MOBILE APPLICATION
Veterinary drug reference app
B2B • App Redesign • User Research • User Experience Design • Interface Design • UX Coaching
Results
Increased 1-star app store reviews to 4.9-star average rating with 781 global reviews. Increased basic subscription renews to over 93% and pro subscriptions renews dramatically higher than forecasted
Challenge
Plumb's internal team redesigned their mobile app to support more features and update the experience. Unfortunately, the launch wasn't received well by customers, with multiple complaints, 1-star app store ratings and customers threatening to cancel subscriptions. The team wanted me to support them with a user-centred design approach to redesign the app with confidence that the team where making the right decisions for the customers and avoiding another user experience failure.
Scope
UX Strategy
User Research
Usability Testing
Service Design
Stakeholder Management
Information Architecture
UX Copywriting
Design Systems
Original App: 1-star app store reviews
Disappointing Apple & Google Play App Store Reviews
Original App: App interface & experience design
A user experience design that lacked empathy with the real world of vets across the United States. Coupled with an interface design that didn’t follow best practice design made for a frustrating app launch for Plumb’s clients
Original App: Survey feedback
Survey feedback results on the app launch which users described as frustrating. 50% or responses rating 1 -2 stars as overall feedback with this update
Original App: Sorting survey data
Taking the supplied Excel document I used Airtable to sort and tag up each piece of content. Each related to either a complaint or specific feature requests
UX Research: Thematic analysis
To gain a better understanding of Plumb’s users and the context in which they used the service I ran user interviews which supported me to run a thematic analysis of problems, behaviours and context of vets real-world challenges.
UX Research: Design targets
Using the thematic analysis I was able to begin to understand the different user groups of the Plumb’s app and their specific context, wants, needs and problems
UX Research: Usability testing
After interviewing users I ran some usability testing on the latest app launch to understand where the experience was really falling down for users. The UX audit delivered insights that provided better design decision-making for an improved user experience for a redesign of the Plumb’s app
App navigation & Home screen
Vets are rushed. When using Plumb’s they’re often in discussion with clients, or moving around their practices. Plumb’s is used mostly as a drug reference tool. They want to get to content face... So the placement of new features on the home screen meant they were completely missed by most users.
Search results
Some drug names are complex and difficult to spell, not all vets are Native American speaking and sometimes it's a guessing game if an owner is unsure of a previous vet's recommendation. So scrolling through multiple results can be useful when trying to hunt out a drug or find one that didn’t roll off the tongue.
Content navigation
Specific content pages where large with usually 14 different sections. In the original app, the content was provided in one VERY long page which required a lot of scrolling from users and could make it tough to jump around pages
Favourites feature
Vets are seriously rushed. Most told me that they would return to the same 10-12 different drugs every day, as had favourites they used for most of their patients. Moving favourites into the navigation required an additional click, plus a change in behaviour since most went straight to the search box to look for drugs.
App calculator
Most vets using the Plumbs app weren’t using the in-app calculator. When originally accessed it was a full screen which meant vets couldn’t review the content they required on specific drug dosages to make their calculations.
Improved UX: Usability testing
Multiple rounds of usability testing took place supporting additional feature design and further user experience and interface design improvements while also delivering confidence in the new design approach
Improved UX: Vets feedback
Comments from users on the final redesign during usability testing were very reassuring to the team and senior stakeholders that my new design approach had solved all the previous app challenges and made many additional improvements to the experience.
Improved UX: Successful launch
Once the app was updated with the complete redesign Plumb’s app store reviews rocketed. Currently sitting at an average of 4.92 overall rating with 720 new positive ratings
Client feedback
We are very pleased with the overall results of the redesigned app. We have 781 global reviews in the iOS app store with an average rating of 4.9 and strong comments as well. In addition, Plumb’s basic renewals have increased to over 93% this past month and our Pro renewals are dramatically higher than forecasted. There remains a continuous focus on improvement for both the iOS and Android apps.
Our team really appreciates your strategic insight and the UX development work on Plumb's. It is truly making a difference for our users.
With much appreciation for your contribution to our success.