Simplifying the user experience through content and visual design
Occupational English Test (OET) is an English proficiency test provider, specialising in the healthcare industry. OET wanted to streamline the user experience of their website to ensure more bookings and reduce retakes.
Exo Digital was engaged in a team augmentation capacity, with the goal of assisting OET to translate their vision and goals into a complete website uplift. This would help simplify the steps required to study, book and take the test successfully.
Applying findings from user research, Exo Digital was able to streamline the booking process from 90 to 15 minutes and ensure candidates were able to seamlessly find materials to prepare for the test.
OET was finding their users having difficulty booking the test and many candidates were returning for a retake.
OET wanted both content and visual design to work together to enable test takers to find information and seamlessly register for the test.
Exo Digital was tasked with a redesign of OET’s website to make the study resource store more central to the customer experience, reduce the time it takes to book a test and avoid candidates having to retake the test.
- User Research
- Content Strategy
- Revised IA
- User Journey Mapping
- New Design System
Exo Digital recommended discovery to conduct user research to understand the needs of the target audience and map the appropriate user journey. From this, we would revamp the content strategy, information architecture (IA) and design systems.
Given OET’s vision, Exo Digital proposed a redesign of the website, focussing on the following key areas:
- Reducing the booking time for a test.
- Reducing the amount of returning candidates by empowering better study preparation.
- Assisting users (candidates or partners) to find the right information at the right time.
Exo Digital found that candidates were having to retake the test as they struggled to access the materials they needed to successfully study. This highlighted a user experience challenge with both the study resource store, the free content and the user journey when visiting the website.
Based on the user research findings, we developed a new website structure and navigation system to make it easy for users to find the information they needed.
We set up new design systems and created a user-friendly layout with clear call-to-action buttons that directed users to the area of the website.
The booking process for the test was streamlined. After consultation with stakeholders, we are able to reduce the form to only a few steps. Previously the time to book a test took users 90 minutes - Exo Digital reduced this to 15 minutes.
Exo Digital conducted user research for the OET website by gathering valuable insights from the target audience through various methods such as interviews, surveys and usability testing.
By understanding the needs, preferences and pain points of users, we were able to inform the design and development process, creating a website that caters to their specific requirements and provides an optimal user experience.
Exo Digital devised a content strategy that collated all business insights to inform the direction of our visual design. As part of the strategy, we proposed a new navigation structure for the website to make it easy for users to find the information they needed to prepare. We also proposed a new user journey to streamline the test booking process.
To ensure that candidates had the right information at the right time, Exo Digital redesigned the information architecture (IA) with a Jobs-To-Be-Done (JTBD) framework. This ensured candidates were able to find information based on different milestones of the journey.
Whether studying for the test or utilising test results, we slimmed down more than half of the OET’s site content to ensure relevancy and value.
UI & UX Design
User Experience & Logic
We defined the user groups, goals and pain points for an effective UI/UX overhaul of OET's website. By understanding the different types of users and their needs, we aligned the features and functionalities to address their goals and pain points.
Wireframes & Prototyping
Exo Digital designed wireframes for each user flow to visually showcase the features and functionalities on a desktop screen.
We then built an interactive Figma prototype from the wireframes to present to stakeholders. This captured and showcased all features and functionalities at the user’s disposal.
New Design System
Exo Digital was asked to update the OET platform to have a professional, modern tone. We leveraged industry standard patterns in eCommerce and booking to ensure that OET was up-to-date to the modern sensibilities of user interactions.
Reimagined Booking Journey
We delivered an interactive prototype that reimagined how a candidate (newcomer or returning) books a test using the OET site.
We focussed on three items:
- Create transparency before, during and after the booking process.
- Integrate legacy systems into one solution to avoid the need of
- multiple account creation.
Use common UI patterns that everyday users are familiar with.
Revamped Study Resource Store
We provided a refresh to the OET study resource store, overhauling it with a user-centric approach to enhance the experience for OET test takers. Our team carefully redesigned the platform, incorporating intuitive navigation, personalised account features and secure transactions.
Homepage Tailored to Candidates
We revitalised the OET homepage, prioritising the needs and preferences of authenticated users. We created a personalised experience for candidates upon login. The homepage now offers tailored recommendations based on their study preferences, quick access to bookmarked resources and a curated selection of new and relevant materials.
Migration, Design & Management
Content creation for OET encompassed content migration, design and management. In collaboration with OET, Exo Digital successfully transferred and optimised the existing content. We also created engaging copy to compliment visuals and established a framework for continuous content updates to ensure an ongoing seamless and meaningful user experience.