MSD Univadis Registration Page Redesign in WeChat

UX Case Study, UX strategy, Information Architecture, WeChat.

CONTEXT

Univadis is a free online medical content platform providing news, tools and education for Chinese HCPs (healthcare professionals).

In October 2016, our agency won the pitch and were tasked to improve Univadis image and communication strategy in China.

We implemented 3 digital solutions within 5 months: a new Registration Page, a Smart Search and a Chatbot. This case study is only about the Registration page redesign.

Date: Launched on March 2017 in China.

Agency: Fred & Farid

MY ROLE

On this project I had to wear many hats as I worked as an Account Manager and UX designer.

I worked closely with our agency Digital Producer and with the brand Development team based in France.

The UI elements were created by our Senior Digital Designer. I redesigned the registration page information architecture and layout.

(In the case below I intentionally omitted some details or strategy content to comply with my NDA.)

THE CHALLENGE

(Higher level goal: How to rebrand Univadis as a modern, interactive and relevant platform for busy Chinese HCPs?)

Univadis content is free, however people need to register or log in to access it. How to make it easier for Chinese HCPs to access to Univadis services?

SOLUTION

We redesigned the registration page of brand WeChat official account to attract new users and increase binding for existing users.

We worked around some constraints: No change on the brand website, strict privacy policy, no research budget and limited time.

How did we get there?


RESEARCH…

…with no budget or how to work around money issues to get the right insights?

After testing some competitors app and analysing the Customer Journey Map, we found out that the account registration form was a bit tedious to complete…

No one likes to fill form, especially busy doctors…

IDEATE & DEFINE

As we were not allowed to create a guest account, we set up the objective to let new users easily register within 45 seconds.

DEVELOP, TEST, ITERATE, LAUNCH!

I started the redesign by keeping only the compulsory user data to be collected, then regroup these data under personal info and professional info.

Break down into small digestible part

There were still lots of info to complete so to make it more digestible I break down the form into 3 steps: 1. your account info, 2. personal info, 3. professional info and added a progression bar.

1. your account info | 2. personal info | 3. professional info

“Thank you for your time”

We wanted to reward the user for spending time filling the form, so I suggested to use a “Thank you” GIF of Yibao, our existing chatbot character.

Since we planned to launch the Smart Search function at the same time, I suggested to have a tooltip like reminder that will be pop up for 3 sec only.

I briefed our Senior Digital Designer, William who designed the UI kit.

Final design of the registration page

No confusion: what did I do wrong?

After the first UAT, we realised the error messages and fallback messages also needed to be revised. I corrected and simplified the copy in Chinese to avoid confusion.

Error messages

2 use cases

We realised in early testings with our dev team that there were 2 sources that led to the registration page: WeChat and Univadis.cn.

2 use cases.

RESULTS

Faster, Better, Stronger:)

+53% increase of brand WeChat account followers.

+56% increase in registration.

Thanks a lot for reading this, feel free to leave a comment.