Guided Shopping - Price Transparency
Optometry associates, doctors, and patients share frustration during the order processing flow because of unclear information related to pricing, insurance benefits, out-of-pocket costs, and special offers. Our redesign approach focused on simplifying the experience for associates by providing a step-by-step order process and ensuring transparency for patients, enabling them to make informed decisions at the point of sale.
⟵ Back
Organizations:
VSP Vision Care
- VisionWorks
- Eyefinity
Project:
Encompass:
- Guided Shopping
- Price Transparency
My Role:
Sr. Manager Product Design
- Vision and Strategy
- Lead Design Work
- Team Management
Goals:
Elevating Eye Care Experience by:
- Reducing Office Staff Frustration
- Increasing Personnel Efficiency
- Reducing Patient Frustration
- Providing Clear Pricing Options
- Boosting Business Profitability
The Problem
When optometrists and office personnel sit down with patients to discuss the best options for frames and lenses, patients often need clarification on the information they require before making a decision. However, providing clear information can be challenging because staff members must navigate multiple screens back and forth, which adds frustration and distrust for both staff and patients.
The Solution
We created a straightforward ordering process that was easy for staff to follow. Our goal was to give patients all the necessary information to quickly understand the costs and benefits, enabling them to make well-informed decisions about their eye care needs.
My Contributions
- Guided the UX team in conducting a cognitive walkthrough.
- Helped identify gaps in the order process flow.
- Implemented a Six Sigma process improvement strategy.
- Rreduced the number of process steps by focusing on patient needs.
- Guided UX team through an information architecture process.
- Oversaw research for shopping cart best practices and standards.
- Directed UX design and customer feedback sessions.
- Conducted executive presentations for project buy-in and approval.
Order Process Review
The previous order process, as shown below, required many steps. Each part of the process was separated from the flow, forcing optometrists to navigate back and forth to retrieve important patient information, such as insurance benefits or discounts. This process had many flaws and did not provide a satisfactory shopping experience for patients. It failed to give patients a complete understanding of their potential benefits, leading to confusion, product returns, and dissatisfaction with the service.
Workflow Analysis
Optometry Practice Interviews
Findings
Store Associates:
- are frustrated because they can't give patients clear information when placing orders.
- on-screen navigation did not provide visibility into the order process.
- information about insurance was not carried over throughout the process.
- each step of the order process was isolated from the rest.
- have to navigate back and forth to find answer por patients' questions.
- lose track of important details within the order processes.
- are unable to accept and process multiple insurances per order.
- do no know if the order will process correctly before submitting.
- the process took an unacceptable length of time to complete.
Patients:
- did not understand if all insurance, discounts, and offers were correctly applied.
- left insurance benefits unused due to lack of visibility.
- spent more money than they should have due to incorrect information.
- need clarity about insurance benefits, offers, and out of pocket costs.
- experienced buyers remorse, proceeded to show distrust for the practice and returned products.
- wanted clear, transparent view of order pricing, insurance benefits, discounts and offers.
Solution
Step-By-Step Guided Shopping Experience
Our primary goal was to improve VisionWorks' process by implementing standard best practices for shopping carts specifically designed for retail focus. The new design features a simple, easy-to-follow, 4-step process that ensures both associates and patients are well-informed about every aspect of the ordering process and patient benefits without losing context about critical benefits and cost savings for patients.
Summary Page - Heuristic Evaluation
