Optimising UX architecture to support healthcare partners

Project:

Optimising UX architecture.

The rapid onboarding of new partner services compromised the app’s architecture, leading to confusion, disengagement, and increased support calls. This presented a valuable opportunity to rethink and transform the healthcare app as part of product development.

Mission objectives:

Accommodate new healthcare service partners: Explore the simplification of new partner journeys and address inconsistencies caused by users being redirected to third-party healthcare journeys.

Blue skies: Explore new ways to engage users while simplifying the experience. How far can we push simplification? This case study aims to show just a small selection of the significant work undertaken in this area.

Usability issues with the existing app

The mobile app, had outgrown its information architecture.

The addition of new features and services over time exposed this limitation, leading to a cluttered homepage that became a "catch-all" for both new and legacy features.

This lack of structure caused user confusion and increased support calls, as users struggled to find what they needed.

By dissecting the existing structure, identifying pain points, and realigning the design with user needs and expectations, I was able to create a more intuitive and efficient experience.

Validating primary user goals and behaviours.

I love creating clarity from complexity, and this project provided the perfect opportunity to shake up the legacy information architecture.

This challenge gave me the freedom to examine the application without limits, including simplifying the home page options, merging entitlements and claims, consolidating rewards and offers for third-party user journeys, and re-positioning healthcare services to better support access to treatments.

All of this was aimed at improving ease of use, driving efficiency across the business such as reducing claim related calls, and guiding users toward more third-party self-help features rather than more expensive treatments.

User research

UX Workshops

I wrote user test scripts and helped facilitate UX workshops, collating feedback to identify common pain points and opportunities.

Gathering insights

Test participants were invited to a series of tasks on the existing desktop portal and mobile app. Comments and observations were collected.

Card sorting

Participants grouped items into categories, added labels, and used dot voting to prioritise them, helping to inform site map / architecture.

Site mapping

Several site maps were created with labels determined through dot voting by internal and external customers.

Tree testing

This validates how well users can find information within the proposed structure and tests its alignment with user mental models.

I used Optimal Workshop's 'Tree Jack' to test 3 workable site maps and identify the most intuitive options to support core for users goals.

Simplifying architecture and navigation

Paper prototyping

Hand-drawn app sketches refined shop window features, aiding collaboration before moving to Figma digital prototypes.

Simplifying the homepage with fewer options and relevant navigation helped guide users to the most popular features without overwhelming them.

Ideation

Hand-drawn app sketches refined shop window features, aiding collaboration before digital prototypes.

Challenging visual hierachy

In terms of visual hierarchy, placing partner features and offers at the top elevated their prominence, overshadowing the core product.

Figma prototype blue skies exploration

Rapid sketching / ideation

Swapping the partners banner with a product related image helped continue the product narrative and create emotional connections.

Low-fidelity wireframing

Early wireframes show how users will move through the app. The focus is on essential elements and placeholders for images or text.

Figma branded prototypes

Validated screens and user flows evolve with an enhanced UI, bringing the experience to life using placeholder brand elements.

Rewards and offers integration

Improving ease of use

New partner offers featured in a long, uncategorised list with discounted services, requiring users to scroll to gain context.

Aligning core functionality

Wireframe iterations recommended adding sub-navigation for category toggling and a 'Refer a Friend' feature.

Flexible, intuitive navigation

I designed and tested flexible sub-categorisation options to improve filtering, navigation, and to future-proof app navigation.

Figma prototypes were branded and retested

Ensuring navigation logic is future proof

Flexible sub-categorisation was well received, with all related benefits and offer content now in one place.

Easing mental effort to prevent overwhelm

The primary navigation links were placed minimally at the bottom, freeing up the main page body for dynamic content arrangements.

Merging entitlements and claims features

A big win in greatly improving entitlement balance awareness for users upfront, BEFORE they are able to make a claim.

Projected Results

Blue skies thinking.

This exploratory work was designed to turn the application on it's head. By addressing core user needs and the significant addition of 3rd party healthcare services and the opportunity to set the scene for the future evolution of the core product.

By continuously refining the app’s user experience, addressing pain points, and incorporating user feedback, I helped create a cohesive, customer-centric platform that meets evolving needs. There are multiple journeys beyond what is shown here and would be delighted to elaborate.

This case study provides a broad summary of proposed changes to the application. Further testing and refinement are ongoing, and I look forward to seeing some or all of these improvements and ideas integrated into the product over time.

Explore related projects

Optimising UX and information architecture

Streamlining healthcare app for rapid partner and rewards expansion.

View project

Corporate sales quote tool prototyping

Helping corporate health teams boost sales and efficiency.

View project

Persuasive UX and storytelling

Exploring story telling and progressive disclosure to drive conversion.

View project

Driving product sales through UX anchoring techniques.

Driving product sales through UX Anchoring techniques.

View project