ABOUT
DocDx is a healthcare company that operates as a physician based peer-to-peer education platform to improve patient outcomes. DocDx exists so physicians can get quality answers about their patient cases.
PROBLEM
Collectively, we are receiving repeating answers due to physicians being shown other user responses.
USER GOAL
We have to change the way a user views a question. A way that allows them to come up with their own creative, unbiased answer.
BUSINESS GOAL
Advertisements are placed on our platform after a user answers a question. Our goal is to increase advertisement views without interrupting the user flow.
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DISCOVERY & RESEARCH
USER INTERVIEWS
I conducted 10 user interviews with our main specialty user, oncologists. Throughout the duration of the interviews, I asked questions to gain critical insights on why they use our platform and what they have thought about it.
In these interviews I covered topics such as:
Physician practice
Time on platform
Likes/dislikes
Attraction to DocDx
Community
CLICKSTREAM ANALYSIS
Analyzing the record of screens or pages that users click on and see, as they use our platform.
These were the trends found that could be used to help solve our problem:
Users click to answer a question, but before answering, scroll down to see other physician responses
Physicians will use the same verbiage as previous answers
Takes users extra time to look at other physician responses
DATA EXTRACTED
Interviews - Affinity map
Clickstream Analysis Data
Number of advertisement views overall: 10 days (Sept 17th - Sept 27th) - 1,070 advertisement views
How much time users spend on the site: Average time - 3:18
Device type: 31% mobile, 5% tablet, 64% desktop
PRIMARY PERSONA
User Journey
Series of steps which represent the scenario of a user answering a question in DocDx
USER SOLUTION
Minimize
Giving physicians less information will force them to think on their own.
Incentivize
Providing physicians with incentive to keep moving through the platform (honorarium)
Optimize
Making sure each screen is giving the user a call to action button which will show them where to click next
BUSINESS SOLUTION
By clicking on the "view other responses" button the user will be shown an advertisement every second time it is clicked.
We discovered that the first time a user clicks on a button and an advertisement is shown, they are more likely to dismiss the platform completely. By showing the advertisement with the second click it provides stability that it won't always be shown.
LOW FIDELITY WIREFRAMES
Shown below are three different versions of how I thought this new implementation could be styled.
RATIONALE
Initially hiding users from other responses can give them space to think freely
DocDx does not want repetitive answers in circulation, this can be a way to diversify answers because each doctor will not copy each other
By clicking “view other responses” can initiate an advertisement, which will lead to more advertisement views
RATIONALE
This will lure users in enough by seeing some of the response, but not the entire thing.
Once a user clicks on “show full response” he/she can be shown an advertisement
Advertisements can also be seen by just posting an answer without viewing other physician responses.
RATIONALE
This method can intrigue users to answer more questions without an honorarium.
This gives an incentive to answer more questions which will lead to more advertisement views.
HIGH FIDELITY WIREFRAMES
Winner!: Wireframe number 1
OUTCOME
Chart 1 - Questions viewed, answered received, advertisement views and conversion rate.
Chart 2 - Increased advertisement views from 2017 to 2018
