NURX
Birth control prescription onboarding and education
SUMMARY
NURX is a telemedicine platform providing digital medical services through their website and app, with a focus primarily on women. My team and I sought to improve the new user flow and onboarding for the birth control service before the medical questionnaire.
TIMELINE
February 2020 - May 2020
TOOLS + SKILLS
Figma, Figma Mirror, Notion, Google Forms
Mobile Design, UX Research, UI Design, Prototyping
ROLE
Research Synthesis Lead for 3 weeks
Prototyping, Researching, Wireframing
TEAM
Design Consultants - Annie Pan, Dixie Waigel, Kamille Fernando, Kenia De La Cruz
Project Mentor - Tiffany Vo
NURX Team - Krishna Kalpathy, Lina Kahera, Susan Chen
BACKGROUND
Birth control (BC) is NURX’s largest service line. It is generally straightforward to prescribe and well covered by health insurance plans. However, for new users who had never used NURX before, the initial prescription process & medical questionnaire could be confusing through a digital platform.
🤔 “ How can we design an experience that smoothly and successfully delivers our patients the healthcare they need? “
PROBLEM SCOPE
1. How do patients move through the steps of the funnel?
2. What are their pain points?
3. Where do they get stuck?
4. How do they feel as they go through the process?
5. How quickly are users getting to checkout?
In order to understand the process of birth control prescription & NURX’s current user flow, we went through several research methods to discover key insights.
DESIGN PROCESS
RESEARCH
We collaborated directly with NURX project management and design to discuss our findings & the pain points of birth control users. Following our research, we affinity mapped to discover key insights and commonalities across research methods.
KEY INSIGHTS
🔎 We discovered that NEW USERS EXPERIENCED both A LACK OF TRUST AND GUIDANCE during the medical questionnaire for birth control prescription.
Education 📚
Users want to be more educated about BC types & side effects before prescription.
Almost all of our interviewees weren’t confident about their birth control knowledge. They want to know if their birth control prescription is right for them after every use by having a check-in before a new refill.
2. Trust & Transparency 🤝
Reassurance in knowing where user info is going and that their prescribed medication is right for them.
As we live in a data age, there remains a concern about user privacy and medical history. Some aren’t comfortable ordering BC online. Many desire personal connection and communication with their provider through the platform.
3. Guidance💡
Multiple users experienced confusion during the medical questionnaire.
At some points, people did not understand purpose of some questions that were asked or their importance to the prescription outcome. In addition, they want to be informed prior about the prescription process following the questionnaire.
4. Consistency & Simplicity 📱
Users loved the simple and straightforward NURX interface design.
The design aesthetics and app interactions were intuitive for users. They felt that the UI was seamless.
SYNTHESIS
After discovering user thoughts and feelings during the questionnaire, we decided to focus on improving the user experience before and during the prescription process.
If we offer more guidance & transparency, we theorized that new users would feel more supported and confident in themselves and their survey answers.
1. User Personas
Based on our interviewees, Reddit community insights, & survey data, we were able to create 3 different personas that represent various types of birth control users.
Why focus on Layla?
Our team felt like she was representative of new users & those who have very limited knowledge of birth control.
2. Journey Mapping
With Layla’s persona, we imagined her user journey, along with potential actions, thoughts, and opportunities that may arise. Our team noticed that most feelings of confusion occur primarily during the exploration of BC medication, in addition to NURX’s medical survey. The feelings of prospective patients relate to their confidence in the entire prescription process.
IDEATION
With Crazy-8 brainstorming sessions, we had thought of several concepts that were combined and integrated into our ideal onboarding process. At the mid-fi stage, our team chose to include a “What to Expect” screen right before the survey to preface the entire prescription process. We also added transition screens between each phase of the questionnaire to allow the user time to breath.
The new onboarding process guides the user through the prescription process and justifies why specific information is being asked. With increased educational & emotional support, we had hoped that users felt more informed and confident when choosing NURX.
1. Interactive Onboarding
(Guidance💡)
Creating a more personable + direct experience and adding check-in questions
LO-FI PROTOTYPE
2. Overview of Doctors
(Trust & Transparency 🤝)
Showcasing their name, credentials, & specialization in the medical field
3. Education in Questionnaire
(Trust & Transparency 🤝, Education 📚)
Tooltips and info boxes to inform users about question purposes + medical terms
MID-FI PROTOTYPE
USER FLOW
Of course, we also didn’t want to increase the length of survey with our new ideas. We had to figure out where to properly incorporate them into the existing NURX flow. As a team, we decided that the Doctor Overview would appear after the What to Expect screen. Afterwards, check-in questions would follow, along with the privacy policy. While, the info cards and tooltips would live within the questionnaire section. Finally, transition screens would be located between each phase: Getting Started, Initial Screening, the Questionnaire, and then Pre-Checkout.
ITERATION
Our team completed 3 usability tests with previous interviewees to determine if the new onboarding process addressed their initial concerns effectively. We wanted to see if both the user flow made sense, as well as the additional guidance throughout the experience.
Using Figma Mirror, they each went through the second version of our high fidelity prototype from the home page, to the birth control service onboarding, and finally pre-checkout.
With feedback from our user tests, Berkeley Innovation members, as well as our NURX clients, we cycled through 3 different iterations of our final solution. General feedback included maintaining transparency, purpose, and simplicity.
OUR SOLUTION
WHERE DOES LAYLA START?
GETTING STARTED + WHAT TO EXPECT
Layla discovers NURX on social media and lands on the Home Screen.
Unsure of what birth control she needs, she selects the birth control service & “Help me find what’s right” button.
She was initially anxious about choosing a BC type, but she feels at ease knowing she’ll be guided.
From the start, Layla is shown a step-by-step explanation of what will happen next, and what she should prepare.
Knowing exactly where the process is going, she feels more confident and reassured.
MEDICAL TEAM + INITIAL SCREENING
Layla is informed that her info will be shared with a NURX medical provider, in order to best prescribe her treatment.
She’ll be taken to a screen showcasing NURX’s medical team & privacy policy.
Now that she knows exactly who will be reviewing her medical history, she feels relief.
Afterwards, Layla is presented with the initial screening stage, asking about her current birth control knowledge.
She selects the “okay” option and writes details about what she knows about birth control now.
Layla likes how she could share what she knows with her prospective provider.
TAGGING SYMPTOMS + INDICATING SYMPTOM SEVERITY
Layla selects a few emotional and physical symptoms from the screens.
She enjoys that she can provide additional context and details that can help keep her provider informed of her emotional and physical health.
Layla is asked to indicate the severity of each of her symptoms that she has selected on her previous screens.
This different user interaction also keeps Layla engaged, as it deviated from the usual tapping back and forth.
Layla feels more content knowing that not only will her doctor know of her symptoms, but can also create a more tailored experience & treatment for her.
DEFINING QUESTIONS + TOOLTIPS
Layla then begins filling out the questionnaire about her medical history.
She initially felt unprepared to answer these, given her parents usually fill out her medical information for her.
However, with the helpful definitions for less clear medical terms, she feels reassured and informed.
Layla is then asked about any conditions she may have, and indicates that she experiences migraines.
Unsure about why she’s being asked this, she consults the handy tooltip button, which explains and justifies the question to give her peace of mind.
PRE-CHECKOUT
Layla has completed the questionnaire and is ready to become a NURX user.
She is then taken to a checkout transition screen, where she is told exactly what she needs before starting the checkout process.
After checkout, Layla is excited to receive her medication!
INSIGHT RECAP
📚 1. Education = Tooltips and info boxes within survey
🤝 2. Trust & Transparency = Medical team background, initial screening, and transition screens
💡 3. Guidance = What to expect and transition screens
📱 4. Consistency & Simplicity = Adhering to NURX style guide and maintaining simple UI
LESSONS LEARNED
The project experience itself was very fun thanks to my team members, Annie, Dixie, Kenia, and Tiffany, and of course the clients! I also learned so many key concepts & skills during this time that I will definitely utilize in the future.
User testing is vital
Many people interpret information and design differently. In this case, we had to keep in mind that our users had various medical backgrounds and needs. During user testing, we had gathered insights and feedback from the user perspective, which we ultimately incorporated into our final design.
Design decision & iteration take time
As a team, we compromised multiple times on which designs we should prioritize moving forward. Many of our ideas were improved upon, combined, or discarded completely depending on our client requests and user research.
The team hanging out after Berkeley Innovation showcase :D