CASE STUDY: PLANNED PARENTHOOD (2020)
For this case study, I wanted to rethink how we interact with health services during the unique circumstances of a global pandemic. Many patients today are only familiar with receiving medical care in an in-person setting, but COVID-19 has greatly decreased the number of people a medical facility is able to accommodate on a day-to-day basis. A safe and efficient transition to telehealth is important not only to medical professionals as an ease in the overload of our healthcare systems, but for patients as well as a means of obtaining quality care from the safety of their own homes. Although there are a wide variety of healthcare service providers, each with differing degrees of accommodation, I chose to focus on redesigning the mobile app for the American non-profit reproductive health organization, Planned Parenthood.
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To collect my data, I’ve chosen to conduct my research through anonymous interviews in which I asked about the user’s level of comfort with in-person doctor visits, telehealth apps, and their individual needs in regards to Planned Parenthood.
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To narrow down important features I wanted to consider in my redesign, I performed a professional audit on four different telehealth apps currently available on the app store. From this audit, I found that competing apps tended to function as a wholesome alternative to conventional care, including fully-fledged appointment-scheduling and communication systems between patients and providers. It appeared to me that the current Planned Parenthood app was lacking in an interface for which to provide for such needs, and that a redesign should seek to consider how to efficiently implement a system that can function as an important tool for receiving, tracking, and monitoring one’s healthcare.
USER PERSONAS
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For my UX flows, I first explored the possibility of a complete appointment-making system in-app, complete with a built-in communication system and scheduling function. From there, I refined the flow to narrow in on my area of focus, mapping out an early iteration of the interaction between pages. My entry point for the redesign was overhauling the home screen for the purposes of adding a menu to view services, account information, and current prescriptions. I hoped to explore a design that retained the old app’s simplicity, while implementing features necessary to provide for a complete telehealth experience. With the addition of a home screen that presents important information to the user with ease of accessibility, the app immediately becomes more suitable as an alternative to in-person care.
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PROTOTYPES
For my lo-fi prototype, I wanted to explore the flow of navigation from the home screen to the point at which the user is put into contact with a doctor. I was intrigued by the concept of “messaging” your doctor and being able to hold a line of communication over time. In this iteration, I drafted a basic home screen and page-design for selecting a service over the app. After completing user testing in which I asked participants to navigate from one screen to the next, I found that many became confused at the format of the home page, as there are currently two locations you could navigate to in order to schedule an appointment. However, after the initial step of starting the appointment process, all participants were able to proceed to the end without any problems. Users responded most positively to the simplicity of the steps involved in selecting how the appointment was to be conducted, but it was found that my original design was lacking clear markers for “selecting” certain pages of user input. With this feedback in mind, I proceeded to the next stage of my design.
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ALTERNATIVE MESSAGE SCREEN: For my original messages screen, I wanted to go for a more simple design that closely resembles regular messaging apps commonly used today. I felt that this would be a design that patients would be most comfortable using, as it has a casual and simple feel/ However, in fears that that the design appeared too casual for a professional setting, I drafted a second version that looks to be a bit more in line with what one might expect from a medical app. There is a bar above the messaging box in order to implement additional features that may be required, as well as more room for additional information able to be displayed on the screen, such as time and name. This alternative design may be better suited for keeping records of communications, although it looks quite a bit more daunting to use.
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ALTERNATIVE HOME SCREEN: For my original home screen, seen on the right, I liked the idea of using widgets in order to give shortcuts to the most prominent pages of the app that I expect users to be navigating between. However, from my user feedback, I found that some people found it cumbersome to have to navigate to a different page entirely to view the list of services available. For this reason, I designed a second home page that plainly lists all the available services up front. Implementing this home page may mean slightly changing the flow of the pages that come after it, but it does provide a more straight-forward and simple presentation of the primary function of the app. I also feel the alternative version looks a bit cleaner, although that is not my most important priority in this redesign.
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HI-FI PROTOTYPE: For my second iteration, I took feedback from both my peers as well as the same participants I used in earlier trials. The main feedback I received had to do with a lack of intuitiveness towards what certain buttons would lead to and the intractability of specific features on the screen. In addition, I focused on refining the aesthetics to more-closely resemble the look and feel of the original app. My most significant changes are illustrated in the before-and-after stories below.
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After presenting participants with my alternative screens, I discovered users tended to prefer the widget-style layout, and so I directed my efforts towards making my home screen more visually-appealing and clear-cut in its affordances.
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In terms of the chat screen, my participants appeared to prefer the style of the bubble chat, but the functionality of the messaging-board system. In an effort to combine the two, I redesigned my messaging page to include a greater amount of visual information on the screen, as well as adding an icon to indicate the option of opening the photo library, as patients may want to send photos they’ve taken beforehand.
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FINAL CONCLUSIONS
Planned Parenthood already provides a number of important services such as birth control, UTI treatment, and emergency contraception that are completely accessible by their mobile app alone, but currently lacks a user-friendly interface for efficiently tracking and organizing a patient’s care. My goal for this redesign was to target the user who may feel uncomfortable with excessive in-person visits due to a variety of possible factors such as the risks associated with the pandemic, unique circumstances at home, or disabilities that limit their ability to transport themselves. In a period where accessibility and digital solutions in healthcare are more important than ever before, it is necessary that we rethink our approach in regard to telehealth alternatives for conventional care. With my redesign of the Planned Parenthood app, I have moved a step forward in the transition to digital healthcare solutions. While telehealth apps may not ever fully replace the personal experience and physical benefits of in-person doctor visits, they are an important and valid option for many, and deserve equal attention and resources invested into how they can best function and serve their patients. As such, designers such as myself must continuously innovate and seek to improve our current state of online medical services beyond the ones discussed in this case study.
Collected Quotes:
To collect my data, I’ve chosen to conduct my research through anonymous interviews in which I asked about the user’s level of comfort with in-person doctor visits, telehealth apps, and their individual needs in regards to Planned Parenthood.
“Talking to people is scary. And talking to my doctor is the scariest. Since we’re supposed to be staying home anyways, I might as well just not go.” - JK, 24.
“My mom’s been wanting to see the doctor for a while now, but she’s been holding off because of the risk of infection. I think that being able to receive healthcare from home would be a gamechanger for anyone who’s trying to stay cautious.” - NM, 21.
“Planned Parenthood is a really great organization, but I used to be really scared about going because of the stigma of visiting a clinic.” - FB, 20.
“Even before the lockdowns, I didn’t have much time to be making regular doctor visits. I think that most people just can’t be bothered to go if they don’t feel seriously sick since it’s kind of a hassle to go through the process of calling up your doctor, making an appointment, and actually remembering to drive yourself there on the day of.” - DB, 38.
“Wait times for appointments are getting crazy these days. Some people can’t afford to wait for over a month just for a chance to talk to a doctor.” - JF, 52.
“My mom’s been wanting to see the doctor for a while now, but she’s been holding off because of the risk of infection. I think that being able to receive healthcare from home would be a gamechanger for anyone who’s trying to stay cautious.” - NM, 21.
“Planned Parenthood is a really great organization, but I used to be really scared about going because of the stigma of visiting a clinic.” - FB, 20.
“Even before the lockdowns, I didn’t have much time to be making regular doctor visits. I think that most people just can’t be bothered to go if they don’t feel seriously sick since it’s kind of a hassle to go through the process of calling up your doctor, making an appointment, and actually remembering to drive yourself there on the day of.” - DB, 38.
“Wait times for appointments are getting crazy these days. Some people can’t afford to wait for over a month just for a chance to talk to a doctor.” - JF, 52.
PROBLEM STATEMENT : Users who wish to limit their ventures outside of the home, whether due to the pandemic or personal reasons, currently face clunky and outdated interfaces from online healthcare apps, and need a viable option for seeking and receiving professional care from the safety of their own homes.
COMPETETIVE AUDIT
To narrow down important features I wanted to consider in my redesign, I performed a professional audit on four different telehealth apps currently available on the app store. From this audit, I found that competing apps tended to function as a wholesome alternative to conventional care, including fully-fledged appointment-scheduling and communication systems between patients and providers. It appeared to me that the current Planned Parenthood app was lacking in an interface for which to provide for such needs, and that a redesign should seek to consider how to efficiently implement a system that can function as an important tool for receiving, tracking, and monitoring one’s healthcare.
USER PERSONAS
My user personas aimed to explore two different types of possible users that I’ve had the opportunity to talk to and examine most closely during my interviews.
My first persona, Elly, is a college student with a busy schedule who may be limited by her means of transportation. A mobile app is the most convenient option for her, as she’ll be able to seek care without having to go to a physical location. My second persona, Madina, who may potentially face technological and language barriers when using such a mobile app, but may also struggle to find time to visit a clinic. For a persona like Madina, it’s important that the app includes a wholesome set of features that are accessible, inclusive, and intuitive to even people who may not be familiar with how to utilize telehealth services.
UX FLOW
For my UX flows, I first explored the possibility of a complete appointment-making system in-app, complete with a built-in communication system and scheduling function. From there, I refined the flow to narrow in on my area of focus, mapping out an early iteration of the interaction between pages. My entry point for the redesign was overhauling the home screen for the purposes of adding a menu to view services, account information, and current prescriptions. I hoped to explore a design that retained the old app’s simplicity, while implementing features necessary to provide for a complete telehealth experience. With the addition of a home screen that presents important information to the user with ease of accessibility, the app immediately becomes more suitable as an alternative to in-person care.
PROTOTYPES
For my lo-fi prototype, I wanted to explore the flow of navigation from the home screen to the point at which the user is put into contact with a doctor. I was intrigued by the concept of “messaging” your doctor and being able to hold a line of communication over time. In this iteration, I drafted a basic home screen and page-design for selecting a service over the app. After completing user testing in which I asked participants to navigate from one screen to the next, I found that many became confused at the format of the home page, as there are currently two locations you could navigate to in order to schedule an appointment. However, after the initial step of starting the appointment process, all participants were able to proceed to the end without any problems. Users responded most positively to the simplicity of the steps involved in selecting how the appointment was to be conducted, but it was found that my original design was lacking clear markers for “selecting” certain pages of user input. With this feedback in mind, I proceeded to the next stage of my design.
ALTERNATIVE MESSAGE SCREEN: For my original messages screen, I wanted to go for a more simple design that closely resembles regular messaging apps commonly used today. I felt that this would be a design that patients would be most comfortable using, as it has a casual and simple feel/ However, in fears that that the design appeared too casual for a professional setting, I drafted a second version that looks to be a bit more in line with what one might expect from a medical app. There is a bar above the messaging box in order to implement additional features that may be required, as well as more room for additional information able to be displayed on the screen, such as time and name. This alternative design may be better suited for keeping records of communications, although it looks quite a bit more daunting to use.
ALTERNATIVE HOME SCREEN: For my original home screen, seen on the right, I liked the idea of using widgets in order to give shortcuts to the most prominent pages of the app that I expect users to be navigating between. However, from my user feedback, I found that some people found it cumbersome to have to navigate to a different page entirely to view the list of services available. For this reason, I designed a second home page that plainly lists all the available services up front. Implementing this home page may mean slightly changing the flow of the pages that come after it, but it does provide a more straight-forward and simple presentation of the primary function of the app. I also feel the alternative version looks a bit cleaner, although that is not my most important priority in this redesign.
HI-FI PROTOTYPE: For my second iteration, I took feedback from both my peers as well as the same participants I used in earlier trials. The main feedback I received had to do with a lack of intuitiveness towards what certain buttons would lead to and the intractability of specific features on the screen. In addition, I focused on refining the aesthetics to more-closely resemble the look and feel of the original app. My most significant changes are illustrated in the before-and-after stories below.
After presenting participants with my alternative screens, I discovered users tended to prefer the widget-style layout, and so I directed my efforts towards making my home screen more visually-appealing and clear-cut in its affordances.
In terms of the chat screen, my participants appeared to prefer the style of the bubble chat, but the functionality of the messaging-board system. In an effort to combine the two, I redesigned my messaging page to include a greater amount of visual information on the screen, as well as adding an icon to indicate the option of opening the photo library, as patients may want to send photos they’ve taken beforehand.
FINAL CONCLUSIONS
Planned Parenthood already provides a number of important services such as birth control, UTI treatment, and emergency contraception that are completely accessible by their mobile app alone, but currently lacks a user-friendly interface for efficiently tracking and organizing a patient’s care. My goal for this redesign was to target the user who may feel uncomfortable with excessive in-person visits due to a variety of possible factors such as the risks associated with the pandemic, unique circumstances at home, or disabilities that limit their ability to transport themselves. In a period where accessibility and digital solutions in healthcare are more important than ever before, it is necessary that we rethink our approach in regard to telehealth alternatives for conventional care. With my redesign of the Planned Parenthood app, I have moved a step forward in the transition to digital healthcare solutions. While telehealth apps may not ever fully replace the personal experience and physical benefits of in-person doctor visits, they are an important and valid option for many, and deserve equal attention and resources invested into how they can best function and serve their patients. As such, designers such as myself must continuously innovate and seek to improve our current state of online medical services beyond the ones discussed in this case study.