Phase 1: Problem validation

Phase 2: Research insights, journey mapping, and personas

Following analysis of research results and insight synthesis as well as extracting themes and pain points from journey mapping, I categorized prospective clinic clients into personas based on information-seeking habits, interest in travel health, travel habits. I also observed trends in demographic factors such as age, gender, and income level that were incorporated into personas as much as possible.

Limitation: While being aware of the limitations of personas (categorizing our users into boxes that may not be clear-cut), creating personas was a useful stepping stone in creating our initial prototypes and feature lists, which were refined as we conducted more user testing and troubleshooting down the line.

Phase 3: Wire-framing and Prototyping

1. Strategizing a content plan and feature list for the website

2. Information design and task flow analysis

3. Using Adobe XD to create initial low-fidelity wire-frames

4. Testing with a small group of users to understand strengths and weaknesses

5. Reiterating through three main prototypes before creating a high fidelity version

6. Creating content such as infographics, blogposts, videos and a branding guide to incorporate into the website

Content and feature planning.

Prototype 1:

The first prototype focused on laying out the minimum viable product, the skeleton of the different pages on the website and testing various navigation bar items. We decided to complete branding at a later stage, as there were ambiguities about the clinic’s affiliation with the university.

We prioritized the following in the first iteration of the clinic website:

• Enable easy navigation for different age groups and digital literacy levels

• Include a chatbot option in order to increase patient engagement

• Embed clear Call To Action buttons that allow patients to book appointments easily

Prototype 2:

As we further refined our prototype, I specifically wanted to expand on the educational aspect of the website. Some questions that still needed answers were:

• At what point in their journey would different users want to access information about travel health?

• What format is the most salient for unique needs of our users?

• Would users benefit from a selection of different formats, or would that be too confusing?

An example of a feature that didn’t eventually make it into the final product (top image on the left) was the “find your destination” feature. In creating this feature, I wanted to solve the problem of accessing personalized, destination-specific information for users by providing them with an interactive map where they could read about the health requirements of their destination, such as required vaccines.

What we came to realize through testing was that users did not want to read blocks of text about regulatory updates or required vaccines. They expressed that they would instead enjoy having a conversation with the clinician in person, as well as reading a short summary on the website.

We relayed this feedback to the clinician and incorporated it into the website by removing the map feature, replacing it with short blogposts, infographics and videos about common travel health concerns. We also added a question form at the bottom of the landing page for individuals to ask questions directly from the clinician.

Prototype 4:

High fidelity prototype made on Wix, with functional buttons and links directing users to virtual care platform (third party company).

Usability Testing with high-fidelity prototype

Key Takeaways