Giving patients the ability to take charge of their health with a e-commerce redesign and fresh branding in light of COVID-19 and the need for D2C testing.
Quest Diagnostics
UX Design
2021 - 2022
Live site: www.questhealth.com
Composing the brand story
As the first page customers land on, we spent additional time crafting the story and structure of the homepage would be.
To do this, I helped to curate and facilitate a design workshop with senior stakeholders and executive-level leadership to define page level information architecture of the homepage.
01 Competitive Analysis
I started by looking at different homepages from companies that also sell health related tests online to get data on:
- type of content modules used
- the order of these modules
- number of modules each site had
I arranged the sites on a scale from product/shopping focused to story/brand focused to see where the new site would sit. To further analyze these sites, we looked at each module summarizing what is being communicated and rank ones that could work well for Quest’s homepage.
02 Dot Voting
After sharing our insights gathered from competitors, the team conducted a dot voting exercise to determine which content types should the homepage feature.
Each stakeholder had 3-4 dots that they would place on different cards of what they wanted to see on the homepage.
03 Wireframing
With the 4 content types chosen from the workshop,
- Value of Testing
- DTC Consumer Testing
- Quest Story
- Browse Categories
I began to explore the order and amount of space each section should have.
04 Results
A focus on trust and simplicity
For the rest of site & online portal, the UX team updated the site map and transformed each page by applying common e-commerce patterns to improve usability, accessibility, information hierarchy.
Additionally, we worked closely with the visual and developing teams to apply the new brand style and ensure that each page translated accurately to the live site.
Project Outcomes
Since launching the redesigned site and online portal in 2022, Quest has helped enabled 70 million users to conveniently purchase tests which were previously unavailable without a doctor's authorization which has generated an estimated revenue of $3.15 billion that year.
Internal Outcomes
To keep such a massive team of designers, writers, product managers, and engineers from across the world on track to meet deadlines. Management implemented a sprint style strategy having the UX designers start work a bit ahead of the UI designers who would be ahead of developers, but always having constant communication between the teams. This management strategy helped all the internal teams stay informed on what was coming down the pipeline and how progress is developing.
Learnings
Working on this project with a multidisciplinary team allowed for a rich exchange of ideas and expertise. This cross-collaboration was a unique experience that was instrumental in creating a user-centric design solution that met the needs of both consumers and the business.
I gained a deeper understanding of the unique challenges and opporutnties associated with designing for the healthcare industry, including considerations related to privacy, security, and regulatory compliance.
Conducting the homepage workshop and sharing design progress weekly with the client refined my presentation skills and confidence as I better understood stakeholder priorities and concerns. Over the weeks, I began to think ahead and be prepared for potential questions, feedback, and development concerns which helped gain buy-in on difficult design decisions.