Product designer
2018 - 2020
VisitHealth is a healthcare tech startup based in Maida Vale and operated as private healthcare company providing same day nursing care services, laboratory and functional diagnostics.
Tools
Overview
Visithealth was spawned as a service to address the lengthy waiting periods for patients to be seen by NHS doctors and healthcare professionals, providing same-day diagnostics for patients in London and Nationwide.
I joined the team as Product designer, turning basic brand guidelines into to a health tech booking platform.
Tasks and responsibilities
Collaborate with product managers, marketing and development teams to define the products core architecture, strategy as well as user goals. Wire-framing, Task flows, site mapping and interface design (Web and mobile). Redeveloping Brand guidelines and creating a new design system. User Research, User testing and analysis.
Collaborate closely with front-end and back-end engineers in a fast paced agile environment, fine tuning micro interactions.
Competitor analysis
Visithealth was competing directly with other healthcare providers, both public and private. Having access to market research obtained prior and carrying out my own in-depth research, studying the competition was essential.
Analysis of products currently in the marketplace posed as direct and indirect competition - who were their target users, discovering there approach, how they deliver their services and altering ours strategically.
Design process
Agile
The product was developed using an Agile design process, which allowed the team to design iteratively. They deployed specific iterations to the platform, analyzed their performance with end users, and made further iterations if necessary. This approach enabled the team to ship the product rapidly while also validating specific design decisions.
Research methods and validation
A combination of both quantitative and qualitative research methods was implemented in this project:
Quantitative methods
User behavioural analysis tools
One of the initial steps was to understand how users were currently interacting with the product. Using behaviour analysis tools would offer insights to enhance user experience.
Qualitative methods
User Interviews
One of the best methods of user feedback/insights is to ask the user directly the frustrations or pain points of the current service, this information compiled was further used as initial markers to define user pain points that needed to be addressed.
Ideation and Prototyping
Throughout the project, ideas were generated at various stages. Quick and rough sketches were created early on and at multiple points during the project. Promising ideas were developed into low-fidelity prototypes to be presented to product managers and internal stakeholders. It was important during this phase to ensure that our engineers had a clear understanding of the product's functionality at an early stage in the development process to prevent confusion and delays in the sprint.
Design process
Improved checkout feature
One of the major causes of a high drop-off rate was the checkout page. Originally, this screen consisted of a lengthy form that users had to fill in before purchasing selected service(s). Data suggested that this screen was a significant point of drop-off. The simple but integral solution involved not only condensing the form to request only necessary information from the user, but also integrating step indicators for 4 simple steps to create the illusion of a quick and simple checkout page. Analysis of the data further validated this design decision, heavily reducing the large drop-off rate at this stage of the overall user journey.
Improved product/services page
A major pain point to address was helping our users have a clearer understanding of the product/service we are providing. The proposed solution involved a vast amount of improvements to the services pages, providing users with as much information as possible in order to select the best service suitable for their health needs. These pages also included a Request callback CTA allowing users to schedule a nurse to arrange a callback providing users in-depth information.
