0-1 Product Purchase Flow
For a cutting edge mental health product providing people a video education series on how to manage grief after loss.
Context
While consulting for a parent company partnering with funeral homes to provide websites and additional products, I was brought onto a team creating a brand new product focusing on providing mental health advice to those who are grieving.
Impact
Created, tested, and released a landing page for this brand new product making it available to the market.
Team
Worked as the sole designer for this product alongside a product manager, a marketing team, and offshore developers.
Plan
Explore existing patterns and interview potential users to establish best baseline practices for developing an MVP
Iterate on designs and test with users to de-risk before initial launch
Continue design development and breakdown into pieces for release
Goal
Allow for self service purchase of a new product that is a series of video lessons on how to manage grief across a wide range of loss scenarios
Market & User Research
While video education series are a common product, the way this product was focused on aiding with grief over the course of an extended time created a unique challenge. We also learned from users that our target audience was not incredibly tech savvy. Our biggest goal moving forward with designs was to educate our customer on the value of the product and the format of the product while keeping the purchase flow simple and straightforward.
Iterations & Testing
Focusing on educating the user, we built out our product page with the intention of providing in depth descriptions and information on the video lesson content, educators, and organization system. Once we felt confident in our initial designs we performed unmoderated user testing and allowed potential users to independently walk through the product and provide feedback.
What we learned is that we were on the right track with the content but needed to introduce more visual hierarchy — users were quickly scanning the content before making quick purchase decisions rather than diving deeper when they had questions.
Continued Development
Moving forward with more iterations focused on introducing visual hierarchy, we also took the opportunity to create stronger branding of the page to build more trust and familiarity as the product entered the market. These design iterations happened concurrently with development of a simple MVP so that the product could launch without being delayed by design efforts.
Outcomes
MVP designs and purchase flow for development
Wireframes and launch plan for the next phase of product updates