Planned Parenthood Chats

Planned Parenthood Chats integrates AI and human-powered chat services providing a safe and welcoming environment for teens to engage in conversations about their reproductive health and well-being.

Services

User Journey Map

Competitive Analysis

User Interviews

Mockups

Usability Testing

Hi-fi Prototype

Healthcare chat services

Duration

5 months

Results

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Highlighting two valuable products that guide users to the information they need

Planned Parenthood is 'America's most trusted provider of sexual and reproductive health'. Their website provides a wealth of resources and knowledge to inquisitive users. Two of those resources include chat-based products – Roo and Chat/Text.

Roo is an AI-based chatbot intended to serve the needs of teens while Chat/Text is the organization’s long-standing Human-powered chat service geared for more in-depth, sexual-related health conversations.

THE PROBLEM

Not knowing which chat product to use caused confusion and frustration

There was no clear distinction between the two products which led to confusion on which product to use. Additionally, there were a limited number of health educators available on Chat/Text and no patient journey in place to guide users to alternative options during long queues or unavailability.

OUR APPROACH

Learning the current experience to identify pain points

The company introduced a new version called Unified Onboarding. This was the first version that integrated both chat products into a single service. Despite being active for several months, data indicated that users still faced challenges with the tool. To improve their key performance indicators (KPIs) and success metrics for the upcoming quarter, they enlisted the expertise of TrueUX Design.

Product Goals & Success Metrics

Improve product branding to better guide users to the most appropriate chat option(s) based on their needs.

Streamline the patient wayfinding experience and conversion to Roo by 30% if health educators are unavailable.
Reduce friction that may occur when a user goes through the Roo or health educator journey.
Decrease abandonment by 35% from users utilizing Roo and/or seeking a health educator.

Driven by research and data

We employed several research strategies to inform our design decisions, including a competitive analysis, content audits, immersion in client documentation, and a workshop that featured a journey map, user personas, and prioritization exercises. We utilized tools such as Looker and Dovetail to gather data that supported our design choices.

OUR SOLUTION

Distinguishing two powerful chat tools to provide the ultimate user experience

As Planned Parenthood’s chosen design partner, TrueUX Design developed a platform that successfully integrates two chat services, revitalizes the company’s brand, and connects user needs with educator availability. The redesign employed user-centered design principles and a comprehensive visual design system to facilitate efficient task flows for optimal user outcomes. We emphasized visual context cues to help guide users through the extensive information presented.

Enhanced Visuals for Increased Efficiency

Offers a more visually appealing interface with added banner, iconography, and color palette

Introduces a new status indicator that informs users of the availability of educators on the initial screen

Provides users with a brief description of each service and their respective value

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Measuring our success in the real world

Shortly after the launch of Planned Parenthood Chat, TrueUX Design partnered with the Data Analytics team to gather data, metrics, and user feedback. Our goal was to assess how the new design was affecting user experience. We were thrilled to discover the following insights:

57%

increase in Roo conversions during Health Educator offline or busy statuses

43%

reduction in total number of users abandoning the journey with Roo and educators

88%

of users felt 'very' or 'somewhat confident about

knowing which product to select