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Taking care of their health both physical and mental has become a top priority for women across the world. Based on the research, women want an easy, time-conscious, and personalized way of taking care of their health especially when they are trying to conceive.
Uniqflo aims to put women in control of their health by reducing the time spent sifting through doctors/therapists that take a cookie-cutter approach to healthcare and that do not meet their immediate needs. Utilizing an app provides easier access to affordable care and assists in growing the user base amoung the target audience.
The Problem
There is a gap in mental and physical care for women trying to conceive. Most women are either struggling with conception or don’t know where to start.
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I asked the question: “How might we help women trying to conceive more easily find a doctor that is right for them?”
Role
As sole designer on this project, I completed this project from ideation to completion. My duty was to perform the initial user research, user testing, sketching, wireframing and user interface iterations and overall branding.
Research & Discovery
Competitive Analysis
I surveyed the current app landscape to see how competitors (i.e. Clue and Zoc Doc) are attempting to fill this gap. None of these apps assist with the journey to find a doctor or get mental health during this time.
Secondary research
I gained further insight into the problem through secondary research that supported the following:
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Stress and mental health issues that accompany infertility can contribute to further delay in conception (Sussez Publishers, New research on stress and infertility 2021).
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Managing stress, anxiety and depression may be a way to resolve infertility issues for some couples (Sussez Publishers, New research on stress and infertility 2021).
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Conquering Infertility, addresses the mind/body connection and suggests practices ranging from mindful meditation to yoga (Sussez Publishers, New research on stress and infertility 2021).
I utilized a screener survey to identify users within the problem space and set up user interviews with 5 participants. Through the user interview, I gained insight into women's frustrations and pain points with their journeys to conception and their experience with finding a doctor.
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Full Research Presentation
I would want a doctor who knew me as a client and knew my needs and was willing to help me through this process...and I don't feel like anybody's done that.
- Meghan M., user interview participant
It doesn't seem customized to the person and their needs.
- Lauren C., user interview participant
Top Insights
From our user interviews with these women, these were our top insights and pain points:
Lack of inquiries about their mental health
Lack of customization to their personal needs
A support system
in their journey
Access to
quality, affordable care
Personas
From the research, there were two personas that were apparent in the women that we were interviewing. Older women, like Sarah Alice, who have children and have difficulty finding a doctor that will assist them in conceiving a second child. The second, Mya Rivara, is a younger woman who is confused or has minimal information on how to begin the conception process.
Solution
From these insights, we came up with some ideas on how to resolve our target user's problems.
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Connect women to doctors based on a series of questions to figure out if they are the right match both professionally and personally
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Indicate their expectations for their doctor and match with doctors with the same communication style as well as expertise in that area
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Choose what they are interested in accomplishing while using the app. ( i.e. finding a provider, therapist or connecting with women) & access different portions of the app to achieve their initial goal.
Ideation
Utilizing the findings from our research and putting together user stories and a site map, we found the MVP for the users. The user flow communicates to stakeholders how a user would navigate through the application to create a profile and match with a doctor (our red routes for this project). To assist in refining the MVP, we sketched out possible solutions and tested them with our target users.
The insights from the gorilla usability testing assisted in the refinement of verbiage and further expansion of the question section so that the user would be able to get matched with their perfect doctor.
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From there, wireframes and prototypes designs were explored and validated through rounds of user testing
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Click on each image to see the full document!
User flow showed how the user could potentially navigate through the app.
sketches to bring the user flow to life
high fidelity mockups and wireframes were created to show how the final app would look and feel
User Testing
Initial usability tests were conducted with five target users, which resulted in an adjustment of how many questions we asked to make it more personalized and include more information with their doctor matches.
Upon the second iteration, we included additional questions and refined the questions.
The final user tests resulted in the following findings:
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Findings:
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Most users were able to get through the account creation without any issues
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Small Hotspots
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Users want a feature for wait times
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More questions at the beginning of the app
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More information about the secondary matches to assist with comparison.