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Transforming user journeys by identifying pain points and creating seamless solutions
Location
Shanghai
Project type
Workshop and innovation led
Year
2015
At GSK, we faced a significant challenge with users signing up for clinical trials but often failing to complete the process, resulting in an exceptionally high dropout rate.
My task was to identify the root causes of this issue and improve the user journey to increase task completion rates.
Through user research, persona creation, testing, and workflow analysis, we uncovered that part of the user journey was broken due to users being forced to switch between platforms. This caused confusion and frustration, leading to a high dropout rate.
We streamlined the workflow by connecting the entire process within a single platform, ensuring users could complete tasks without unnecessary interruptions.
Result:
This improvement resulted in a 75% increase in work task completion rates, significantly reducing the dropout rate and improving user engagement.
