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REIMAGINE THE DOCTOR DISCOVERY
FOCUS AREA
UX STRATEGY
PRODUCT STRATEGY
PRODUCT DESIGN
TEAM
SIMANT (RESEARCH)
SHAHSANK (CO-FOUNDER/ CEO)
SARANG (HEAD OF PRODUCT)
Practo is the fastest growing healthcare technology company in India. The product primarily provides services like Doctor appointments, Video consultations, medicine delivery and diagnostic bookings. Practo's single line agenda is to make mankind live healthier and longer.
ARJUN (PRODUCT DESIGNER)
IMPACT
Stable Money progressed from concept to launch in just three months. It was an incredibly rewarding journey, collaborating with amazing individuals to bring this vision to life. I also had the privilege of wearing multiple hats, taking on the role of product manager and drafting the initial Product Requirements Document
$20M
Worth of transactions increased in just 2 months
*Date as of March 2024
8%
Conversion increased with 40% CTR improvement on home page.
*Date as of March 2024
189
Seconds
Average booking time. Went down from 265 seconds.
*Date as of March 2024
Context
We were experiencing a 51% drop on the app home for unknown reasons. Our app offers various healthcare services, including doctor appointment booking, video consultations, e-pharmacy, and diagnostic test booking. All these services rely on the app home to attract users. Therefore, a successful app home is crucial for the success of all our business verticals.
Objective
Research, synthesize, and redesign the app home to help more users interact and fulfill their healthcare needs with us, aiming to improve app home interaction by 40%.
Design process
Seek
Examined the problem & gathered the information to extract new insights.
Probe
Turned new knowledge & perspectives into insights and actionable decisions
Transform
Turned decisions into tangible outcomes. Iteratively & progressively from collaboration
Design
Created prototypes and tested. Crated learnings from concept testing to final designs.
Getting started
The goal was to understand the current behavior of users landing on the app and to observe their usage patterns. We gathered data on user activities from the past year and mapped it into a usage map.
Usage map
Key Takeaway
Users most often visit to find a doctor for a clinic appointment or a video consultation.
This has shifted our research focus primarily to solve for doctor discovery
Drop Off Survey
We conducted a drop-off survey on the app home and the respective landing pages for booking and consultations to identify the reasons for the high drop-off rate.
Users have clear discovery issues and are confused by the current design
27% users drop due to not understanding how to search
20% of the users drop due to not understanding where to tap
11% of the users drop due to not able to find past appointments
9% of the users drop due to technical issues.
User research & Journey mapping
Research goal:
Understand the behavior and journey of users with minor ailments and anatomic ailments. Key takeaways should include understanding the users' state of mind and their goals when they land on Practo.
3 weeks intensive research
24 interviews & Usability testing
Mapped the research outcomes in form of affinity mapping & user journeys
Conclusion
Current design is optimised for more of ecommerce and browsing experience and that is not helping for our category of the users.
Top insights
Our category of users are high intent users and they open the app under a high stress.
Minor ailment users know which doctor to search for or in an urgent need of a GP who is nearby and soonest available.
Anatomic users come with their problem and want an expert to be suggested by Practo.
Users are flexible to mode of consultation but first they would like to find if there are doctors available to solve their problem.
Many users already know which doctor/ clinic to search for and they come here to check availability.
EXPERIENCE ISSUES IN THE PRODUCT
Testing the current product with users provided us with obvious and eye-opening insights. These insights became the pillars of our new design approach.
Users got lost in the long scroll and did not to where to click and eventually drop.
None of the sections are helping the users intent.
Users fail to discover the past appointments hidden inside the profile.
Users failed to find the way to search
Users are confused and enter a wrong service by mistake and drop in the next step.
Repeat users fail to discover the previously consulted doctors
Ailment grid is helpful but many users drop before discovering.
DESIGN BRIEF
Design the app home for users who are stressed and need to find a doctor for their problem with a single interaction.
We made a bold decision, in collaboration with the CEO, to deprioritize all other services for the purpose of the experiment, as they were causing distractions and contributing to the drop-off rate.
DESIGN & CONCEPT TESTING
We have designed 3 different ways of presenting our value proposition with the insights from the research and tested with 8 non Practo users to identify the right direction to position the product.
CONCEPT 1
Choice between video and clinic consultation as a primary proposition
CONCEPT 2
Create individual pages for each service using the bottom navigation
CONCEPT 3
Discover the problem first and the service will be asked as a 2nd step. Bottom navigation will be used for primarly history.
The concept testing helped us identify good and bad about each design direction and helped us shape the final designs which works the best for our target users.
FINAL DESIGNS
Removal of a;; the non performing services and optimising the app for exclusively doctor finding was the game changer. Extensive research, disagreements and negotiations played a crucial role in taking a radical new direction of the product.
Search became the highest interacted eliment on the home page proving that the users coming on Practo are not here to browse. And the search page has seen the heighest step conversion of 94%.
2 ways to search for a doctor
Choose a mode of consultation
Simplified listing
Choosing the mode of consultation became more contextual and user friendly. 98% of the users who reach this step moves to next step. Interestingly, users who came for a clinic consultation started preferring video consultation for its convenience.
Browse symptoms
Promotions
Past consultation and rebook
Reductions of elements and introductions of new elements eased the discovery of the right doctor intuitively and reduced the time taken to find a doctor.
CLOSING THROUGHTS
Revamping the Initial journey of a Practo app users was crucial to the business in redefining the strategy and the focus of the company. I have emerged to be a product thinker from a design thinker in this project.
1. Understanding the user journey and mental status before landing on the product is crucial to design relevant features and experience.
2. Understand the user behaviour of the category to derive the design strategy.
3. Less options will lead to better conversion for high intent users.
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