My Roles
Service Designer, Interface Designer, and Research Lead
I worked in partnership with a UX Lead, Lead Developer, and a Business Lead.
Opportunity
How might we offer a direct-to-consumer t-cell based test for COVID-19?
This Seattle-based biotech company developed a way to determine if an individual had been exposed to COVID-19, which could be used to prevent further spread of the disease. I worked with a team to turn this technology into a feasible, direct-to- consumer offering.
Defining the Process
I created a service blueprint to build clarity and alignment with the business on how the test would run from start to finish, including key integrations and user actions.
Next, I created medium-fidelity wire-flows to refine the user experience with the business lead and communicate the functionality requirements to the development lead.
Usability Testing
I created a high-fidelity clickable prototype to evaluate with potential customers.
I aimed to evaluate the efficiency of the navigation, how clearly the test options were presented, and the clarity of the pricing options.
Participants
Due to tight timelines and low budget, I decided that testing with friends and family was the best option.
In 30-minute interviews, seven participants were given one of two scenarios and encouraged to explore a clickable prototype, narrating aloud their thoughts & questions through the site.
Key Insight;
Five out of seven participants were confused by the price options presented, with some noting the pricing as misleading and a reason not to continue with the process.
The image below is a sample of how I present research findings for decision-making.
Research Impact
The research demonstrated to business stakeholders that unclear pricing could stop an otherwise interested customer from purchasing the test.
Demonstrating to stakeholders that cagey pricing didn't perform well in testing convinced them to utilize more transparent language, in turn contributing to a positive customer experience with the portal and the brand.
Reflection
This was a pivotal project for my career, as I contributed so many parts of the UX process—service design, UX/UI, and usability testing.
Our team also worked closely with the development team to implement the designs, and because of this, I am satisfied with how the designs translated to the final product.
I was certainly challenged on this project—as this was a brand-new product, we were designing the payment portal as the product and processes were still being developed. Additionally, changing stakeholders on the client-side complicated the expected deliverables and required our team to be flexible.