Arguably the most crucial aspect of a successful user experience, I led the research, testing, design, and subsequent updates to the member sign-up flow for Oshi Health.
*Due to an NDA certain details of my research findings are omitted or recreated to present this study.
MOBILE & DESKTOP WEB DESIGN
Tools: Figma, Maze, Useberry, JIRA
Challenge
My first feature design project for Oshi Health was to create a sign-up flow meeting product, clinical, and legal requirements using best practices for a low-friction experience. At this time I had just completed a rebranding effort and there were no restrictions to hinder iteration, but no precedents to aid in the process. Therefore the iterative process was also an exploration of component design for the app and an opportunity to lay precedent in what the look and feel of the experience would be.
Results
My Team
The Project
Defining the Scope
To start to define the scope I considered the stakeholders of the project and their respective goals.
Users
I want to create an account to begin receiving care as quickly and friction-free as possible.
Clinical Team
I want to receive answers to all questions required to schedule their initial appointment and provide care.
Legal Team
We need to state all policies and document acceptance of all terms and conditions.
Product Team
We want to create a sign-up flow indicative of the Oshi Health experience that can be adapted as our acquisition model changes and matures.
About The Oshi User
Before beginning this project user personas were created after surveying over 200 men and women and interviewing approximately 40 living with a chronic GI condition. Potential users were segmented into five arch types based on where they were in their disease journey and their symptom severity.
Some of the high-level characteristics of the Oshi user are:
My Research
To guide my initial iteration research included but was not limited to:
Findings
Stakeholder interviews led to the following insights and requests which were synthesized and used to create a list of feature requirements and a few nice-to-haves.
USER RESEARCH TAKEAWAYS
CLINICAL TEAM INTERVIEWS
LEGAL TEAM INTERVIEW
PRODUCT RESEARCH
Hypothesis & Iteration
I began iteration by writing copy for the questions each stakeholder wished to include in the flow, looking to the Brand Tone guidelines created during my rebranding work to achieve a personal, friendly, and credible voice. I also considered the following to convert a user to a subscriber/member:
Legibility / Scanability
My initial thought was to apply the one-thing-per-page approach to our questionnaire. This would leave screen space for any necessary supporting copy without causing cognitive overload.
Credibility
Add supporting copy for more sensitive questions explaining why we are asking and how the information will be managed.
Time To Complete
Add a progress bar animation for transparency.
Accessibility / Inclusivity
Testing was completed on UI elements to ensure concepts were accessibility compliant. I proposed including optional gender and pronoun inputs to supplement the required legal sex question. This would help our clinical team to address our members appropriately.
Low-fidelity wireframes were then created exploring these UI concepts to be A/B tested for user preferences.
Testing
Virtual testing was conducted individually with 15 participants identifying as people living with a chronic GI illness and meeting the target criteria of our members. Responses to the questions and the order in which they were presented were compared to determine feelings towards the length of the sign-up, the language used as well as multiple field inputs vs a one-question per page format.
Testing methods included:
Final Design
Rounds of user testing and interviews led to clear preferences among users and product team members alike, such as a one-question per page format and supporting copy explaining the collection of phone numbers and the inclusion of gender information.
I designed a custom transition animation for the questionnaire and created detailed spec documentation to support the engineering team during development.
Findings were used to create a final design with the following features:
Sign-up flow on mobile
Sign-up screens on desktop/tablet
Handoff
As this was the initial handoff of a design project with a newly formed product team a formal process hadn't yet been established. This allowed me to get to know my engineering counterparts, how they worked, and how best to support them in realizing the designs I created. Clear and open communication would be key during the process, as questions arose and roadblocks emerged, however, my handoff process included the following:
Subsequent Updates
As requirements changed and we received more data regarding user progression through the sign-up flow, updates were periodically made to increase the completion percentage rate.
A QR code was added to the desktop flow to link to the respective App or Google Play Store to download the app.
An input field to include symptoms and discussion points for a provider to review before your appointment was added to the appointment confirmation screen.
Areas For Improvement
I would have liked to see the follow-up intake form brought into the app experience as I had initially planned. This part of the sign-up flow was deprioritized due to engineering bandwidth in favor of an e-form presented to patients via e-mail following completion of the sign-up flow.
Wireframes for backlogged in-app intake form
Once the user downloads and signs into the app, the intake questionnaire could be presented to them in a low-friction format and submitted directly into the EMR, removing additional steps for both the patient and our care team.
Oshi Health & My Role In UXWork Experience
Rebranding & Design LibraryWork History
Home Screen Research & DesignWork History
Chat MessagingChat Messagin
Visit History FeatureWork History
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