Jul - Dec 2018

Redesign The Biggest Healthcare app in Indonesia – Alodokter Mobile App

Overview

Since it was built in 2016, Alodokter mobile app has been super helpful for roughly 18 million of users in Indonesia to support end-to-end healthcare journey ; from getting the answers for medical problems and searching for reliable sources of disease to booking doctors and providing insurance. In 2018, we have an enormous challenge to make Alodokter even better. With all the changes in business direction, further increasing user engagement, and enhancing overall approach to inline with user needs, we are forced to make big changes.

My Roles

I led the UX design team, which consist of 2 UX designers and 1 UX researcher and 1 UX writer. In addition I work alongside 2 Product Managers and report directly to the Head of Product. In this project, I also work with multiple departments and stakeholders such as Strategy team, Data analyst team, Branding, Marketing, Hospital, Sales to Insurance Team. For the process, I want to also empower the other designers through the discovery process, help them navigate the ambiguous problems, and be involved in the strategy discussion alongside stakeholders.

The Challenges

Redesign projects are challenging for various reasons. Designing and changing the way users behave in apps that have 18 million users is not easy. Making the apps work even better is a huge challenge. At the same time we need to find balance between business visibility, technical feasibility and user desirability. It’s not just about revamping the visual style but providing a seamless experience for our customer. Besides, we need to redesign the entire UX, visual and structure hierarchy to make it a better and more familiar experience to suit our users mental model.

On the internal side, changing the way the team works and collaborates on the product is also very tricky. The product team was just 4 months old when I joined. Communication across other departments as well as intense communication with stakeholders is key to make this project successful. The goal is to solve and answer all of those challenges along the way.

Why we have to redesign?

That million dollar question. Yes, redesign is painful, not only for existing users but also for all teams that are involved. The bad thing, this may not be the only answer to make your product better. The force of doing this is based on careful decisions and from what we reflect with our users along with data and constant iteration and evaluation. These are reasons that drove it :

  1. Business
    We want to have a more seamless healthcare experience. Increase the engagement and get more conversion along the way. The existing design have some flaws that
  2. Technology
    The previous app design and architecture was difficult to scale due to the accumulation of UX and tech debt, especially as we had to scale across many tech stack and operating systems.
  3. User’s pain points
    There are many pain points from the older version of the mobile app, ranging from unclear CTAs, redundancy, ineffective navigation to inconsistency interface. All of those leads to bad engagement and retention.

How do we get there?

Product design workflow is not always as ideal as you may think, especially when you are in a fast growing startup. There is no standard process. Even back then, we have to design our design process along the way. We also have to go through exploration, ideation and design to implementation. Then we will have a more concrete and clear direction after many rounds of validation and iteration.

 

Kickoff Project

One of the most important in this process is communicating with stakeholders ; CEO, all departments involved. We need their insights and expectations for this project, what is the success criteria, constraints, business goals. These artefacts are very important before we jump to the next step which is discovery.

Discovery

First thing we need to know and understand our users. In this phase, we are digging out what users currently behave towards our application. We manage to do some In-Depth Interviews (IDI) with selected users and segment targeted users to mapping out their current healthcare end-to-end journey. Beside that, we also do in-app surveys and collaborate with data teams to further deepen our decisions. In this phase, our goals is to :

  1. Gather Insight
    Gather insight, behaviour and actual journey when users have some problem with their health. What makes them make those decisions.
  2. User pain points
    Pain points about conventional medical journey and also about our existing product
  3. User expectation
    Collect some feedback and expectations towards our products and what kind of features that they love and want.