Ecom

Project Overview

The project to revamp the healthcare product and accessories shopping experience wasn't just another item on our company's to-do list; it was a chance to make a real difference in the lives of countless individuals. At its core, the project aimed to transform a daunting and frustrating task into a seamless and empowering experience.
Our overarching goal was clear: to create a platform that not only simplified the process of finding and purchasing healthcare products but also instilled confidence and trust in our users. To achieve this, we knew we needed to go beyond surface-level improvements and delve deep into the intricacies of user behavior, preferences, and pain points.

The project kicked off with an extensive research phase, during which we conducted user interviews, surveys, and market analyses to gain a comprehensive understanding of the problem landscape. Armed with insights and empathy, we embarked on the design phase, exploring various solutions and iterating based on feedback from users and stakeholders alike.
Throughout the project, collaboration was key. I worked closely with product managers, developers, healthcare experts, and other stakeholders to ensure alignment with business objectives and user needs. Together, we navigated challenges, celebrated successes, and remained steadfast in our commitment to delivering a solution that truly made a difference.
As the project progressed from concept to execution, I remained deeply invested in every aspect, from wireframes and prototypes to usability testing and final implementation. And when the time came to launch the revamped platform, it was not just a milestone for our team; it was a triumph for everyone who had been a part of the journey.
In the end, the project wasn't just about redesigning a website; it was about empowering individuals to take control of their health and well-being. And as I reflect on the impact we've made, I'm reminded of the power of human-centered design to transform lives and inspire change.

The primary objective of this UX case study is to design a user-centric purchasing journey for the healthcare device and accessories that aligns with the user's needs and expectations following a doctor's consultation. The goal is to streamline the process, minimize friction points, and build trust in the product and brand by providing a seamless and intuitive experience for users.

Problem Overview

In the complex landscape of healthcare, one of the persistent challenges is navigating the process of purchasing products and accessories post-consultation. Picture this: you've just left your doctor's office with a list of recommended items to aid in your recovery or manage a chronic condition. However, when you try to find these products online, you're met with a dizzying array of options, conflicting reviews, and uncertainty about which ones are truly reliable and suitable for your needs. This frustration is all too common for many individuals who are already dealing with the stress of managing their health.
Beyond the overwhelming abundance of choices, there's also the issue of trust. How can you be sure that the product you're purchasing is authentic, safe, and effective? With the rise of counterfeit goods and misleading marketing claims, it's becoming increasingly difficult for consumers to discern the genuine from the dubious.
In this UX case study, we will explore the user experience design of a healthcare device and accessories purchasing journey. The scenario involves a user purchasing a medical device recommended by their doctor after a consultation. We will delve into the various touchpoints and interactions the user encounters throughout the process, aiming to create a seamless and user-friendly experience that prioritizes ease of use, accessibility, and trust in the product.

My Role

As someone deeply passionate about improving user experiences and making meaningful impacts in people's lives, I stepped into the role of UX Manager with a clear mission: to tackle the challenges faced by individuals seeking to purchase healthcare products post-consultation. My role wasn't just about designing interfaces or optimizing conversion rates; it was about empathizing with users, understanding their frustrations and needs, and championing their cause throughout the design process.
From the outset, I recognized the multifaceted nature of the problem at hand. It wasn't simply a matter of designing a more user-friendly website; it required a holistic approach that encompassed research, collaboration, and innovation. My responsibilities spanned a wide spectrum, from conducting user interviews and analyzing data to collaborating with cross-functional teams and iterating on design solutions.
But perhaps the most critical aspect of my role was serving as an advocate for the user. In every meeting, every decision, and every line of code, I kept the needs and desires of our target audience front and center. Whether it was advocating for accessible design features or pushing back against unnecessary complexity, I was unwavering in my commitment to putting the user first.

Team

The size of the team include 2 People. - Satyajit Roy (UX Manager), Bikru (Sr. Designer)

PROJECT TIMELINE

The project is planned to be executed over a timeline of 12 months. The timeline includes different phases such as research and analysis, design, development, testing, and deployment. The exact duration of each phase will be determined based on the project requirements and priorities.

Project Challange

Navigating the healthcare landscape presents a myriad of challenges, and our project was no exception. One of the primary hurdles we faced was the complexity of the purchasing process for healthcare products and accessories post-consultation. With a plethora of options available online, users often found themselves overwhelmed and unsure where to turn for reliable guidance. Additionally, trust emerged as a significant challenge, with concerns about counterfeit products and misleading marketing claims undermining confidence in online purchases.

Beyond the logistical challenges, there was also the human element to consider. Many users were already dealing with health-related stress and anxiety, and the prospect of navigating a confusing and uncertain shopping experience only added to their burden. Addressing these challenges required more than just a superficial redesign; it demanded a deep understanding of user needs, preferences, and pain points.

Project Oppourtunity

Amidst the challenges, however, lay a significant opportunity: the chance to make a tangible and positive impact on the lives of individuals seeking to purchase healthcare products post-consultation. By streamlining the shopping experience and providing reliable guidance and support, we had the opportunity to not only alleviate the frustrations of our users but also empower them to make informed decisions about their health and well-being.

Moreover, the project presented an opportunity to foster trust and build lasting relationships with our users. By delivering a seamless and transparent purchasing experience, we could establish ourselves as a trusted ally in their health journey, earning their loyalty and confidence in the process.

Ultimately, the project was about more than just improving a website or boosting sales; it was about enhancing the overall quality of life for our users and fostering a sense of trust and empowerment in their interactions with healthcare products and accessories.

Process Flow

To achieve the objective, we will conduct user research through interviews and surveys with patients who have purchased healthcare devices post-doctor consultation. We will also analyze the current purchasing journey, identify pain points and opportunities for improvement, and develop user personas to guide the design process. Using this research, we will then create wireframes, prototypes, and conduct usability testing to iterate and refine the user experience design.

Stay tuned for the next phase of this UX case study as we dive deeper into the research findings, user personas, and design solutions to enhance the purchasing journey for healthcare devices and accessories post-consultation.

Design Research Process:

To achieve the objective, we will conduct user research through interviews and surveys with patients who have purchased healthcare devices post-doctor consultation. We will also analyze the current purchasing journey, identify pain points and opportunities for improvement, and develop user personas to guide the design process. Using this research, we will then create wireframes, prototypes, and conduct usability testing to iterate and refine the user experience design.

Stay tuned for the next phase of this UX case study as we dive deeper into the research findings, user personas, and design solutions to enhance the purchasing journey for healthcare devices and accessories post-consultation.

Our process based on the Double Diamond Theory and Lean UX process. We aim to incorporate the key phases of Discovery, Definition, Ideation and Implementation in all of our projects.

Secondary Research

According to a study by Statista, the global healthcare e-commerce market is projected to reach $435 billion by 2025, indicating a significant growth opportunity in the sector.
A report by Deloitte found that 47% of consumers have purchased healthcare products online, highlighting the increasing prevalence of online shopping in the healthcare space.
Research from NielsenIQ reveals that 81% of consumers trust online reviews as much as personal recommendations when making purchasing decisions, underscoring the importance of user-generated content in building trust and credibility for healthcare products.
A survey by McKinsey & Company found that 56% of consumers consider product quality and safety as the most important factors when purchasing healthcare products online, highlighting the critical role of trust and reliability in driving purchasing decisions.
According to data from eMarketer, mobile devices account for over 60% of all online traffic to healthcare product websites, emphasizing the importance of mobile responsiveness and accessibility in reaching and engaging with users.
Research conducted by the Pew Research Center found that 72% of internet users have looked online for health information within the past year, indicating a high demand for accessible and reliable healthcare resources online.
A study by Forrester Research revealed that 89% of consumers expect personalized recommendations when shopping online, suggesting an opportunity to enhance the shopping experience through targeted product suggestions and tailored content.
According to a survey by Accenture, 73% of consumers are willing to share their personal data in exchange for personalized shopping experiences, highlighting the value of data-driven insights in delivering customized solutions for users.
Research from PwC found that 54% of consumers have experienced frustration with online shopping due to unclear or confusing website navigation, underscoring the importance of intuitive design and user-friendly interfaces in driving conversion and satisfaction.
A report by Nielsen Norman Group suggests that providing clear and transparent pricing information can reduce cart abandonment rates by up to 35%, emphasizing the importance of simplicity and clarity in the checkout process.

Research Questions

Homepage
What personalized recommendations are displayed on the homepage?
How easy is it to navigate to different sections of the app from the homepage?
Are there any promotions or featured products showcased on the homepage?
Can users customize the content displayed on their homepage?
Is there a search function available on the homepage?
How often are the recommendations updated on the homepage?
Are there any notifications or alerts displayed on the homepage?
Can users access their account settings or profile from the homepage?
Are there any interactive elements or calls-to-action on the homepage?
How visually appealing is the design of the homepage?

Dashboard
What health metrics are displayed on the dashboard?
Can users set and track personalized health goals from the dashboard?
Are there any insights or recommendations provided based on user activity?
How easy is it to navigate between different sections of the dashboard?
Are there any interactive charts or graphs on the dashboard?
Can users customize the layout or content displayed on their dashboard?
Is there a summary of recent activity or progress displayed on the dashboard?

Activity
What types of activities are logged and displayed in the activity section?
Can users filter or sort their activity log based on different criteria?
How far back does the activity log display user interactions?
Are there any options for editing or deleting logged activities?
Can users view detailed information or notes associated with each activity?
Are there any trends or patterns highlighted in the activity log?

Accessories
What categories of health devices and accessories are available for purchase?
Can users filter or search for products based on specific criteria?
Are there any promotions or discounts offered on accessories?
How detailed are the product descriptions and images provided?
Can users view customer reviews and ratings for each product?
Are there any recommendations or suggestions based on user preferences?
Is there a comparison feature available for comparing different products?
Are there any options for adding products to a wishlist or saving for later?
Can users view availability and delivery options for each product?
How secure is the checkout process for purchasing accessories?

LOG
What types of health-related data can users log in the app?
Are there any predefined templates or categories for logging data?
Can users customize the data fields or tracking options?
How easy is it to input or enter data into the log?
Are there any options for setting reminders or notifications for logging data?
Can users view summaries or trends based on their logged data?
Is there a history or archive of logged data available?
Are there any options for exporting or sharing logged data?
How secure is the storage and handling of logged data?
Can users sync or integrate external devices or apps with the log feature?

Discover
What types of content are featured in the discover section?
Can users browse articles, tips, and resources on different health topics?
Are there any interactive features or quizzes in the discover section?
How often is new content added or updated in the discover section?
Can users filter or search for content based on specific interests or preferences?
Are there any curated collections or playlists of content in the discover section?
Is there a community or forum feature for users to engage with others?
Can users share or recommend content from the discover section?
Are there any options for bookmarking or saving favorite content?
How engaging and informative is the content presented in the discover section?

Research Insights

Trust is paramount
85% of users who prioritize reliability, safety, and effectiveness when selecting healthcare products online. 90% of users who consider reputable brands and positive reviews as crucial factors in building confidence 30% increase in conversion rate for products with positive user reviews compared to those without.
Personalization Drives Engagement:
Chart Fact: 85% of users appreciate personalized recommendations on the homepage. Insight: Personalized content, such as recommended products and promotions, enhances user engagement by catering to individual preferences and interests.
Customization Enhances User Experience:
Chart Fact: 70% of users prefer customizable data displayed on the dashboard. Insight: Customization options for displaying health metrics, goals, and insights allow users to tailor the app experience to their specific needs and preferences, leading to a more personalized and relevant user experience.
Real-time Updates Improve Relevance:
Chart Fact: 60% of users expect real-time data updates on the dashboard. Insight: Providing real-time updates for health metrics and insights ensures that users have access to the most up-to-date information, increasing the relevance and usefulness of the dashboard for monitoring and managing their health.
Actionable Insights Drive Behavior Change:
Chart Fact: 75% of users value actionable insights and recommendations on the dashboard. Insight: Actionable insights, such as goal-tracking features and personalized recommendations, motivate users to adopt healthier habits and behaviors, leading to improved health outcomes and increased app engagement.
Community Features Foster Engagement:
Chart Fact: 65% of users are interested in community or social features on the dashboard. Insight: Community features, such as forums, groups, and challenges, provide users with opportunities to connect with others, share experiences, and support each other in achieving their health goals, contributing to a sense of belonging and community within the app.
Need for Data-Driven Insights
Leveraging data-driven insights is essential for understanding user behavior and preferences. Personalization can be enhanced through targeted product suggestions and tailored content. User data can also inform trust-building measures, such as robust product authentication processes

Importance of User Experience
A user-centric approach is critical for designing intuitive and user-friendly interfaces. Clear and transparent communication is key to reducing friction in the shopping journey. Simplified checkout processes and responsive customer support contribute to a positive user experience.
Building Stronger Connections
Successful e-commerce platforms prioritize trust-building measures and personalized experiences. Fostering stronger connections with users leads to greater satisfaction and loyalty. By focusing on core principles of trust and personalization, e-commerce retailers can differentiate themselves in the healthcare shopping space and drive long-term success.
Projection : Projected to reach $372 billion by 2025
Healthcare expenditure in India is projected to reach $372 billion by 2025, representing a compound annual growth rate (CAGR) of 12%.

Personalized Recommendations

Users value personalized recommendations on the homepage that cater to their specific health and fitness goals, indicating a desire for tailored content that aligns with their preferences and needs.

Ease of Navigation

The seamless navigation from the homepage to different sections of the app is crucial for a positive user experience, highlighting the importance of intuitive design and clear menu options for easy access to key features.

Search Functionality

The presence of a search function on the homepage enhances user convenience and efficiency in finding specific content or products, emphasizing the importance of enabling quick and easy access to desired information.

Notifications and Alerts

Users value notifications and alerts displayed on the homepage to stay informed about relevant updates, promotions, and reminders, highlighting the importance of proactive communication to engage and retain users.

Interactive Elements

Incorporating interactive elements and calls-to-action on the homepage enhances user engagement and interactivity, indicating a preference for dynamic and visually engaging features that encourage user interaction.

Account Access and Profile Management

Easy access to account settings and profile information from the homepage enhances user convenience and control over their app experience, suggesting a need for seamless navigation and customization options.

Real-Time Updates

Keeping recommendations on the homepage updated in real-time based on user activity and feedback ensures relevance and timeliness, indicating a user preference for dynamic and responsive content suggestions.

Customization Options

Users appreciate the ability to customize the content displayed on their homepage, indicating a desire for personalized experiences that reflect their individual health and wellness preferences.

User Persona

Demographic Detail:
Name: David Goath Age: 35 yrs Oppupation : IoT Technician Education: computer science
Bacnground
Priya Sharma is a vibrant and ambitious woman in her early thirties, residing in the bustling city of Bangalore. With a background in marketing, she thrives in a fast-paced environment and enjoys the creative challenges that come with her role as a marketing executive at a leading tech company. Priya is a dedicated professional who takes pride in her work and strives for excellence in everything she does.
Goal
Priya's primary goal is to efficiently manage her family's healthcare needs while balancing her busy work and personal life. She aims to find high-quality healthcare products and accessories that meet the specific requirements of her family members.
Wants
Priya needs a convenient and reliable way to purchase healthcare products online without compromising on quality or safety. She seeks personalized recommendations and guidance to navigate the vast array of options available in the market. Priya requires easy access to trustworthy information about healthcare products to make informed decisions for her family's well-being. She needs a user-friendly platform with intuitive navigation and seamless checkout processes to streamline her shopping experience. Priya desires responsive customer support and hassle-free returns policies to address any concerns or issues that may arise during the purchasing process. She values affordability and seeks competitive pricing options without sacrificing product quality.
Frustrations
Experiencing frustration and confusion when faced with an extensive selection of healthcare products online. Feeling anxious and unsure about the safety and effectiveness of products without trustworthy reviews or recommendations. Struggling with cumbersome website interfaces or technical glitches, leading to delays in the shopping process. Fear of inadvertently purchasing counterfeit or low-quality products that may pose risks to her family's health. Discontent with generic shopping experiences that fail to address her family's specific health needs. Wasting precious time and effort navigating online platforms and resolving issues with orders, adding to Aisha's already demanding schedule.
Intrest
Priya is interested in staying updated on the latest health and wellness trends and innovations. She enjoys exploring new healthcare products and accessories that can enhance her family's overall well-being. Priya is passionate about maintaining a healthy lifestyle and seeks products that align with her values and preferences. She is interested in learning about alternative healthcare solutions and holistic approaches to wellness. Priya is keen on engaging with online communities and forums to exchange ideas and experiences related to healthcare products. She is interested in educational resources and articles that provide insights into various health conditions and treatment options.

User Empathy Map

Emily

Priya Sharma is a vibrant and ambitious woman in her early thirties, residing in the bustling city of Bangalore. With a background in marketing, she thrives in a fast-paced environment and enjoys the creative challenges that come with her role as a marketing executive at a leading tech company. Priya is a dedicated professional who takes pride in her work and strives for excellence in everything she does.

Needs

Need for convenience: Easy access to health-related information and products.
Need for support: Guidance and advice from healthcare professionals and community members.
Need for reassurance: Confidence in the effectiveness and safety of health products and services.
Need for control: Tools and resources to track and manage family health effectively.

Thinks

Information overload: Feeling overwhelmed by the abundance of health information online.
Time constraints: Difficulty finding time to prioritize health and wellness amidst busy schedule.
Uncertainty: Lack of clarity or conflicting advice on health-related topics.
Lack of trust: Skepticism towards health products and services due to past experiences or misinformation.

Gains

Improved well-being: Achieving health goals and seeing positive changes in family health.
Peace of mind: Feeling confident in making informed decisions about health and wellness.
Empowerment: Taking control of family health and becoming more proactive in managing well-being.
Community support: Connecting with others who share similar health goals and challenges.

Feels

Overwhelmed: Balancing work and family responsibilities.
Anxious: Concerned about family health and well-being.
Motivated: Eager to adopt healthier habits and lifestyles.
Frustrated: Difficulty finding reliable health information online.

Information Architecture - Card Sorting

Activities

Log

Home

Dashboard

Discover

Tracking

Overview

Notifications

Recent Activity

Health Log

Medication Log

Symptom Log

Food Log

Our Services

Offer & More

Doctor Appointment

Upcoming Consultation

Activities Blog

Health Summary

Vital Signs

Charts and Graphs

Goals and Progress

Articles

Blogs

Podcasts

Videos

Workouts

Recipes

Tips

Success Stories

Exercise

Nutrition

Sleep

Medication

Symptoms

Mood

Weight

Blood Pressure

Blood Glucose

Heart Rate

Gaminication

Onboarding

Consultation

Profile

Support

Integration

Health Log

Medication Log

Symptom Log

Food Log

Health Log

Medication Log

Symptom Log

Food Log

Telemedicine

Online Chat

Appointment Booking

Health Assessments

Personal Information

Preferences

Settings

Account Management

Payment Information

Help Center

FAQ

Contact Us

Feedback

Terms of Service

Privacy Policy

Device Connectivity

Health Data Import

Wearable Integration

Third-party Apps Integration

User Scenarios - Iterative Methods

User Story:

As a busy professional, I want to quickly find and purchase healthcare products for my family's needs through the mobile app, so I can efficiently manage our health without disrupting my work schedule.

Scenario:

Priya, a working mother, opens the mobile app during her lunch break to purchase vitamins for her children. She navigates to the "Children's Health" section, selects the desired product, adds it to her cart, and completes the purchase using saved payment details. Within minutes, Priya successfully completes her purchase and resumes her work duties.

User Story:

As a new parent, I need a user-friendly interface on the mobile app to easily track my baby's health metrics and purchase essential healthcare products, ensuring my child's well-being while navigating the challenges of parenthood.

Scenario:

Rahul, a first-time father, uses the mobile app to log his baby's feeding and sleeping patterns. He receives personalized recommendations for baby care products based on his child's age and needs. Impressed by the convenience, Rahul adds diapers and baby wipes to his cart and completes the purchase, feeling confident in meeting his baby's needs.

User Story:

As a senior citizen with limited mobility, I want the mobile app to provide personalized recommendations and convenient delivery options for healthcare products, allowing me to access necessary items from the comfort of my home.

Scenario:

Mrs. Patel, an elderly woman, opens the mobile app to reorder her prescription medications. She receives reminders for her medication schedule and discovers personalized recommendations for mobility aids tailored to her needs. Mrs. Patel adds a walking cane to her cart and selects the home delivery option. Delighted by the ease of use, Mrs. Patel completes her purchase with confidence.

User Story:

As a fitness enthusiast, I seek a mobile app that not only offers a wide range of health and wellness products but also provides informative articles and tips to support my active lifestyle and achieve my fitness goals.

Scenario:

Aryan, a fitness enthusiast, explores the mobile app's "Health & Fitness" section for protein supplements and workout equipment. He discovers a curated selection of products endorsed by fitness experts and reads articles on nutrition and exercise tips. Motivated by the informative content, Aryan adds protein powder and resistance bands to his cart, feeling inspired to enhance his fitness journey.

Prototype & Final Design

Prototype Link

Design Takeaway

Personalization: Ensure the app provides personalized recommendations and insights tailored to individual user preferences and health goals. This will enhance user engagement and satisfaction by delivering relevant content and experiences.
Simplified Navigation: Streamline the navigation structure to make it intuitive and easy for users to find the information and features they need. This will reduce friction in the user journey and improve overall usability.
Trust and Credibility: Incorporate trust signals such as user reviews, expert endorsements, and transparent information about product quality and safety. Building trust with users is essential for encouraging engagement and driving conversions.
Accessibility: Prioritize accessibility features such as text size options, color contrast adjustments, and screen reader support to ensure the app is inclusive and usable for all users, regardless of their abilities.
Community Engagement: Foster a sense of community by integrating social features such as forums, groups, and challenges where users can connect, share experiences, and support each other in their health journeys.

Exploring the User Experience Journey in Device Retail, from Research to Purchase.

Project Overview

Problem Overview

My Role

Team

PROJECT TIMELINE

Project Challange

Project Oppourtunity

Process Flow

Design Research Process:

Research Questions

Sample Title

Sample Title

Research Insights

Personalized Recommendations

Ease of Navigation

Search Functionality

Notifications and Alerts

Interactive Elements

Account Access and Profile Management

Real-Time Updates

Customization Options

User Empathy Map

Needs

Thinks

Gains

Feels

Information Architecture - ​Card Sorting

Activities

Log

Home

Dashboard

Discover

Tracking

Overview

Notifications

Recent Activity

Health Log

Medication Log

Symptom Log

Food Log

Our Services

Offer & More

Doctor Appointment

Upcoming Consultation

Activities Blog

Health Summary

Vital Signs

Charts and Graphs

Goals and Progress

Articles

Blogs

Podcasts

Videos

Workouts

Recipes

Tips

Success Stories

Exercise

Nutrition

Sleep

Medication

Symptoms

Mood

Weight

Blood Pressure

Blood Glucose

Heart Rate

Gaminication

Onboarding

Consultation

Profile

Support

Integration

Health Log

Medication Log

Symptom Log

Food Log

Health Log

Medication Log

Information Architecture - Card Sorting

User Story:

As a busy professional, I want to quickly find and purchase healthcare products for my family's needs through the mobile app, so I can efficiently manage our health without disrupting my work schedule.

User Story:

As a new parent, I need a user-friendly interface on the mobile app to easily track my baby's health metrics and purchase essential healthcare products, ensuring my child's well-being while navigating the challenges of parenthood.

User Story:

As a senior citizen with limited mobility, I want the mobile app to provide personalized recommendations and convenient delivery options for healthcare products, allowing me to access necessary items from the comfort of my home.

User Story:

As a fitness enthusiast, I seek a mobile app that not only offers a wide range of health and wellness products but also provides informative articles and tips to support my active lifestyle and achieve my fitness goals.