ro Product Add-on
Ro is a direct-to-consumer telehealth company that handles everything from diagnosis to the convenient delivery of medication. The goal of this project was to provide people with a seamless way to access additional over-the-counter treatments that are relevant to them during the onboarding flow.
THE TEAM
1 PM
3 engineers
MY ROLE
Senior Product Designer
THE PROBLEM
During onboarding, people only see products related to their initial complaint.
There is not an easy way for people to find other products that may be relevant to them and since we do not have "cart" functionality, there is a lot of logistical/account friction for a single person signing up for more than one product in one sitting.
The current journey
1. Online visit
People complete an online visit, answering questions related to the condition they are hoping to treat. This assessment is 30+ questions.
2. Payment information
They provide payment info for their Rx treatment. They will be charged ONLY if they are prescribed the medication.
3. Marketing survey
They complete a survey about how they heard about Ro. This screen is for the marketing team and is required and can’t be bypassed. In fact, this screen is served every time a “purchase” is completed.
4. Thank you
The patient will see a confirmation page which let’s them know that a Ro physician is reviewing their online assessment. This screen also explains next steps and when they can expect to hear from a physician.
3. MyRo
Lastly, the patient, if they choose, is taken to their My Ro screen where they can view more product offerings. However, some users don’t always make it to this screen.
THE GOAL
To get 5% of people who complete an Rx online visit to add one of the OTC products embedded in this flow.
Concept flows
However, with this approach I still had concerns with the thank you confirmation screen being too far removed from the initial payment screen. The thank you confirmation is a critical screen that explains next steps to users.
FLOW 1
Add OTC to payment screen
Catching people on the payment screen would help to avoid them going through two checkouts. After consulting with our medical and legal team, I came to the conclusion that this approach could be misinterpreted by people.
If the user decides to purchase them, they can do so with saved payment info but if they decide not to purchase a product, they will follow the normal flow and be taken to their online member account.
FLOW 2
Add OTC after checkout
I then decided to explore catching people AFTER the checkout payment screen. I thought to maybe draw attention to the additional products by giving them their own screen then sending people through checkout again but this time with saved payment info for their convenience.
FLOW 3
Add OTC to confirmation screen
I finally came to a middle ground. I would try to catch people AFTER checkout but instead of putting the products on their own screen, I would incorporate them into the thank you screen.
User testing
Option 1
I conducted 2 tests with 5 participants per test on UserTesting.com for a total of 10 participants. The tests shows the OTC products in a carousel.
Option 2
I conducted 2 more tests with 5 participants per test on UserTesting.com for a total of 10 participants. The test shows the OTC products stacked.
Key findings
There’s a lack of interest
Most participants were ok with the products being on this page. Having them on this page made sense to them but they weren’t interested in buying at this level because they first want to see how the Rx treatment works. 2. They don’t have enough info on the over-the-counter products (even though there is a learn more button) 3. Concerns that this is something that needs to be recommended by a doc.
Users need more info
Participants mentioned they would purchase these products. However one participant was under the assumption that these over-the-counter products would solve his original health issue. We needed to make it more clear that these are NOT replacements for Rx medication.
There’s a disconnect
Members like that we are transparent and clear about the next steps, so putting the products at the top created a disconnect that was pointed out a couple of times. When the products were at the bottom, the next steps were more clear but mostly all of the participants skipped over the products or scrolled back to the top as soon we they saw them.
Final design
Based on the feedback from these interviews, I decided to move forward with the post checkout approach where the products are stacked at the top of the page.
Medical and legal review
I worked with the medical and legal team to flesh out the learn more screen with sufficient info and disclaimers.
4.3%
of people added an OTC product
5%
was the goal
Initial results
In the first sprint (two weeks) our squad saw 4.3% of people who finished an Rx online visit added an additional OTC product. So not quite our 5% goal. I started to think of what changes I wanted to make in our next sprint to increase the add-on rate.
Applying previous knowledge
When I worked at Weight Watchers, at one point, we struggled with conversion in our sign up flow because we used committing language such as "Join Now". I felt the same thing was happening with our "Buy Now" button for our add-on products.
I decided to change the CTA to "Continue". Upon clicking "Continue", members would be taken to a checkout flow in which they would be able to seamlessly purchase by confirming their previously entered payment info.
43%
increase in add-ons
6.9%
new add-on rate
5% was the initial goal
Final results
In our next sprint we saw a 43% increase in add-ons. Making our new OTC add-on rate 6.9%. Success!!