Case study #4

Helping patients decide whether to use a self-service healthcare platform

2020-2021 Diagnostic robotics Ltd.

Overview

"Healthier.me" is a platform for getting medical services online: the user chooses the service, answers a medical questionnaire, and receives a response from an MD in 4 hours. This use case focuses on a decrease in transition from the "service page" to the beginning of the process: medical questionnaire, registration, payment, etc.

Users and Audience

  • "Healthier.Me" users

Roles and responsibilities

  • Product Design - Myself, with Shani Brusilovsky, head of design
  • Medical team - MDs from Diagnostic Robotics team
  • Product team - Orad Weisberg

Unique factors

  • MVP version, not a lot of user traffic
  • Recording wasn’t implemented
  • The “service page” was in an MVP version

Scope

  • Improve the transition metric
  • Improve the MVP “service page” with additional content for each service

The process

  • Interview potential clients and look at competitors' content
  • Define what content the patient wants to know and is missing
  • Define relevance for all services content and specific service content
  • Design components based on the research
  • Test and implementation

Service page research

The first service page only included the name, price, and process steps. This was an MVP version that was low in content and meant to be improved with content. 

Decrease in transition from service info page to the beginning of the process

With the release of the MVP version of "Healthier.Me" in the product funnel, we saw an intense decrease in users' transition from the "service page" to start getting the service by answering the medical questionnaire. The drop is logical: users who want insight on the page, the service does not suit them, the price is too high, etc. My goal was to improve the transition of these users and get more users to start the process.

Understand what content patients need to know

The research led to three main topics that needed to explain to the user:

  • Process & benefits
  • Price
  • Service
OverviewService page researchOne design for all medical servicesTest and Implementation

One design for all medical services

Create one page that supports more than forty medical services

Plan components based on the research

After understanding the content that needed to be added, I started to plan the components for each type of content.

Design that changes according to each service

The planning led me to create two types of components:

  • Ones that could repeat on all the pages of the various services
  • Ones that would have the same structure but would change according to the service's different content.

Test layout on different services

Next was creating a final with all content and testing it with different services’ changed content.

Test the design

After creating the design, I decided to test the new service page using a testing platform since I needed to validate that the ideas were clear to the reader.

Verify using user testing

I presented users with the following questions on the testing platform:

  • Imagine you see an ad on FB with the text “Medical service for $20”.
    You click and land on the homepage.
    From there, you click on “All services”.
    Before clicking on a single service, what would you expect to see after clicking one of the services?
  • Please click "High Blood pressure”. Explain in your own words, what service you are about to go through.
  • Explain in your own words the process/procedure you are about to go through.
  • Explain in your own words the price, how much you are about to pay and why, when and what for you think you’ll be charged.
  • Please describe what you think will happen after clicking “Let’s start”. What will be on the next screen and those that come afterwards?

User explain the page

The tests and results

The process and service

The term "medical questionnaire" wasn't clear to users, and many questions were about "How are they going to get my medical history and my blood pressure?"

The price

100% - everybody said the price was clear and straightforward.

Next steps

Based on the tests and decision to implement the new service page, the next phase was to better explain the "medical questionnaire”.