OET.
at Exo Digital.
Occupational English Test (OET) is a Globally recognised English test for Healthcare Professionals looking to migrate and work in English speaking countries.
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OET set the benchmark for global healthcare. Facilitating the mobility and development of healthcare professionals throughout their careers, and helping to support them through the process of registration, employment, and visa applications.
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The current OET Website, with its complex language and complicated flow fails to take into consideration the basic needs of its users.
The goal was to create a simple user-friendly solution to the booking, buying and discovery journeys.
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Branding refresh, sketches & wireframes based off company requirements and research, High fidelity Ui design for dev handoff.
I also contributed to the creation and maintenance of the Style guide.
Occupational English Test.
Users base
Medical professionals want to be able to relocate to pursue their dreams overseas. Optimising the digital experience for easier, faster bookings will keep customers engaged even before they’ve taken the test.
Problem
Poor navigation and inconsistent UI means users struggle to buy and book OET tests. If users can’t complete the booking process, OET risks losing customers to competitors like ELTS or TOEFL.
Solution
Create a simple user friendly solution to booking, buying and discovery. By simplifying the candidates journey and enhancing the overall user experience we will help to guide the user through their OET journey and to their new life in their chosen country.
Occupational English Test is a Globally recognised English test for Healthcare Professionals looking to migrate and work in English speaking countries.
Design Process
1.
Discover
Surveys
Usability tests
Data analysis
User observation
2.
Synthesis
Affinity mapping
Empathy maps
Personas
Journey maps
3.
Ideate
User flows
Card sorting
Wireframes
Lo-fi prototypes
4.
Design
High-fi designs
Component library
Branding ideation
Developer handover
Initial research focused on better understanding user’s behaviours and needs through the use of qualitative and quantitative research. Focus areas were categorised into 3 areas, firstly to identify users including their demographics and psychographic information. Seconly gain unbiased insights from real users. Finally identify users needs and pain points across the 3 key journeys (booking, buying and learning).
Discover
Usability tests
We conducted usability tests of the exsisting site, looking at the 3 different scenarios. There was a common theme among all participants that the website was hard to use and information was not easily found.
Users are unwilling to give negative feedback in fear of the impact this may have on their test.
Users found themselves lost when trying to locate certain learning materials.
UI elements were not obvious to the user and left them feelings confused. Technical ability varied.
Candidates are desperate to pass the test so they can relocate for a better life for their family
Surveys.
The surveys we conducted, highlighted our personas and also people’s desperation to pass the test and how this influences how they give feedback. We found it difficult to get honest feedback as users worried any feedback given would affect their test scores.
We were able to determine from the survey that users were not aware of the study required to pass the test and were also unable to find study materials easily, if at all. The majority of users struggled to book a test.
Key Findings
67%
Of users struggled with the booking process at multiple points in the journey
82%
Of users did not get the results they needed & were unaware of the correct requirements to pass.
71%
Could not locate learning materials withinn OET, and were unaware of the OET connect feature.
User flows and wireframes
Using all the information gathered we begun ideating on potential solutions that would simplify the users journey.
We used user flows and wireframes to map out the new solution to evaluate how users would interact with the new website. This also helped give decision makers and other stakeholders a better understanding of the intended solution and new user experience.
Brand development.
New feel
Circular shapes brought across from the previous branding, and updated colour pallette and a new Rounded typeface. Overall bringing a friendly, approachable, warm and personable touch to the OET brand.
Componant design.
After creating the branding, We then pulled this into the designs for the components in the Ui Kit. Bringing the circular shapes and new typeface across we continued the friendly yet professional feel.
Key results.
Simplified candidate experience
Streamline booking process, with a 28% increase in tests booked over a 2 month period.
Up to date information architecture
New and improved learning feature, resulting in a increase in the number of candidates passing the test.
