Goals

Our overarching goal was to significantly increase conversion and lead capture rates. We planned to achieve this by streamlining the onboarding process and creating an intuitive experience.

To improve user’s understanding of Spora’s services, we wanted to ensure the value proposition was clearly demonstrated and communicated through everything we designed. We also planned to focus on accessibility, specifically color and typography.

User Journey

After multiple meetings with the Spora team to learn about their customer types and pain points, we crafted a user journey map that included multiple use cases. We wanted to ensure that our design solved the critical pain points that users were experiencing and created a more inclusive experience for everyone. We also aimed to ensure that every user felt heard and understood throughout their journey with Spora Health. We then created a new site map reflecting the new site architecture.

Through extensive research, careful planning, perceptive auditing, and considerable user testing, our team was able to create a streamlined experience that was both intuitive and frictionless.

Process

Along with the Spora’s homepage, our central deliverable was the creation of an onboarding flow. We wanted to build something easy to understand and simple to navigate, while still capturing all the complex information needed to integrate patients into the Spora healthcare ecosystem seamlessly.

After meetings with the Spora team and an audit of their current funnel, we better understood the necessary information-gathering questions and nuances of this specific onboarding scenario. After aggregating our essential questions, we organized them by theme, determined a natural and logical progression, and plotted a rough onboarding flow. We wanted to keep our information-gathering questions to the bare minimum and provide context as to why we were asking each question. This transparency helped to build our users’ trust and give them confidence that Spora was using their information with integrity and solely to enhance and facilitate their healthcare experience.

We also made a point to break up the onboarding process into short and palatable portions, and added clear section titles to orient the user within the flow. We kept each section bite-sized and included both a preview of the following question and a progress bar to make the most of our users’ attention spans and not put them through a long and drawn-out process. Micro-interactions upon completing each section were added to ensure the users felt engaged and rewarded throughout the process.

One of the challenges going into this project was Spora’s existing color palette, which was bold and highly saturated. While this color scheme set them apart from their more muted competitors and highlighted their unique point of view within the healthcare industry, it also became a distraction from their content. We wanted to avoid using too many loud colors, and employed just one bold hue from their palette. Consequently, we made the CTAs eye-catching and included mild tints of their other colors, with our primary goal being readability and accessibility. It was imperative to keep the onboarding process as uncluttered and intuitive as possible for users while remaining true to Spora’s unique brand and voice.

An important piece of the puzzle of increasing conversion rates is a clear and eye-catching home page. Here we let Spora’s personality shine and leaned more into their expressive palette. We were asked to combine several pages of content into one new marketing home page, so users wouldn't have to hunt for all the information they needed. We distilled the most important parts of each page, ordered them into a logical flow, and provided ample CTAs that would seamlessly tie into the onboarding experience we had created.