As we publish this case study, having witnessed the effects of a global pandemic, it seems obvious that telemedicine is the way to go. In fact, healthcare providers have never been so willing to adopt this new technology.
But in November 2019, months before the pandemic hit, OSDE was already looking ahead to get their doctors on board with a new telemedicine app. In a single week, we used the Design Sprint process to help them create a mass of possible solutions, rapidly prototype high-fidelity designs of the app, and validate the solution with real users — doctors in their network. Here's how we did it:
The Challenge
OSDE has worked for over 45 years to bring a unique healthcare service to over
2 million customers. Recently, the company has been working hard to create a new ecosystem of mobile apps to bring a more efficient, agile, and practical service to patients and doctors in their network.
In Argentina, the medical sector hadn’t seen many advances in the digital world, although there was much interest in making doctor-patient interactions more organized and monetized.
The OSDE team had ideas for multiple tools that they wanted to translate into digital products. For this particular project, they wanted to create a product that could be used daily with the goal of improving patient-doctor relationships and giving doctors more efficient options for managing patients.
This was a perfect challenge for the Design Sprint methodology.
Litebox and Indicius, two local creative agencies, had been working with OSDE since early 2019. They came to Purple Bunny to join forces and create an all-star Design Sprint team to help OSDE find solutions and test high-fidelity telemedicine prototypes with real users.
The Solution
We set up a 2-week process. The first week, or “week 0” was for research and preparation, so that during week 1 we could hit the ground running with the Design Sprint.
Week 0
The solution: Carry out a Design Sprint to design and validate OSDE’s new value proposition
Each person’s input across OSDE’s diverse team allowed us to get a 360 degree view before starting the Design Sprint.
Product Manager
Product Owner
Chief of Medical Emergencies
Scrum Master
Business Analyst
Chief of Contracts
Week 1
Through the structured activities of Day 1 of the Design Sprint, we got aligned behind a common challenge and defined the Sprint Questions and a 2-year goal to guide us forward.
Day 2, was dedicated to create the storyboard of the landing page which explained the platform's 4 main features in detail:
Appointment scheduling
Medical history
Video appointments
Digitial prescriptions
We chose to focus on these 4 tools, because we knew that these were the places where we’d find the most resistance from doctors. The more challenging the solution we choose to tackle in the Design Sprint, the better the results!
It was equally important to focus on the visual elements and the copy so that the users could understand exactly what each of these new tools was all about.
After 2 long days of workshopping, we were ready to start designing the solution and recruiting users to test it out.
On day 3, our designers created a high-fidelity landing page with screenshots demonstrating how each feature worked. Check out the magic:👇
User testing
The moment of truth arrived on day 4 — user testing. We were ready to test our simple, clear and attractive design.
Recruiting users wasn’t easy at all — doctors are busy, especially the week before Christmas. We managed to find 5 doctors in different disciplines.
We used the Rainbow Spreadsheet, a lean UX research method, to take notes during the user tests and process the most important feedback from users.
We couldn’t wait to get it all into a report to share with OSDE.
The results of our user test showed the exact opposite of what we had assumed. The doctors we interviewed expressed their interest in incorporating a tool like this one into their profesional practice. This testing method demolishes preconceived notions- that's why we love it.
The result
We translated all of the results of the Sprint and user testing to a report so that the OSDE team could continue to follow our recommendations and next steps.
This process helped the OSDE team clarify their vision and orient themselves around the real needs of their doctors. They’re just getting started, they have a long way to go, but knowing they’re going in the right direction — in a single week of high-fidelity prototyping — is the most efficient and productive way to kick off this product.
Right now, video appointments and digital prescriptions are critical for enforcing social distancing and not saturating medical centers, urgent-care facilities and hospitals. We love that we were able to participate in a project like this that has immediate, visible benefits for the community, and we hope that OSDE is able implement their solutions soon.
