Redesign a Patient Portal
Stroll Health is the Yelp for comparing facilities and prices for x-rays. The patient portal had an outdated design that was difficult to navigate. Our team revamped the patient portal to improve the search for facilities and added a booking feature to give more value to customers.
I co-led a user experience team of 3 designers. We led research, interviews and agile prototyping. The insights we uncovered helped us rethink the redesign from a branding perspective too.
Stroll Health is the middleman connecting facilities and patients. Since it's not delivering the final outcome, people found it difficult to trust the product/brand with their personal information. (people need to input their insurance information for accurate pricing).
The Opportunity: Booking
Trust takes time to build. It doesn't become concrete from one interaction. Our next question was: How can Stroll Health have an ongoing relationship with the customer via their product and brand? We identified an opportunity through scheduling appointments but discovered people have different preferences.
GROUP 1 (AGE 40+)
GROUP 2 (AGE 20 - 39)
Approach to Defining Booking
Using the job stories framework, we focused on exploring the different situations patients may find themselves in, the motivations driving behaviors under those scenarios and the outcomes they would expect to see in the patient portal. Job stories helped us see how booking would fit into the existing experience (highlighted elements in the task flow below).
Task Flow Related to Booking Only
Detailed UI Flow for Booking
When balancing two types of booking preferences (calling vs. online), we had to make tradeoffs that impacted Stroll Health's brand. If we give people the option to call the facility directly, they might not engage with Stroll Health after search. But if we don't we are forcing the patient into booking online.
Implementing Feedback & Rapid Iteration
We created 3 scenarios to test our assumptions on booking preferences:
- Patient booking with insurance
- Patient booking without insurance
- Patient only browsing
Calling still remained dominant. For those people who were open to booking online, they expected booking to work similar to a consumer product with suggested dates. (snippet of a usability session below) Armed with these new insights, we teamed up with visual designers to make these interactions straightforward from branding to legibility (especially for older patients).
The End is Just the Beginning
This redesign allowed existing customers to have access to a better search experience and for Stroll Health to renew their trust.
Making Health Care Less Expensive
The new redesign of Stroll Health will help bridge the big disconnect patients face from the time a doctor orders medical exams to the time they see their bills. Price transparency empowers people to make choices where to go take their exams. Stroll Health is currently available in San Francisco and will soon be partnering with facilities in Washington D.C. in 2017.
I discovered co-leading creatives is like teaching. We worked to set expectations with the team and also with ourselves very often to stay in sync during brainstorming and feedback sessions. I practiced listening more to give creative ownership to the team. I noticed it's quite a craft to inspire creatives when we hit roadblocks. Since my co-lead and I shared the responsibility, we traded facilitating to keep the energy up and help the team move forward.
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