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Let's Disrupt Healthcare

Hi, my name is Allison Davies and I'm a UX/UI Designer & Researcher who is passionate about changing healthcare. From a young age I've seen first hand the level of complexity within the U.S. healthcare system because I have an older sibling with Cystic Fibrosis, a progressive, genetic lung disease. 

In my career, I've had the good fortune to work as a writer & editor in public health policy. I worked at a non-profit focused on representing the needs of U.S. dental schools and learned why advocacy for healthcare research on Capitol Hill is crucial. Tomorrow's life-saving innovations need to be funded today.

Since then, I've had the opportunity to work with numerous healthcare startups in the role of product designer and UX/UI researcher. My ability to solve problems within complex systems means that my competitive research and analysis of my clients' platform has helped them boost usability and increase revenue.


Recent Client Work

Board Vitals

 

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Situation & Context

When I joined BoardVitals as UX/UI Designer, there were a couple pressing problems they were trying to solve on their website.

To give you some context, Board Vitals is a medical education company that specializes in prepping physicians, nurses, and allied health professionals for their medical specialty board exams. Additionally, it is a  one-stop shop for physicians to redeem credits for Continuing Medical Education and Maintenance of Credit points. 

The platform has more than 60,000 questions and more than 150 question banks that help physicians study for their exams. The content is updated on a daily basis by medical education writers who have access to the most prominent journals and cutting-edge research for each medical specialty.  

 

 

Problem Statement

As a UX Designer I was tasked with helping the developers and product manager with several problem areas of their customer purchasing process.

  • No persistence of product when user abandons cart; No shopping cart, and visitor starts over every visit to site.
  • Don't force registration
  • Security/trust issues
  • Upsell for great subscriptions lengths is poorly presented in checkout
  • Continue value proposition of product throughout checkout
  • Lack of product information during checkout – where should that be displayed?
  • Design consistency 
  • Post-registration abandonment – current checkout process takes you out of the storefront
 

Editing Current Visual Designs

First, I assessed the visual design of the numerous product detail pages and created edits for the dev team to change. Alignment wasn't quite where it needed to be, so I went through pages and highlighted how to get the front-end design to remain consistent across responsive browsers. 

 

Competitive Analysis

A link to the RX Prep User Onboarding presentation, in high resolution: http://bit.ly/2lJu9rk

I analyzed about a half dozen competitors of Board Vitals and discovered some very helpful insights that we could implement on our site.

 

Prototype Phase

With the dev, product, and design team, we did more than a few brainstorming sessions about how to solve some of the most pressing checkout issues.

  • No persistence of product when user abandons cart; No shopping cart, and visitor starts over every visit to site.
  • Don't force registration
  • Security/trust issues
  • Upsell for great subscriptions lengths is poorly presented in checkout
  • Continue value proposition of product throughout checkout
  • Lack of product information during – where should that be displayed?
  • Design consistency 
  • Post-registration abandonment – current checkout process takes you out of the storefront

Here are some wireframes I created after a few design sprints.

 

Visual Design

Here are a few examples of visual design samples. The CEO gave many internal and external presentations and I was tasked with creating on-brand decks.

Before:

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After:

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Here is an example of a marketing materials I created. Our marketing department had me design the 20% of promo section with an accompanying prescription pad. It was a very successful weekend in driving sales of question banks!

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NEXT STEPS

Our shopping cart feature launches just in time for Black Friday!

My process is flexible and agile. 

The UX process and tools I draw from fall into four areas, research, insights, concept, and prototype phases.

Research Phase

In the research phase, I try to uncover user behaviors and the context in which it happens. To find this, I use several tools.

  • Surveys
  • Competitive Analysis
  • Comparative Analysis
  • User Interviews
  • Field Research
  • Focus Groups
 

Each of these tools gives me the flexibility to solve each new UX problem with a scaffolding for how to implement research and design to find solutions. I can move quickly from phase to phase and then iterate on any concepts that need further development. 

 

Insights Phase

In the synthesis phase, I examine research data and find the essences from the research phase.

  • Affinity Diagramming
  • Site Maps
  • 4-List method
  • MoSCoW Method - Must Have, Should Have, Could Have, and Won't Have


Concept Phase

The creation of an interactive visual artifact begins with brainstorming possible solutions to obvious pain points and finding where I can include moments of delight within the user experience. This phase consists of ideating and iterating on ideas.

  • Design Studio
  • Developing Personas
  • Wireframing
  • Creation of User Tests
  • Information Architecture


Prototype phase

In this phase, I've developed enough ideas that I believe will improve UX, and it is time to test my hypotheses. This phase validates what works and alerts me as to what pieces I should change and iterate on. 

  • Visual Design & Information Architecture
  • Feature Development & Prioritization
  • User Journeys
  • User Stories