Doci-Fit is a Telehealth provider of online and on-demand healthcare delivery services and software. Users can login to an online App and schedule video or phone consultations with board certified nutritionist and dietitian.
The existing App was not able to deliver the user needs. The low engagement, high drop off rates combined with a confusing interface needed a complete facelift.
To create a personalized, simple, and easy-to-use App that guides users down a quick, clear path; making them feel taken care of, at ease, and empowered to manage their health issues virtually.
Research, ideation
Interaction Design,
Prototyping and User Testing
UX Designer(Me)
Product Manager
4 Months
Doci-Fit aims to provide users a quick and easy access to healthcare for non-emergency conditions. It prevents having to visit the nutritionist office and wait hours before they see a nutritionist. Users are already in an uneasy state and each extra screen adds to the frustration. On the other hand, providers need adequate information necessary for the right diet plan. The ultimate goal is to have a seamless experience that focuses on intaking all the required information and quickly connecting users with dietitians and nutritionists
In this project, we need to:
I started by shadowing customer support agents and identifying the top
customer complaints listening to their conversations with the users.
I used Survey gizmo to create survey panels for different types of users. I conducted 5 user interviews and 15 surveys to understand their pain points. Screener questions were used to validate possible candidates for the interview, as it is an easy way for them to answer questions on the go & for a researcher to summarize the data. Participants have received a link to Screener on Google Sheets, learned the goals of the study & answered the questions.
Interview goals:
I listed all of the assumptions, then prioritized them based on risk of being wrong and how much data I had backing up the assumptions. The hypotheses will be developed for the high risk, highly unknown assumptions and then testing them with users
Users would like to:
The most common problem users identified was the availability of the nutritionist. They did not know when and which nutritionist was available in that department. Also, the timings were not specified when an appointment was booked through call.
By collecting heavy amounts of data, true knowledge is not necessarily achieved. By using organizational frameworks and categorization, one can more quickly understand the subject researched; therefore, I used User center design canvas to quickly progress from data to information. The user-centered approach helped me in a comprehensive analysis of the user and the business's main-goals.
Also, I was flexible in this project and I combined the Waterfall and Agile methods for best practices. The waterfall method was used for research included digging for real and deep insights and then sharing these insights with the team, which took time so it was done at the beginning of product development. Agile was used for design step. It incorporated collaboration, prototyping, testing, feedback, and continuous improvement into the process.
After analyzing the surveys results and interview notes, I spent some time digging in Google Analytics to get some more insights about the users. The Behavior and Audience section in Google analytics reveals some really useful information about the users. After analyzing the demographics, device preferences, interests, affinity categories I created the user personas.
The journey is based on the user research data and highlights what the customer does. This enables me to understand what users think and how they feel, as they interact with the brand across multiple touchpoints and relationship stages. It helped to see where the interaction with the system starts and what will happen after the user leaves it as well.
To better understand, I explored how other Telehealth companies are approaching the problem. To deep dive into their user experience, I created accounts on Diet Food, Gensis, and Cronmeter and pretending that I want to start a diet.
User research revealed that 19 product features make value for the users. But how can we find those that support the business goals, cover user jobs, pains and gains and enable us to:
I was able to solve this problem with making Functional Prioritization.
I took sometime to lead a workshop and share my findings with the team to sketch out some ideas. I shared the initial ideas with the stakeholders and developers to get some early feedback.
It was figured that the primary task the user would do from the home screen is seeing a provider as soon as possible. The design focus from the beginning was to keep it simple and work around the primary action of connecting with a provider. Starting my designs from lo-fi wireframes helped me to evaluate different solutions with low effort and save time.
As I find out how the users will be moving towards their goal I was able to build an information architecture which is the structure for the app, that allows us to understand where we are as users, and where and what kind of the information we want is in relation to our position.
Prototyping and Validation
Pain Point: Time consuming process
Design Solution: Simplified Registration. It was noticed a lot of users dropping off during registration. The current design had an overwhelming 14 input fields in one page to register for the service. Due to health constraints and legal requirements I couldn’t remove any of those fields. I decided to tackle this problem in phases. Phase one, I split the registration into 3 steps keeping all the required fields. Phase two was allowing users to create an account with username, password, email and DOB. Once they fill out this basic information, I progressively profile them inside the portal.
Also I put an option for users who do not want to register, they could visit the App as a guest.
42% of the visits are by returning users.
The existing scheduling process was 8 steps long and average time spent by a user was 4 minutes. For returning users most of these 8 steps are just confirming information. I introduced a feature that skipped all the repeating stages and allowed the users review and confirm them in a single page view. The expected outcome was to cut down the scheduling time by half.
Paint Point: Challenges in Choosing a nutritionist
Design Solution: Adding a nutritionist reviews section on the physician page.
Paint Point: Lack of Motivation
Design Solution: Adding Social section on the “Goals” page.
Paint Point: Food Allergy
Design Solution: Adding a section for user
to type their food allergy and list of medicines
to not interfered with a new diet.
Paint Point: Lack of time for gym
Design Solution: Adding a section for user to workout at home.
The visual design reflected company’s vision to provide users with:
Apple SD Gothic eo, Poppins
The best way to evaluate the concept is by watching the target users perform tasks using the prototype as they interact with the real application.
Three users were participating in the usability study 1.0. The data was collected by me, as a single researcher in this study, using online video call, paper notes and native time counter iOS. The data from the Post-Study Usability questionnaire was collected via Google Forms. All users had previous experience on booking the appointment online,
“ Everything was very easy, even for such a slow-witted person like me (laughs)”
“ It’s even more convenient than calling for me. You can call and not get through for a very long time, but here everything is fast.”