MY DESIGN PROCESS
KPCB Design Challenge
- Spruce signup flow reimagined-
The Kleiner Perkins Caufield Byers (KPCB) puts out a design challenge for their fellows program each year with the prompt:
"Redesign a feature of a KPCB company’s product"
Thus, after browsing through the versatile company profiles on KPCB’s website, I immediately decided that I wanted to tackle Spruce for this redesign challenge as I am incredibly drawn to tech businesses in the healthcare industry. Moreover, to show off my design skills as an aspiring User Experience Designer, I decided to focus on redesigning Spruce’s sign up process.
2. Spruce research
KPCB: Redesign a feature of a KPCB company’s product.
Me:
Who are the users?
What do they do?
Spruce connects you with board-certified US dermatologists for the professional diagnosis and treatment of a range of skin conditions including acne, anti-aging, male hair loss, rash, eczema, psoriasis, bug bites, and stings. Through the Spruce app, we make it easy and simple to build a relationship with a dermatologist and get medical treatment for your skin.
I want to be able to picture a typical user who would use Spruce, hence I started by building a persona.
Let me introduce you to: Lilli VenHall
3. Initial user research
Targeting College Students:
1. Accept the challenge
I downloaded the app on my phone and tested out across my friends and classmates (college students) and gave them the following simple questionnaire. I wanted to find out exactly what worked and what didn’t in the entire process.
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After the signup process, did you understand what spruce does?
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Did you find the signup process smooth?
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How long did you take to finish to your first visit?
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Did you like the color theme?
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If there is one thing that you would change about the signup process, what would you change and why?
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Other comments?
From the 20+ user interviews conducted, there were some main pros and cons people found about the signup process:
What they liked:
What they didn't like:
What they want to see more:
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Consistency of the use of colors
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The right amount of information displayed each page.
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The little “i” symbol that allowed them to view more information if need be.
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The color theme; some suggested that blue-green gives off a sense of secure (people trust the app).
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On some pages the blue and turquoise colors blend together and hence some text are hard to see.
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The ordering of scheduling a visit and creating an account; many found the order should be switch.
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Social media component.
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More functionalities in the future: some suggested maybe calendar of visits or chat rooms with doctors.
In conclusion, overall it was a positive response to the signup process. Spruce truly hit the two most important components of a signup process: 1. Deliver the information, 2. Have people successfully signup to the account. Nevertheless, as some of the above bullet points suggested, there are definitely room for improvements – which is what I am going to focus on for this design challenge!
4. Brainstorm & design concept sketch
With the user interviews' results in mind, I started brainstorming and sketching!
I decided to focus on two main changes for Spruce's signup process:
1. Switch the order of the signup experience so that it runs more smoothly and also opens up possibilities for more functionalities
2. Emphasize some screens’ color contrast so the words become more readable
Current Flow:
SignUp/SignIn Page -> Introduction Pages -> Check Location -> “What are you here to see the doctors today?” (Setup doctor/condition page) -> Make an Account
My Design Flow:
SignUp/SignIn Page -> Introduction Pages -> Check Location -> Make an Account -> “What are you here to see the doctors today?” (Setup doctor/condition page)
The reason for the switch in (1) is that, this way, users already have an account before setting up different appointments. That is, users get to explore different functionalities before jumping right into paying for $40 for a visit. They will be able to get a feel of the app—and/or they get to come back to it a later time if they wish to. It takes away the pressure that you must have a skin condition to sign up. That is, it opens up possibilities for the app to be simply a scheduling service—it can be a platform—extends too much more.
5. Prototyping
click to download
6. User validation
I then printed the updated screens and showed to the same group of college students who did the initial user testing to get feedback. I also conducted A/B testing with have some new users and collected comments about which signup flow made the most sense to them. Overall it was a success and most users found the updates favorable and validated my design! :)
New Sign Up Flow Screens
Sign Up Screen
original design
new design
original design
new design
Home Page Screen
Newly Added Screens
calendar
home tutorial
Lilli Venhall is a 21 year-old college senior. Originally from Connecticut, she is studying architecture and economies at Syracuse University and has already secured a job at Medline Design in Massachusetts after graduation. For years, like any other college students, Lilli has been struggling with common skin conditions like acne and dry skin. The conditions; however, has worsen over these four years in college because she has limited access to her dermatologist and the weather is extremely dry. Lilli is more concerned with schoolwork than “just some pimples on her forehead and hence neglects to take care of them. Because of her aspired career industry, Lilli is very up-to-date on current technology and enjoys social media