The project: FarLandMD helps patients find the right medical doctor for them who understands their cultural background, speaks their native language, and provides transparent pricing. Along with a team of three other volunteer UX researchers and UI designers, I conducted user interview and feedback sessions. I also created deliverables such as user personas, storyboards, user journey flows, and site architecture mapping.
The goal: Discover what is important to customers traveling into the US who need medical attention during their visit.
The challenge: We started out with an assumption that was incorrect for the target audience. We had to pivot halfway through the project to different features for the product!
The process: I onboarded as a pro bono UX researcher, along with four others. The project started out as a way for people to search for local doctors that came from their same cultural background. We began by conducting a user survey and user interview sessions for our target audience:
After conducting the survey and user interview sessions, we came to the conclusion that finding a doctor or clinic who is in-network and has the best price is more important than the best cultural fit. Our assumption about our initial market need was incorrect, so we pivoted to a website model where people who want travel insurance can search for different insurance plans and doctors within that network. The user could also upload electronic medical records and past prescription information from their home country, for easier access during their stay.
We redefined our product definition and also created site mappings and a feature mapping of similar competitors:
Using this information, we created a new user interview document. After more interviews, we were able to create user personas:
Using the personas and the interview information, we then crafted a journey mapping. It shows how someone with parents from abroad finds traveler insurance for them, a doctor, then the parent receiving treatment, and receiving prescription medication and medical labwork:
The result: As the final deliverable for this pro bono project, we took the above personas, journey mapping, and competitor analysis, and created FarLandMD’s user flow, information architecture, and a list of features per-page:
