Work — Case Studies
Canadian telemedicine service providing care in family medicine, mental health and diet & nutrition.
- · IOS, Android Apps
- · Desktop web app
- · Website design & build
- · Branding
- · Illustration
- · Print & Digital marketing materials
- · Role: Design team of 1
- · 2016–17
- · Acquired ☆
Better Onboarding = More Patients
Paying subscriber numbers sucked! App downloads and account creation looked good though, and existing patients loved the service – we just needed to do a better job of proving our value to new users.
- Overhauled the onboarding flow
- Reworked the home screen
- Removed barriers for users
Outcomes & Accomplishments
Engagement++ Lowered time to respond, fewer abandoned chats, more questions/deeper conversations.
Growth New company role created (Intake Coordinator) and went from 1 to 2 doctors on-call/day, hours extended from 5pm to 11pm.
5x Conversation rate through the roof. Pretty much saved the company.
↳ What we started with*
- 6-part questionnaire form
- When finally done with that, users were met with an overloaded homescreen
- Still had to talk to a doctor to actually pay for a plan and validate ID
- And then finally, after all that, they could receive care.
* I did not design this. It was the result of a pre-seed “MVP” design-everything-at-once sprint.
↳ A Path Forward: Home Experiments; A/B Testing
(A) Give them all the information
(B) Get rid of the forms, let them experience the real thing
- Android app was already hybrid web view, so I proposed testing variations without the need for complex dev work
- Aimed to address most common user questions and concerns
- Ran A/B test for one month
- Tracked all interactions so we could make an informed decision
We realized immediately that variant (B) would lead to a much more manual process for the doctors, requiring them to collect patient details one question at a time. But, it allowed them to establish rapport, and people felt they were receiving care right away.
The result was an instant and sustained spike in paying users. But it needed some finessing...
With a clear winner in hand, I massaged the concept further, using feedback from medical staff and users.
New Flow, New Role
- With so much new traffic, medical staff were overwhelmed!
- I looked to real life process in a medical office, and so, the Intake Coordinator role at Akira was born.
- IC responisiblities: triage – vet, verify and onboard new patients.
- Much more human and natural ✓
- New Home screen + service list now made more sense once onboarded
↳ Other Improvements Made
Along with a much improved onboarding, I updated other parts of the app including various chat elements, secondary screens and copy.