DocTap
Designing a seamless same day booking experience for DocTap
Doctap is an online doctor appointment app helping people book same-day GP appointments for busy professionals seeking a fast and convenient way to book a doctor consultation. Users may have symptoms that require immediate medical attention and are unable to wait for a scheduled appointment. They are looking for a platform that offers a quick and easy booking, with a high level of trust and reliability.
Role
User Research
Product Strategy
UI Design
Interaction Design
Usability Testing
Tools
Figjam
Figma
Maze
Notion
Dovetail
Zoom
Google Calendar
Timeline
3 weeks
BEFORE
AFTER
Business & User Frustrations
Upon analyzing our usability review findings, two main sources of frustration came to light.
The primary frustration was the platform's cumbersome process for scheduling 'same day' appointments, prompting our focus on a seamless intuitive redesign. People claimed they rarely went to the doctor and when they would try to book an appointment, they usually felt awful with annoyance for long drawn out booking processes.
The secondary frustration from users revolved around a lack of trust in online platforms for medical appointments, with some patients preferring traditional phone calls for scheduling. Addressing this issue was paramount, prompting a redesign focused on establishing trust, credibility, and legitimacy.
Competitor Benchmarking
To tackle these identified concerns, we undertook a competitive audit by benchmarking Doctap against an indirect competitor and two direct counterparts. This evaluation was geared towards pinpointing potential enhancements or remedies that could effectively address user issues and elevate the platform's overall user experience.
Cigna
Kaiser Permanente
Customer Journey Mapping
We constructed a Customer Journey Map to depict the current user experience, a crucial step in recognizing avenues for enhancement. This juncture presented us with the chance to shape our unique workflow in alignment with addressing the brief's challenges.
Problem
We engaged in a series of 5 user interviews, delving into patterns, advantages, disadvantages, and user sentiments. These sessions yielded invaluable insights, including the desire for a personalized booking experience and a preference for visible trust indicators like prominent entity badges, which resonated as key takeaways. Additionally, users shared technical issues resulting in lost progress causing them to start over.
Business Goal
"Our business goal for Doctap is to enhance the online doctor booking experience for our users and increase the booking rate on our platform. We aim to achieve this by continuously improving the usability and functionality of our platform, streamlining the booking process, and providing a user-friendly interface. We will also gather customer feedback and use data-driven insights to continuously iterate and optimize our platform to meet the evolving needs and preferences of our users.
Our ultimate objective is to become the go-to platform for booking same-day GP doctor appointments online, by providing a seamless, efficient, and reliable experience for our users, resulting in an increase in the booking rate on our product."
Solution
Our devised solution encompassed an autosave mechanism to prevent user frustration, coupled with a comprehensive listing that showcased healthcare providers accepting insurance. A design style was adopted to establish an aura of legitimacy and credibility, complemented by professionally crafted copy. To bolster trust, emblematic symbols were introduced. Additionally, we empowered users to choose between male and female doctors, addressing past negative experiences."
Ideation
Having articulated the issue, we advanced to the ideation phase, creating an expansive mind map. This visual blueprint enabled us to collectively brainstorm and pinpoint vital avenues for enhancement and additions, providing a well-defined roadmap for augmenting the app's capabilities and enriching the user journey.
What can we add
During our ideation phase, several concepts emerged, including the conception of a Dashboard view, implementation of an Auto-save feature, integration of a Rating and Recommendations system, incorporation of a 'Favorite Doctor' function, and the ability to 'Add to Calendar' along with detailed appointment information. What we would love to add next is integrating text-to-text and audio-to-text AI. As well as allowing users to utilize a AI camera scanner which will allow them to identify physical health issues
What can we improve
Our aspirations extended to refining the design aesthetics, enhancing the clarity of step names and visual representations, simplifying the user flow, bolstering trust in the booking platform, and elevating the visibility of booking progress and status.
Rapid Prototyping
Following our comprehensive research efforts, we proceeded to develop a rapid prototyping phase.
Components
We curated an extensive collection of components tailored for the Doctap platform.
High Fidelity Prototype
Usability Testing
Once completing the final details of our prototype, we utilized Maze's capabilities to develop a captivating user experience assessment, enabling users to furnish us with essential and perceptive evaluations of our design.
Test Outcomes
Our insights have revealed a strong user desire for a doctor appointment platform that marries user-friendliness with intuitive ease, especially when navigating matters of health and sickness. The significance of enabling users to seamlessly schedule appointments during vulnerable moments of illness cannot be overstated.
Three Key Learnings
1. Within the realm of advanced technology, a subset of individuals still gravitates towards phone-based doctor appointments.
2. Appointments are influenced not only by availability but also by doctor ratings and proximity, underscoring their significance.
3. Collaborative partnerships assume paramount importance in project pursuits, as they serve as a safety net to capture aspects that might elude individual scrutiny.
What’s Next
With my passion for innovation, I would love to integrate an AI chatbot to provide on the spot assistance for users. Additionally, the integration of AI would open up opportunities for personalization and predictive appointment suggestions allowing users to rapidly book a same day appointment. For example, based on the user inputting “headache, fever, tightness in chest,” we can provide the user with pre-selected doctors that specialize in those symptoms and streamline appointment times as well as locations drastically reducing the number of steps. I would also like to utilize generative AI to predict the cost so there’s full transparency and no surprises.