“We were facing a complex user flow and we were brought value and new perspectives through the design sprint. The pitch back to our team was polished and insightful, putting even some consultancies' work to shame.”
- Edward Straiton, Founder and Head of Product
Client
GeneHub - A MedTech start-up who work with patients and drug development to provide better access to relevant medication through the power of genomics.
Goal
To create a seamless onboarding flow that ensures users complete the sign up process.
Responsibilities
UX Research
UX Design
UI Design
Team
Zeb
Harold
Cecile
Timeline
2 weeks
Tools
Figma
Discover
We began the project by conducting a stakeholder interview with the founder of GeneHub. From this interview it became clear that the biggest challenge facing the company was their complex registration process which required users to leave the flow in order to obtain personal codes which would grant GeneHub access to their medical record.
From there we conducted a total of 18 in-person interviews to get an understanding of people’s views towards signing up to a company that shares their medical data. This was supplemented by an online questionnaire which had 85 respondents.
We made it a priority to find people that fall within the following categories:
Individuals with chronic health conditions.
Anyone who takes part in medical trials.
Interviews
After conducting the interviews we used affinity mapping to refine the data.
The key insights that we found were:
Lengthy registration processes are off putting.
Individuals want more ownership of their data.
People are happy to share medical data as long as privacy and security is maintained.
Clear instructions are essential in a sign-up process.
Key Insights
We supplemented our research by conducting a competitor analysis to understand how GeneHub compared to their main competitors and to discover where there was a gap in the market.
Competitor Analysis
After finalising our research we developed an experience map to understand what users would encounter whilst going through GeneHub’s current sign up process.
Experience Map
Define
After evaluating the data we created two personas, Patrick and Sarah, who embody GeneHub’s prospective users.
Personas
Patrick
“I want to find a cure for my chronic health condition but I am apprehensive about sharing my medical data.”
Background
Gender: Male
Age: 25
Health Condition: Type 1 Diabetes
Goals
Make more informed decisions on treatments for his diabetes.
Wants more control of his own health and general wellbeing.
Pain Points
No real prospect of a cure to his disease.
Uncertain about sharing confidential medical data with pharmaceutical companies due to trust.
Not aware of any current trials on his disease.
Sarah
“I want to find out about new research and medical trials in relation to my health condition but don’t know where to start.”
Goals
A better way of managing her diabetes.
Be more informed about current medical trials.
Have easier access to own medical data.
Background
Gender: Female
Age: 48
Health Condition: Type 2 Diabetes
Pain Points
Not knowing where her medical data is held.
Poor healthcare efficiency.
Limited knowledge on new treatments.
Sarah and Patrick need the onboarding process with GeneHub to be as streamlined and transparent as possible because their previous experience with onboarding, especially with healthcare apps, has been frustrating and time consuming.
Problem Statement
We believe that by creating an easy and quick onboarding experience for Sarah and Patrick, we will achieve in them feeling less frustrated. We will know this to be true when more patients complete the onboarding process with GeneHub.
Hypothesis
Develop
To begin the development process we looked at potential situations of how users would experience signing up to GeneHub and reflected that in a storyboard.
Storyboard
Before moving to wireframes we came up with user flows for two primary goals:
User Flows
1. Find you GP Surgery details and request access to online services.
2. Complete GeneHub sign up process.
Low Fidelity Wireframes
Using these user flows, we developed low fidelity wireframes to begin visualising our ideas.
Before moving onto our high fidelity wireframes we carried out usability testing to understand how users would interact with our initial design concept.
From these tests we discovered that the biggest pain point for users came when they were instructed to find their personal codes in order to sync their medical data. Specifically, users felt that they were overloaded with information and didn’t understand what they should do next. Subsequently, this made them want to drop out of the flow.
Usability Testing
Based on the insights we gained from the usability tests we decided to alter the section where users stated they were struggling and turned it into two separate flows as follows:
Those who don’t have access to their online services codes and need to contact their GP.
Those who can access their online services codes via a healthcare mobile application.
By doing so, users wouldn’t be shown lots information all at once and would feel supported through every step of the journey.
As well as this, we decided to incorporate a pre-drafted email for those who needed to contact their GP to create the most seamless experience for users as some stated that having to reach out to their GP themselves felt like too much effort.
