• Mayo Clinic callback request form

    An online form to request a callback for an appointment, empowering patients and their caregivers to get the medical treatment they need.

    GOALS:

    Mayo Clinic is the #1 hospital in the country. With 3 locations nationwide, they seek to serve patients with rare and complex conditions.

     

    In Jan 2020 our team was tasked to redesign their online Request An Appointment form.

    When the COVID pandemic hit two months later, we realized just how imperative the project would become.

     

    Users could call to request an appointment but hold times were long, so the Request An Appointment form serves to redirect those calls by collecting initial patient info.

     

    In order to ensure users would not become frustrated with competing the form, thus abandoning it, we minimized the number of questions we asked. This was key as their (hopefully accurate) info would later be entered into their official medical records.

     

    While an online form can feel impersonal, we wanted to create an experience that felt as supportive and trusting as speaking to a representative on the phone.

    USERS & AUDIENCE:

    Prospective patients or caregivers are often stressed and just want empathy and clear guidance when it comes to medical questions. They've most likely exhausted local healthcare options or have a rare or unique medical issue that requires a Mayo Clinic specialist.

     

     

    ROLE:

    My role as Sr. UX Designer was initially to audit the current form, build initial wireframes, and develop the different UIs. As we began working remotely due to the pandemic, things became more complex, so I started organizing the project to keep the visual designer, product designer, copywriter, and myself on track. There were lots of questions and I acted as a centralized person who could be counted on to have all the answers all in one place.

     

    As we began building the project internally the team grew to include:

    • Business analyst
    • Accessibility analyst
    • Internal development team
    • Numerous clients 

     

    I also led 40+ informal user tests (about 8 participants per round of testing) and 20+ formal user tests at the end of the project. Testing strangers during a pandemic proved to be a unique challenge with social distancing, though we were able to achieve good results with some creative problem-solving.

     

     

    SCOPE:

    We were asked to transform the current long-page form of 30+ questions and revamp it according to these guidelines:

    • Create an experience that inspires confidence.
    • Simplify without sacrificing support.
    • Lead with optimism, connect with clarity.
    • Demonstrate Mayo’s authority through design.

    We had 3-4 months to (re)design and then our in-house development team built the front-end – collaborating with Mayo Clinic’s team and Epic, Mayo’s medical record system, to collect information on the back-end.

    PROCESS:

    We decided on a ‘one-thing-per-page’ form design.

    The client was wary of this method because it looks like it takes longer and it’s quite different from the current long scroll design.

    We defended this decision with supporting case studies and real-life examples such as the UK Register to Vote and the US 2020 Census.

     

    ‘One-thing-per-page’ proved to be beneficial for a number of reasons:

     

    • It’s more accessible (especially for screen readers), which is a top priority for Mayo Clinic.
    • It reduces the cognitive load for patients and caregivers by eliminating superfluous info.
    • Constant progression of each page gives users a sense of accomplishment.
    • The design is more mobile-friendly for the 66% of our users accessing it from a mobile device.
    • Pages load faster which reinforces trust in Mayo Clinic and their services.
    • It's easier to track user behavior, and then improve moments where the users might be abandoning the form.

    USER TESTING:

    During the formal user tests, across the board the form tested very well. We had 22 Participants in total, 12 desktop, 6 mobile and 4 on screen readers.
    The top 5 adjectives participants used to describe the experience were:

    • Easy (15)
    • Useful (13)
    • Helpful (10)
    • Modern (9)
    • Friendly (7)

    Most users said that after completing the request form, they would be more comfortable using it over calling to request an appointment.

    We implemented some of the users’ feedback into the experience, tweaking the Optical Character Reader (OCR) interface and labeling some of the CTAs.

     

    Visual Site Map - Start through Patient Information

    Visual Site Map - Primary Concern, Insurance Details, Schedule a Call to Confirmation

    OUTCOMES & RESULTS:

    The product launched September 2020.

    Visit it here.

     

    The user tests confirmed what we expected – that ‘one-at-a-time’ design helps the user easily navigate and complete the form.

     

    The most positive response was from a tester who said, “I initially thought I would rather call, but now that I did this – I would much rather fill out the form.”

     

    We’re confident that Mayo Clinic’s potential patients will feel the same.

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