FORTIUS

BRIEF

Fortius Clinic are looking to disrupt the health market by bringing a new app to market for Fortius Clinic patients. Fortius Clinic would like to create an app which is meaningful, and has a deep impact on the market and the business.

 

MY ROLE

I was part of a small team that was responsible for research, experience strategy and design for the iOS app. Working in an agile method, allowed the team to collaborate closely throughout the duration of the whole project.

Overview

Project Length
2 months

Team
1 UX Architect
1 Designer
1 iOS Developer

Tools
Pen/paper/post-its, Sketch, Marvel


DISCOVERY

Business Goals

What desired impact will this app have on your business?
• Increase number of referrals to Fortius Clinic
• Reduce the cost to host a patient, and repurpose employees - currently there's 3.5 people in the booking team
• Reduce the number of query phone calls coming in to Fortius
• To be able to reduce the amount of patients that walk out of the clinic without paying
• To reduce the chance of patients booking imaging at other locations

KPI

What will this app be successfully measured by?
• 25% patients coming in through the app
• Reduction in query calls

COMPETITOR ANALYSIS

A heuristics and features analysis was carried out on a number of competitors that are currently in the market, which feature a booking function within their app.

 

BEST IN CLASS

The pros and cons of a few booking apps were looked at to see what takeaways can be carried forward.

Apple

Good
- Shows previous purchases & booking at surface
- Good use of image of the location
- Checking-in made simple and easy

Bad
- Hand off between in-store app is sudden
- Lack of knowing who you are meeting leave you anxious

Takeaways
- Show user history at surface
- Uncluttered screen helps user flow

 

BA

Good
- Step by step flow
- Animations used to supplement the loading
- Encourages user to explore
- Timely notifications

Bad
- Web view is a bad experience - slow, multiple loading screens
- Two navigations: Mobile web and the app

Takeaways
- One screen for the full journey

 

The Trainline

Good
- Use of Apple Pay
- Quick check out process
- Offline tickets

Bad
- No "delighters"

Takeaways
- Focused booking flow, removal of all imagery to avoid clutter

 

 

user experience principles

The Fortius App UX Principles define the key considerations when assessing the app, in order to identify how to improve the user experience , optimise conversion and measure performance. It covers the whole customer journey, conversion points at each stage and usability hygiene.

 

Persona

Based on the user research received from the client, a persona was created to highlight pain points, needs and their goals.

 

Concept

Collaborated with a designer to create a rapid prototype of the booking flow, to present our understanding to the client, to ensure we were on the same page.

 

Journey Flow

The proposed experience was mapped out from the beginning to the end, when a user is a patient at the Fortius Clinic. This was presented to the stakeholder to ensure mutual understanding of the user journey.


DESIGN

Brainstorming

Using the information I gathered during discovery, I sketched out ideas of the booking flow on Post-Its, along with some of the other screens in the app. I then presented the sketches back to the team.

 

Wireframes

These initial sketches were then turned into high-fidelity annotated wireframes in Sketch. Then a prototype was created in Marvel.