Wicked Problems: how to make contacting your doctor easy and fast

Client Ironhack UX/UI Design Bootcamp

Duration 4 days

Team 4 people

Technology is changing the way we interact with eachother. Many processes and tasks that required a long time to do in the past, are now a matter of clicking a button and voilá! 

Unless you’re talking about public health. During many interviews we conducted, survey answers we read and interesting talks we had, we made clear that a lot of people even postpone or neglect to see a doctor at all, because of the slow process they currently have to go through.

Part 1: Talk, research, order, research, cluster, find out

As mentioned before, we conducted several interviews and surveys.  Our goal was to have a mix of qualitative and quantitative data to form a better picture of our user. 

Examples of the interview questions are:

▸ Can you recall the last time you went to see your doctor?

▸ Please tell me about the general experience with your medical practice.

▸ What do you find important when choosing a medical practice/doctor?

▸ What is your experience with making an appointment with your doctor?

After receiving 32 responses from the surveys and conducting 5 interviews within one day, we created an affinity map to visually cluster our findings. We used color coding to mark the topics, pain points and insights:

Part 2: Find the problem and get to know our user

Based on our research, we came to the following problem statement:

(Potential) patients need quick access to make or modify an appointment with a doctor and to receive health-related information online, because they are currently postponing or avoiding to see the doctor, are dealing with long waiting times, a language barrier and a lack of direct feedback.​

First, to find out the current struggles and behavior of our user, we created an empathy map. We found out our (potential) patients have a lot of what ifs, are too busy with life to make a phone call appointment, might be scared of a language barrier, and rely a lot on friends/family or (online) reviews. Based on this empathy map, we came to our persona. Meet Anna 👋🏼

To find out the current struggles and behavior of Anna Fahey, we created a user journey map.

Now that we know more about our user, the problems she is experiencing and the thoughts she is having – we can go on to the next part. How are we going to create a solution to her problems?

Part 3: Sketches, lo-fi's and mid-fi's

After a brainstorm, grouping all our thoughts, and finally some dot voting, we came to our first lo-fi’s. What features should our future make an appointment app need? What should come first? What makes a logical flow?

Everyone in our team created his or her own version of the app in the way of a low fi. To come to a mid fidelity prototype, we took all the best practices and features from our low fi’s. This is how we created our first version of the mid fi:

We tested this prototype in Maze, where we received a 60% succes rate. Problems we found and feedback we received where as following:

▸ It is not really clear how you choose a doctor, and how you then proceed to the rest of the process

▸ Can you also opt out for an e-mail confirmation?

▸ How to see more reviews?

▸ How do I know more about the doctor than just languages?


Based on the problems and feedback, we created a second version of our mid fidelity prototype.

We tested this design again in Maze, with the assignment to first check more info on doctor Jones, and then book an appointment. This time, we received a 89% succes rate (23 testers). 

Part 4: To the design table!

Now that we had a good working mid fidelity prototype, it was time to think about the visual design of a high fi prototype. To see what kind of vibes we want to build with our brand, we asked the following question to the users:

What moodboard do you associate with being trustworthy, approachable and intelligent?

We made the participants choose between a more soft and gentle mood board, versus a more ‘traditional medical’ color palette. A vast majority of the participants (21 participants), associated the first mood board more with the words trustworthy, approachable and intelligent.

Based on the above moodboards, we experimented with different colors,  components and fonts. We turned out to get to the following design system:

Part 5: The final app

After a long research, a lot of sketches and a lot of debating: we present you – the final “Your Medical Assistant” app!

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