Headline

• Current: What symptoms are you experiencing?

• Improved: “Tell us about your symptoms”

  • Why: Feels more conversational and user-friendly, reducing the clinical tone and making the experience more approachable.

Field Label

• Current: Symptom

• Improved: “Start typing your symptom…”

  • Why: Provides clearer guidance, helping users understand what to input.

Accessibility and User Guidance

• Addition: Include placeholder text in the input field:

  • e.g., headache, sore throat, back pain…

  • Why: Guides users on how to format their input and reduces confusion.

1. Ambiguity in Input Expectations

   • Problem: Users may not know how to describe their symptoms (e.g., single words, sentences, or lists).

   • Solution: Clearer field labels and placeholder examples resolve this.

2. Clinical Tone and Lack of Empathy

   • Problem: The current copy feels transactional and impersonal, alienating users seeking health guidance.

   • Solution: Conversational language builds trust and comfort.

3. Accessibility Challenges

   • Problem: Without placeholder text or examples, users with lower health literacy or limited digital familiarity might struggle to provide the correct input.

   • Solution: Placeholder text and examples make the process more inclusive.

1. Crafted Conversational, Inclusive Copy

   • The revised headline and guidance make the process feel approachable and easy to navigate.

2. Improved User Flow Clarity

   • Placeholder text ensures users know what’s expected, reducing errors and frustration.

3. Aligned to Customer Goals

   • The changes prioritize user comfort and understanding, aligning with their goal of finding actionable symptom recommendations.

1. Increased Engagement and Completion Rates

   • Intuitive and empathetic copy encourages users to provide accurate inputs and complete the flow.

2. Reduced Drop-offs and Errors

   • Clear instructions and examples minimize confusion and ensure smoother interactions.

3. Improved Perception of the Product

   • A conversational tone fosters trust and satisfaction, making users feel understood and supported.

4. Faster Access to Solutions

   • Clear guidance helps users quickly move toward their desired outcome, such as understanding their symptoms or finding care.

1. Unclear Input Options

   • Users were unsure if they could select multiple symptoms or mix their own inputs with the provided options.

   • Formatting expectations for input were unclear.

2. Lack of Motivation for Detailed Input

   • Users lacked motivation to share detailed inputs, potentially leading to incomplete symptom descriptions.

   • There was no explanation of how sharing more symptoms improves results.

3. Clinical and Intimidating Tone

   • The original copy felt clinical and directive, possibly alienating users in a sensitive health context.

   • Users might have felt intimidated or unsure when interacting with the interface.

4. Poor Visual and Functional Hierarchy

   • The original layout didn’t clearly show the connection between symptom chips, the input field, and guidance text.

   • Users might have been unsure how to interact with the elements.

5. Accessibility Barriers

   • Users with lower health literacy or limited digital experience might not have realized they could select multiple symptoms or type their own.

   • Lack of actionable examples could exclude users who need extra guidance.

1. Clarified Input Options

   • Added Instruction: “Select one or more common symptoms, or type your own below.”
     Clarified that users can mix and match inputs, choosing from common symptoms or adding their own.

   • Provided Placeholder Text: “e.g., headache, sore throat, back pain”
     Guided users on how to format their responses, reducing uncertainty.

2. Encouraged Detailed Input

   • Added Motivational Copy: “The more symptoms you share, the better we can guide you.”
     Explained the benefit of sharing more symptoms to encourage thorough input.

3. Adopted a Conversational and User-Friendly Tone

   • Rephrased Instructions:

     • “Start typing to add your symptoms”

     • “The more symptoms you share, the better we can guide you.”
       Replaced rigid phrasing with a friendly tone to make the interface more approachable.

4. Improved Visual and Functional Hierarchy

   • Updated Header: “Select one or more common symptoms, or type your own below.”
     Explicitly tied the symptom chips and input field together for better understanding.

   • Repositioned Guidance Text: Placed directly below the input field
     Aligned with natural reading patterns to enhance usability.

5. Enhanced Accessibility and Inclusivity

   • Added Explicit Instructions: “Select one or more common symptoms” and “e.g., headache, sore throat, back pain.”
     Provided clear guidance for users of all literacy levels.

   • Designed Interactive Symptom Chips: Clear labels and interactive design
     Ensured usability for users with varying levels of digital familiarity.

1. Reduced Confusion and Streamlined Process

   • Understanding Input Options: Users now know they can select multiple symptoms and how to format their inputs properly.

   • Ease of Use: Clear instructions lead to faster task completion and a smoother experience.

2. Increased Data Accuracy and Higher Engagement

   • Comprehensive Symptom Sharing: Users are more likely to share all relevant symptoms, improving recommendation quality.

   • Motivated Input: Value statements encourage users to spend time entering thorough responses.

3. Improved Comfort and Reduced Anxiety

   • Approachable Experience: A friendly, empathetic tone makes users feel more supported.

   • User Confidence: Users feel understood and are less hesitant to interact with the system.

4. Better Navigation and Scannability

   • Intuitive Interaction: Users can easily grasp how the symptom chips and input field function together.

   • Focused Attention: Logical flow ensures users know where to focus, enhancing usability.

5. Broader Accessibility and Increased Inclusivity

   • Accommodating All Users: Clear, actionable guidance helps users of all literacy levels and digital familiarity.

   • Welcoming Diverse Groups: Interactive elements and examples make the process approachable for everyone.

1. Clarity and Relevance

• The revised copy explicitly acknowledges multiple symptoms with different timelines and severities, tailoring the experience to individual user situations.

• Clear dropdown instructions like “Select a timeframe” reduce ambiguity, ensuring users know what’s expected.

2. Empathy and Support

• The updated header and subheader convey a more supportive tone, showing that the system is designed to help users rather than being overly formal or clinical.

3. Ease of Use

• Actionable phrases replace vague terms, making it easier for users to interact with the interface.

• Consistent language across questions simplifies the flow and reduces potential confusion.

4. User Confidence

• Clear, actionable prompts reassure users that their input is being used meaningfully.

• A thoughtful tone fosters trust in the system’s recommendations.

1. Improved Header and Subheader Copy

• Updated Header: “Help us understand your symptoms better”

  • Shifted to an action-oriented and empathetic tone, emphasizing the purpose of the questions and how they will help the user.

• Updated Subheader: “Answering these questions can help us understand what might be causing your symptoms.”

  • Maintains professionalism while reinforcing realistic expectations about guidance rather than guarantees.

2. Enhanced Individual Questions

• How Long Have You Had the Symptoms?

  • Updated to: “How long have you had each symptom? Select a timeframe.”

  • Acknowledges that symptoms may have different timelines and provides clear dropdown guidance.

• How Severe is Your Condition/Symptoms?

  • Updated to: “How severe is each symptom? Select severity.”

  • Recognizes varying symptom severities and uses actionable language to simplify input.

• Where Are You Located?

  • Updated to: “Where are you located? Click to enter your city or region.”

  • Removed unnecessary wording (“current”) for conciseness while keeping instructions user-friendly.

  • Added tooltip text “Sharing your location helps us narrow down possible causes by using local health data for more precise results.” to help users understand why we ask for location.

3. Streamlined User Flow

• Replaced vague instructions like “Choose one” with specific, actionable phrases such as “Select a timeframe” and “Select severity,” creating a smoother interaction.

• Maintained consistent phrasing across all questions to reduce cognitive load and improve flow predictability.

1. Higher Engagement

• The clear and empathetic copy makes users more likely to complete the flow, ensuring that their inputs are collected.

2. Reduced Frustration

• Clear instructions minimize confusion and make the process faster and easier for users.

3. Better Data Input

• By acknowledging multiple symptoms and providing specific dropdown prompts, the system collects more accurate and detailed information, improving the quality of outcomes.

4. Improved Trust

• The conversational tone reassures users that their symptoms are being taken seriously, building confidence in the system’s ability to help.

1. Transparency and Reassurance

• The updated subheader and condition qualifiers clearly communicate that the listed conditions are possibilities, not diagnoses. This manages expectations and builds trust in the system.

2. Contextual Relevance

• Qualifiers for conditions and refined resource descriptions help users understand how each suggestion connects to their symptoms, making the content feel more actionable and personalized.

3. Clarity and Simplicity

• The updated phrasing eliminates vague or overly broad terms, making both conditions and resources easier to scan and understand. This reduces cognitive load and improves usability.

4. Actionability

• Clear resource descriptions (e.g., “Shop symptom relief”) provide users with straightforward next steps, encouraging exploration and engagement.

1. Improved Clarity in Conditions Section

• Subheader Update:

  • Old: “Based on the symptoms you entered”

  • Updated: “Based on your symptoms, here are some possible conditions:”

  • Improvement: Explicitly states that the listed conditions are possibilities, helping manage user expectations. The conversational tone reduces anxiety about these being definitive diagnoses.

• Condition Qualifiers:

  • Added context to each condition:

    • Migraine: “Often associated with severe headaches, nausea, or sensitivity to light and sound.”

    • Motion Sickness: “Typically caused by movement, resulting in nausea, dizziness, or vomiting.”

    • Food Poisoning: “May include nausea, vomiting, diarrhea, and stomach pain after eating contaminated food.”

  • Improvement: The qualifiers add clarity and transparency, helping users understand why each condition is suggested. This context reduces concern and builds trust.

• Button Update:

  • Old: “See more conditions”

  • Updated: “See more possible conditions”

  • Improvement: Adding “possible” reinforces that these conditions are not diagnoses, further managing user expectations.

2. Enhanced Resource Section

• Subheader Update:

  • Old: “Here are some treatments and services that may help:”

  • Updated: “Here are some resources that may help:”

  • Improvement: Replacing “treatments and services” with “resources” broadens the scope, making it clear that options include articles, products, and care services, not just medical treatments.

• Resource and Button Updates:

  • Old:

    • Articles: Explore

    • Local doctors: Find one

    • Over-the-counter products: Shop now

    • Telehealth options: Get started

    • Online prescription services: See all

  • Updated:

    • Suggested articles: Explore

    • Doctors near you: Find one

    • Shop symptom relief: Shop now

    • Telehealth options: Get started

    • Online prescription services: See all

  • Improvements:

    • Clarity: “Suggested articles” and “Shop symptom relief” clarify the purpose of these options, tying them directly to user needs.

    • Consistency: All buttons use action-oriented language (e.g., “Explore,” “Find one”), creating a predictable flow.

    • Relevance: The revised phrasing emphasizes how each resource addresses the user’s specific situation, increasing perceived value.

1. Improved Trust

• Transparent qualifiers and phrasing help users feel confident in the system’s suggestions, reducing doubts and building credibility.

2. Higher Engagement

• Actionable language encourages users to interact with articles, explore care options, or shop for relevant products, driving deeper engagement.

3. Reduced Anxiety

• Stating that conditions are possibilities and offering tailored resources reassures users, creating a supportive and empathetic experience.

4. Better Outcomes

• Clear and tailored guidance equips users to take meaningful next steps, such as learning about their symptoms, finding a doctor, or accessing care, resulting in improved health management.

Project: Simplifying Above the Fold Content & Online Prescription Services for Optum Now

For this project, I was tasked with improving the copy and content design for Optum Now’s online prescription service landing page, ensuring clarity, accessibility, and alignment with user expectations. Through user research, we uncovered several key pain points that informed my approach:

• Confusion around “online care”: Many users associated this term with telehealth or live video consultations.

• Lack of process transparency: Users needed clarification on how the service works and what they’re paying for.

• Uncertainty about insurance: Users were unsure if insurance was required or accepted.

To address these challenges, I crafted copy that clarified the service’s purpose while emphasizing key benefits, such as its 100% online process, ease of use, and affordability. The updated page guides users through the service with:

• A headline and subheader that set clear expectations (“Online prescriptions, simplified”).

• A “How it works” section that provides a step-by-step breakdown of the process, ensuring users understand it’s entirely asynchronous and requires no video calls or office visits.

• Transparent details about pricing ($25 self-pay fee) and the absence of insurance requirements.

The refreshed copy and layout are designed to build trust, reduce friction, and align with user intent, ensuring that users feel confident and informed as they engage with the service.

1. Clarifies “Online Care” Misconceptions

   • The headline and supporting bullets clearly differentiate the service from telehealth.

   • Explicitly stating “no video calls or office visits” ensures users know what to expect.

2. Explains the Process

   • The step-by-step “How it works” section gives users confidence in navigating the service without confusion.

3. Transparent Pricing

   • Clear mention of the $25 fee and that insurance is not accepted eliminates ambiguity about costs.

4. Aligns Expectations with Reality

   • The updated copy ensures users understand this is an asynchronous prescription service, avoiding mismatched expectations.

1. Clarity on "Online Care" vs. Telehealth

• Old Copy Issue: The phrase "Get care anytime, anywhere" and the overall design could confuse users into thinking this was a telehealth service involving live video consultations.

• Updated Copy Solution:

  • The new headline, “Online prescriptions, simplified”, immediately clarifies the purpose of the service, eliminating ambiguity.

  • Supporting bullet points like “No video calls or office visits required” and “100% online, anytime it works for you” address user confusion by explicitly stating that no live consultations or in-person visits are necessary.

2. Transparent Explanation of the Process

• Old Copy Issue: The "What we treat" section in the old version lists conditions but fails to explain what users need to do to get treated, leaving a gap in understanding.

• Updated Copy Solution:

  • The new “How it works” section provides a clear, step-by-step breakdown of the process:

    1. “Answer a few health questions”

    2. “Physician reviews your answers”

    3. “Select your pharmacy”

  • These steps explicitly guide users through the service, reducing uncertainty and improving task completion rates.

3. Pricing Transparency

• Old Copy Issue: The old page mentions “$25 visits” but doesn't clarify what users are paying for. This could lead to confusion about whether this covers consultations, prescriptions, or additional fees.

• Updated Copy Solution:

  • The updated copy clarifies that the $25 fee covers the online questionnaire review to determine if a prescription is appropriate, addressing user questions upfront.

  • Bullet points like “Self-pay only – no insurance needed or accepted” ensure users understand that they cannot use insurance, which prevents surprises later in the process.

4. Improved Focus on Benefits

• Old Copy Issue: The benefits are scattered and not presented in a prioritized way. The emphasis on conditions treated might distract from the simplicity and convenience of the service.

• Updated Copy Solution:

  • The new copy highlights the key benefits in the headline and bullet points:

    • “40+ conditions”

    • “100% online”

    • “No insurance needed”

    • “No video calls or office visits required”

  • These points resonate with user pain points uncovered in research, such as confusion about process, cost, and whether insurance is needed.

5. Alignment with User Intent

• Old Copy Issue: Users who arrived on this page via “telehealth” links might expect video consultations and live interactions. The old copy doesn't clarify that this service is entirely asynchronous.

• Updated Copy Solution:

  • The headline “Online prescriptions, simplified” reframes the service immediately, aligning user expectations with the actual offering.

  • The removal of unnecessary mentions like "same-day medication pickup" (which could imply in-person interactions) reduces cognitive friction.

6. Accessibility and Scanability

• Old Copy Issue: The old page has less structured content and fewer visual cues to guide users. For example, the benefits are presented in a bulleted list that doesn't stand out.

• Updated Copy Solution:

  • The new design uses icons, sections, and concise, benefit-driven headlines to make the page more scannable.

  • The “How it works” section visually organizes the process, helping users quickly grasp the service's steps.

1. Increased Understanding and Trust

   • Users now understand exactly how the service works and what they are paying for, leading to higher confidence and reduced drop-off rates.

2. Higher Conversion Rates

   • By addressing confusion upfront and simplifying the copy, users are more likely to complete the questionnaire and proceed to the next step.

3. Reduced Support Inquiries

   • Transparency around pricing, process, and the absence of insurance reduces the likelihood of users contacting support with clarifying questions.

4. Improved User Satisfaction

   • Clear, empathetic messaging that addresses user pain points fosters a positive experience, making users feel informed and supported.