OSDE

Validating telehealth with a top insurance provider

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Project Type

Design Sprint

Our Role

Sprint Facilitator
Designers
UX/UI Design

Year

2019

Location

Buenos Aires, Argentina.

The Project

OSDE is one of Argentina’s top 3 health insurance providers. Even before the outbreak of COVID-19, they saw the urgency of going through a digital transformation to be able to offer a better service to both their customers and doctors.

The Challenge

OSDE needed to validate a new idea for their doctors: a digital platform to schedule appointments, have video appointments, access medical histories, and write digital prescriptions. Before developing the solution, they needed to be sure that it would be accepted by OSDE’s doctors.

OSDE was thinking about telemedicine even before COVID-19

As we publish this case study in the midst of a global pandemic, it seems obvious that telemedicine is the way to go, and healthcare providers have never been so willing to adopt new technologies.


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: Will doctors adopt this digital platform as part of their everyday work?

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 the 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.

We were basing our hypotheses on our own perceptions and we didn’t have enough outside viewpoints.



Jorge Marino

Product Manager and Decider

The solution: Run a Design Sprint to validate OSDE’s new value proposition

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

Research and Preparation

The solution: We got in touch with all of the experts across different sectors of OSDE to be able to understand the problem in detail.


  • Product Manager
  • Product Owner
  • Chief of Medical Emergencies
  • Chief of Contracts
  • Scrum Master
  • Business Analyst

Each person’s input across OSDE’s diverse team allowed us to get a 360 degree view before starting the Sprint.

Week 1

Design Sprint

Through the structured activities on Day 1 of the Design Sprint, we aligned on a common challenge. These are the Sprint Questions and 2-year goal that were defined:





OSDE



Day 2 of the Design Sprint workshop culminated in a storyboard of a landing page which explained the app’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:👇

OSDE Full Website

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 find the most important feedback from users.


We couldn’t wait to get it all into a report to share with OSDE.

We assumed that doctors don’t want to offer video appointments, and the user tests demonstrated that they want to start trying them.



Jorge Marino

Product Manager and Decider

Think that video appointments could be useful in certain cases to optimize time

5/5

Frustrated with the current use of WhatsApp to contact doctors, which take up time and aren’t billable

5/5

Think that the medical history feature is a fantastic tool and would use it to access previous medical exams

3/5

Had a positive view of the option for online prescriptions

4/5

Had a positive view of the dashboard section with statistics about the doctor’s office

4/5

The users test results showed the exact opposite of our pre-Sprint assumptions. That's why we love this methodology — it demolishes any preconceived notions.

The result: A clear vision of how to implement telemedicine

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.

The work that you did to summarize the findings and conclusions was very valuable.



Jorge Marino

Product Manager and Decider

This process helped the OSDE team clarify their vision and orient themselves around the real needs of their doctors. They’re just getting started, and they have a long way to go, but knowing they’re going in the right direction — in a single week of high-fidelity prototyping — was 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.

We saw incredibly valuable results in a single week. Now we have tons of information to start implementing, and we already want to do another Design Sprint.



Jorge Marino

Product Manager and Decider

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