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B-WOM

B-wom is a Spanish women's health app focused on rehabilitating the pelvic floor. They are looking to expand their user base in the United States and develop their B2B2C platform.

 

In order to accomplish these goals, B-wom needed a future facing re-design of the B2C mobile app that will improve current user engagement and retention. 

Team

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Clara Jeong  Project Manager

Eliana Teran  Product Designer

Pei-Fang Fang UX Researcher

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My responsibilities: 

Built Research Framework, Heuristic Analysis, Market Research, Synthesis, Usability Testing, High-fi Wireframes

Hypothesis​

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B-wom is struggling to retain users due to difficult navigation and unclear functionality.  We believe by improving the information architecture and navigation, users will be able to more effectively engage with the app on a regular basis.

Research Methodology

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  • Competitive Feature Analysis

  • Heuristic Analysis

  • User Interviews 

  • Current Site Usability Testing

  • Archetypes and User Journey Maps

  • Card Sorting and Tree Testing

  • 5 Rounds of Usability Testing

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Research Goals

 

Assess:

  • The current navigation and user flow

  • How users search for content

  • Overall satisfactory in using the current app

  • Comprehension of the app’s value

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RESEARCH

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User Interviews

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B-wom provided us with the contact information of 5 international current users from a variety of backgrounds, including mothers, dulas, and gynecologists. Each interview was conducted by phone, lasting approximately 30 minutes long. 

Key Insights

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  • Users have difficulty grasping that B-wom tells users their goals and not other way around. This confuses and discourages users from returning to the app. 

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  • Users need motivation and incentives to track and complete wellness goals.

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  • Users want to understand the value of each feature and exercises up front.​

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  • Technical issues in the usability of the app deters user retention.​

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Current Site Usability Testing

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To assess users immediate understanding of the app’s value and functionality, we conducted usability testing on the current app with 6 new users lasting 30 minutes each. New users were women who frequently use wellness apps. 

Key Insights

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  • Did not understand the value of the app due to lack of app feedback.

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  • Frustrated by lack of ability to customize test answers and goals. 

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  • 6:6 users wanted to drop off based on the number of onboarding questions (2 tests, total of 40 questions)

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  • 6:6 error rate when trying to find the Coach test required to receive Goals content. 

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Competitive Feature Analysis​

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We conducted extensive feature analysis to understand B-wom’s place in the U.S. market, as well as the standard practices for exercise and tracking mobile apps. Below is a portion of the analysis done. 

Key Insights

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  • B-wom is unique in that it provides exercise plans, should be highlighted

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  • Increase feel of credibility by allowing users a method to edit profile, settings, and provide a more accessible customer service contact. 

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  • Predictive content makes calendar successful, by inspiring the user to track their symptoms with suggested content.

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  • It is common practice for users to edit and customize account.

Market Research

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Our stakeholders provided us a list of competitors prior to starting the assignment; however after conducting feature analysis, we realized these were not their competitors in functionality. B-wom is primarily and exercise routine app, not a symptom tracking app. We decided to instead look at these competitors for navigation and visual design inspiration, and went even further by conducting extensive market research. 

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Problem Statement​

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Users often become disengaged with B-wom due to frustration with the app’s navigation and lack of control over the content.

How might we bring clarity and better communicate the value of the app to its users?

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Re-design Strategy

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From synthesis to re-design, we revised the site map, user flow, and nomenclature to allow for a more user friendly experience.

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We additionally developed 2 archetypes: The Foreseer and the Self Healer. Please see the below PDF for an in-depth look, p. 14-20. 

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DESIGN

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Design Strategy

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B-wom's team of designers were collaborative and maintained open communication through the design process to ensure every decision was founded in research and testing. This allowed us to move through the design process in alignment and maximize creativity within a 2 1/2 week time period.

Design Methodology

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  • Feature Prioritization: MoSCoW Method

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  • 3 Rounds of Design Studio and Whiteboarding

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  • 1 Round of Usability Testing on a Paper Prototype

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  • 3 Rounds of Usability Testing on Mid-fi Prototypes

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  • 1 Round of Usability Testing on a High-fi Prototype

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Usability Testing​

Mid-Fi Prototype 1

Mid-Fi Prototype 3

Hi-Fi Prototype

Final Hi-Fi Prototype

Key Changes

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  • Incorporated 7 day trial for premium.

  • Users can customize goals. 

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Improvements Needed

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  • 75% of users didn't understand relation of goals and exercises.

  • Users did not feel the app was secure.

  • Wanted to preview all exercises. 

  • Users don't understand "Goals"

Key Changes

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  • Removed Premium, app now open.

  • Pivot: Eliminated "Goals", now called Routines

  • Knowledge on tab nav, now Education.

  • Implemented Progress Bar.

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Improvements Needed

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  • 70% of users expected top bar would lead to routine details, not scroll to program. 

  • 70% of users did not understand View All.

Key Changes

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  • Adjusted Nomenclature to View all Routines

  • Added loading page after onboarding.

  • Add search bar and dates in Education. 

  • Pivot: Routines auto start, users can pause. 

  • Implement My Favorites for exercises. 

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Improvements Needed

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  • Users do not understand filters in Education.

Key Changes

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  • Adjusted style of progress bar. 

  • Added carrot styling to Education filters.

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Improvements Needed

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  • Refer to Next Steps in Research Report

       p. 32-33

FINAL PROTOTYPE

Summary of Design Changes

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  • Removed Shortcut from Onboarding and added loading screen following questions.

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  • Added google and facebook shortcut and email verification spinner to increase credibility at sign up. 

 

  • Removed My Coach and replaced it with Profile​, where users can update personal information. 

 

  • Users have access to all their routines at the same time and can pause them any time​.

 

  • Users can preview all exercises in each routine and see how many they have completed.

 

  • Users can see progress bar under each routine in Homepage as a reward system. ​

 

  • Users through testing did not understand "Goals", changed nomenclature to Routines.

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  • Routine is not tied to Timeline. Every time users open the app, they will be taken to the next exercise.

 

  • Users can "Favorite" and save exercises to increase findability. 

 

Conclusion

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Through usability testing, we were able to exceed our goals in improving user engagement and retention. 90% of users found is easy to go through onboarding and complete each task, which is a 100% improvement over our first 3 rounds of testing. Users also reported the progress bars as delightful and clear. We also learned in terms of process, to embrace every curve ball and listen carefully to the user. 

See all design changes

against current version:

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