OET website redesign: streamlining navigation and boosting user confidence to empower medical professionals to pursue their dreams overseas.
ROLEEnd-to-end UX/UI design, research, and handoff.
TEAMCross-functional partnership between Design, Client (business) and Engineering
TIMEFRAMEMay 2022 - May 2023
Overview
Medical professionals want to be able to relocate to pursue their dreams overseas. Optimising the digital experience for easier, faster bookings will keep customers engaged even before they’ve taken the test.
Problem
Due to poor navigation and inconsistent UI, users struggle to book tests and are often left feeling confused about the process. If users can’t complete the booking process, OET risks losing these customers to competitors such as IELTS or TOEFL.
Solution
Simplify the candidates journey and enhance the overall user experience to help guide the user through their OET journey.
Process
Discover
Surveys
Usability tests
Data analysis
User observation
Synthesis
Affinity mapping
Empathy maps
Personas
Journey maps
Ideate
User flows
Card sorting
Wireframes
Lo-fi prototypes
Design
High-fi designs
Component library
Branding ideation
Developer handover
Discover
Initial research focused on better understanding user’s behaviours and needs through the use of qualitative and quantitative research, mainly focusing on:
1. Identifying users - demographics and psychographic information
2. Gaining unbiased insights from real users
3. Identifying users needs and pain points across the 3 key journeys (booking, buying and learning).
Looking at the current journey
The first step of the process was to look at what the current user experience is for candidates - to understand the OET journey as a whole, as well as the website experience. This was done through heuristic evaluation and gaining insights from stakeholders about the business.
Uncovering user frustration
We then analysed the data obtained through Google analytics, Hotjar and Salesforce over a 12 month+ period. From this research we were able to determine important demographic data which later helped inform personas. Google Analytics and Hotjar were used to look at user behaviour while navigating the website, top performing pages etc. We observed users during the booking process and found that the majority struggled as the UI was misleading and confusing.
Usability tests uncovered serious navigation challenges
We conducted usability tests of the current site working through 3 different scenarios. There was a common theme among all participants that the website was hard to use and information was not easily found.
Key takeaways
Users are unwilling to give negative feedback in fear of the impact this may have on their test.
All users found themselves lost on the website when trying to locate certain learning materials.
Some UI elements were not obvious to the user and left them feeling confused. Technical ability varied.
OET changes lives. Candidates are desperate to pass the test so they can relocate and provide a better life for their family.
“I’m a single mum of two young girls and I want to move to the UK because there is a lot of sexual assault where I live. I want a safer life”
Doctor, South Africa
"Please consider me this time because I have 3 small kids. I would like to work in the United Kingdom and serve the people over there."
Nurse, India - second time taking the test.
"Booking a date was the worst experience that I have ever had for a test!"
Doctor, USA
Survey reveals user frustrations and hidden challenges in the OET Process
As part of our research we sent out a survey’s to help define personas and assess people’s satisfaction with the overall OET process. The survey highlighted people’s desperation to pass the test and how this influences how they give feedback. We found it difficult to get honest feedback as users worried any feedback given would affect their test scores. We were able to determine from the survey that users were not aware of the study required to pass the test and were also unable to find study materials easily, if at all. Majority of users struggled to book a test.
82% did not get the results they wanted and are not aware of the study required to pass.
67% struggled with the booking process.
71% could not locate learning materials.
Synthesis
After completing all research, it was time to synthesise all of our findings into patterns and use these to help gain a complete picture of users needs and pain points.
Key themes revealed through research
Information architecture
Due to poor navigation users are left feeling lost and wondering what to do next, and missing important information
UI is confusing and
misleading
Misleading and confusing UI is stopping users from completing necessary tasks, like booking a test.
Empathy for users
OET is more than a test. Users are hopeful, in some cases desperate, and for some this is a significant financial investment. This test changes lives.
Defining the user
We used our research and conducted an empathy map workshop with key stakeholders to craft user personas that helped us empathise and understand the user on a deeper level. During this phase we also looked at the user journey from end-to-end by creating journey maps.
Ideation
With all the information gathered from user research we started on the ideation phase. The goal was to translate the insights into actionable solutions that would simplify the user journey. We knew that users were struggling with navigation, finding information, and completing tasks. By brainstorming potential solutions, we aimed to streamline the user flow, make key information easily accessible, and create a more intuitive and user-friendly experience. This phase was crucial in transforming user pain points into opportunities for design innovation.
Mapping the new journey
We used user flows and wireframes to map out the new solution to evaluate how users would interact with the new website. This also helped give decision makers and other stakeholders a better understanding of the intended solution and new user experience.
Improving the information architecture
Combined with the research and a card-sorting activity, we redesigned the site's navigation and organisation, reorganising content into more intuitive and user-friendly categories, and streamlining the number of clicks required to access important information. The new navigation helps to help guide users through their OET journey more effectively, and contribute to their success on this important test.
Design
Photography
Simple photographs, close up action shots of doctor/nurse hands, showing study, medical work or care imagery, creating the idea of nurturing, supporting or guiding the user. Simple shots so that the image doesn't distract the user away from the content.
Illustrations
Introducing visuals to sit along side the brand, we want these to be rounded and friendly yet measured and professional. The emphasis here is on the shapes connecting together. This could represent tube lines, or railway tracks stopping at different destinations relating back to the idea of connecting users to a test, a job, country, life, future.
Typography and colours
Inter was chosen as the typeface for OET, as it is rounded and friendly as well as being easy to read. It offers full support for the Latin alphabet while also supporting many other alphabets. It is web-friendly.
Blue is often associated with wisdom, confidence and stability while bright turquoise symbolises growth, and balance. It relaxes, revitalises, rejuvenates. This combination of colours is not only recognisable within the health sector but also is often found within education sector.
All colours are 100% AA certified for accessibility.
Results
Simplified the candidates experience
Simplified the candidates journey to alleviate stress by providing them with important need to know information that is easy to find.
Streamlined booking process
The previous booking process was fragmented and disconnected due to poor navigation and inconsistent UI. Users were left feeling lost and wondering what to do next.
Updated information architecture
Improved the information architecture to enhance the overall experience, help guide the user through their OET journey and help them be prepared for the test and decrease overall resits.
New and improved e-commerce experience
Creation of an e-commerce store within the website.
