MYBIO
Introducing an platform where you can do DNA Testing & find emergency healthcare Products
BY SAKSHI
What this case study about?
A leader in genetic/DNA testing for the USA, MY BIO (DNA Lab) receives reservations for DNA Lab testing requests from across the country. So, we developed a mobile app and a website. It is a crucial sales channel from both a user and a company scalability viewpoint because it is simple for physicians to obtain test information via a mobile app and purchase the test at any time or place without the need for a salesperson.
Therefore, the management made the decision to develop an iOS and Android web app as well.
Roles
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User Research
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Product Strategy
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UX Design
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UI Design
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Prototyping
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Usability Testing
Tools
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Invision
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Figma
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Typeform
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Photoshop
Timeline
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6 weeks
Problem
The task was to make an App & Web to improve user experience of A leader in genetic/DNA testing & Order medicines for the USA, which receives reservations for genetic testing requests from across the country through online & offline mode. So, we developed a mobile app and a website. It is a crucial sales channel from both a user and a company scalability viewpoint because it is simple for physicians to obtain test information via a mobile app and purchase the test at any time or place without the need for a salesperson. Also patients can be free to give sample as per their convenience. through online and offline mode.
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Solution
By creating the mobile app & Web for ordering Medicines & DNA Lab tests empowering the clinicians to order DNA Lab testing on the go at any time from anywhere by providing all the information related to test, removing their dependency on sales people for each an every query related to lab testing. Ultimately will improve their overall experience of ordering medicine and DNA Lab Test.
Outcome
Through working on this case study I once more took a deep dive into the work as a UX/UI designer. I went through the whole design process from start to finish and gained a lot of valuable insights.
DESIGN APPROACH
UX STRATEGY
The first step was interviewing stakeholders. That helped us understand their vision for the success of the project and their perspective on what the patients’ needs are .We also identified the goals and metrics for determining success. We chose technologies for the product and set up deadlines for each of the stages.
1.What are you building-Business goal- Why this product exist? what problem it will solve for both Business and user.
2. Who are the users. - User interview, observation and contextual enquiry-Why will he use this product, what
are his goals, what critical tasks he will do wtih thisproduct, how will do this tasks, what challenges he is facing. what content he will be looking for performing these task, what funcatinali and features he will be looking for - Tasks- content and functionalities
3. What value will be delivered to user - How this product will save time, or money or will benefit users
4. What are success metrics- Increase productivity (reduce time or costs) by 50% More sales and revenue, Sup- port cost,
5. What is realistically possible-Define the scope of the project
Output from stakeholder meeting
Identified the business goal which was to increase the leads by 50% which will be measured by comparing the leads from Toll free number, website, sales team and CME that are tracked through active CRM tool. Also to reduced the support calls by 30%.
Identified the users: Clinicians who give treatments to patients will be prescribing these genetic tests
Value to be delivered to user: By creating the mobile app & web for ordering DNA
testing empowering the clinicians to order genetic testing on the go at any time from anywhere by providing all the information related to test, removing their dependency on sales people for each an every query related to genetic testing. Ultimately will improve their overall experience of ordering genetic DNA Sample collection.
Prep work & Goal Setting
Research
The research was focussed on the struggles users faced in their day to day life related to their health and medical needs for DNA sample collection I conducted both quantitative and qualitative research. We expect the age demographic to be 18–45 since the mindset of younger people are been influenced by their parents and older people may be more likely to be turned off by the trust issues and lack of technical knowledge. The mindset of our target user is someone who needs to buy medicals, get consulted by expert doctors and other medical aspects at one-stop.
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What are the things they refer to/look for before ordering the tests, In what context they order tests,
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what challenges they find while ordering tests, what are their Key tasks they perform during genetic test ordering
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How do they typically give DNA Sample, How is their experience.
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What are the activities they perform in their routine life.
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How good they are in using mobile technologies.
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Identified their knowledge related to Lab blood test.
Synthesis
In total I gathered 21 anonymous answers through my Typeform survey.
I used the affinity map to structure the data from the survey to get useful insights. With this method I was able to identify several trends in the data from the users. Color codes make it easy to follow answers from different questions and categories and tags support to classify results.
All answers were grouped two times which resulted in the seven groups whereas I found the bold printed ones the groups most users mentioned.
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Time management
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Available time of sample collection
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Visibility of free time slots
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Organisation of booking process
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Most important sample collection properties
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Most wanted booking features
Insights From Research
The main takeaway from the research was that there is a mixed approach when test sample has to be given offline or online mode. A lot of people still prefer the walk in centre as they feel seeing the authenticity before giving sample which make them to ensures It's authenticity. where as most of the user were excited to listen if they get an application & web where they can give blood sample from there own places.
User Persona
Wireframes
Before working on high fidelity prototypes I started with wireframes, to test my design decisions in a fast and easy but interactive way.
I used Autoflow in Figma to make the user flow visible and also converted the single screens into a clickable prototype. I was therefore able to conduct the first usability tests with volunteers while still in the wireframing stage.
Visual Design
I used the lo fi prototype to test my design and to gain some first feedback from users. In preparation for the high fidelity prototype I had a close look at the actual design of My Bio, made some adjustments regarding font size, shapes and color and set up a component library following the 4pt rule.
Setting up components made it fast and easy for me to create a hi fi prototype with a consistent product styling.
