HeyDoctor
Affordable online doctor visits, paired with GoodRx prescription savings and home deliveries.
Client
HeyDoctor & GoodRx
Role
Lead Designer
Industry
Healthcare
Overview
When we started this project, HeyDoctor had been recently acquired by GoodRx and was in the process of expanding their internal product features and attempting to incorporate GoodRx coupon functionality into their existing patient visit experience. HeyDoctor had a business need to offer home delivery for prescribed prescriptions. GoodRx had the business desire to start merging their unique product offerings (discount prescription coupons) within HeyDoctor's platform. The teams decided to come together for a robust product design sprint to help with alignment and set clear objectives.
Problem Definition
My role during the early stages of this endeavor was to help facilitate and lead the product design sprint. The sprint works to:
Clarify and focus on the problem to solve
Generate solutions to the identified problem
Select which solutions are best to move forward
Create a low-cost prototype to test with potential users
Test the prototype with users and incorporate leanings (continue with our approach to build an alpha product, or pivot?)
We we able to agree upon our objectives, document our assumptions and analyze risks through this sprint process. During this exercise we:
Analyzed competitors (Hims, Hers, Roman, and healthcare apps with delivery flows)
Documented assumptions/risks and how to use the prototype to validate/invalidate
Develop a user journey (critical path) for the prototype
Build a quick prototype for testing, select patient personas, and set up guerilla user tests by EOW
Design Process
We quickly designed our prototype to test assumptions and answer questions we had about consumer confidence with mail delivery of their prescriptions.
1. What determines which pharmacy you choose?
2. How do you feel about mail delivery for receiving your medicine?
3. Why would you (or wouldn't you) use mail delivery over picking up at a pharmacy?
4. What are you expectations around the price of delivery?
5. What is a GoodRx coupon? How would you use it?
6. Once delivery is confirmed, what questions do you have about receiving your prescription?
To test our prototype we created the UI within Figma and exported it as a clickable/tappable mobile prototype. Using a test phone, we set up software to record the user test, tappable events, and audio with the test participant's permission. The team decided on a script to maintain a consistent testing environment across participants.
Outcome
Following the user tests, we took our leanings and incorporated them into existing mobile and web apps. Our following assumptions were validated:
1. Introduce delivery options before pick-up
2. People want mail order options and will change their behavior (from pick-up) if it is offered
3. People are motivated by price and convenience
4. People are pleasantly surprised that insurance is not necessary throughout the patient experience
Changes brought into the first design/build of the feature included:
1. Showcasing GoodRx coupon prices earlier is beneficial for patients to save $$ on their prescriptions. HeyDoctor's fear was that it was too random and takes them out of the initial HeyDoctor experience.
2. Transparency is king, showcase Truepill as the delivery liason up front. Don't attempt to claim that GoodRx or HeyDoctor is fulfilling pharmacy requests.
3. Be upfront about delivery costs and fees to reduce Rx resend/refund requests.
Learnings
By going through this iterative cycle we minimized the guess work of launching a new feature by going straight to customers. Test-driven product design is a fantastic way to objectively decide on what is the best approach by having customers validate our hypotheses. This process helped the two business entities align on product requirements, while also giving designers and developers clarity about what they are building and why.
Following GoodRx's acquistion of HeyDoctor, the delivery feature has been integrated into GoodRx Care and is available to millions of customers nationwide.