Pocket Doc
November 2021

World Doctors United

Expertise

UX/UI design

Platforms

iOS telehealth app

Deliverables

UX research, UI screens, and prototype

Website

Visit website

Discover

Company profile

World Doctors United is a leading Medical Services Provider for patients in developing countries. Their vision is to bring the best-in-class healthcare to people worldwide without cultural or language barriers.

‍

Project timeline

3 weeks

‍

Problem statement

A first generation migrant feels concerned about their family member's health in a developing country and wants them to access high quality healthcare but they are facing a lack of resources and access to good health care.

‍

Desktop research

Top 10 ethnic migrants to Australia rankings (2019 - 2020)
  1. India
  2. People's Republic of China
  3. United Kingdom
  4. Philippines
  5. Vietnam
  6. Nepal
  7. New Zealand
  8. Pakistan
  9. South Africa
  10. USA

‍

Desktop stats

20 - 50%

of India's healthcare workers leave to seek employment overseas. It is one of the countries with the biggest brain drain.

‍

1.38 billion

is the current population of India, meaning a bigger market for potential customers. A large portion of Indian doctors moving overseas also means more doctors are available to serve these families.

‍

68.84%

of the population live in rural areas. The healthcare system in rural India faces a chronic shortage of medical professionals and is substantially below the recommended levels as suggested by the World Health Organisation. By 2025, rural India will likely have more internet users than urban India.

‍

600,000

India has a shortage of 600,000 doctors + 2 million nurses, a gap that telehealth aims to combat (2019 study by the Centre for Disease Dynamics, Economics & Policy).

‍

Research methods

66

Survey respondents

‍

19

Interviews (Interviewees based in India, South Africa, Nepal, Hong Kong, Afghanistan, Philippines, Nigeria, Venezuela, Turkey, Bangladesh, Fiji)

‍

Survey and interview insights

  • Cost: people cant afford good healthcare.
  • Flawed systems + governments: huge disparity between PUBLIC and PRIVATE.
  • Lack of resources and facilities: hospitals are understaffed and do not have access to all medicines.
  • Migrant doctors find it hard to get a job. Foreign doctors want to leave because lack of support.
  • Patients lack confidence in local doctors.
  • 87% of first generation migrant interviewees provide financial support to family members back in their home countries.
  • The average monthly remittance amount is $761 based on the survey and interview results.
  • 75% first generation migrant interviewees currently use some kind of telehealth app.
  • Healthcare spending varies between countries and individuals, estimated to be between 20-30% of monthly income based on aggregated data from interviews.
  • Lack of specialist doctors: in developing countries, patients see GPs (not enough specially-trained doctors).
  • 91.7% patient & family member interviewees nominated phones as their primary device.

‍

Key quotes

Patients

“Due to the lack of quality doctors here, people here would prefer to seek a doctor from another country whose appearance and speech gives them greater confidence in their abilities.”

“For someone in the public healthcare system trying to seek medical assistance, it could take days, only to be screened by a nurse who would try to send them away.”

‍

Family

“Australian healthcare has everything readily accessible to you. It's better than India.”

“If you have money then you would have access to better healthcare over there.”

‍

Doctors

“Whenever there was a small problem, the patient just asked for antibiotics. They don't listen to you.”

“The hospitals here won't give me a job. We need at least 1 year working experience but how can I get the experience if they won't give me the job.”

Define

Affinity and empathy maps

Synthesising research data to discover key themes in the affinity map, and then interpreting the data on an emotional level to better understand our three customer groups.

Personas

Persona 1: Patient

Persona 2: Family member

Persona 3: Doctor

Customer journey map

How might we?

  1. Help first generation migrants who are concerned about their family members' health in developing countries.
  2. Provide affordable, high quality healthcare to patients in developing countries.
  3. Help migrant doctors who were trained in a developing country obtain jobs and help serve their community back home.

Develop

Ideation workshop

Generating creative solutions in relation to our HMW statements.

Session details:

  1. Rapid brainstorming (Crazy 8s - 1 idea per minute)
  2. Fist-to-five voting
  3. MVP (mapping out desirable and viable ideas)

‍

MVP

Generating creative solutions in relation to our HMW statements

Card sort

Conducted an open card sort with 6 participants to determine the grouping & categorisation of information within the app. A Similarity matrix was used to identify which types of information would be grouped together. E.G. 83% participants grouped the AI symptom checker together.

Problem statement pivot

A first generation migrant feels concerned about their family member's health in a developing country and wants them to access high quality healthcare but faces barriers in regards to accessibility and high cost of healthcare, combined with distrust in the local medical system.

‍

User flow

Deliver

Wireframes

Low fidelity prototype

Usability testing (moderated)

3 Praveens tested the low fidelity prototype (via zoom)

  • 2/3 Praveens found the overall flow of the app confusing
  • 1/3 Praveens thought the symptom tracker should have more options
  • 2/3 Praveens found the price of the subscription plan was too high‍
  • "The content is good but it doesn't flow well"

‍

Consult rates research

Standard GP consult rates (Australian telehealth providers)

  • $49 - Swift Doc
  • $64 - Docto
  • $129 - Concierge Doctors
  • $60 - Doctors on Demand
  • $35 - Doctorai
  • $40 - InstantScripts
  • $35 - Instant Consult
  • $45 - 24-7 MedCare GP Telehealth
  • $45 - Phenix Telehealth
  • $58 - Doctors on Demand 24/7 Online Doctors
  • $40 - ClinicALL

AVERAGE: $54.50

‍

Standard GP consult rates (Indian telehealth providers)

  • $5.54 - $24.06 - The price of GP consults with leading Indian telehealth providers such as Practo and mFine, varies depending on the doctor's experience.
  • $37.99 - The main competitor, iCliniq, which connects patients to doctors globally, charge $37.99 for patients in Aus.

Although the rates for the Indian telehealth providers are significantly lower than the Australian rates, the interviewee feedback + desktop research revealed that Australian healthcare is superior. Seeing as our paying customers are the 1st-gen family members in Australia, we have proposed a price based on competitors in the Australian market.

‍

Proposed price point

Mid fidelity prototype

Usability testing (unmoderated)

15 Aanans and Praveens tested the mid fidelity prototype (on Maze)

  • 58% misclick rate - 7/15 testers experienced confusion with the first onboarding screen (refer to heat map 1) - we later changed this to work as a drag microinteraction
  • 73% Success rate with testers creating a new appointment (map 2)
  • 100% Success rate with testers viewing the map feature (map 3)
  • "The buttons were very straight forward and simple to use. I liked how it was just one click"

Price point

  • "maybe half of a normal doc visit - so $45?"
  • "Not interested in a subscription"
  • "$35 for a one-off payment"

Usability testing (moderated)

4 Aanans and Praveens tested the mid fidelity prototype (via Zoom)

  • 2/4 Praveens were not sure where to click on the introduction screens as there was no slider
  • 2/4 Praveens were confused about the 'Upload photos or files' page as they didn't know what it was referring to
  • 1/4 Praveens prefer free text field for the question 'Tell us what you're feeling?' instead of dropdown selections
  • 4/4 Praveens have found the app straightforward and easy to use
  • 4/4 Praveens thought the $34.99 consult fee was reasonable and preferred to pay per consult rather than paying a subscription
  • 4/4 Praveens love the doctor rating feature - Immigrant communities go by word of mouth and social proof is important
  • “I’m very sure the people in India will be keen to use the app. They’re always keen to get a second opinion. That’s the culture in India. And especially when they can get exposure to an international doctor. There is trust in the medical system overseas”
  • "If as a patient I want to access something, I'm going to find everything in the summary. That's actually very, very good.”
  • “Offering a free trial would be good”
  • “If I'm referring my family to a specialised doctor here in Australia, I would pay $35 as this is the easiest way to get world class advice"

Final prototype

Future state journey map

Next steps

Short term (6-12 months)

  • Get version 1 implemented with developers in the next few weeks
  • More beta testing with personas
  • Build AI symptom checker and medication checker
  • Build doctors gateway with additional features such as migrant and foreign doctor buddy system
  • Hospital and medical bills tracking feature

‍

Medium term (12-24 months)

  • Rollout to other developing countries
  • Extension of services to lifestyle practitioners (i.e. dietician, nutritionist)
  • Introduce health coaches to manage chronic conditions and preventative healthcare
  • Home collection lab testing service and medication delivery
  • Opportunity to connect health insurance products to assist patients with high treatment costs

‍

Long term (2-3 years)

  • Onboard migrant doctors in other developed nations (UK, USA, Canada)
  • Training & up-skilling program for migrant doctors

‍

Feedback & quotes

"You just blew my mind! That is totally AMAZING - I am super super super super super impressed! WOW! That Customer Journey was incredibly detailed and the flow was beautiful. It just looked so professional!"

- Kylie El-Sheikh (World Doctors United Client, Founder CEO), November 2021

‍

"That's beyond the quality that I would expect from anyone who has done 5+ years in the industry."

"It's a privilege to be able to see such beautiful UX. You paid such close attention to what both sides of the process should be."

"It's such a beautiful project and storytelling piece - it has such empathy and pathos in an area which is of great interest and importance to the Australian population. The elegancy of balancing out your personas was absolutely glorious - everything came back to the pain points and the research."

"The Hi-fi prototype looked absolutely glorious, the imagery was wonderful, the balance and choreography of all your design elements flowed organically...EPIC UX!"

"Excellent connectivity piece - just beautiful!"

- Hayden Peters (Academy Xi Mentor), November 2021

© 2022 Lauren Henry