ux redux: design teardown of consumer healthcare sites/apps
DESCRIPTION
Presented at Chicago Health 2.0 Meetup, Nov 9, 2011: http://www.meetup.com/chicagohealthtech/events/35981052/ Two brave Chicago-based companies, Leslie's List and Human Practice, submitted their web-based Health 2.0 apps for a no holds-barred rigorous user experience (UX) teardown. Jasmin Phua, a user researcher and user experience designer will walkthrough design issues and offer suggestions for improvements with illustrated examples. Leslie's List (http://leslieslist.org/chicago/) was founded by Dr. Leslie Ramirez and Jeff Bailey, to help patients and prescribers find affordable medications and healthcare services. They've been featured in the WSJ, Forbes, and NBC Nightly News. Human Practice (https://humanpractice.com/) was founded by Moses Hohman and Dr. Sehjin Han, to help patients select their care provider by "meeting" them online first, via smart physician profiles. They won our start-up pitch contest back in July. **You'll also get a preview of their social recommendation engine which will be soft-launching for the Chicago area**TRANSCRIPT
design review
chicagohealthtech.org @CHIHealthTech
#CH20
:: Dr. Leslie Ramirez & Jeff Bailey
:: Moses Hohman & Dr. Sehjin Han
9 November 2011
What is Health 2.0?
Providers/Hospitals EMR, clinical mgmt, workflow, coding
Physicians/Practices Discovery, CME, EMR, Mobile Tools, Practice Mgmt
Pharma PHR, Education, Price comparsion
Insurance/Plans Price comparison, HIE
Government Open data, Payment Reform (CMS)
Consumer/Patient PHR, Doctor Search, crowdfunding, personal monitoring
Chicago Health 2.0 covers
What's going on in Chicago?
PaPent EducaPon / CommunicaPon EMR/EHR & PracPce Management SoluPons Consumer PHR Related Physician to PaPent CommunicaPon EMR/EHR consultaPon Professional OrganizaPons
Medical Coding Physician Discovery/Search Physician Mobile Tools Physician EducaPon / CME Health Insurance Investment / Incubator Policy, Government, RegulaPon ConsulPng / Research / MarkePng
How Chicago Health 2.0 can help?
Presentation Blog writing Connections
Sounding board Lean Launch Lab
Startup Pitch competition
Upcoming Meetups
December 2011 Medhost — from restaurant reservations to emergency department information system January 2012 Walgreens Pharmacy Experience Transformation Other Health UX things coming up:
March 26-‐27, 2012
Sponsor Thanks!
Nov 15 Lean + UX + Agile: Putting It All Together Nov 17 Customer Interviews
Pathfinder: Health UX
iPhone EMR iPad Patient Portal for EMR
Clinical Decision Support (CDS) system
Mobile Medical Continuing Medical Education (CME)
Mobile Medical Workflow for blood donation
monitoring
Health Counseling Interview App
Hiring UX Designers!
last 200 tweets
Jasmin Phua
User experience strategist X divine user intent & anPcipate user needs
Co-‐organizer @ Chicago Health 2.0 HIMSS EHR Usability Taskforce [email protected] @jasphua
don't follow me
What are we talking about today?
• Designing for consumer healthcare • Leslie's List • Human PracPce
designing for consumer healthcare
> early days – consumer percepPon and tolerances are changing rapidly
> learn to ♥ and use free, valuable research @pewresearch @susannahfox @theIOM @metrochicagoic
> reach out to your user community • real users not "user representaPves" • early and frequently • informed decisions, not doing what your users tell you
| 11 11/10/11 Chicago Health 2.0 Meetup
designing for consumer healthcare :: focus on usability
> who are the users?
> what are their tasks and goals?
> what situaPons bring them here?
> what are their expectaPons?
quality attribute
ISO 9241, Part 11
what is
usability?
efficiency
effectiveness
satisfaction
| 12 11/10/11 Chicago Health 2.0 Meetup
designing for consumer healthcare :: users
who are your
users?
> who do you want to reach? > how are you going to reach them? > what are their likely behaviors?
motivated!
| 13 11/10/11 Chicago Health 2.0 Meetup
designing for consumer healthcare :: tasks & goals
> what are they trying to achieve? > what would they consider a successful experience? > where does the task end? business model and pivot implicaPons
| 14 11/10/11 Chicago Health 2.0 Meetup
what are their
tasks & goals?
INFORMATION SEEKING
TRANSACTIONAL
vs
designing for consumer healthcare :: situation
> think of these as triggers or moPvaPon
| 15 11/10/11 Chicago Health 2.0 Meetup
situation that brings them to you
48% SOMEONE ELSE
36% MYSELF
designing for consumer healthcare :: expectations
> biases, percepPon, trust, credibility
| 16 11/10/11 Chicago Health 2.0 Meetup
what are their
expectations?
designing for consumer healthcare :: opportunities?
other resources?
> consider how to use other environmental factors as touchpoints
ONLINE info seeking
ONLINE transaction
ONLINE info seeking
OFFLINE transaction
OFFLINE info seeking
ONLINE transaction
| 17 11/10/11 Chicago Health 2.0 Meetup
designing for consumer healthcare :: persuasive design
> Framework for persuasive design, behavior design
> BJ Fogg @bjfogg Persuasive Tech Lab @ Stanford
> hjp://www.behaviorwizard.org/ > Can't force unnatural behavior,
but what can you encourage?
change my users' behaviors
make them do...
!@#$%^
| 18 11/10/11 Chicago Health 2.0 Meetup
Leslie's List
FOUNDERS
Dr. Leslie Ramirez and Jeff Bailey GOALS Help paPents and prescribers find affordable medicaPons and healthcare services
| 19 11/10/11 Chicago Health 2.0 Meetup
LesliesList :: home / landing page
| 20 11/10/11 Chicago Health 2.0 Meetup
LesliesList :: prescription medication price comparison
| 21 11/10/11 Chicago Health 2.0 Meetup
design review :: LesliesList :: home / landing page
| 22 11/10/11 Chicago Health 2.0 Meetup
what are the core interacPons you want to encourage?
how do I decide whether this is worth my Pme?
what value will this provide to me?
> what can you do here? > what is the focus?
what does a successful encounter look like?
design review :: LesliesList :: user context
> users: self, caregiver, librarian, social worker
> tasks and goals • fill a prescripPon at best value for me
• look-‐up cheapest and most convenient locaPon for medical test
• find clinics with free diagnosPc services
• find cheapest medicaPon for a specific medical condiPon
> situaPons • refill an exisPng prescripPon
• fill a new prescripPon – temporary/treatment cycle, long-‐term
> expectaPons • tell me what the cheapest approach might be, e.g. combinaPon of split
pill & unit price
• alert me when a generic equivalent becomes available | 23 11/10/11 Chicago Health 2.0 Meetup
design review :: LesliesList :: page zones
| 24 11/10/11 Chicago Health 2.0 Meetup
Naviga0on
Channels
News / Context /
Relevant facts Loca0on Selec0on
Helpful Resources
Feedback
X X
elements duplicated in channels
is it necessary to have this layer? issue is not about # of clicks, but purpose
missed opportunities
large part of screen real estate (above fold) devoted to non-key interactions
design review :: LesliesList :: model – expose channels
Chicago" Feedback
Prescription Medications "
Medical Tests " Clinics "
News & Resources"
$
$
$
$
$
$
News & Resources" News & Resources"
Secondary nav links place feedback in more prominent location
display secondary / less important resource and reference links out of the way of main task
location selectors don't need to be prominent: Groupon model is a good one (steal, steal steal)
Create "channels" for the key focus areas
Expose the interaction elements, no need for additional drilldowns
Provide examples that show value of site. Could be: • example of medication
savings • summary of price range • user testimonials
Showcase relevant blog articles, news, and helpful links; still organized by channel/focus
Use the same region but provide flexibility for different views when necessary
Browse Search"
| 25 11/10/11 Chicago Health 2.0 Meetup
design review :: LesliesList :: model – main focus
Chicago" Feedback
Secondary nav links
$
$
Help me find"
prescriptions | "
$
$
News & Resources"
closest best value new prescription
pick a main focus – most frequently performed search?
ways for user to declare intent: - generic medications only - best value "I'm lucky" - closest location
Provide contextual lists, e.g. - most frequently searched prescriptions - newly available generic equivalents
$
$
$
$
| 26 11/10/11 Chicago Health 2.0 Meetup
would users want to search across conditions without indicating which medication?
design review :: LesliesList :: accelerators
prescriptions | met "
metaproterenol metaproteronol sulfate
Autosuggest / autocomplete
how accurate or precise are your users? what do they need help with? would they be familiar with the spelling of various prescription medications?
| 27 11/10/11 Chicago Health 2.0 Meetup
metaproterenol high blood pressure, angina, diabetes
OTHER NAMES Lopressor, Toprol
Supporting information what type of context should be provided?
> provide cues to aid recogniPon > support user in areas where there's low recall, but high
recogniPon
design review :: LesliesList :: information focus
| 28 11/10/11 Chicago Health 2.0 Meetup
what does the user really want to know here — if a pill can be split is the cost cheaper? provide assistive tool/calculator?
what is the main determinant when evaluating cost information?
call to action: pharmacy locator
I need... 90 pills at 500 mg 2 pills at 500 mg daily
quantity
interval
dosage
2 no. of pills"
daily "
interval "
500 mg "
dosage"
?
design review :: LesliesList :: highlight pricing
Walgreens " $12 for 270 tablets "10/10/2011 "
$ BEST
$0.04 each pill
Kmart" $10 for 180 tablets "2/1/2011 "
$0.06 each pill
Walmart" $4 for 60 tablets "9/27/2011 "
$0.07 each pill
Find store
Transfer here
Fill new prescription
what kinds of actions are suitable?
don't make me decide, just tell me which is best
what does it mean if something is verified a long time ago vs. recent? prices are relatively static
| 29 11/10/11 Chicago Health 2.0 Meetup
Human Practice
FOUNDERS
Moses Hohman and Dr. Sehjin Han GOALS -‐ Friendly, insighmul healthcare pracPPoner profiles -‐ Provide a way to facilitate social recommendaPons for healthcare pracPPoners
| 30 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: physician profile
| 31 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: physician profile
| 32 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: user context
> Imagine your content as a conversaPon with the user Lenng Go of the Words: WriPng Web Content that Works, Ginny Redish @ginnyredish
> How would you phrase the request and response in a conversaPon? "human concierge service"
> Organize your content for readability
• chunking content
• phrasing content • delineaPng relaPonships between content • heatmaps
| 33 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: profile components
> what are the criPcal elements? > what are the best content relaPonships?
Practitioner identifying information & "warm fuzzies" (photo)
Call to action – make appointment, or capture/save info
How important are credentials in healthcare and what should be emphasized?
| 34 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: profile components
| 35 11/10/11 Chicago Health 2.0 Meetup
equivalent of the "elevator pitch" why choose this practitioner?
but...narrative is not skimmable
narrative chunked out in an interview format looks good right? more skimmable but...what type of content is suited to this?
As a Health Care Home clinic, we have a care coordinator, Holly Coy, who works with families with special health needs. She helps families get to specialists. She makes sure that I get reports from specialists. She helps families understand the care they get. She also helps them think about what kind of care they want, and how to get it. She and Anna Parker, our social worker, help families access other services in the community. We also have a staff of interpreters for the languages spoken commonly in Minneapolis, such as Somali and Spanish. Our team includes our recepPon and nursing staff, all devoted to keeping children healthy. This team approach makes me very happy to go to work in the morning!
design review :: Human Practice :: reading behavior
> F-‐shaped pajern • first 2 paragraphs most important informaPon
• start subheads, paragraphs, bullet points with meaningful words Nielsen Norman Group eye-‐tracking report: hjp://www.useit.com/alertbox/reading_pajern.html
| 36 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: reading behavior
> Focus on portrait photos
> Very lijle reading of bio info
> When you have an informaPon seeking task that necessitates reading profile info likely to be slightly different
Nielsen Norman Group eye-‐tracking report: hjp://www.useit.com/alertbox/reading_pajern.html
design review :: Human Practice :: reorganizing content
summary of pracPce services?
design review :: Human Practice :: social recommendations
> Healthcare pracPPoners • Clinician profiles » physicians, denPsts, physical therapists • Health-‐related advisors » lactaPon consultant, doula, acupuncturist, personal
trainer
> BJ Fogg @bjfogg, Persuasive Technology Lab @Stanford
> What types of referrals do we request offline?
| 39 11/10/11 Chicago Health 2.0 Meetup
design review :: Human Practice :: user preferences
at some point you'll run into the "long list" problem
I can constrain the search by location if it's a local referral, don't presume based on user's location, i.e. not a hard constraint
I know so much about you, do I know your favorite practitioners, or most frequently recommended practitioners?
♥ My healthcare pracPPoners
Jacqueline Du Pre Gastroenterologist
Lenny Bernstein Orthopedic surgeon
Joan Sutherland Wellness coach
design review :: Human Practice :: social context
what kinds of requests are you comfortable with using online social networks? Plastic surgery? would you be comfortable stating type of service?
what kinds of requests lend themselves best to social networks?
ONLINE info seeking
ONLINE transaction
ONLINE info seeking
OFFLINE transaction
OFFLINE info seeking
ONLINE transaction
design review :: Human Practice :: social context
users weren't providing this information
• Trust issues? entering data
• Wrong stage in flow?
• Perceived benefit
Likely accepts your insurance. Call to confirm.