1. 1. Research Report Ina Arnaoudova - iarnaoud@gmail.com Shaun Burley - orkestar.clarient@gmail.com Elle Yeung - elleyeung1@gmail.com
2. 2. Homepage Client-requested iteration See pg.18 for further explanation
3. 3. Experts Page - Showcasing the Websites Professionals Expert Prole Page
4. 4. Table of Contents 1 Identifying Scope and Issue Background of Preconceive Desired Aspects for the Preconceive Platform Goals Dened Goals Minimum Viable Product Research Reproductive Health Common User Habits Within the Reproductive Health Community Comparative Analysis Competitive Analysis User Surveys User Interviews Personas Olivia Jennifer Jessica Anoushka Design Information Architecture Testing and Results Client-Requested Iteration Sitemap and Flows Sitemap User Journey and Flow Booking Flow Appendix 2 3-6 7-11 15-17 12-14 19-29 Page Content Page Content Recommendations18
5. 5. Background of preconceive The concept behind preconceive is to allow individuals to navigate through the family planning process in its entirety from conception through the early stages of parenthood. In offering content through articles and expert interviews, preconceive guides its audience to better understand detailed information without feeling overwhelmed. The vision for preconceive is to set forth a dual-purposed platform which includes: i) curated content for the targeted audience, which would in turn drive them towards the second purpose of preconceive - ii) booking a tele-consultation (see 1.1). It should be noted that whilst this funneled vision is indeed highly detailed and goal-driven, the design should not be one that alienates demographics outside of the pre-determined target audience. This is an aspect is to be delved into further. Identifying Scope and Issue Home Page Content page Expert Page Book Consultation Search Content Search Experts Account page Patient Flow Manage bookings Manage Payment Personal Info Create Account Communicate Community Classes 5 4 2 3 6 Annotations 1. Home page contains - CONTENT, EXPERTS, COMMUNITY and CLASSES 2. Content Page can take user to Expert Page or book a consultation with author 3. From the Expert Page the user can Book A Consultation with the expert. 4. User must create account if new to the site before booking consultation. 5. User can book consultation from the Home Page, Content Page, Expert Page and their Account 6. Users account page ranges bookings, payment, personal info, and communication methods 7. Community and Classes will be accounted for in the next phase of the project 7 1 Desired Aspects for the Preconceive Platform Preconceive offers a place for its audience to nd help and advice, whether it be through curated articles or individual tele-consultations with its SWAT team of carefully vetted experts. The desired features were detailed as follows: Curated (free) content Client prole for booking and managing consultation appointments Streamlined ow of setting up a tele-consultation through some external platform Streamlined scheduling tool for both the clients and experts alike 1.1 Desired user-product interaction. This ow demonstrates how a user would be guided through content to make an appointment with a preconceive expert - outlining the preconceive revenue- generating model. (See appendix for larger image) 1
6. 6. Goals Dened Goals Since the preconceive revenue structure is heavily dependent on a circular model which brings in paying subscribers through free content, it was clear that the multi-faceted features may easily become overbearing. As a result, identifying specic goals will uncover this designs minimum viable product (MVP) to ensure that the most basic needs will not be overlooked. For clarication, please refer to diagram 2.1. 2.1 Business goals, brand goals, and user goals dened, ultimately leading to MVP (See appendix for larger image) Minimum Viable Product The minimum viable product (MVP) was identied by nding an underlying commonality between the three distinct goals of preconceive. Furthermore, realizing the tight time constraint in preparation for an impending launch, the MVP was further dialed-down to address the most pressing of needs. Therefore, the minimum viable product is identied as follows: A simple platform that connects clients with experts for paid sessions - with particular focus on the on- boarding process. 2
7. 7. Research - Background Reproductive Health - Background Common User Habits Within the Reproductive Health Community 3.1 Competitive analysis of supported functions. (See appendix for larger image) Designing for the preconceive platform required an in-depth analysis and understanding of the behavior and attitudes that its audience have towards reproductive health. It was also important to address the common practices within the spectrum, as well as any needs that are not currently covered. One of the goals of preconceive is to satisfy a demand that is not currently being catered to. For instance, through interviews, it became known that the need for lactation specialists is far beyond its supply, especially in rural areas. With respect to the support provided to those who are in the process of family planning, search engine and interview results pointed towards a heavy reliance on health forums. While these may be helpful, expert opinion was almost non- existent. Referencing various reproductive health websites, there were few platforms which allowed for an in-person teleconference with an expert. While fertility issues are indicated to be a private subject, it may be inferred from individual responses and forum postings that these are topics in which expert opinion is of most importance - and yet it is very much underserved. One application that will rectify this need still has yet to launch - Maven Clinic (refer to the next page). In lieu of such one-on-one help, interviewees mentioned the use of forums when it came to seeking help online for issues relating to family planning, pregnancy, and early parenthood. During such interviews, when asked how credibility is established, few respondents were able to give an afrmative answer. For instance, some would resort to nding an aggregate," or repetition of answers. fitpregnancy.com dayonebaby.com CricketsCircle.com rsofny.com Conception/fertility Little-to-none little-to-none little-to-none yes, a lot Pre-natal(pregnancy) A lot little-to-none some no Post-natal (new parents) Little-to-none A lot A lot no Login/profiles No Yes Yes no Experts section/support community Forum In-person classes, online articles None List of doctors, but no way to communicate with them. Support community Online "community" emphasizes content, not discussion or sharing Focus Pregnancy New mothers and their babies Baby registry product recommendations Fertility and conception (its a fertility clinic) Fertility/planning seems to be added as an afterthought (or forethought, rather) Some babies on homepage, but other than that very clinical, not very communal feeling Pregnancy/reproductive health websites 3
8. 8. Research - Comparative/Competitive Analysis Competitive Analysis Comparative Analysis Since the focus of the project is on the on-boarding process, it was important to understand the ows of various websites with similar scopes. Therefore, points which prompted a user to register/sign-up were researched and are referenced in diagram 4.2. Whilst on-boarding is what drives Preconceives revenue, it must not be forgotten that the platform is heavily based on a chicken-egg model and thus, other aspects should be just as integral to the design as the on-boarding process (Refer to 4.2). Direct competitors of Preconceive were based on the services offered in relation to pinpointing the issues related to reproductive health (refer to diagram 3.1). The particularities analyzed include which phase of family planning the websites content provided for, the type of support offered, and the way in which users interact with the website - whether or not it is prole-based. As for services offering a tele-consult for women, Maven Clinic (see 4.3) is a video-based application focused on prenatal and postpartum health. Preliminary research indicates that like Preconceive, Maven Clinic offers a blog with information much like the contents portion of Preconceive. While its denite features are unknown, as the product has yet to launch, it may be safely assumed that Maven Clinic may indeed be a direct competitor of Preconceive -although Maven Clinic seemingly lacks information for those seeking guidance in terms of fertility. Pai, Aditi. Woman-led video visits service for womens health to launch next year. http://mobihealthnews.com/38610/woman-led-video-visits-service-for- womens-health-to-launch-next-year/ 4
9. 9. Research - Comparative/Competitive Analysis HealthTap Klara Just Answer Medicast Interaction Ways to sign up Clicks to sign up Information required to sign up Web + App Web + App App App 2+ Unknown Information not Available Unknown Information not Available 2+ Unknown Information not Available Unknown Information not Available6 2 Unknown Information not Available Email Name Phone Number Email Name Gender (optional) Birthday (optional) Location (optional) Email Expert Login Unknown Unknown Unknown Pricing Unknown Information not Available Depends $249+/visit Free $120/consult $99/month Option to skip non-urgent questions whilst monitoring progress of registration Path 1 Path 2 Signing Up Option for users to log in, and doctors to sign up There are two ways to sign up. Either go straight to sign up ow or ask question rst Name (optional) Shows progress Gender (optional) Skip Monitors what information is most important for particular user Ask Question Prompt to register (Where should we send answer?) Corresponding screens with payment options Logged in user dashboard Prompt to register Skip Prompt to register Payment request Prompt to register Key Takeaway All roads lead to registration and payment GOAL! HealthTap User Flow - Onboarding Comparative Analysis 4.1 Analysis of competing companies offering similar services. (See appendix for larger image) 4.2 Analysis of HealthTaps on-boarding ow. (See appendix for larger image) 4.3 Maven Clinic 5
10. 10. Research - Users 5.1 Breakdown of survey results: useful resources. (See appendix for larger image) 5.3 Breakdown of survey results: user wants. (See appendix for larger image) 5.2 Breakdown of survey results: user preferences. (See appendix for larger image) User Surveys - refer to personas for detailed information User Interviews - refer to personas for detailed information A user survey, which was completed by 66 individuals, was distributed through Google Forms. Of those surveyed, 35 are new parents, 7 are actively trying to conceive, and 15 are currently pregnant. The focus of the survey was to get an idea of online practices of individuals, understand the needs of those who may be within the intended target audience, and nd relevant patterns. Key ndings from this survey include data indicating the following: An OB/GYN or an expert is indeed the main point of contact for questions pertaining to pregnancy and fertility, followed by friends or family; Easier access to experts, alongside better online resources are desirable; Trust in experts/medical professionals are inuenced by reasons more personal than credentials and education alone. Attitude and attentiveness, followed by bedside manner play a large part in establishing trust. Alongside user surveys, interviews were also conducted to achieve an even more in-depth understanding behind the habits and motivations with regards to actions leading up to those who seek advice or help online - especially those who t into the demographics of Preconceives targeted users. It was during this stage that practices and habits of experts were also discovered, as expert interviews had also taken place. Important facts discovered include issues surrounding scheduling, pain points related to online interactions, and he need for a transparency. 6
11. 11. Personas Olivia Wilson Olivia is the primary user who personies the wants and needs of someone within her demographic range. She holds the characteristics of a woman who would pay for such a service. This may in part be due to her busy schedule, but it is certain that their nancial status enables her to allow for such conveniences. Not only would this be something that provides for convenience in a timely manner, but the experience is also educational without offending the intelligence of todays modern women. Personas Personas were developed with data compiled through research, surveys, and interviews. Jennifer Porter Like Olivia, Jennifer lives in a large metropolitan area with access to highly regarded experts. However, she personies the characteristics of women who nd themselves overwhelmed by the great amount of information online. Especially when it comes to questions about her children, Jessica may feel as though a simple afrmation from a credible expert would sufce. Jessica Wood Jessica is a persona who covers the needs of those outside the intended metropolitan areas. However, it is because of such that she would require the services provided by preconceives platform. The realization that the design should include users who may not have access to specialists due to their geographical location was uncovered during expert interviews. Therefore, such clientele should not be ignored when it comes to designing for preconceives users. Anoushka Anoushka personies preconceives expert users. It is important that the design allows for a comfortable experience in order to enable the experts to focus on consultations, rather than getting lost while navigating through the platform. 7
12. 12. Olivia Wilson, 39 Corporate Attorney New York, NY Actively Trying to Conceive In a Committed Relationship Annoyances Security (payment) Condentiality Lack of information on alternative medicine regarding fertility Seeing too many baby-related posts/ products when searching for information about fertility Olivia and her husband have been actively trying to conceive for the past two years. Recently, they started seeking answers as to how they may increase their chances of conception. While they are both from very well-educated backgrounds and have friends and family who may potentially give very insightful answers, they feel as though the topic is too personal to share within their circle. Since Olivia is a professional, she has been putting off making a physical appointment with a fertility specialist. In addition, as much as Google may provide some answers via forums and medical sites, she worries about the credibility and uff involved in sifting through these sites. Olivia has yet to understand the different options available to her (IUI, IVF, etc.), not to mention what she should expect when it comes to conception and pregnancy. She wants to nd an internet resource to go to where she would be able to have honest and direct interactions with experts, without wasting time reading general articles or peoples opinions in forums. Wants: A holistic experience To help herself before seeking treatment Areal person to talk to Credible information on alternative methods Proper explanation of procedures Testimonials from women like her Give me straightforward answers without all the craziness. Resources Used
13. 13. Jennifer Porter, 35 Freelance Art Director Los Angeles, CA Married 2 kids (age 2, and 14 weeks) Wants: Credible reviews and testimonials Friendly experts Easy to nd information about parenting stages Quick and clear answers to medical questions Jennifer and her husband live in Venice Beach with their toddler and new born. Jennifer works hard and has no time to waste worrying. When she decided to have kids, it took her six months to get pregnant. Her rst pregnancy ended in a miscarriage. She googled her symptoms to gure out what was happening, and a week later her doctor conrmed she had miscarried. When she has questions about her kids health (and not so long ago, her pregnancies) she would always google rst. For more serious things she goes to the doctor for a full physical exam and to make sure her or her babys vitals are ok. When visiting a specialist or an expert, she relies heavily on recommendations and her instinct in order to gauge her trust level. Jennifer is interested in nding credible expert opinions online, as the information available found using Google is generally quite overwhelming. When sharing her information online, she is very concerned about security and prefers to make online payments via a secure connection such as Paypal or Swipe. Information online is excessive, and forums are full of exaggerated information; I want clear answers to everyday questions. Annoyances: Having to call her doctor too often Sketchy payment methods The hospital experience Lack of information available for new mothers Over exaggerated information online Resources Used
14. 14. Jessica lives with her husband in a rural mountain town. She has a thriving online business in bespoke outdoor clothing. Combined with her husbands ski instruction income, they now feel nancially stable enough to start a family, and they just found out they are expecting twins! Shes curious about yoga, acupuncture, and other alternative medicines, in addition to her regular visits to her OB/GYN. Jessica has been visiting pregnancy forums and websites every day, but has had difculty nding answers to specic questions, which are quite a few because Jessica is a worrier, and is often afraid that something shes experiencing might not be normal. She has many friends, but there are some things shed rather share with a stranger (as long as theyre an expert) due to the gross factor. Jessica and her husband could use support planning for the birth of their children and are interested in exploring supplemental help outside of visits to the OB and GP. She is interested in looking for online solutions because of their relatively isolated location. Jessica Wood, 28 Entrepreneur Leadville, CO Pregnant - 3rd trimester Married Annoyances Not enough relevant information to carrying twins Bugging her doctor too often Having to travel far to see specialists My friends and family have been great, but Im uncomfortable sharing EVERYTHING with them I still need to nd answers somewhere. Wants Access to alternative care Quick access at any time to talk to someone about her worries/fears Assurance of credibly Help planning her pregnancy preparing for birth of twins. tt Resources Used friends and family
15. 15. Anoushka has been coaching couples through all aspects of family planning, including conception, pregnancy, and parenting, for over 25 years. She is highly acclaimed in the eld and holds several certications, including her M.S.W. and is an adjunct professor at Stanford. She recently published a book about starting families, and is hoping that the book will help her launch a private consultancy practice. As such, Anoushka is looking for ways to reach couples outside of her current patient network that read her book and want to have consultations of their own. She realizes it is unrealistic to expect many of her potential clients to come to her, so shes open to various modes of communication with new clients. Anoushka, 42 Lactation specialist/couples therapist Palo Alto, California M.S.W., Johns Hopkins U. Book: The Birds, the Bees, and the Babies Couples are reading my book, and they have questions. How can I reach out to them? Annoyances No-shows/last-minute cancellations of appointments Too many notications Trying to juggle multiple calendars for both, work and personal life Inability to easily reach clients in rural areas, who dont have access to experts like her. Wants Help reaching clients remotely Easy scheduling so that she can balance private consulting practice with teaching and work schedules. Guarantee of privacy of online sessions so that she and her client feel comfortable having open communication. Expert
16. 16. Sitemap and Flows Home Articles Experts Sign In Login Search Planning Pregnancy Parenthood Experts Prole Page Booking Schedule Conrmation Experts Filter Location Rating Review NYC Others? Planning Pregnancy Parenthood Genetic Counselor Psychologist Fertility Nurse Nutritionist Financial/Insurance Expert Labor and Delivery Nurse Nutritionist Psychologst Lactation Consultant Baby Nurse Psychologist (Post Partum) Child Psychologist Categories Getting Started Egg Freezing Tips and Tests Male Fertility Advice Categories Expertise Expertise Expertise 2 1 3 4 5 Filters for selecting experts 1 Experts specialized pertaining to Planning phase Experts specialized pertaining to Pregnancy phase Proposed Information Architecture for Contents Experts specialized pertaining to Parenthood phase 3 4 5 2 TBD Preconceive does not provide medical advice, diagnosis or treatment. For these services, please contact your doctor. Contact Us Sign UpAbout Us Privacy Contact Us About Us Sign Up Privacy Social Media Footer 6 Community 6 12
17. 17. Sitemap and Flows User Looks Through Experts Info CONFIRMATIONONBOARDINGAPPOINTMENT SETTINGEXPLORATION AND RESEARCH User Browses Expert Proles and Filters for Personal Need User Selects Expert User Looks at Schedule and Selects Appointment Time User Selects Schedule Appointment User is Prompted to Create Account User Enters Personal Information User Returns to Scheduling Appointment for Conrmation User Receives Appointment Conrmation User Selects Article OR Expert Based on Personal Need User Selects Experts Section User Arrives at Preconceive Home Goals Concerns Actions User arrives at Preconceive website - browses through articles and experts. This cycle may repeat multiple times before potentially moving onto the next stage Appointment Setting User makes an appointment with an expert The rst time user is prompted to create an account before being able to conrm appointment Once appointment is conrmed, user will notice User Enters Payment Details User is Directed to Conrm Appointment Finding relevant information - Learning more about the company - Reading about the experts - See if there is any information about consultation rates Make an appointment with an expert Create an account so that user may make an appointment Know that the booking went through Who are these people? Is this information relevant? Is it CREDIBLE? Is this secure? What about privacy and condentiality? Who is the expert? How do I connect with them? How much information will I have to put in? Is the process long? Is the payment secure? Did the booking process? Has my card been charged? USER FLOW - JOURNEY (PLANNING) EXPLORATION AND RESEARCH APPOINTMENT SETTING ONBOARDING CONFIRMATION 13
18. 18. Sitemap and Flows Userenters paym entinform ation On screen conrm ation Emotional Experience Userdecides to m ake appointm ent Prom ptto Login orSign up Sign up:Entere-m ailand password Useris directed to experts calendarto choose date and tim e Userselects com m unication platform Userinputs description of consultation purpose (optional) Userreceives e-m ailconrm ation Variables - User Test Feedback - Notes Your appointment for Wednsday, April 7th from 3:30 to 4:00 pm with Julia Robertson via Skype is set! CONFIRM Cancel Phase Userfeelsmore comfortablenowthatshe knowsmoreaboutthe expert Immediatefeedbackwouldbenice Someuserswere confusedastowhatday todayisbasedonthe calendar Usersfounditobvious thatthetimeslots representedavailable times Userswerehappythat thepricequotewasnot toomuchofaslapinthe face Userrealizesthatthe bookingprocessisclose tonish Userwonderswhythezip codeisnecessary Oneuserconfusedlogin forsignup *Note*Usersindicateda desireforsomesortof follow-upconrmation (email) Usersindicatedconcerns astopaymentsecurity Arecognizablepayment option(paypalora securityarmation)may helpresolvethis Userisreassuredthatby enteringabrief descriptionofpurpose, timemaybesavedduring theactualappointment Userfeelsreassuredthat thebookinghasindeed beenmadeandthattime hasbeensetasideforthe 1on1consultation Condence Confusion Assurance Weary Relief Reassurance Skeptical CondencePleasure Neutral Pain Usersconcernsare addressed Userhas,bynow,made aninformeddecisionas tomakingan appointment Booking Flow 14
19. 19. 15 Design - Information Architecture Information Architecture With regards to the way that content is to be arranged, a card sorting technique was used whereby interviewees took preconceives current articles and sorted them by relevance to one another. Once groups of articles have been made, the interviewees were then asked to label relevant groups. The current categories include Egg Freezing Getting Started Diagnostic Tests Infertility Treatments Male Infertility Emotional Support The Fertility Diaries The demographics of those who participated in this exercise include both males and females, between ages 20 - 40. Out of the interviews conducted, categories are as proposed: Getting Started Egg Freezing Tips and Tests Male Fertility Advice The purpose here was to identify the most efcient way of organizing information such that users would be able to navigate through information in the most seamless and diligent way possible.
20. 20. Design - UCD Centered - Testing and Results Testing To ensure that the user would be able to seamlessly navigate through the booking ow, remote testing was performed with potential users who t the specications of preconceives targeted demographic. During these testing sessions, the users were tasked with two scenarios: make an appointment, starting from the home screen; and navigate to the contents page Key Takeaways Concerns: Users indicated that they may be more likely to make an appointment with an expert after reading through their written contributions in order to establish credibility. Answer: Consideration was put into ridding the homepage of the option to make appointment. However, with business goals being taken into consideration, the consensus was to keep the make appointment prompt as is. Concerns: A user wanted immediate feedback of the appointment time after selecting her desired time slot on the booking calendar. Answer: The selected time slot and day will be highlighted. Once the user selects continue, the date and time will be written out in an obvious manner while the user proceeds to complete the booking. Concerns: Users were confused about the online nature of the appointment - they had assumed that the appointments would be in-person Answer: The client was made aware of this, and copy will be written to address this concern. Afrmations Users were able to remember the cost of the appointment, suggesting no need to slap them in the face with the price. Users felt that the site was friendly. Users clearly remembered the three ps (planning, pregnancy, parenthood), indicating clear and memorable divisions of the site 16
21. 21. Design - Client-Requested Iteration Static image on landing as opposed to carousel of relevant content articles Please refer to images 6.1 and 6.2 to see how this desire was addressed. *See next page for further recommendations. 6.1 Home (See appendix for larger image) A zip code eld needed to be added Please refer to images 6.5 and 6.6 to see how this was addressed For legal reasons, communication options may only be limited to phone and video conferences The word chat was removed, as per request (see 6.3 and 6.4) Client-Communicated Wants and Needs 6.2 Iterated Home (See appendix for larger image) 6.3 Selecting communication platform (See appendix for larger image) 6.4 Iterated version (See appendix for larger image) 6.5 Sign up window (See appendix for larger image) 6.6 Iterated version (See appendix for larger image) 17
22. 22. 6.1 Home (See appendix for larger image) 6.2 Iterated Home (See appendix for larger image) Recommendations Homepage Justication Based on preconceives request, a static landing image was added, as opposed to using a hero image with content. After further review, it became unconscionable to leave out this recommendation due to concerns over potential inconveniences caused by the change. While a thorough user test was foregone, given the time constraints, the following serves to warn of the risks in adding an extra barrier between the user and appointment setting: Development Inefciency While including this static image may be visually pleasing, one should be weary of implementing this for fear of driving the user away from the main goal of preconceive - setting an appointment with an expert. One way to address this issue is to include a jump, which would allow the user to click on a link such that they would arrive at the designated page instead of scrolling*. With this said, a further concern raised relates to the labor-intensiveness of having a developer add a function so as to minimize the risk of lowering the sites conversion rate. Where this occurs, the inefciency takes place when the developer is asked to animate a function that takes the user from one hot spot to another that is, in reality, relatively close in proximity. *Scrolling - studies indicate that users give up and leave a website when called to scroll: http://www.smashingmagazine.com/2009/09/24/10-useful-usability- ndings-and-guidelines/ A landing image takes away from the Minimum Viable Product As mentioned above, a landing image serves little to no function except for its visually pleasing aspect. While visuals are indeed important, one must weigh out the pros and cons of visuals versus functionality and conversion rates. Research indicates that content above the fold directly indicates a websites credibility. Therefore, what is included on this valuable space must be relevant to the minimum viable product (see asterisk). Free vs Paid The question here relates to whether focus should be placed more on the free content or the revenue-generating service that preconceive aims to provide. The tug-of-war indicates that emphasis should be placed on one or the other to prevent a never- ending struggle for real estate space. 18
23. 23. Appendix 19
24. 24. Home Page Content page Expert Page Book Consultation Search Content Search Experts Account page Patient Flow Manage bookings Manage Payment Personal Info Create Account Communicate Community Classes 5 4 2 3 6 Annotations 1. Home page contains - CONTENT, EXPERTS, COMMUNITY and CLASSES 2. Content Page can take user to Expert Page or book a consultation with author 3. From the Expert Page the user can Book A Consultation with the expert. 4. User must create account if new to the site before booking consultation. 5. User can book consultation from the Home Page, Content Page, Expert Page and their Account 6. Users account page ranges bookings, payment, personal info, and communication methods 7. Community and Classes will be accounted for in the next phase of the project 7 1 1.1 Desired User-Product Interaction Appendix 20
25. 25. 2.1 Business goals, brand goals, and user goals dened, ultimately leading to MVP Appendix 21
26. 26. 3.1 Competitive analysis of supported functions. fitpregnancy.com dayonebaby.com CricketsCircle.com rsofny.com Conception/fertility Little-to-none little-to-none little-to-none yes, a lot Pre-natal(pregnancy) A lot little-to-none some no Post-natal (new parents) Little-to-none A lot A lot no Login/profiles No Yes Yes no Experts section/support community Forum In-person classes, online articles None List of doctors, but no way to communicate with them. Support community Online "community" emphasizes content, not discussion or sharing Focus Pregnancy New mothers and their babies Baby registry product recommendations Fertility and conception (its a fertility clinic) Fertility/planning seems to be added as an afterthought (or forethought, rather) Some babies on homepage, but other than that very clinical, not very communal feeling Pregnancy/reproductive health websites Appendix 22
27. 27. HealthTap Klara Just Answer Medicast Interaction Ways to sign up Clicks to sign up Information required to sign up Web + App Web + App App App 2+ Unknown Information not Available Unknown Information not Available 2+ Unknown Information not Available Unknown Information not Available6 2 Unknown Information not Available Email Name Phone Number Email Name Gender (optional) Birthday (optional) Location (optional) Email Expert Login Unknown Unknown Unknown Pricing Unknown Information not Available Depends $249+/visit Free $120/consult $99/month 4.1 Analysis of competing companies offering similar services. 4.2 Analysis of HealthTaps on- boarding ow. (See index for larger image) Appendix 23
28. 28. Option to skip non-urgent questions whilst monitoring progress of registration Path 1 Path 2 Signing Up Option for users to log in, and doctors to sign up There are two ways to sign up. Either go straight to sign up ow or ask question rst Name (optional) Shows progress Gender (optional) Skip Monitors what information is most important for particular user Ask Question Prompt to register (Where should we send answer?) Corresponding screens with payment options Logged in user dashboard Prompt to register Skip Prompt to register Payment request Prompt to register Key Takeaway All roads lead to registration and payment GOAL! HealthTap User Flow - Onboarding Comparative Analysis 4.2 Analysis of HealthTaps on-boarding ow. Appendix 24
29. 29. 5.1 Breakdown of survey results: useful resources. Appendix 25
30. 30. 5.2 Breakdown of survey results: user preferences. Appendix 26
31. 31. 5.3 Breakdown of survey results: user wants. Appendix 27
32. 32. 6.1 Home 6.2 Iterated Home Appendix 28
33. 33. 6.3 Selecting communication platform 6.4 Iterated version Appendix 29
34. 34. 6.5 Sign up window 6.6 Iterated version Appendix 30