Role ā Product Development & User ResearchCollaborated closely with Engineering, Clinical Support, Product Design
The Situation
At Wisp, a tele-health platform for women, treatments for HSV 1 and 2 (cold sores and genital herpes respectively) are highly sought out treatments because of the ease and discreetness of the prescription request process. These prescription medications are typically prescribed for long-term use to prevent outbreaks, leading to sustained patient engagement and longer treatment durations.
My research indicated that patients with the intention to purchase who had a clearer understanding of their treatment options during the purchasing process were more likely to request a prescription and add recommended products to their order.
The Solution
Using this information, I redesigned the purchasing flow and conducted an A/B test over a two-week observation period to understand the initial impact of the modifications. These changes focused on copy and product flow structure modifications.
The Impact ā
With an average of 15,500 HSV 1 and 2 orders per month, I observed the following after a 2 week period of testing the new flows:
- Reduced drop-off rate from 3.35% to 2.42%
- Average order value increased from $70.18 to $74.85
- Conversion rate increased from 4.87% to 5.66%
š” This experiment highlighted the critical role of patient education within the purchasing flow, enabling me to champion for additional resources and time towards refining and implementing improvements on our live site.