Overview
Many patients arrive at colonoscopy appointments unprepared, cancel at the last minute and/or don’t show. The cost to the healthcare industry for any of the scenarios is $150 billion per year.
Goal
Create an experience for the patient with their motivations and lifestyle to help through the confusing and uncomfortable process of a colonoscopy.
Reduce no shows, late cancels for providers which leads to higher profits. Doctors can see more patients by spending less time during preparation process.
Reduce overall cost of patient for payer if patient must be rescheduled for any reason.
Outcome
Created a mobile prototype as an example of how the content management system can be used to create customized experiences.
My Contribution
As team lead, my guidance led the team through the entire app creation process from research to journey mapping to production and testing. I personally produced most of the content for this app.
My team produced new and exciting ways to curate an app experience based on pain points of the user. Some of these ideas came directly from me.
My Role
Lead experience designer, researcher, UX/UI designer, content creator
Lead experience designer, researcher, UX/UI designer, content creator
Skills
Research, collaboration, leadership, attention to detail, project management
Research, collaboration, leadership, attention to detail, project management
Methodology
Agile, Behavioral Psychology, Human Centered Design
Agile, Behavioral Psychology, Human Centered Design
Process
In-depth interviews, critical thinking, attention to detail, problem solving, project management
In-depth interviews, critical thinking, attention to detail, problem solving, project management
Deliverables
Journey map, storyboard, prototype
Journey map, storyboard, prototype
Tools
Figma, Sketch, Principle, Photoshop
Figma, Sketch, Principle, Photoshop
Year
2017-2018
2017-2018
Research
The initial approach focused on deep understanding of the patient motivations and pain points. A five day workshop was held for a team of four employees and two executive stakeholders. The team conducted interviews with 10 patients and summarized extensive National Institutes of Health (NIH) research.
Patients were classified into four categories:
Cost: Belief that screening is expensive with high out-of-pocket fees
Fearful: Fear of pain and/or procedure
Doubtful: Belief that no family history means no screening is necessary
Time Commitment: Concerned with the time commitment and logistics of preparation
Prototype
The initial prototype was built using Principle App. The following screenshots show how the content management system can be used to create a customized experience for patients with a scheduled colonoscopy.
The prototype is organized by before, during and after the procedure. It also includes text and notification reminders, surveys, educational content, shopping list with links to online retailers and more.
The experience includes a 2 minutes questionnaire to understand the patient motivations and pain points and curates an experience based on responses. The app also provides a brief overview of the procedure and relevant statistics.
Key Learnings
We conducted thorough research at the start of the project but as we brainstormed, we continued to research new ideas and concepts. We didn't limit ourselves to the original focus. However, as a team we made some tough choices about what to include and not include in the prototype phase. In other words, we didn't limit creativity but as we iterated on the direction of the project, not everything (no matter how valuable or helpful) made the cut.
