top of page

Redesign of Practo app home

Helping patients find the right doctor

Practo is the fastest growing health care technology company in India. The product primarily provides consumer services like booking doctor appointments, online doctor consultations, medicine delivery and diagnostic bookings. 

​

In the past Practo highly depended on the mobile & desktop web consumers because of high SEO traffic. Consequently, the company payed little attention to the mobile app experience and failed to serve the patient's needs. 

​

Eventually, the SEO traffic had reduced because of the new google SEO policies and we decided to end the constant SEO fight by moving users from web to app. In order to enhance the experience of first time users and repeat users we redesigned the app home screen.

App home.png

The challenge

Today the Practo app is a reflection of the company's business structure and internal assumptions. The challenge was to identify the real user needs and experience gaps.

Our high level goals:

1. Improve the discovery of the Practo universe (book appointments, online consultations, order medicines and book diagnostic tests).

2. Make the app relevant to the majority of the users.

3. Establish a scalable design which will help us to provide a personalised experience.

My role

I led the complete design effort in collaboration with a researcher and a product manager.

​

Some features of the complete project had been released and they are performing positively. The complete project will be released in phases by March 2021. 

usage mapping.png

Root cause analysis of interaction behaviour

Based on the feature usage map I conducted a root cause analysis. I figured out that we can easily improve the usage of the features just by improving their visibility on the home screen and by using clear language / communication in the copy.

RCA.png

Table of root cause analysis through which helped me improve the discovery.

Understanding the current app user behaviour

Before jumping into the consumer research I started with understanding how users are interacting with the current product. My major focus was on how their behaviour was resulting in the discovery of their needs. Therefore, I created a simple feature usage map based on the the data available from tracking.

Improving the visibility

After exploring and testing multiple concepts, some had proven to be quite intuitive for the users. These frameworks served as a base for the redesign of the app. We were able improve the app's experience only by restructuring and without changing the content. 

Discovey.png

Image shows the wireframes which were finalised after exploring multiple solutions.

Discovering the real problem

After solving the obvious visibility and communication issues, I collaborated with a researcher to understand the user needs in depth. After talking to 42 people we created elaborated journey maps and analysed the research data. It turned out that the real user problems and expectations differed majorly from the company's internal assumptions.

Research wall.jpg

The picture represents the analysis of the research data.

Top findings from the research:

​

  1. Consumers know and use Practo primarily as a platform for doctor appointments.

  2. The majority of the patients who are looking for doctors on Practo are suffering from minor ailments or anatomic ailments. For example: headache, joint pain, fever, cold, PCOD, skin allergies etc.

  3. Users generally know their doctor through recommendations and are using Practo to book an appointment with their family doctor.

  4. Users take decisions based on the doctor's availability, locality (nearby) and reviews as well as the doctor's capabilities, accessibility and affordability. 

  5. The majority of the users prefer to book previously consulted doctors again.

  6. The majority of the users come for same day/ immediate appointments instead of advance bookings. 

The research revealed the opportunity to focus on designing for finding doctors more easily on Practo.

Design challenges

Based on the research findings, primarily four design challenges emerged.

​

1.  How can we serve users with minor ailments better?

2. How can we improve the experience of finding a family doctor?

3. How can we simplify the process of reconsulting a previously booked doctor?

4. How can we make the users to be aware of all the Practo services?

Discovery.png

These core principles became the framework for rest of the design explorations.

Site map.png

I created a sitemap which primarily focused on the simplification of the doctor finding experience.

Final Designs

One.png
Two.png
Three.png
Four.png
Five.png
Six.png
Seven.png
Eight.png

Old

Representation of the internal business structure and assumptions: The previous design failed serving the user needs.

Old.png

New

Representation of identified user needs and behaviours: The release of the redesign is showing positive results.

New.png

The impact

Positive results and much more to do

The project is getting released in parts. Until now, we have released the home page changes and the bottom navigation is under development. The complete project is planed to be released by March 2021.

  • CTR on the page increased by 14%

 

  • Percentage of people who scroll the page till the end increased by 12%

​

  • Overall conversion increased by 5%

bottom of page