Quadrant Eye is a healthcare start-up that has participated in the 2021 Y Combinator batch. Their service allows patients to renew their glasses or contact lens prescriptions from the comfort of their own homes.
I worked with the Quadrant Eye team to create a new iteration of their product based on customer feedback.
- Lack of context for the user in the onboarding process.
- As a company providing medical services, it is key that Quadrant Eye comes across as approachable, as well as reliable, professional, and trustworthy.
- The form should maximize vertical spacing, as that is necessary for the later parts of the experience.
- Split the experience into four simple categories, easily understood by the user.
- Developed a hand-drawn illustration library, which helps the product come across as more human and approachable.
- Created a sidebar that maximizes vertical space and keeps the user informed about where in the process they are.
- Added a progress bar as well as a back button to help the user better navigate the form.
Understanding the User
- The experience requires a lot of scrolling, users reported that the experience causes eye strain.
- The user is struggling to differentiate between the stages of the process and the form feels very long.
- The form feels similar to an online survey and users do not feel comfortable sharing their health history and personal information, as they feel the process lacks trustworthiness.
- Originally, the user would have to pay first in order to be able to see any of the onboarding processes and subsequently be able to take the exam. This created a feeling of discomfort.
The Key Elements of the Redesign
- The process sections are named in the straightforward manner, without jargon.
- The payment portion is moved to the end of the flow, in which users get the chance to try out the eye exam process before deciding whether or not they want to use the service.
- The experience includes humanizing elements to add a sense of trustworthiness such as a module that introduces the patients' ophthalmologist or referring to the user as 'patient'.