Script:
A subscription-based primary care app
MY ROLE
User Research; Usability Testing; UI Design
WHAT IS SCRIPT?
Script is a platform where users can get matched with a general practitioner, seek and manage personalized treatments -- all under a transparent subscription-based pricing model. Script is a fictional student project for DesignLab.
WHY SCRIPT?
➡️ Nearly half of Millennials do not have a personal relationship with a doctor
➡️ Millennials seek care for symptoms, not for preventative care
➡️ Healthcare (insurance & treatment) has become a luxury for many
Understanding the Problem Space
🔍 MARKET RESEARCH: understand trends in the younger generation’s behavior when seeking care
📊 COMPETITIVE ANALYSIS: looked at BetterHelp, TalkSpace, Bumble, The Pill Club, ZocDoc
📋 SURVEY: Using Google Forms to establish quantitative metrics as well as a recruiting tool
💬
INTERVIEWS: Conducted remote 1-on-1 interviews, recorded for note taking purposes
“I would trust a provider more if they explained the reasoning of why they were doing something for you and your lifestyle.”
“[Medical billing] is the biggest scam I’ve ever seen.”
“[Insurance] is complicated and confusing. I rarely go to the doctor anyway. I don’t bother.”
How might we allow patients feel more connected and in control of their healthcare?
Script’s Unique Features
Healthcare Questionnaire at Onboarding
Problem: Lack of personalization
The healthcare questionnaire at onboarding provides a patient the opportunity to let their future physician know about their lifestyle, medical needs, and what they value in a treatment experience. This can help facilitate conversations during treatment that would personalize the experience.
Treatment Plan Collaboration
Problem: Lack of personalization
• After each visit, physician would putt together a plan
• Diagnosis, medications, other treatment routines
• Patient can choose to accept or reject plan.
Accepting = sending prescriptions to pharmacy, treatment plan on view in Treatment tab.
Rejecting = prompt to chat with doctor for alternative options.
This would foster a sense of collaboration between doctor and patient for treatment.
Subscription Based Pricing Model
Problems: Lack of transparency in cost; lack of transparency in services provided
Based on competitors and an existing DPC (Direct Primary Care) model, Script would offer transparent monthly plans with clear information of what each tier would include. Patients would be able to cancel or change their plans at any time.
Testing the Features
User testing was conducted remotely. A Figma link was sent to users and users shared their screen as they went through scenarios and tasks. The goal of the tests were:
👩💻Can users complete the onboarding questionnaire?
💳Can users browse and purchase a Script plan?
🩺Can users chat with a doctor and successfully seek treatment?
Testing Takeaway 1: Flow Problem
❌ Users were getting stuck in the chat because next steps to make appointment was unclear
❌ Unclear if “Dr. Smith sent you an appointment request” was clickable
❌ Hesitation to click the link - unclear where it would take users
Testing Takeaway 1: Confusing UI Element
❌ Users associate circular shape with radio buttons, not multi-select checkboxes
❌ Even though question prompts users to multi-select, users trusted visual patterns first
Priority Revisions based on Testing
Chat as a central access hub
Problem: Users getting stuck in a flow
Quick Access CTA’s: Users can access appointment scheduling, treatment plan reviews in chat with clear CTA’s
Log: Any activity that the patient or doctor requests through the app will be logged
Use UI patterns that users expect
Problem: Users unsure if selections are single- or multi- select
Solution: Change circle radio button to square multi-select button
High Fidelity Prototype
Lessons
• Familiar UI patterns are more important than language, as the radio button vs. multi-select checkbox priority revision demonstrated
• Do the work for the user
Even if information can be accessed easily in top level menus, users will have an easier time if you’re able to centralize information as much as possible for them. The more you can keep users informed, the less likely they’ll get lost in the app, as demonstrated by centralizing all the information within the Script chat.
Room for Improvement
If Script were to be iterated again, a few improvements would be made:
• Accessibility: Currently Script complies with the WGAC accessibility standards (AA), but color and font contrast can be improved in certain instances for AAA level
• More Research: For the purpose of this project, no medical personnel were interviewed for the app. Script would benefit from doctor insight, particularly if doctors are available to provide such personal treatments for each of their patients and their struggles.