Native Health Redesign
for iOS & Android - 2019
The Enterprise Product
Ovia’s enterprise product, internally known as “Native Health” is a premium version of the suite of apps (Ovia Fertility, Ovia Pregnancy, and Ovia Parenting). Enterprise users are enrolled in a premium account if their employer or health insurer is partnered with Ovia Health. The project goal was to provide users with state of the art health resources (real-time health coaching, clinical programs and content, and benefits information), so they have better health outcomes throughout their fertility, pregnancy and parenting journeys.
The Challenge
After launching Ovia’s Enterprise Solution in 2017, the challenge was to get eligible users to enroll in their premium account, and to increase engagement once they were there. Without compelling evidence that the enterprise product was effective in improving clinical outcomes, it would be nearly impossible to keep moving this product forward. In 2019 we reassessed the UX/UI with the goal of increasing enrollment and engagement.
Problems to solve
Lack of awareness
Users didn’t know they are eligible for a premium account
Users didn’t know how to enroll in a premium account even if they knew it’s available
Users knew they are enrolled in a premium account, but didn’t know what services were available to them
Ineffective design
Users found tools difficult to use, and the services were not intuitive
Everything just felt like too much work
Tools didn’t feel modern and exciting
Practical concerns
Addressing privacy concerns and prominence of partner logo
Product did not meet accessibility guidelines
Product did not match new styles from company rebrand
Large design changes will need to be approached strategically to accommodate minimal engineering resources
Company
Ovia Health
Business line
Ovia’s Enterprise product
Project type
App feature redesign - iOS & Android
My role
Senior Product Designer
The team
Chief of Product, Engineering Product Manager, Enterprise Technical Lead, Front-End Engineers (2), Back-End Engineers (2), QA
Addressing problems 2 & 3
Part 1: Redesigning the native health dashboard (see developmental flowchart)
Before
After
Goals of the dashboard redesign
Update Ovia logo to new horizontal version to free up screen real estate
Add personalized title to reframe the page as one cohesive health program
Address the hierarchy of the page so that CTA buttons reflect the intended priorities of the user
Highlight the three tools we want to encourage users to visit most (health coaching, employer benefits, health content)
Move health & lifestyle content to a new page to eliminate the long, colorful list from the original design
Downplay the “additional tools” section so it feels like a lower priority
Move partner logo to footer of the page de-emphasize the employer/health plan in the user’s mind and create less disruption to the design
Generally clean up the design, embrace white space and a limited color palette
Part 2: Health coaching - before
Goals of the coaching redesign
Make navigation easier by adding “start a conversation button.”
Based on feedback that the previous pencil icon was not visible or intuitive enough
Update inbox to feel more like a customary email or messaging inbox that aligns with users’ expectations
Addition of bolded text to show an unread message
Update conversation view to feel like a modern messaging interface
Addition of user’s icon as message avatar
More detailed and accurate time stamps
Sketching phase
First draft
Main takeaways from user testing the first draft:
User’s thought it felt cold/clinical with the all teal/white colors
Users like the clean and simple layout and found it easy to navigate
Users wanted more personalization - especially in the context of the coach/user avatars in the conversation view
Final draft (See detailed flow chart)
Additional enhancements
Goals of further coaching enhancements
Addition of green dot within the coach icon will indicate coaching is live - as we move towards more “on-demand” coaching
Green dot will turn grey when coach is away which will help user’s have realistic expectations on when to expect a response
During certain hours when coach is away there will be an away message added so users will have more confirmation on when they can expect to hear back from their coach
Outcomes
As of August 2019 all of above “final designs” and “future enhancements” of Ovia Health coaching are live for our enterprise users. In conjunction with the design updates, we also coordinated with our coaching team (an army of amazing nurses) to ensure that users could expect real-time support from a coach at all times during active coaching hours. So far we have seen a huge jump in coaching utilization, and our coaching team is expanding to fill the need. We are seeing a reduction in negative feedback from users who formerly struggled to use the coaching interface. After adding the “green dot” indicating when coaching was live, we are seeing greater user satisfaction because people know exactly what to expect and aren’t left wondering when they will hear back from their coach. An unintended but positive side effect is also that our coaches can spend less time telling users what to expect and how to use the tool, and more time actually addressing health concerns.