Intuily
Startup website redesign
The problem
Intuily is a startup looking to help people reclaim their health and wellness one human connection at a time with a mobile app that matches health practitioners and customers based on personality. The website shares information about the company’s product and purpose and serves as a launch point for mobile app downloads. It also invites users to join the women’s wellness community.
In anticipation of the app launch and increased traffic on Intuily.com, the company is looking to update the website. The goal is
to improve users’ understanding of the product,
drive more app downloads, and
welcome more women to the Intuily wellness community.
My role
I was the sole designer on this project and worked in close collaboration with the CEO. I defined the project scope, deliverables, and milestones. I conducted a heuristic analysis, created a content inventory, documented key tasks and user flows, created wireframes and high-fidelity designs, and did usability testing. The project was completed over four weeks.
Heuristic analysis
I started by evaluating the site using three of the 10 Nielsen Norman Group’s heuristic principles using the following scale:
GOOD: Few, if any, usability problems.
AVERAGE: Minor usability issues
NEEDS IMPROVEMENT: Significant issues that should be addressed
POOR: Multiple, significant usability issues; should be given highest priority to fix
Heuristic principles evaluated
Match between System and the Real World
Interfaces should not contain information which is irrelevant or rarely needed. Every extra unit of information in an interface competes with the relevant units of information and diminishes their relative visibility.
AVERAGE
The language used is simple and easy to understand but there are areas where jargon is used, and some content isn’t easy to access.
Aesthetic and Minimalist Design
Interfaces should not contain information which is irrelevant or rarely needed. Every extra unit of information in an interface competes with the relevant units of information and diminishes their relative visibility.
NEEDS IMPROVEMENT
The site is easy to navigate with top and bottom navigation menus and only five pages of content. But the variety of imagery, font styles, and inconsistent alignment page to page make the site feel chaotic and overwhelming.
Consistency and Standards
Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform and industry conventions.
AVERAGE
The site uses inconsistent language on call-to-action buttons and in some areas insufficient color contrast ratios that may make it difficult for users with limited or low vision to read. Across most of the site, the contrast between text and background is high.
Content inventory, key tasks, and user flows
The two primary users for the Intuily website are Practitioners (personal trainers, medical massage therapists, acupuncturists, etc.) and Individuals.
I used a tool called Screaming Frog to conduct a content inventory. Next, I identified the key tasks users need to complete on the website. To illustrate the content inventory findings and key tasks, I created user flow diagrams and site map.
The main activities both users are trying to accomplish on the Intuily website are to:
Learn what is the Intuily app
Download the app
Find out more about Intuily the startup
Access legal information / terms and conditions
Join the women’s wellness community
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Intuily.com user flows and site map
Wireframes
I created low-fidelity wireframes of the screens that make up the key tasks and user flows. I conducted moderated usability tests with five participants who completed activities in a clickable prototype. All the participants have experience looking for a new health/wellness practitioner. The goal was to test:
the success of the site to explain the purpose of the Intuily app,
the usefulness and comprehensibility of the content,
the usability of the site overall, and
the content hierarchy and layout.
User feedback
The major findings from this round of usability testing were:
Users weren’t clear about what the steps they would need to take to get matched with a practitioner or the personal information they’d need to share.
Users want social proof in the form of reviews or testimonials.
List the health and wellness practices users will find on Intuily.
The addition of Legal and Career pages, with links in the footer, were easily found by users.
High-fidelity designs
Next, I created high-fidelity designs of the Intuily website and did another round of remote usability testing with five different users using a clickable prototype.
User feedback
The major findings from this round of usability testing were:
The site is not “dynamic” or visual enough.
Users are confused about the value Intuily brings and the difference between content for Individuals and that for Practitioners.
Users’ concerns about the data they’ll have to share and app-download-hesitancy are barriers to conversion.
The difference between Intuily membership vs. the Women’s Wellness by Intuily community is unclear.
Recommendations
More flair
Increase concentration of the background graphics’ color to make them more visible and emphasize the “connection” theme.
Change the headline font to serif to better reflect Intuily brand and add visual interest.
Place content on the page in different ways (e.g. cards) and include iconography to add visual interest.
Consider using video to demonstrate Intuily in action.
Make it simple
Show the 1-2-3 steps of downloading the app and list the information they’ll be asked to share.
Introduce a web version of the Intuily service.
Show the value
Place the focus of the site’s main content on individual users, and place practitioner content (pricing, etc.) on a Practitioners page only.
Include a list of practices on the home page and indicate how practitioners show up on Intuily.
Pricing: Make clear what you get with Intuily that’s free and what you get with a paid Membership.
Include a testimonials section to share user feedback and success stories.
Intuily membership vs Wellness community
Separate the wellness community into its own page and outline what users can expect from the community (and how it’s different from the Intuily app match).
