Background
Virgil is a mental health company that provided medication and therapy services online. It didn’t offer comprehensive care that could diagnose patients with mental health concerns. So we aimed to pilot psychiatry offering that could be an addition to the care team services.
Objective
Since a custom task schedule was a new feature to be implemented to the already predefined schedule option, I used a Hierarchial Task Analysis that could help me to generate ideas of the steps that a user must take in order to complete a goal.
My process of a Hierarchial Task Analysis was broken down into the following steps:
Since a custom task schedule was a new feature to be implemented to the already predefined schedule option, I used a Hierarchial Task Analysis that could help me to generate ideas of the steps that a user must take in order to complete a goal.
My process of a Hierarchial Task Analysis was broken down into the following steps:
- Validate Psychiatry as a mechanism to grow Virgil’s key treatment programs
- Psychiatry increases patient volume for key programs: Medications + Therapy
- Psychiatry increases patient volume for key new program: IOP (Intensive Outpatient Program)
- Launch a pilot testing (phase 1): Capture Demand Intent from marketing
What does success look like?
Since a custom task schedule was a new feature to be implemented to the already predefined schedule option, I used a Hierarchial Task Analysis that could help me to generate ideas of the steps that a user must take in order to complete a goal.
My process of a Hierarchial Task Analysis was broken down into the following steps:
Since a custom task schedule was a new feature to be implemented to the already predefined schedule option, I used a Hierarchial Task Analysis that could help me to generate ideas of the steps that a user must take in order to complete a goal.
My process of a Hierarchial Task Analysis was broken down into the following steps:
- Interest in Psychiatry offering:
a. Total demand for offering
b. Cost-per-lead for psychiatry offering - Viability of business line:
a. Paid converted Psychiatry users
b. Insurance vs Cash-Pay Patients
Team for launching a pilot test
- Director of product
- Design director
- Head of growth
- Senior director of engineering
- Brand lead
- Growth manager
- Software engineer
- 2 product designers
- Visual designer
- Clinical director
- Senior manager
- Ops, admissions, and clinical teams
My role
- Lead design, eng, brand, growth, and ops teams to ship a MVP version of a new psychiatry offering
- Conduct user research and get deeper into understanding patients’ motivations and pains
A deep dive into user research
Research goals
- Understand the patients' pains and needs when looking for a psychiatry solution
- Understand constraints and limitations that any solution should take into consideration (i.e. platform, legal, provider constraints…)
- Identify opportunities to improve and optimize current experience
A research plan
High-level plan
Assumptions & user profiling — map key assumptions and priorities to test and define screener criteria for who we want to interview.
- Re-assess and identify any gaps in the current research plan i.e. is there any quant research we can do to validate any of the open assumptions
Competitor research — understand current solutions and competitors' value proposition.
- Understand current solutions and competitors´value proposition
Quant testing — ads or landing page experiments.
- Identify which assumptions can be easily tested through ads or landing page experiment
- Create assets needed for testing i.e. landing page, survey questions, concept mockups
- Define the experiment, including the hypothesis that are going to be tested, and what metrics we are going to use to measure the performance of experiment
Expert interviews — interview “experts” in the psychiatry process to gather their perspective on where the key pains and inefficiencies exist.
- Schedule 30 min chats with key stakeholders
- Define an interview guide
- Run interviews & and note taking
User interviews — recruit participants that meet the screener criteria.
- Recruit participants that meet the screener criteria
- Define an interview guide
- Run qualitative interviews & and note taking
User insights & personas
- As-is journey mapping to understand the current experience, pains, and needs and set the foundation to ideate on potential solutions
- Summary of key pains, jobs to be done and user insights
- Key personas and target profiling
Kicking off user interviews
In a collaboration with another designer I worked on a patient discussion guides to kick off our user interviews.
Objectives
- Understand patient's jobs-to-be-done, what they were hoping to achieve/find when they visited Virgil
- What are the main reasons why they decided to join or not to join
- Identify potential opportunity areas for the Psychiatry offering
- Identify different personas & needs
Methodology
- 10 user interviews (30 mins each)
- Open-ended questions
- Age: 18 - 50 years old
- Country: United States of America
After user interviews we worked on:
- Using Dovetailapp transcribed recorded user interviews, analyze data, and define patterns for possible insights
- Extracted learnings into a deck, and present it them for the team
Executive summary with identified personas
First persona
Second persona
Third persona
Executive summary with insights
Problem alignment
Based on the conducted research we defined problems areas to work on next
- Patients would want to see doctors’ schedule before scheduling an appointment
- Patients are very interested to book the service online, and not to spend time at drug stores to get their meds
- Patients are okay to switch to online visits
MVP design solution
Understanding the user journey
In order to understand the main patient touch points + business operations, I created a flowchart that helped me to define main steps patients will go through, and how the business will operate under this pilot.
- Facebook ads
- Landing page
- Booking flow
- Calendly
- Stripe
- Ops side: integrations with Salesforce + Zapier + Slack
Once the user flow diagram was finalized and approved with the rest of the team, we were able to move on next.
A flowchart with main user touch points
Aligning with brand and growth teams
I followed up with a brand and a growth teams on the following:
- Facebook ads
- Landing page
- Visual design
- Content
- Design an approved version of a LP on Unbounce
- Work on required marketing integrations
Assets for a marketing campaign
A web booking flow
The wireframes I prepared were based on our main Virgil’s web booking flow, and needed to align on the following:
- Create and approve wireframes
- Get help from the branding team with copy
- Work on hi-fi mocks
- Conduct QA with the team to cover up edge cases
- Align with the eng team on their side for integrations (setting up a sub-domain and Zapier integrations for Slack notifications)
Wireframes
Hi-fi web booking flow
Going live
Once everything was ready to go, I needed to align with all business verticals on the launch date:
- Product team — the user journey was aligned with the business requirements
- Growth team — ready to push live marketing campaigns
- Ops team — business operations are set as needed
- Admission + clinical teams — able to take care of incoming patients
Measuring results
We measured results in 14 days after the pilot test launch. We saw traction that Psychiatry Offering can be a potential treatment program which could be added to our existed services.
4 booked appointments
- 3 from Virgil admissions phone line
- 1 from Diagnosis web-booking flow
42 qualified sign ups
- Seeking psych medical doctor: 28
- Not sure where to start: 11
- Meds not working: 3