Research / Prototyping / Lead UI Designer
Figma / FigJam / Trello / Adobe Illustrator / Miro / Maze
4 week sprint / June 2023
Wellvana is a startup company that aims to enhance the healthcare system across various conditions and areas. They strive to offer their users a straightforward, customized, and a universally accessible experience.
Wellvana serves as the parent company of Wellvana Fertility and has already commenced work on several subsidiary branches, namely Wellvana Sleep, Wellvana Fertility, Wellvana Medical Ed, and Wellvana Medical Centers.
The current project primarily focuses on the development of Wellvana Fertility, encompassing four key areas: fertility, endometriosis, pelvic pain, and contraception.
During the 4-week sprint, I had a multifaceted role as the UI design lead, actively involved in various aspects of the design process. I played a crucial role in synthesizing previous group research, enabling efficient identification of key focus areas.
Additionally, I actively participated in usability testing, ideation phases, and took charge of wireframes, prototyping and design iterations based on valuable user feedback. Guiding the UI team, I ensured our collective goal of delivering a high-fidelity prototype by the project's end was achieved.
"Users experiencing fertility related conditions face significant challenges within the current healthcare system.
They often encounter a lack of reliable and comprehensive information, resulting in delays in diagnosis, insufficient treatment, and unwanted side effects from medications due to a one-size-fits-all approach.
These users seek easy access to information and guidance, as well as stronger support from their community and healthcare professionals."
"It's disheartening to witness the lack of accessible support, leaving many of us feeling lost and unheard on our fertility journeys." - User Research Participant
Wellvana embarked on a mission to revolutionize the experience of fertility-related conditions, driven by the desires of users and the strategic objectives of the business.
Users craved accessible and comprehensive information, prompt diagnosis, personalised care, and a supportive community. They wanted to be equipped with knowledge, receive timely treatment, and connect with others on a similar journey. Their ultimate goal was an enhanced user experience.
Meanwhile, Wellvana aimed to differentiate itself by offering innovative solutions, engaging and retaining users through valuable content, achieving business growth, and establishing a positive brand image.
These ambitious goals formed the foundation for a design journey that aimed to transform fertility healthcare, empowering users and propelling the business forward.
Our design process began with the task of synthesising research conducted by previous cohorts. Due to the extensive volume of research, we divided into smaller teams to delve into the insights and identify the key features that our target users were seeking.
Our initial focus was on creating a Minimum Viable Product (MVP) to validate our ideas and essential features for the Wellvana Fertility website. This approach allowed us to prioritise the most impactful elements and ensure alignment with user needs and expectations. By concentrating on the core functionalities, we aimed to deliver a lean and effective solution that could be iteratively developed and enhanced in future iterations.
Initial pain points and key features.
During the ideation phase, the team engaged in a collaborative brainstorming session using the Crazy Eights method. This involved individually sketching multiple design ideas within a short timeframe. By generating a multitude of concepts, the team was able to explore various possibilities and generate a wide range of ideas.
Following the brainstorming session, the team analysed and compared the sketches, identifying commonalities and patterns among them. Through collective agreement and discussion, a clear direction for the design was established. This collaborative ideation process allowed the team to leverage diverse perspectives and insights, paving the way for a focused and purposeful design approach.
We developed three user flows for different key tasks to create an intuitive interface and gain insights into user interactions. Additionally, we created a site map to visualize the connections between webpages and sections of the website. These efforts allowed us to optimize navigation and ensure a seamless user experience for Wellvana Fertility.
As the UI design lead I then developed wireframes that served as the blueprint for the interface, ensuring proper layout and functionality. These wireframes laid the foundation for the prototype, which was essential for preparing for usability testing and gathering valuable feedback. By leading this process, I ensured that the design solution was aligned with user needs and preferences, setting the stage for iterative refinements based on user feedback.
To gather valuable insights and feedback, our team created a usability testing plan. The plan included conducting usability testing interviews with 9 participants and a Maze test with 13 participants. Through these tests, we were able to identify areas of improvement and user pain points.
The usability testing interviews revealed several issues that needed to be addressed in the iteration design phase. These findings were then passed on to the UI team for further refinement. Additionally, the Maze test results indicated that 90% of users followed the expected path, but there was a specific path related to a key feature that users had difficulty finding. This finding highlighted the importance of addressing the discoverability of this feature for a better user experience.
The usability testing and feedback process provided valuable insights that informed the iterative design process and allowed us to priorities improvements based on user needs and expectations.
KEY TAKEAWAYS
After usability testing, we incorporated user feedback into our UI design through iterations.
The following design changes were made to address user pain points;
Overall, users found the website warm, welcoming, and easy to navigate, resulting in a positive user experience.
Collaboration and communication were key in delivering the high-fidelity prototype on time. The feedback from usability testing was promptly shared with the team, allowing us to iterate quickly. Clear communication and efficient collaboration enabled us to achieve our goal within the given timeline.
The final design solution for the Wellvana Fertility project underwent iterative refinements based on user and client feedback. The high-fidelity prototype successfully balanced both user satisfaction and client requirements. With a focus on aesthetics and intuitive design, the website offered a welcoming and inviting experience for users navigating fertility-related issues. The design achieved the goal of portraying a soft and welcoming touch, while effectively delivering the key aspects outlined in the project brief to the client.
At the conclusion of the 4-week sprint, we presented our findings, solutions, and handed off a high-fidelity prototype. The client was highly impressed with the results achieved within the tight deadline, acknowledging our ability to deliver impactful designs efficiently.
While the startup company still has a long journey ahead in terms of internal development, our design solutions have provided them with a strong foundation to build upon for their future business goals.
This client project was a fantastic learning lesson for me, especially as the UI design lead. Coordinating a team of individuals who all had differing opinions and design styles, at first proved difficult for me. But once we eased into the brainstorming and ideation phase, I was able to delegate and co-ordinate the team to come together with something we all collectively agreed upon, and with the positive feedback we were offered by the project's end, I was very proud of the efforts of the entire team and we were able to come together in the short time-frame to hand off all the necessary deliverablse.
