Condition before me
Although we were working on an important problem and had a lot going for us, our web app was a bit of a mess. It didn't do a great job of showcasing the true value of our amazing product. So, we decided to take another stab at it.
As sole UI/UX Designer, I was in charge of the overall user experience across all platforms (iOS, Android, web, etc.) and products (b2b and b2c) under the MyDermacy umbrella. My Day to day role involves in product design, Visual design, wireframes, collaborating with PM, developers & CEO to continuously improve the experience. It was a fun & learning exercise for me because I got to work on multiple projects side by side rather than focusing on one core experience.
Need for product revamp
As a brand, we need to evolve product & brand with growing business opportunities.
- With the current brand, we're just tapping Dermatologist segment, even when there are other segments out there within beauty segment that we can target with our expertise
- We're providing limited experience for our users with just consulting when we can provide them a better, more meaningful & complete experience. With growing user base, we need to give a new head start to problem approach.
- Current brand worked well with past requirements, but it's becoming difficult for it to adapt to increased demand for complex new features & scaling existing features.
- We need to provide doctors a smooth less experience for doctors to rent machines online, &as there is no one who is doing this online, this leaves us a great opportunity for our business.
Design resources were very limited in the face of tight deadlines. I was the sole designer for complete experience across platforms like web, Android & iOS which forces me to manage my time carefully across the product while providing myself enough time to give best experience by trying a lot of options backed by research & data & to stay ahead of developers.
User Research & analysis
To build a deeper relationship, I need to understand user behaviors, their needs, interests to leverage this information to build a great experience. From our learnings from MyDermacy & by looking deep into data to find our target segment to do user interviews. The focus of the BeYouPlus is to create a product to attract people who are looking forward to beauty treatment but aren't sure about clinic, treatment & pricing. While we were defining the future of BeYouPlus, I define some of the questions I'm going to ask from our targeted group:
- What is the most important thing to you while comparing clinic for your treatment?
- How do you currently find clinics? (Analyse current workflow)
- What could be better to find the best clinic? (Find opportunities) After gaining insights, it's time to build iOS & Android using the learning from research.
- Where to go — decide which clinics to go in a particular location for treatment
- Which treatment to go for — easily see all treatments for specific concern
- How many sessions for good results — see how many sessions require for getting the best results
As a designer, I'm driven by empathy & empowerment to build confidence. My objective for the product was to design an experience by empathizing with end user needs while balancing business priorities at the same time. My objective for developers was to push their limit by standardizing guidelines to enable them to make certain design decisions independently & for management to take design-thinking in consideration while making business decisions & pushing them towards making user decision forefront.
Iterations:wireframes, prototype & feedback
Working closely with my CEO & PM, we worked through multiple brainstorming sessions to gain a better understanding of a typical users' experience. I began by identifying key issues in user flow to make it more user-friendly. Having this zoomed out, bird's eye view gave me a lot more visibility into how our users experience the product.
After a basic flow was established, I used thumbnail sketches, paper wireframes & stickies to iterate through various navigation and layout approaches. Through this process, I eventually discovered that there was too much overlap in categories & concerns to find the right treatment and it was making for a confusing experience. I went for categories to reduce this confusion.
I used Sketch to increase the fidelity of the sketches. After these wireframes were created, I used InVision to create the first prototype of the app in order to start thinking about mobile interactions and gaps in the UX. We were then able to gather feedback from our patients & doctors on the initial set of wireframes, which helped me validate and iterate on ideas quickly & cheaply. I did not have the opportunity to conduct these user tests in person. They were conducted by the offline marketing & field team.
I also advocate for the idea of designing a UI style guide to keep consistency across the product & make UI decisions faster. After everyone approval, I started working on the color palette for our UI & then on UI style-guide. I spaced out every component right down to every pixel keep things uniform in the product. Here are some of the designs I did for MyDermacy & BeYouPlus:
As product creators, we're continuously making assumptions about how users are going to use our product. With both our products MyDermacy & BeYouPlus, we also make a lot of assumptions & it becomes easier to when you have some time to validate these decisions & it's a lot easier to dig into data in a small team. I was also lucky to interact with consumers on a daily basis - through customer support & sales team to have some qualitative insight on the data. Running these small steps has huge value addition & low cost attached to it. I also put some direct calls with our consumers, met doctors & collect user questions from customer support team to identify areas of opportunities in & their pain points with our newly realized product. Once I have enough data & insights, now it's time to list the items, prioritize them according to company objectives & user needs & work on them.
Launching is just the starting
As a designer, my philosophy is make thing obvious while making myself redundant. BeYouPlus, for me, reinforced the importance of empathy & a good process. It's really easy to design good design but really hard to great experiences.
In a country where doctors and patients still prefer old ways to deal with everyday beauty problems, I had to create and stick to a strict code. And I must say I did a good job of it. I wish I should push more on design be a part of business decisions & stuck my ground more while making design decision on behalf of users.
Note: Data shared here is limited due to my condidentially between me & BeYouplus (Mydermacy).