Case Study | Symplicured

Design Process

Overview

Deliver

Prototype
Usability Test (2x)

Develop

Features to Adopt
Brand Voice
Mood Board
Pattern Library
Sketches
Wireframes

Define

Personas
User Journey Maps
Problem & Solution Statements

Discover

Market Landscape Research
As Is Website Evaluation
User Interviews

01/
Market Landscape Research

Discover

A previous General Assembly (GA) Student Team did a round of redesign work for Symplicured back in Sep 2020 and they conducted a competitive analysis on international brands. Bearing in mind the recency of the competitive analysis conducted, we decided to focus on the Asian market.

Sep 2020

Apr 2021

Pulse mobile app - ‘Symptom Checker’ & ‘Healthcheck’ features powered by UK Health Service Provider Babylon Health

11 asian markets in 12 local languages
- Malaysia, Philippines, Indonesia, Hong Kong, Singapore, Vietnam, Thailand, Taiwan, Laos, Cambodia & Myanmar

Over 500,000 registered users

Japanese medtech startup founded in 2017 by a medical doctor and an AI engineer. It aims to expand its presence abroad.

Oct 2020 - Established APAC HQ in Singapore and started to provide service to healthcare providers in Singapore

*As of Apr 2021, the English version of Ubie has yet to be launched. Hence, we are unable to assess its functionality.

02/

As Is Website Evaluation

We conducted heuristic analysis and collected user feedback through user interviews, with the aim of improving overall user experience.
We focused on three aspects of Symplicured’s website - Home page, Medical Questionnaire and Results page.

Home Page

Users’ Feedback

62% of users prefer to have the flexibility to search free-text their symptoms rather than selecting from dropdown menu

53% of users felt that the list of shortlisted symptoms should be more comprehensive

Heuristic Analysis - Consistency and standards
Menu hidden in hamburger icon (more commonly used on mobile)

Recommendation: To have a visible top-level global navigation bar for desktop version so that website does not deviate from industry convention that users are familiar with.

Medical Questionnaire

Users’ Feedback

62% of users want a personalised experience when answering questions (within the medical questionnaire)

They prefer subsequent questions to be tailored based on their responses to initial questions, rather than generic-sounding questions that (seem like) can be applied to anyone

Results Page

Users’ Feedback

46% of users want diagnosis to be explained and in layperson terms

38% of users noted that actionable next steps are lacking

Heuristic Analysis - Match between system and the real world
Design should speak the users’ language

Recommendation: Complex (Scientific name of diagnosis) and vague terms (‘Basis of diagnosis’ and ‘Strong evidence’) should be explained using words and concepts familiar to users, and refrain from the use of medical jargons.

Key Takeaways

Home Page

Medical Questionnaire

Results Page

Introduce use of top-level global navigation

Introduce nested questions

Re-organise content hierarchy

Include explanation for medical jargons and key section headings (E.g. Strong evidence, Basis of diagnosis)

03/
User Interviews

We conducted user research interviews with 13 users aged between 29 - 53 years, who searched online for a symptom within the last 30 days. Interview sessions were moderated and conducted remotely via Zoom.

Key Insights

04/

Personas

Define

With the insights gathered from user interviews, we created 2 personas to guide the design decisions and priorities.

User Journey Maps

We created a visual representation of the personas' journey as they search online to learn more about the symptoms they are experiencing. By fleshing out their thought process and emotions, we aim to gather a more holistic view of the user experience by uncovering moments of frustration and delight, as well as discover opportunities to address users' pain points.

06/

Problem & Solution Statements & Hypothesis

07/
Features To Adopt

Develop

Having defined the problem and identified key areas for improvement, we shortlisted features to adopt to meet the needs of the personas.

‘When to see a doctor’
Map to find nearest clinic
‘Basis of diagnosis’
‘How common is this diagnosis’
Body map

Medically-reviewed reference sources
Videos containing localised content on exercise tips
‘Prevention’ tips
Download PDF feature
Use of tabs to categorise the information clearly

Medical alert - ‘Please consult a doctor immediately’
‘Questions to ask a doctor’
Highlighting Symplicured’s track record to lend credibility
‘Understanding your results’
Nested Questions
‘I don’t know’ option for users when answering medical questionnaire

Acute Andrew

Chronic Cahya

08/

Brand Voice

Brand voice was developed using insights from user research, in alignment with Symplicured's brand.

01/ Clear

Avoid jargons and prioritise clarity in all communications with users

Example

02/ Passionate

Empowering users with a symptom search process that provides them with easy to understand diagnosis and actionable health-related information

Example

03/ Authentic

Real, meaningful, and of value

Example

09/

Mood Board

We kept the same look and feel while introducing more shades of colours to help guide users to better navigate the website. With the new shades, it adds a bit more hierarchy and enhances visual interest.

Primary colour - White. A colour that is synonymous with positivity, it projects safety and sincerity. Just as with doctor’s white coat, a traditional symbol of the medical profession since the late 19th century.

Secondary colours - Blue to give a sense of calm. Yellow to add some cheer.

Overall, the objective is to maintain the website’s clean and professional look and feel while making it more welcoming and approachable to users.

10/

Pattern Library

View pattern library

11/

Design Evolution

12/

Usability Test

Deliver

We conducted 2 rounds of usability tests.

Purpose

Gather insights on how users navigate the website to learn more about their health concern and how they can better manage it

Method

5 participants each round
Moderated sessions, remote via Zoom

Test Scenario 1

You woke up in the morning with a back pain, but you are not sure why

Task #1: Find out more information about this back pain you are experiencing

Task #2: Learn how to make changes to your lifestyle to manage this condition

Task #3: View more videos on preventing this pain from recurring

Metric: To complete in less than 10 minutes, with no more than 1 error

Metric: To complete by ‘viewing’ 1 x video in ‘Prevention’ tab

Metric: To complete by reaching modal view of account sign up

Test Scenario 2

A few days later, you realise that the back pain has worsened and the pain has now spread to the groin area

Task #4: Find out more information regarding the worsening of your symptoms

Task #5: Seek immediate medical assistance at the nearest clinic

Metric: To complete in less than 10 minutes, with no more than 1 error

Metric: To complete by selecting at least one way to seek medical assistance

1ST USABILITY TEST - MID-FIDELITY PROTOTYPE

View mid-fidelity prototype

Results

All 5 participants were successful in meeting the metric set for each task.

At the end of the test, we asked participants to complete a System Usability Scale (SUS) survey to evaluate the usability of the website. In addition, we also asked participants to complete a Net Promoter Score (NPS) survey to find out if they would recommend the website to their friends and family.