Specsavers
Agency
Wunderman Thompson
Role
Research, Experience Design
Overview
I led the end-to-end desgin of an audiology appointment booking system for Specsavers, an affordable eye and ear care retailer serving over 40 million customers worldwide. The final journey can be viewed here.
Definition
I started by interviewing business stakeholders and in-store staff to define appointment types and create an initial user flow.
With more than 2,600 businesses across 11 countries, Specsavers’ customer base is diverse. As part of the wider program I also analysed primary and secondary research to identify trends and groupings in behaviour.
I used archetypes to cluster participants’ feelings and experiences into meaningful stories which was a useful springboard for ideation.
Prototyping
I built out the flow first as wireframes, then in high-fidelity, using the Figma design system.
A small section of the Audiology triage journey (Figma)
Testing
I launched 2 usability tests on UserZoom, with 50 participants each.
So they were comparable, the tasks remained the same for both studies.
Example task:
“You’ve had your new hearing aids for 2 months but a component has come loose. You want to book an appointment to have it looked at. Show me how you’d do that.”
Iteration
I iterated the designs based on results.
For example, I worked with a Copywriter and Specsavers’ legal team to design an alert that would improve comprehension of pre-appointment requirements.
Testing revealed an 87% increase in comprehension.
Round 1
Legal disclaimers were initially included in an expandable banner (part of the existing design system). However, in testing we found that users weren’t interacting with them at all.
Round 2
We hypothesised that a pop up would break the user’s flow, ‘make them think’, and improve compliance.
Rollout
The final journey was designed for mobile and responsive web, and localised for 11 countries.
