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. There were lot of design issues like :
As sole UI/UX Designer, I was in charge of the overall user experience across all platforms (iOS, Android, web) and products (b2b and b2c) under the MyDermacy umbrella. My Day to day role involves in the end to end product design while collaborating with PM, engineers & CEO to continuously improve the product 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.
As a brand, we need to evolve with growing business opportunities.
- With the current brand, we're just tapping Dermatologist segment, even when there are other beauty segments out there that we can easily target
- We're providing limited experience for our users with just consulting when we can provide them a better, more meaningful & complete solution. With growing user base, we need to give a new head start to problem approach
- We're also missing out other business opportunities like machine renting to doctors
- Current product worked well with past requirements, but it's becoming difficult for it to adapt to increased demand for complex new features & scaling existing features.
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 & strictly. As a designer, I also need to provide myself enough time to think about upcoming problems & need to stay ahead of developers at the same time.
Understanding the user problem
In order to successfully execute on a problem, I first need to understand the problem. Product design is a multidisciplinary craft that includes research, competitive analysis, user behavior analysis, and an understanding of technical constraints.
The goal of this initiative was to understand user behaviors, their needs, interests to leverage this information to build a great product.
From our learnings from MyDermacy & by looking deep into data, I found out our initial target segment to do user interviews. 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 selecting an expert for your concern?
- How do you currently find experts? (Analyse current workflow)
- What could be better to find the best expert? (Find opportunities) After gaining insights, it's time to build the product using the learning from research.
Through extensive user research, we realized that people have different (and often very complicated) workflows, processes, and workarounds when it comes to selecting treatment & expert. We quickly realized there was a tremendous opportunity to offer a compelling product and that users were excited about the idea of a new product to meet their needs. Interviewing users gave us a lot of insight into user needs.
- Which treatment to go for — easily see all treatments for specific concern
- How many sessions — see how many sessions require for getting the best results
- Where to go — decide which clinics/expert to go in a particular location
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.
In order to communicate effectively as a designer across engineering, and to stakeholders we all need to speak the same language. While designing a new product, inevitably a lot of assumptions are made along the way. To help with this challenge
and to support the assumptions, it is extremely valuable to establish a set of core design values(principles) that will allow to think systematically.
These design principles help us with:
- making sure the product is unified and works as expected supporting design decisions
- Communicating your decisions to engineering and getting buy-in from stakeholders
- Creating a sense of trust with your users
Put users first
We deeply believe in the necessity to think about the needs of different type of users & how we can respond to them in product or feature in the best way possible. Whenever possible, use research to inform your decision-making to find out how users think & work.
Keep users in control & don't let them feel overwhelm
This is what we strive for at all times. We at BeYouPlus build end to end product to help doctors & patients to help accomplish their goals. Even though the systems we design are complicated, they should feel effortless & in control.
Build a cohesive experience across all platforms
BeYouPlus should feel like a cohesive experience to patients & doctors, no matter where they are in the product. Use consistent language, patterns, components across the product interface to make it easier & intuitive for users to accomplish their goals.
Be polished but don’t be ornamental
BeYou should be polished, looks good & feel like a world-class experience, but not for the sake of being pretty. Every aesthetics (color, component, pattern) decision we take - from how we design should be purposeful.
Iterations: Wireframes, prototype & feedback
Working closely with my 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.
I 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.
I used Sketch to design Hi-fi mockups & final designs. 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.
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.
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 confidentially between me & MyDermacy (now BeYouPlus).