UX Writing Case Study — Halodoc App Login/Sign Up Page

About Halodoc

Halodoc is a digital healthcare service app. Features in Halodoc cover all needs for common medical health purposes. A lot of people, especially millennials and Gen Zs use this app to ask questions concerning their health problems to the doctors that are available 24 hours by chat, because that is their primary service in Halodoc.

Several consultations are free, but for further consultations, the user had to pay a certain amount of money per session. Services that are available in Halodoc such as:

1. Chat with Doctors (online health consultation)
2. Buy meds from drugstores, delivered directly to their home
3. Setting an appointment in a hospital
4. Get a lab test
5. Link insurances

Problem Statement

In this case study, I will be focusing on UX writing/microcopy towards the login page of Halodoc.

• The copy on this page is not clear enough, so users tend to get confused about what this page is about, Login or Sign up page.
• Halodoc only provides a login option by phone number, so users don't have any other choice such as login by email or Google account. This can be troublesome if users didn’t bring any phone with them but have to open their account with another device, and since the verification code is being sent to their phone number, they can’t get into their account. This will cause limitations for users to access the app when in urgent circumstances.

Research Method

I’m using 2 types of research methods:

• In depth-interview, to get a full insight and comprehension of users’ needs about Halodoc’s login page.
• Competitive analysis, to get ideas and microcopy comparison amongst similar apps.

Research Conduct

In-Depth Interview (IDI)

After conducting an In-Depth Interview with 5 respondents that are loyal users of Halodoc and other competitors of Halodoc, here are 3 main insights about Halodoc’s login page:

1. “Tidak ada keterangan atau judul page-nya, apakah Log In atau Sign Up”
2. “Untuk bisa masuk atau daftar cuma bisa pakai nomor handphone, gak ada alternatif lain”
3. “Bingung ini page log in atau sign up, karena paling bawah tulisannya cuma VERIFY, jadi bingung ini page verification apa”

Main Insights from IDI

Competitive Analysis

I’m comparing login pages between similar apps, such as SehatQ, ProSehat, KlikDokter, and Alodokter.

Competitive analysis for Login pages between 4 other apps

After observing 4 other apps, I found that:

• All of their UX writing is clear enough to give explicit information about what step users should take, Login or Sign Up.
• They also give users various options to access the app such as login using Facebook, Google, phone number, or email.
• For the CTA, they use a pretty self-explanatory copy, for example, “Masuk” and “Log in”. By using commonly used UX writing, users could understand and intuitively click which action they want to choose.

Solution

Login or Sign up pages are essential for creating a good first impression towards users, especially new users that are encountering the app for the first time. Because that’s the determinant momentum for them whether they want to continue using the product in the future or not.

For this case, Halodoc login page, I try to re-design it, which includes UX writing that is needed to deliver unambiguous information to the users.

New microcopy and design of Halodoc’s login page

The improvements for this page are:

1. Adding microcopy “Welcome” and “Please insert your email and password”, would make users feel welcome, also enhance clarity, helpfulness, and understanding for users.
2. Inserting other options such as “Continue with Google/Facebook/Phone Number” would give users the freedom to choose which way of login is most suitable for them at the current moment.
3. Adding microcopy “Login” at the top and “Sign up” at the bottom of the screen makes it easier for users to decide which action they want to carry out.
4. Changing the CTA button from “Verify” to “Login”, cause it’s more commonly used and reduces confusion from users.

Key Takeaways

• After conducting this copy research and trying to solve the problems, it is not easy to be 100% representative to all users. So being sympathetic is the most important manner in case to get full comprehension regarding users' complaints (pain points).
• Microcopy requires the right voice and tone for a product. It’s helpful to guide users and beneficial for the company if done correctly (suitable for targeted users).
• I made several improvements to the Halodoc login page. One thing for sure; it’s far from perfect. Because of that, I need to practice more and hope for feedbacks from you so I can create better output for microcopies in the future.