What are dental aligners? How can you get them?
Previous situation
1. Ever since its inception, the checkout has never been thoroughly analyzed from a qualitative data point of view.
2. We do not have a clear picture of where and what the problems are with the current checkout from a user point of view.
3. As a result, we don’t know which are the most important problems we should prioritize to solve.
Project scope and objective
1. For the German checkout: Increase the sales of our aligner treatments to between 15% - 20% more by improving the Checkout Funnel Experience ( First quotation email -> Account Created -> Treatment Plan details page -> Treatment purchased )
2. Due to a lack of rich resources and a will to directly impact the already set company OKR, we will focus on the German and Austrian markets for now.
3. For the same reasons mentioned above, we will also focus on improving the experience for patients who want to buy their first treatment plan and not on the experiences of buying a refinement treatment and a retainer aligner package.
Design Process
Learn and Understand
Stakeholder workshop:
Define and Decide
- Most People have problems understanding their treatment plan description
- Most people cannot understand the installments payment plan
- Most people are frustrated because they have to go through so many steps to preview their treatment plan from when they receive the initial email notification.
Ideate
Prototype and test with users
Rough screenshots from the first 3 sessions with the users who were interviewed:
Treatment Quotation Email
Users are quick to hit on the “To your treatment plan" button without reading the other content of the Newsletter. (4/6)
By skipping the reading they miss the Promotional text about the retainers. (4/6)
Users expect to get a short summary of their treatment details at this point. Price or type of treatment is often mentioned. (3/6)
Account creation
This seems like a logical step for them because they realise their treatment data is sensitive so it makes sense they need to create a personal account for this purpose. (5/6)
They are fine with having the email pre filled and non editable. All of the would not change their email at this point. (6/6)
Account Page
All people do not expect to land on this page. It creates a bit of frustration for them because we always taunt them with “see your treatment plan" but we always have them land somewhere else. (6/6)
Few people would download the app because we tell them it is the first step. They also assume having everything inside an app is a lot more accessible for them rather than having to go to a website and log in and then see the information they are looking for. And so they think it’s fine to download the app at this point. (3/6)
Most people would not download the app at this point because their sole intention it’s to just see their treatment plan. At this step, they find it confusing that we ask them to download an app as the first step. (3/6)
All people missed the part about the retainers. (6/6)
Some people do not know what the retainers actually are and when they have to buy them. They sometimes confuse them with the actual aligners. The ones who know about them is because the dentist told them about it. (4/6)
One user says that in German the word “Retainer-Schienen" does not tell her exactly what they are. She would prefer something more specific which would indicate that the retainers are to be worn after she is done with the main treatment. Ex: Nachbehandlung (1/6)
Treatment Plan Page
People would first like to get to understand the page before deciding if they should book a call. (6/6)
All people are missing the price for the aligners at this stage. (6/6)
Most people want to preview their treatment simulation as their first action. (4/6)
Most of them do not know what the treatment type means and why they got that specific treatment type. One user mentioned that in case it’s Complex, it would actually make her consider going to another dentist and see if braces would be a better alternative. (4/6)
Most users would require a bit of supporting information for each piece of information in the Treatment details table. (5/6)
Most people mention the CTA “Zur Kasse gehen" is a bit too pushy because it is a fixed element. They don’t expect to push it before they fully understand their treatment plan. (4/6)
Users would book a call with Customer Support before moving forward because they have questions that the page does not answer. (6/6)
Simulation
The simulation is generally well received and patients are happy with the representation they are given of their final result. (6/6)
Treating Doctor
They are confused as to why this section is here. (5/6)
They miss contact information about the dentist. (4/6)
They want to know how this person can exactly support them. (3/6)
Order Preview
Most people are surprised they are given the price only so late in the process. (5/6)
They think they can only choose between one time payment or 40 euros a month. In case of the latter then they ask for how many months do they have to pay this. (2/6)
When they applied the voucher they were surprised they went immediately to the next step and did not see how the voucher actually redeemed. For them this usually happens on the same page.
Page is redundant for most people if the price had been communicated earlier. (4/6)
Payment options
It is clear for all of them what is required on this page. (6/6)
They all think the One time payment is the cheapest. (6/6)
If they had to choose to pay in instalments they would like to choose the option that lasts the shortest. (6/6)
They all miss the information about ZAB or other payment providers. When they eventually saw it they expressed they had negative emotions about the fact that their credit score will be checked. (6/6)
They do not know how the payment process will go if they choose to pay in instalments. (3/6)
One Time Payment Method
All users do not understand what Payment in Advance means. (6/6)
All users would choose the normal credit car payment. (6/6)
Instalments
Users are asking for a more details explanation of the process at this point such as what information or documents they need to provide and at which point in time. They also wonder how long this process will take. By not telling them this they also do not know what to expect in the next steps of the checkout process. (3/6)
Summary
Some users think the payment has already been made, but after scrolling they realise it’s a summary page. (2/6)
All users are fine with the address being pre filled. But when asked if they know where it comes from they say they do not remember and then they actually become confused. (6/6)
When they choose payment in instalments, the blue info box is giving them a bit more information about the payment process but still not enough. (2/6)
One user asked if her IPR was also included in the final price. She would not finalise the payment before knowing this for sure. (1/6)
One user mentions about what happens if the treatment does not go as expected for him. (1/6)
Order confirmed
When payment in instalments was chosen, users are wondering still how the payment process will work or if the payment was accepted. This page does not tell them this. (2/6)
For some people their main next action would be to close and open up their email because they expect to get there all the relevant information they might need such as Payment Process, Invoice, Confirmation, Wait Time. (4/6)
Some people find it frustrating that they have to wait for 4 weeks because it seems like a lot of time. (2/6)
The page does not tell them if they will get an email confirmation but all expect to get one nonetheless. (6/6)
Designing the screens
Preview of an interactive prototype highlighting all the screens:
Planning
Measure
"Aha" moment
During the initial research, we found out that our patients spend the most time on the Treatment Plan page because they want to understand every possible detail about what expects them and that is understandable.
Almost all of them call Customer Support before they go ahead with buying the treatment.
Even though they expressed the page is really clear for them, they felt they still had to speak to someone before proceeding.
We believe people will always want to talk to a real person before purchasing a medical product that will have an aesthetical effect on your smile.
