FindDoc launched the video consultation (VC) appointment since the pandemic outbreak. Applicants can get the remote diagnosis, drug delivery and COVID-19 test at home. The landing page of the service had been launched for 2 months, but there were signs that patients didn’t book appointments or read the page because of insufficient information on the page which failed to build credibility with customers. FindDoc was looking for a quick and easy way to improve the situation while not affect the ongoing cooperation and promotion too much.
Project Goal
Restructure the content on the landing page and let people understand the service before deep dive into the appointment. Analyze, write and design missing pieces and consider the difficulty and effort for development.
Constraints
A long list of booking timeslots plus infinite scrolling, made the page lengthy and difficult to reach the content underneath. Although it shouldn’t work in this way, we remained it unchanged this time. The new content and sections will make the page even longer, so navigation was a big challenge.
Design Audit and Content Analysis
Video consultation is unquestionably new to Hong Kongers, customers may have various doubts with it. However, the only information visitors could get from the landing page, was an oversimplified icon flowchart, FAQ at the page bottom and the “Learn More” button on the top area, which took visitors away from the landing to a long, outdated press article.
Hotjar: many rage clicks, heat map showed visitors have given up scrolling when they could not find useful information related to their concerns.
To address these issues, I listed the following action items:
- A brief introduction
- Benefits of video consulting
- The more detailed flowchart
- Affiliation of doctors
- Semantic headings and metadata for SEO
- New tracking requirement
- Last but not least, a full translation
Content Research and Copywriting
I familiarised myself with past press releases, media coverage, social posts, articles and looked at the opinions of doctors and medical groups to sort out benefits, terms and popular search keywords used in the market, which guided me to write a persuasive and SEO friendly copy for the new content.
Hero Banner – Replaced with Succinct Copies
Since the pandemic was slow down at that time, the tagline was changed to target general patients over the COVID-19 test. Also, the copies are slightly slangy, e.g. “一剔過” (traditional) and “一点通” (simplified), to make it more attractive and show how fast and efficient VC is.
The “Learn More” button drove visitors away to a long press article, so it is replaced and summarised with just 3 key points. I have tried a 3 column icon-text layout to explain it in detail, but we decided to go for a more concise and short version, so the page won’t be too long.
How It Works – Filling The Missing Piece
This is the flowchart outlines the most important piece that new customers may look for – the process of general VC and COVID-19 test, which they both have the remote diagnosis but the test has more steps to go. On mobile, it will be replaced into a readable, numbered list with two tabs switching between services.
Secondary Navigation
The new content makes the page longer and requires more scrolls to reach the doctor list. The situation is even worse in mobile. A secondary navigation bar lists all sections in the page, it is clear and less hidden. Visitors can navigate to different sections and notice the prominent “Book Now” button anywhere. In mobile, it does the same trick by collapsing the rest of the navigational items. The only downside is the navigation bar is stacked with other bars and overlays, leaving less space for the main content.
COVID-19 Notice
The COVID-19 test is only available during the pandemic outbreak. Therefore it is shown as a special notice to catch people attention while not mixing up with the general VC.
Media logos
Added few more logos and a caption “Media Coverage” (傳媒報導) to enhance the credibility of the service.
Join Us
What if doctors or medical groups want to provide video consultation via FindDoc? They could find relevant information here.
Results
After launched for two weeks, according to analytics from Google and Hotjar, the bounce rate is slightly decreased and visitors are willing to spend more time to read the content below the fold. However, still, the booking timeslots are too large (low data-ink ratio), the page can only show 1 doctor per scroll, which highly affect the interaction and readability of the page.
-21.63%
Desktop bounce rate
-18.98%
Mobile bounce rate
+1 min
Desktop session period
+2.2 min
Mobile session period
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| Company | FindDoc |
| My Role | Product Design Lead |
| Platform | Website |
| Responsibilities | Content analysis and research Responsive website design and prototyping Editorial writing and copywriting SEO writing Analytic tracking Translation (Traditional Chinese, Simplified Chinese and English) |
