Designing Kiira’s Health Experience

Creating personal and inclusive healthcare for young women through our virtual platform.

Overview

We all know that healthcare could be better. When you're in a health crisis, having easy access to quality care can be challenging.

Kiira Health is a telemedicine startup focused on creating inclusive, accessible care for women through their virtual care platform. This app provides a seamless experience with 24 hour access to health experts via video visits and chat.

Key Considerations:
Because there is a beta product currently launched on a trial run there is time pressure to fix existing bugs and improve the design as quickly as possible. Growing engagement with users is needed in order to validate our value and move the company forwards.

My Role

  • Web Design & Branding

    As the sole designer in the company, I was responsible for building and maintaining Kiira’s website and sales channels. This included working with leadership to define the company brand identity and building out brand guidelines.

  • Product Design - Patient App

    I successfully redesigned our entire health platform, including doing all user research, content, information architecture, and taking designs from low-fidelity concepts to high-fidelity prototypes based on user testing.

  • Product Design - Clinician App

    Once completing the redesign of our customer-facing platform, I worked through redesigning Kiira’s internal tool, the clinician-facing side of our application. This involved owning the end-to-end process from research to handoff.

Our Users

As part of my user research I reached out to existing users through a survey, asking about their experience with the app as well as their experiences with healthcare as a whole. I later interviewed several of them, along with many non-users within our target demographic in order to have a deeper understanding of their pain points.

What Users Want

Authenticity: People want authenticity and respect from a provider who actively listens. Many felt that they had been talked to in a condescending way by providers in the past.

Diversity & Relatability: Having a provider who is relatable in gender, sexuality, and/or race was important to many of our users, especially women of color, as a way of understanding and connecting.

Transparency: Healthcare is often complex and rarely up-front. Transparency and simplicity in logistics and the price of services were something many users expressed frustration with from their past experiences. In our product, we will aim to give people information from the beginning.

Competitive Analysis

I went through the signup process and analyzed several virtual healthcare services, looking for common patterns in information architecture, user flows, visual language, and overall offerings; taking notes on pain points, positive elements, and overall themes.

Since this project involved adapting an existing product, I wanted to identify usability issues by doing a heuristic evaluation and discovering and prioritizing the most impactful changes to make.

Auditing Our App

Flows such as the onboarding resulted in a high bounce rate due to its length.

Some features, such as the AI health chatbot were not useful. Though this feature was an initial concept, it had not been built out, leading the user to a dead end or right back into the dashboard.

Journey Maps

  • Onboarding

    This flow outlines the steps users will take as they activate their membership and create an account.

  • Chat Feature

    This flow outlines the steps a user would take to choose and chat with a provider.

  • Schedule an Appointment

    This flow outlines the steps a user would take to schedule an appointment with a provider of their choosing.

  • Virtual Visit

    This flow outlines the steps a user will take in attending a virtual visit with a provider.

Branding

As part of redesigning the app, I wanted to build a consistent foundation and created a full branding style guide, which encompassed our updated logo, font choice, type scale, color palette, iconography, and voice guidelines.

  • The company had recently done a rebranding where they changed the logo. I did not want to make any drastic changes but did address some inconsistencies and accessibility issues by changing the gradient to a more subtle brand blue to teal which increased the contrast that was previously lost with the light pink.

  • Due to our limited time and resources I advocated for using the Feather icon set. I created my own matching icons when needed that matched the set style.

  • As the first version of this app, I decided to simplify our color palette, using our main brand color for the primary CTAs.

  • I selected the Poppins family font because of its clean, modern feel and high level of readability.

Designing Our Onboarding

One of our first priorities in redesigning the product was to improve engagement and increase the number of users interacting with providers. I accomplished this by removing the chatbot pattern which was impractical due to its many steps and lack of error prevention and replacing it with a simple form. I updated the UI to match the new branding standards and added in learning via an optional product tour.

  • 1. Introduction Screens

  • 2. Account Activation

  • 3. Required Profile Information

  • 4. Optional Profile Information

  • 5. Optional Product Tour

  • 6. First Time Dashboard View

Virtual Visits

The next goal in rebuilding the app was to get our users engaged and develop a personal connection with their providers as well as get recommendations for the type of care they might need. In order to help with this, we prompted them to schedule a free 15-minute assessment with our chief physician. This resulted in a 500% increase in video visits.

  • 1. Choose a Provider

  • 2. Provider Profile

  • 3. Availability

  • 4. Confirmation

  • 5. Virtual Visit

  • 6. Review

  • 7. Appointment Information

  • 8. Visit Summary

A Cohesive Experience

Beyond the onboarding and appointment booking flow, it was important to allow users to import and view all of their medical records, update information, change their membership, chat with clinicians, and access tech support.

  • Chat Options

  • Active Conversation

  • User Profile

  • Membership Plan

Product Demo

Conclusion

In building out a functional MVP for Kiira, I focused on usability and minimalism while adding areas of delight through the use of iconography and visual design. As the first version of this app, there are still many more improvements to be made; however, as seen in the user testing, this iteration will greatly improve the overall experience of our users and resulted in a 95% usability success rate.

Building this product further solidified my belief in the importance of creating a consistent visual language. At the beginning of this project, I had to advocate to build out and implement a design system rather than create one unique screen at a time. By taking the time to create a solid foundation based on research, we were able to save a lot of time overall. This project also taught me how to work quickly and efficiently with few resources. In the end, I produced over 150 screens in about 5 months.

If I were to do this product again, I would try to implement more personality and go deeper into the visual design of the app as a way of further connecting with users; making it less generic.

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