Optometry Medical Group
A detailed case study of redesigning order forms to improve staff workflows at Optometry Medical Group.
Background
Design Challenge & Responsibilities
Challenge
Design a user experience solution for Optometry Medical Group that improves the usability of internal tools, specifically the order forms, to streamline staff workflows and reduce inefficiencies in the clinic’s operations.
Timeline
November 2024 - December 2024
Disciplines
User Experience Design
User Experience Research
Background
From Employee to UX Innovator
After working at Optometry Medical Group for a year in various roles such as an optician, I identified an opportunity to apply my UX skills to improve internal processes. As an exercise to practice UX methodologies, I decided to redesign the clinic’s outdated order forms. This project allowed me to address inefficiencies in staff workflows while honing my ability to identify pain points, gather insights, and create practical design solutions tailored to real-world needs.
The order forms at Optometry Medical Group were a critical tool used by staff to place orders for contact lenses and glasses. However, these forms had not been updated since 2011, making them increasingly misaligned with current clinic policies and the range of products now offered. This lack of relevance led to frequent errors, confusion, and inefficiencies, as staff had to manually adjust or clarify outdated sections. These issues not only slowed down the workflow but also created frustration among staff, highlighting the urgent need for a redesign to bring the forms in line with modern clinic operations and staff usability needs.
Opportunity
Improving Optometry Medical Group’s operational efficiency by redesigning order forms to streamline staff workflows and simplify processes.
Team
Evan Hoang
Tools
Google Sheets
Google Forms
Figma
Canva
Research
Initial Problem Discovery
With a clear understanding of the pain points staff faced with the order forms at Optometry Medical Group, I began my first analysis to identify areas for improvement. To gain a deeper understanding of the ordering process, I learned the basics of being an optician and worked alongside the team for a week. This hands-on experience allowed me to observe pain points from both my perspective and theirs. Two weeks later, I had the opportunity to meet with a representative from Walman Labs, a professional specializing in the glasses ordering process. With extensive experience guiding optometry offices across the Pacific Northwest, they provided valuable insights. By combining their expertise with my design skills, we collaborated to create a new order form tailored to the staff’s needs.
Glasses Order Forms
Original Order Form
While this visual analysis provided a strong starting point, it only represents part of the problem. Many of the challenges staff faced were not immediately apparent from the form’s structure alone. These hidden issues emerged through a combination of staff interviews and usage data analysis, offering deeper insights into the form's usability challenges.
Additional Flaws Revealed Through Staff Interviews and Usage Data
Through staff interviews and workflow observations, I uncovered several issues that went beyond the initial annotations:
In the 'Lens Style' section, terms like 'Poly,' 'Digital,' and 'Premium Digital' were misleading for staff. These terms were intended to represent the different lens style tiers offered by OMG. However, only two main tiers are regularly used: standard and digital lenses. The term 'Premium Digital' was meant to indicate a custom tier for specialty lenses, such as anti-fatigue options, but this was not clearly communicated, causing confusion.
In the “Comfort Options” section we have a multitude of lens options that are missing. As a result, the staff have to manually add these in options under the “Special Instructions” section. This is particularly challenging for staff members who only occasionally handle optical orders to assist during busy periods. The section's lack of intuitive design makes it difficult for them to complete accurately and efficiently.
The calculation section was confusing, as it included outdated terms no longer relevant to the office. Additionally, this section did not align with the pricing flow used in the current order process, creating inconsistencies and inefficiencies.
Through conversations with the optical department, I discovered a new policy that was not reflected on the form. This policy introduced a $30 fee for patients who used an outside prescription, brought in their own frames, or required services that necessitated a liability waiver.
Solution Design
Using the insights gathered from my initial analysis, staff interviews, and workflow observations, I created the first draft of a revised order form. This draft aimed to address the key pain points identified during the research phase, including outdated terminology, missing fields for critical information, and a lack of alignment with current clinic policies. The redesign focused on improving usability for staff, particularly those who only occasionally handle optical orders, by creating a more intuitive layout and including clear, standardized terminology.
Design
Ideation & Solution Design
Initial Analysis
To identify the specific issues with the existing order forms, I conducted 30-minute observations of staff members as they completed order placements for contact lenses and glasses. These sessions provided valuable insights into how the forms were used in real-time and revealed several recurring challenges.
Glasses Order Form
Staff took 6–8 minutes to complete each glasses order form across 3 separate orders.
Staff used the back of the form to write notes about lens options not included on the form, such as premium coatings or advanced technologies.
Additional policies were hand-written in the "additional notes” section of the order form.
Unlisted clinic policies about pick up and turn around times were verbally explained to the patient.
During the final pricing, all other pricing sections were ignored except for the “balance due” section.
Contact Lens Order Form
Staff took 3-5 minutes to complete each contact lens order form across 3 separate orders.
Errors occurred when copying over prescription numbers. Staff would have to create their own formats and write in between the grids.
Despite there being 3 sections for contacts orders, staff would only use the first two and use the remaining sections to write additional details and shipping information.
Staff only used the “insurance coverage'“ and “balance due” sections in the pricing section.
In addition to these observations, I also conducted a brief survey with the staff to hear more about their personal experiences using the forms.
Pain Points Synthesized:
Research
Understanding Staff Pain Points
First Revised Order Form
Notable Changes
“Lens Styles” was updated to “Lens Types,” with the three tiers re-defined as Poly, Digital, and Premium. The term “Lens Types” was chosen to avoid implying that these are optional cosmetic add-ons. By using this new term we reinforces the idea that is an essential step of the patient’s care.
New section created for the $30 lab fee. The conditions for this fee were also listed as checkboxes.
The lens options section has been updated to include all current products offered by the clinic. Captions have also been added to certain lens options to clarify their specific usage, making it easier for staff to select the appropriate products for each patient.
Collaborated with management to revise the policy section, ensuring that it reflects the clinic's most up-to-date terms and conditions.
Optimized the additional white space on the form by incorporating new features, such as an expanded lens options section.
Final Design
My final design is the result of the first revision, created after a month of usability testing the initial order form. This new revision incorporates targeted refinements based on staff feedback, usability insights, and industry expertise. To ensure the order form was both up-to-date and aligned with current trends, I consulted with a representative from Walman Labs. This meeting provided valuable insights into optical procedures and best practices used in other offices, guiding key adjustments to the form.
Original Order Form
Final Order Form
Notable Changes
Renamed lens types from 'Poly,' 'Digital,' and 'Premium' to 'Standard,' 'Premium,' and 'Custom' for clearer communication
Removed the 'Taxes' field from the pricing section, repurposed the extra white space to expand the 'Lens Options' section.
Introduced a variety of new lens options identified through discussions with the VSP representative. Together, we collaborated to establish pricing that was both aligned with industry standards and competitive with other offices in the area.
Contact Lens Order Form
First Revised Order Form
Reflections
Design Impact & Reflections
The redesign of the order form was guided by insights gathered from usability testing, staff feedback, and consultations with industry experts. This process aimed to address critical pain points, improve usability, and ensure the form aligned with both staff workflows and industry standards. The final design introduced significant improvements that streamlined processes and enhanced staff efficiency.
Key impacts of the redesign include:
Improved Clarity in Lens Types: Renaming the lens tiers to "Standard," "Premium," and "Custom" eliminated confusion and provided staff with clear terminology, making it easier to explain lens options and add-ons to patients during the glasses selection process.
Expanded Product Representation: Adding new lens options ensured that all current offerings were accurately reflected, allowing staff to provide patients with comprehensive choices and reducing the need for manual entries.
Streamlined Pricing Section: Removing the outdated "Taxes" field simplified the pricing flow, making it easier for staff to calculate and communicate total costs to patients, while freeing up space for additional features.
Integration of Updated Policies: Including the $30 lab fee section provided staff with a clear and standardized way to document specific conditions, such as outside prescriptions or patient-owned frames, improving communication and ensuring consistent application of policies.
Alignment with Industry Standards: Consulting with a Walman Labs representative helped ensure the form followed modern optical procedures and trends seen in other clinics, further professionalizing the design.
These changes have made the glasses buying process more efficient by equipping staff with a clearer, more intuitive tool for explaining options, documenting orders, and navigating pricing. The redesigned form has reduced confusion, streamlined workflows, and enhanced the overall experience for both staff and patients at Optometry Medical Group.
Reflection
Redesigning the order form for Optometry Medical Group was both a rewarding and enlightening experience. From the beginning, it was clear that the outdated form created significant challenges for staff and slowed down the glasses ordering process. Through interviews with the staff, I learned how seemingly minor frustrations—such as unclear wording or missing fields—could escalate into larger issues during their busy days. When staff lacked confidence in using the form, it also made it harder for them to guide patients effectively. This insight highlighted the need for a form that was intuitive, aligned with their needs, and easy to navigate, enabling them to confidently manage the ordering process.
One of the most valuable lessons I learned was the importance of leading group activities and taking initiative to adapt my approach. Although facilitating a group activity was not part of my original research plan, I realized that redesigning the contact lens order form required a different strategy than glasses. I adjusted my approach by involving the staff in designing their ideal contact lens order form. This collaborative process revealed ideas and solutions that might otherwise have been overlooked. Additionally, I incorporated observation into my research by working alongside staff as an optician. Interviews alone were not enough to uncover deeper challenges, but by experiencing their workflow firsthand, I gained a clearer understanding of their pain points and ensured that the design truly addressed their needs.
Another key lesson was the value of consulting with an industry professional to validate my work and ensure it met broader standards. Collaborating with a representative from Walman Labs gave me insights into how other clinics operate and helped refine the design to align with industry best practices.
This project reinforced the importance of thoughtful, user-centered design. I learned to prioritize listening and observing before proposing solutions and saw firsthand how impactful UX can be when it directly addresses user needs. Designing for flexibility was another crucial takeaway. By using Canva, I ensured the forms would remain easy to update and maintain, allowing staff to keep the forms relevant long after my involvement.
Opportunities for Future Enhancements
While the redesigned order form successfully addressed the clinic's immediate needs, there are several opportunities for future enhancements to further improve functionality and adaptability. One significant advantage of creating the form in Canva is that it is both user-friendly and browser-based, enabling staff to make updates easily even after my departure.
Future enhancements could include:
Digital Integration: Transforming the order form into a fully digital format could streamline the submission process, reduce paper usage, and allow for automated error-checking.
Error Prevention Features: Adding dropdown menus or pre-filled fields for commonly selected options could further reduce mistakes and save time for staff.
Dynamic Policy Updates: Incorporating a QR code or a digital link to the clinic’s most up-to-date policies could ensure patients and staff always have access to the latest information without requiring frequent manual updates.
Original Order Form
Initial Analysis
Staff-Centered Design Approach
Given that the contact lens ordering process is much more straightforward than ordering glasses, I decided to take a different approach for the design process. I invited the staff to create their version of an ideal order form, incorporating their specific needs and preferences, while also integrating my own design suggestions. These collaborative forms were then usability tested over the course of a week.
Final Design
Following our first week of usability testing, we developed our first revised order form. The most significant change was reducing the number of ordering sections to two pairs. Additionally, we combined the shipping and ordering sections to streamline the workflow. While the order calculations section saw only minor use during the initial testing phase, we decided to keep it for an additional week, believing it had potential.
However, after the second week of testing, it became clear that the calculations section caused more confusion for staff than it resolved, leading us to remove it in the final design. We also reverted to the original half-sheet format after learning that staff were more comfortable with this layout.
Notable Changes
Added an additional section for ordering.
Minor cosmetic changes.
Introduced a new “Order Calculations” section, enabling users to write out calculations: price per box, rebates, insurance coverages, and discounts.
Created a dedicated section for shipping addresses, with a checkbox to indicate the $15 shipping fee.
Updated prescription power categories by renaming “O.A.O” and “2nd Curve” to “Curve” and “Add”.
New categories were added to the pricing section which included a place to write a tracking number, insurance providers, and co-pays.
Expanded the pricing section to include fields for tracking numbers, insurance providers, and co-pays.
Original Order Form
Staff-Created Form
Staff-Created Form
Final Order Form