to be more obvious .''
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''Too much text on the Products page, might be better to have a table with specification labels.''
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''Add an Inquiry button to Product page.''
Look and Design
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7/10
avg. score
Functionality
7.3/10
avg. score
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Client Feedback
" I absolutely love what you've presented! I think you guys have really knocked it out of the park. I'm really excited to see some really great design principles at play there, and that accessibility has been considered. I'm glad that you’re using really good amounts of vacant space, clear calls to action, design and consistency throughout the different layers of the pages. You've considered fast and easy ways to get people to where they want to be and you have simplified the journey I’m super impressed."
Reflection
This project was challenging since we were not granted access to users by the client. We managed to obtain information about user's needs and wants on second hand through Roche's employees.
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With the research constraints, I am glad we conducted insightful interviews to make up for the gaps in research data.