How we helped Alva iteratively improve their online menopause consultation through design, increasing treatment page views and consultation bookings.
When we first spoke to Alva, they were in their earliest stages of growth, testing and proving an online consultation model that sought to get more women onto the right menopause treatment for them.
They asked us to look at the consultation and results flow primarily, in order to increase both the number of users who saw their treatment options, and the number of users who booked a doctor consultation with them.
Our first challenge was to understand the problem in more detail, using the jobs-to-be-done framework, and detailed user personas, along with full story recordings to get a deeper knowledge of their user's behaviour.
We identified two key areas of focus, the first screen of the results page, and the treatment pages and product cards.
Users weren't clicking into the treatment options because of poor, linear information presented when they reached their results. And once they got to them, they weren't being provided with enough information to make a purchase or book a consultation.
After working through results and treatment options, we then went on to look at multiple other areas of Alva's proposition, including their landing pages - in order to increase conversion at the top of the funnel, as well as their navigation, to add context to each section, and improve the number of users starting a consultation.