MediMatch
Process
Setting the foundations
I started with the objective to investigate the current landscape for Canadian women navigating the healthcare industry. With the interviews and secondary research I wanted to identify the barriers and pain points causing patients to not feel like their needs are being adequately met. The desired outcome of this research was to explore realistic potential solutions to better the healthcare experience of these women, and empower them to address gender bias.
In my research I found that in all age groups women reported the common negative experiences of not being taken seriously, being patronized and discredited by their health care providers. The legitimate health concerns of women are often pathologized and are much more likely than mens to be attributed to mental illness, stress and hormonal imbalances.
Finding Context
The primary source of funding for the WWF, at over 31%, is from individuals who contribute through avenues such as monthly donations and symbolic adoptions—this aspect particularly captured our group's attention.
It allows users donate and, in return, receive a personalized adoption certificate, a species information card, and a stuffed animal, fostering a deeper personal connection between the donor and the WWF's mission
Finding Context
The primary source of funding for the WWF, at over 31%, is from individuals who contribute through avenues such as monthly donations and symbolic adoptions—this aspect particularly captured our group's attention.
It allows users donate and, in return, receive a personalized adoption certificate, a species information card, and a stuffed animal, fostering a deeper personal connection between the donor and the WWF's mission
Interview Insights
We found a concerning trend: 18-to-34 year-olds donate less for charitable causes than any other age group. We led five interviews with young adults to understand their donation patterns and see the root causes of this disparity.
Our findings revealed a common thread—participants expressed a desire to be more actively involved in the conservation process, whether through educational initiatives or by fostering a heightened connection to wildlife.
Expanding on Symbolic Adoptions
This was a very intriguing concept for us but as a way to be more environmentally conscious, we introduced virtual adoptions as an effort to reduce waste.
User Overview
For our final day we conducted five user tests and put the results in usability design matrix in order to see what to prioritize, in terms of effort required and impact.
Key Changes
Concerns with Payment Options and Wording-Overall wording was a key issue we uncovered during the usability tests. We had to work to provide more clarity especially in our calls to action like with changing “view my habitats” to “view your adopted animal” which was more clear in the intended meaning.
Defining the Target User
In response to time constraints, we opted to forego the traditional interview process and, instead, constructed a proto-persona Sarah based on our secondary research. Our analysis highlighted a significant opportunity in the community aspect, prompting us to delve into the ways creators leverage social platforms.
The Solution
With our 12 hours coming to an end before passing our work to the developers we decided to skip the greyscale and go straight to the hi-fi wireframes our solution focused on making a few key changes to the existing platform that would streamline the contributor experience.
Interview Insights
Based on some decontextualized interviews to uncover behaviours and pain points in patients some themes were:
- Lack of efficiency - In both scheduling appointments and finding a doctor, it was considered a time consuming and frustrating process.
- Negative experiences with a family doctor - The interviewees had expressed that their issues were addressed in an unsatisfactory way with their current doctors.
- Medical literacy- Two thirds of my interviewees reported an interest in improving medical literacy as a tool to advocate for themselves when receiving medical care.
Pivot
Originally, I focused on medical literacy in Canadian women to reduce negative outcomes with healthcare providers. However, I shifted this focus to matching with a doctor due to a stronger emphasis on experiences with doctors in interview transcripts. While medical literacy can't address systemic gendered issues, selecting the right doctor is a practical way to mitigate negative experiences.
In the ideation process I started with looking at preferences to narrow down doctors based on ones that fit the criteria. Doctor profiles also enhanced familiarity and comfort when scheduling appointments.
Branding
I wanted the brand identity to feel professional while remaining approachable. I leaned into shades of scrub blues. While it might seem like an obvious choice for a medical platform, I was important to keep the design consistent with user associations for a sense of reliability. For the logo and other UI elements I used more rounded shapes to convey friendliness.
