Connect and Heal

The challenge

The pandemic changed the world forever, with telemedicine doubling from 21% to 44% of respondents! This caused a shift in India’s digital healthcare sector, but users still didn’t see telemedicine as an alternative.

The challenge was to design a product that made digital healthcare accessible and engaging, leading to daily inculcation in the user’s life.

The company, currently a B2B offering, wanted to move to the B2C market. Designs had to be highly scalable to onboard millions of users.

We had to build a product roadmap, understand how digital healthcare was perceived, and translate them into innovative customer experiences that were easily scalable.

Problems to solve

• Conducting in-depth UX Research and building credible product features that engage customers
• Refreshing the brand identity and scaling it with the product
• Help users switch to and engage with digital healthcare seamlessly

Our approach

We started by understanding healthcare through primary and secondary UX research. Our goal was to promote engagement and retention drivers for the first phase, eventually targeting conversions.

To do this, we built detailed personas and made a hypothesis to verify through research. We made research plans, involved multiple stakeholders, and created the product strategy based on insights. With continuous collaboration, a product roadmap was built and we took a highly iterative phased approach to releases.

Discovery

• Information Architecture (IA)
• Market and user research
• Generating customer insights
• User interviews

Strategy

• User experience design (UX)
• Wireframing and prototyping
• Design strategy
• Product strategy

Design

• Digital identity design
• UX UI design
• Design system
• Custom illustrations
• User testing

What outsiders thought -

An unknown company. Untrustworthy. Not a replacement for actual medical care. Non-usable services.

How we changed the story -

Market leaders. 360-degree care coordinators. Proactive. Digital-first healthcare specialists. Community-oriented.

User goals and features

Millennials

5-34 years old. These young adults are starting their careers and family lives. They care about their health but not preventative healthcare.

Gen X

35-50 years old. These individuals are well into their careers. They are family-oriented. Proactively preventing ailments becomes a high priority for them.

Baby Boomers

51-60 years old. This persona will retire soon. They want to relax and enjoy their lives. The health of their spouse and themselves is paramount

UX/UI Design

The customer experience was designed to build brand recall, boost retention, and create engagement. The goal was to keep the users guided and add value in each step. We also built community-driven engagement features to constantly keep users activated and combined it with cross-selling to drive conversions.

In terms of user interface design, we wanted to keep the app visually appealing, calm and reassuring. Blues + Greens combined with custom illustrations resonated with the brand values and user personality to achieve the goal.

A virtual physical experience!

While waiting for the doctor, we humanised the experience with a time progress bar, health history forms, and curated playlists or articles. The ‘preparation room’ also allowed users to fill in important medical details for their doctor.

Personalised health tracking

‘My Health’ is a centralised & personalised space to cover all important health information, like active appointments, health metrics & activity insights. Users would also receive personalised expert advice and curated resources to learn from. We also boosted app activity further by using reward & gamification frameworks

Awareness and recommendations

To make users aware of benefits, awareness frameworks were used to grab attention through big cards and improve brand recall. Valuable information was highlighted and pop-ups continuously reminded users of appointments, recommendations and additional activities. This would also lead users to engage with the app meaningfully.

Community integration

Humans are more driven to take health measures when they are driven by their peers. We decided to build a community experience so users could continuously interact with people with similar health concerns. Communities and events were also suggested based on past usage, which could then be joined or rejected using familiar swipe gestures