Researcher- I conducted user interviews, desk research, journey mapping sessions, and research synthesis which allowed us to scope our MVP and prioritize the problems we wanted to solve.
Interaction and Visual Designer- I created concepts with low-fidelity mockups, interactive prototypes, and the visual design.
Front-end Engineer- In addition to working with our engineers to implement the requirements, I also worked on production code to help engineers meet our deadline.
Product Manager- I contributed to product strategy, aligning stakeholders, and developing a roadmap for this feature. I also set up key performance metrics that we wanted to hit with our MVP.
Typically new patients have to complete a bevy of forms that provide consent, insurance information, and key data about their medical history and demographics. This is all often done manually at the doctors’s office on the day of the appointment. From there, the completed forms are manually entered into the practice management system by the front office manager within the practice, creating double work and potential room for error. The information collecting during this process is the foundation for the patient record that is captured within the electronic health record (EHR) system.
Our sales team was losing deals due to our gap in patient intake functionality especially since all our competitors already had this feature.
Small medical practices (targeting family medicine, internal medicine, mental health, physical therapy, occupational therapy)
The first thing I start asking my team is “What is it that we want to learn?” I document all our questions as well as assumptions that need to be validated. From this list of questions, we decided on the most appropriate way of going about answering some of these questions.
We scheduled 12 interviews with different customer types (ex. Different sized practices, specialties, etc.). We also sent out a survey for questions where we would benefit from a larger sample size. I also did quite a bit of ‘desk research”, one of my go-to research methodologies. This consists of online observations which is almost as good (sometimes even better) than ethnographies. The central premise of ethnography is that you can learn what your users do when they’re not aware that you’re looking. Desk research enables me to observe and analyze what my users are already doing without me even having to leave my chair. I found a handful of medical practices that had posted their intake forms online and another handful of out-of-the-box forms that new practices were adopting. This gave me insight into the types of information various practices were asking their patients.
The goal of the business was to launch an MPV that would prevent our sales team from losing deals to patient intake. We limited our MVP to only collecting basic information, demographics and insurance information since this was common to all our target specialties. This would ultimately:
Once we got this out the door we would tackle the medical information along with the specialty-specific information.
Once we felt like we had a good understanding of the problem at hand, I put together low-fidelity concepts using Balsamiq. The goal of this exercise was to:
Once I validated my concepts, I created high-fidelity mockups in Sketch and created interactive prototypes using Craft and Invision. There were three experiences that I was testing:
At this time we had a team of two designers supporting a product team of six people and I did not have the bandwidth to run usability tests myself. I recruited six sales consultants and asked if they could help in testing these flows. They were more than happy to do so, especially since they would already be on a call with prospects. I walked them through my Invision prototypes and taught them how to test it with potential customers. One week later, I collected their feedback and made the necessary changes. The feedback was very positive, customers felt like this feature would work with their existing workflows. There were a couple of small issues that came up that I was able to resolve in my iterations.
This is a pre-recorded demo that I sent to the sales team to show them the functionality I wanted feedback on:
As we were scoping MVP and creating the roadmap for this new feature, we set up success metrics for ourselves. This is critical to our agile process for several reasons:
I also worked on putting together a post-launch plan along with events we wanted to track to help us understand usage.
There was a lot of turnover over the course of this project. The lead engineer, our VP of product, and our Director of Engineering left halfway through this project.
An engineering squad with two new engineers took over the work for this project. Because we were short on engineering resources, I jumped in and helped out with implementing and cleaning up some of the UI.
We also did not have a designated QA team to test the feature, so the PM and I spent a lot of our time testing the functionality. I also had my engineers add me as a reviewer to their pull requests so that I could test the functionality and approve the UI implementations before they merged their code. This prevented a lot of back-and-forth changes from taking place once the code was already pushed.
The PM for this project left 1 week after we launched. As a result, I became interim Product Manager for this project. I wanted to ensure that we didn’t stop working on the feature after we launched MVP. I’ve been conducting feedback sessions with customers to understand how they are using this feature and what is still missing. I’ve been meeting regularly with the sales team to understand how the product is being pitched, how customers are reacting, why customers aren’t purchasing the feature, and what is still missing. I also put together a post launch survey that is linked from within the app so that users can provide their feedback as their starting to use this new feature.
All of this data has helped me iterate on the roadmap for this feature.We are currently working on launching phase 2 of this feature beginning of next year so stay tuned!