Neura Health
Onboarding flow audit
I was a hired ux designer to independently audit and redesign Neura Health’s OB flow on mobile and desktop. I analyzed over data points over thousands of users to prioritise UX redesign opportunities and improve their 95% net drop-off rate. I later aligned with my design director and Neura Health’s internal design team to finalise the design and handover.
OB audit, GTM strategy
Role
Collaborators
Independent UX auditor
Tim (Design Director)
duration
tools
3 months
Figma, Google Anaytics,
Design
Reducing friction for potential user's onboarding onto NH's trial
From patient's testimonials, it's evident that Neura Health is unique in offering easy, accessible care for neurological conditions that changes their customer's lives for the better. However, scaling onboarding meant optimizing a digital flow for users especially sensitive to prolonged periods of screen-time. This meant redesigning to reduce friction i.e. cognitive load from decision-making and context switching, motor load from excessive scrolling, and confusion from repetitive actions or unclear copy
Problem
By turning completion rate data of B2B and B2C users into a user journey map, I was able to quickly identify key problems in OB flow
Just under half of users dropped off after clicking into the first page of the OB flow, indicating the home page itself lacked sufficient information to prime users.
The root of drop-off
While conducting this audit, I tried to put myself in the mind of a NH patient. We've all been there, the anxiety of any form of medicinal procedure, let alone something that isn't life-threatening but still chronically impacting your day-to-day quality of life. Someone who has been living with a chronic health condition, perhaps encouraged by neighboring friends and family to ignore their discomfort, and not only losing hope in a solution, but losing belief the problem even exists.
This is the reality for so many users before coming into contact with NH - and figuring out how to make the onboarding process as free of pain and anxiety as possible, despite requiring so many hurdles of general uncertainty, early commitment, entering payment details, and so on to help the right people get access to the care they need, felt like the crux of this design problem.
Process
Prioritizing for low-hanging fruit
As NH was mid-way in their funding round, only high impact and low engineering effort design proposals could actually be implemented, which is why copy changes were ranked by priority based on impact to overall usability.
Clarifying the fine print
Above all, improving successful onboarding was the key metric. Multiple layers of the pre-OB screen was considered, from adjusting the CTA copy, color and positioning, to adding estimated time to complete.
Eliminating Friction
Given the target audience were patients suffering from neurological discomfort, care was spent reducing friction. This included high-priority, low-hanging fruit like minimizing visual clutter, meeting CFDA color contrast standards, and enlarging font sizes.
The overall flow was also streamlined by breaking down core information into sections or streamlining clutter into accordion menus to reduce context switching and excessive scrolling.
Impact
Before this audit, over 85% of users who started the onboarding flow dropped off, costing thousands in marketing and unconverted paying customers. By engaging in this audit, we were able to explore solutions to optimise both the landing page, as well as B2C/B2B flows to cut drop-offs by at least 25%.
Learnings
Designing for decision making
As an independent auditor, I understood my role as a impartial third-party to help the internal executive and design team unify differing goals and prioritize seemingly endless design changes under tight constraints. While discussing with the internal team, it was interesting to see how some of my proposed design changes were already considered but not prioritized and fostered discussion for how to reduce friction and add clarity to the OB flow.
What is the cost of a trial?
I deeply empathized with Neura health patients during this project, and it left me with more questions than answers on the nature of a fair free trial when the real cost to users is sometimes hidden - time, trust, emotional turbulence, decision-making, to name a few.
From Neura health's side, a debate arose about how the $1 trial fee was in place to qualify trial users serious about signing up long-term, and to reduce the burden of neurologists assigned to care for a larger influx of free-trial patients - but on the flip-side, this could be the straw that breaks the camel's back for users on the fence about going through a trial with a new service. Ultimately, I feel trial offers that convert balance upfront commitment with long-term value and relationship building for their customers.
