Outcome & Impact

Result

Completion Rate: Improved from 61% to 89%
Customer Support Calls: Decreased by 45% in the first 2 months
Time on Task: Reduced from 22 minutes to 12 minutes on average
User Satisfaction: Survey results showed a 4.7/5 experience rating post-redesign

Challenges Faced

Balancing empathy with legal compliance in copy
Addressing anxiety-driven user behavior in a digital flow
Navigating HIPAA-equivalent regulations in Canadian healthcare data design

Lessons Learned

Emotional design is critical in healthcare—it’s not just about functionality.
A well-defined tone of voice is a powerful UX tool.
Mobile-first thinking is essential, especially for prenatal users juggling schedules and devices.

Final Product

Step-by-step guided registration process
Plain-language consent form with expandable help content
Mobile-first design and accessible layout
Visual timeline of what to expect from registration to delivery
Confirmation and reminder emails built into flow

Key Iteration Made

Replaced jargon with plain language (e.g., “Informed consent” → “Your permission to store your baby’s cord blood”).
Added reassuring microcopy and tooltips.
Built mobile-first layout and large touch targets.
Used warm colors, soft edges, and inclusive imagery.

Design & Iteration

Wireframes & Prototypes

Created low-fidelity wireframes and clickable mid-fidelity prototypes in Figma.
Designed key moments: informed consent, agreement form, payment, and appointment booking.

Usability Testing

Round 1 - Low-Fidelity

Users confused by placement of consent form and hidden fees.

Round 2 - Mid-Fidelity

Users appreciated visual timeline of steps; still hesitant about data security.

Round 3 - High-Fidelity

Iterated design led to 92% task completion and positive feedback on flow and tone.

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Proto-Persona

User Persona

Key Insights

Users were often overwhelmed and emotionally charged due to pregnancy-related stress.
Many didn’t understand the medical or legal terminology.
The form wasn’t mobile-optimized, though 78% accessed it via smartphones.
Parents wanted reassurance, humanized language, and clear visuals of next steps.

Strategy & Planning

Design Goal

User Flow

Create a compassionate, step-based registration flow

Simplify Content

Use plain language and visual cues for medical/legal concepts.

WCAG 2.1

Ensure WCAG accessibility compliance.

Build Trust

Build trust through tone, design consistency, and security reassurance.

Research Methods Used

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User Interviews

Conducted 15 interviews with expectant parents across Canada (first-time and repeat users).

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Contextual Inquiry

Observed live registration calls with customer service agents.

Survey

Sent to 200 recent registrants; 64% cited the process as "Stressful & Unclear"

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Heuristic Evaluation

Identified usability issues with information hierarchy, terminology, and error handling.

Discovery & Research

Problem Statement

Expectant parents were struggling to complete the digital registration for cord blood banking due to confusing medical terminology, long form fields, and a lack of clarity on steps involved. Many gave up and called customer service, causing backlogs.

Goals

Redesign the prenatal cord blood banking registration process to increase completion rates and ensure legal compliance while maintaining patient empathy and clarity.

Revolutionizing Cord Blood Registration for Improved Health Outcomes

Client: Insception Lifebank (Healthcare)
Role: UX Researcher & Designer
Duration: 4.5 months
Team: UX Researcher (me), Product Owner, Medical Advisor, Compliance Officer, Frontend Developer