Overview

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.

Problem

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.

Design Challenge

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.

Goals

  • Improve users satisfaction by increasing Net Promoter Score (NPS).
  • Decrease time taken to schedule a consultation.
  • Reducing time to find doctor information for 4 times.
  • 45% of the users have created accounts in the system.
  • Within a year´26% of those who have registered in the system booked two appointments online

My Role

Research, ideation

Interaction Design,

Prototyping and User Testing

Team

UX Designer(Me)

Product Manager

Time Line

4 Months

Understanding the Users Needs

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:

  • Be aware of all different goals that drive the customer decisions
  • Understand the obstacles and benefits customer faces on his way

Observe and Listen

I started by shadowing customer support agents and identifying the top
customer complaints listening to their conversations with the users.

Survey and Interviews

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:

  • Discover how people make decisions to trust nutritionist and dietitian
  • Learn the user experience from booking the appointment
  • Understand how people search for health and diet help
  • Understand the benefits and challenges of the competitor’s

Assumptions

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

The hypothesis

Users would like to:

  • Use the appointment system for scheduling appointments.
  • Use a direct call to nutritionist, in order to ask him health questions.
  • Choose the date & time of the appointment.
  • Find the specialists, accordingly to their search criteria.
  • Be informed of their appointments.
  • Create & manage appointments for their family members.
  • Pay for the appointment online.
  • Have the history of their appointments.
  • Access to support 24/7.

Insights from the interview

"The scheduling process was too long and I gave up"

“I didn’t know if I am visiting the right nutritionist ”

Main Problems

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.

User Centered Design Canvas

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.

The user research results

  • The patients do book their appointments online, but because of inflexible doctor search they face some barriers with day & time scheduling
  • Patients do call their nutritionist, when they have some health problems, they can’t solve by themselves, to receive a consultation
  • Participants do want to schedule their appointments online, however, in some cases, they cannot book some dates, as they were blocked for booking
  • Participants do want to find their doctors & specialists; however, they do this offline. They use their social circles to find the specialist their friends or relatives find helpful

Persona

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.

Customer Journey Map

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.

Competitive Analysis

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.

Docfit

Competitor benchmarking

Ideation

Functional prioritization

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:

  • Cover the core functions to end result;
  • Be sellable to the first early adopters;
  • Limit engineering to a minimum;
  • Enable us to be ready for testing as soon as possible.

I was able to solve this problem with making Functional Prioritization.

Design Concept & Prototype

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.

Wireframes

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.

User Flow

  • The flow capturing exercise provided me with a transparent view of user-interface interaction, as the user moves towards his goal.
  • It helped me to enhance flow and support user productivity by becoming aware and avoid possible distractions on the users’ way to his goal.
  • It enabled me to be sure the user flow is achievable with no disruptions.

Screens

  • Users Profile
  • Sign Up
  • Create an Account
  • Login
  • Home
  • Users Health
  • Users Account
  • Membership Plan
  • Users Goals
  • Noutritionist Information
  • Users Personal Information
  • Workout
  • Book an Appointment
  • Noutritionist schedule time
  • Lab Result
  • Users Diet Plan
  • Users Calorie Counter
  • Support

Informational Architecture

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.

Application Features

  • Simplified Registration
  • Membership plans
  • Selecting a physician based on reviews
  • Diet Plan
  • Social experience
  • Rewarding plan
  • Workout
  • Smart calorie counter

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.

Visual Design

The visual design reflected company’s vision to provide users with:

  • Efficient and convenient experiences.
  • A devotion to excellence in users care.

Fonts

Apple SD Gothic eo, Poppins

Colors

Icons

Fonts

Health

Departments

Evaluation with users

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.

Functional prioritization

Formative Goals

  • Validated user workflow orientation (observed users workflow, ask participant where do they think they are in the process, what the screen is about, what primary action they think they have to do here);
  • Validated user’s understanding of represented data visualization (nutritionists schedule);
  • Gathered general feedback about the user’s interaction with the system.

Summative Goals

  • Measured user’s satisfaction after the performance of the tasks Used PSSUQ survey that measures users perceived satisfaction with the product or system
  • Measured user success rate
  • Tracked the task completion time -Validated if the users can find the target nutritionist and book an  appointment for about 5 mins.

User testing outcomes

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,

  • All users succeeded in booking the appointment task on their own with no particular hints from the side of a researcher (Success rate: 100%).
  • The data, collected from Post-study usability questionnaire (PSSUQ) shows the overall user satisfaction rate as 97.4% which is considered as a success of the system, information structure and the interface as well.

Worked well

  • Users used filters for easy access to the relevant information;
  • Users found preset nutritionist categories easily and used them to navigate directly to the list of the nutritionists of the category. nutritionists schedule information (available slots, disabled time) is clear to users;
  • Look & feel was appreciated by the users as it does not interrupt their workflow.
  • This application is for nutritionists searching & booking was confirmed by 100% of users;
  • Wisard helped the users to focus on the tasks one-by-one and complete the flow. As well as it helped them to support their orientation in the process.

Need to improve

  • Lack of service description & prices;
  • Service dropdown have not been noticed (100%);
  • Appointment status colour-coding (100%);
  • Documents section is confusing;
  • Primary search field visibility;

User quotes

“ 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.”

Improvements

  • The doctor services names & prices were separated from the calendar in order to improve the discoverability.
  • Service description was added.
  • The primary search field has been moved to the top of the page, as some users, could saw no hints that the screen is scrollable.

The Impact

  • NPS increased from 53% to 74%
  • Average time to schedule a visit went down 25%
  • Decrease in consultation failures from 6.6% to 2.8%
  • Decrease in eligibility failures 48.6%  to 13.0%
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