lemonaid

Background

As consumer habits are changing rapidly, the healthcare industry has also adjusted to the new habit where consumers prioritize convenience over almost anything. Lemonaid is a telemedicine company based in San Francisco that was founded in 2013 with the hopes of every American having the opportunity to access safe & affordable healthcare. As competition in telemedicine is high, there are many options for consumers to choose from.

Solution

Redesign the website to better organize the information in a way that is clear to users, and prioritize the call-to-actions for the booking feature.

Challenge

There is a lot of information presented to users on the homepage and access to the online booking system is not clearly accessible.

Details

Duration: 4-6 weeks

Role: UX researcher, UI/UX designer

Tools: Figma, Notion, Optimal Sort, and pen & paper

Team: Me (80%) and my design mentor (20%)

View Prototype

1. discover

Through user research, I was hoping to gain a broad understanding of general thoughts and experiences people had on telehealth products. To do so, I conducted one-on-one interviews to learn about users’ experiences and conducted competitive research that allowed me to learn more about shortcomings and successes.

Results

- All interview participants said they would keep using telehealth services even after the pandemic.
- Some interviewers have mentioned that they would like to have simpler online booking process.

Research goals

1. Redesign Lemonaid's website to be more user friendly.
2. Reorganize some of the information that is shared on the webpage.
3. Update company's branding.

Research methodologies

- Competitive analysis (analysis)
- Interview questions (questions)

2. Define

Based on the information collected from the survey, a user persona was created to represent the needs of a young professional who often uses Instagram to get inspired: discover beautiful products with great quality and pricing. They also enjoy sharing inspirational posts and finds.

User persona

Through user interviews, a persona Sarah was created to represent interviewers' needs and goals of using a telehealth platform.

User flow

One of the main focuses of this project is to have a simple appointment booking system. To illustrate this update, the following user flow was created to show the beginning of the user's journey through the website from the time they land on the site through the end of the booking process.

3. Design

When going through the redesign for the site, one of the main goals was to design the site in a way where the information doesn't feel overwhelming to the user with a more modern feel. To have a general direction of the design of the website, I have gathered images to create a mood board that focuses on users needs.

Wireframe

To display what information should be reoragnaized and how the website should be layed out for a better user experience, I created wireframes.

Ui kit

When I was creating the UI kit, I wanted to reflect the modern and simple design. Therefore, I selected san serif fonts.

4. Test

I made an affinity map to demonstrate areas of improvement and strengths after conducting moderated usability test. The goal for usability test was to identify whether my designs have met the research goals. Although most interviewers agreed that the updated design was much cleaner and more modern, one of the recurring areas of growth was the color choices of the available time slots -- the borderline of unavailable time slots drew more attention to participants' eyes due to the red borderline. Additionally, interviewees were confused if the appointment was booked due to a lack of a confirmation page.

Priority Revisions

Based on the usability testing, I made three revisions. The first one was to change the outline of an appointment button so that the unavailable slot was less confusing. The second edit was to include a title of each question on the progress bar. In case users had to go back to a specific question. Last edit was to add a confirmation page after reviewing details to ensure their appointments were made.

Reflection

From this project, I had a deeper understanding of the importance of information architecture. After re-organizing the information that was already displayed on Lemonaid's website, users who participated in usability testing had a clearer understanding of how Lemonaid worked and what it did.