Presented at Chicago Health 2.0 Meetup, Nov 9, 2011: http://www.meetup.com/chicagohealthtech/events/35981052/ Two brave Chicago-based companies, Leslie's List and Human Practice, submitted their web-based Health 2.0 apps for a no holds-barred rigorous user experience (UX) teardown. Jasmin Phua, a user researcher and user experience designer will walkthrough design issues and offer suggestions for improvements with illustrated examples. Leslie's List (http://leslieslist.org/chicago/) was founded by Dr. Leslie Ramirez and Jeff Bailey, to help patients and prescribers find affordable medications and healthcare services. They've been featured in the WSJ, Forbes, and NBC Nightly News. Human Practice (https://humanpractice.com/) was founded by Moses Hohman and Dr. Sehjin Han, to help patients select their care provider by "meeting" them online first, via smart physician profiles. They won our start-up pitch contest back in July. **You'll also get a preview of their social recommendation engine which will be soft-launching for the Chicago area**

1. 9
November
2011
design
review
::
Dr.
Leslie
Ramirez
&
Jeff
Bailey
::
Moses
Hohman
&
Dr.
Sehjin
Han
chicagohealthtech.org
@CHIHealthTech
#CH20

2. What
is
Health
2.0?

3. Chicago
Health
2.0
covers
Physicians/Practices
Discovery, CME, EMR, Mobile
Government Tools, Practice Mgmt
Open data, Payment
Reform (CMS)
Providers/Hospitals
EMR, clinical mgmt,
workflow, coding
Insurance/Plans
Price comparison, HIE
Consumer/Patient Pharma
PHR, Doctor Search, PHR, Education, Price
crowdfunding, personal comparsion
monitoring

4. What's
going
on
in
Chicago?
PaPent
EducaPon
/
Medical
Coding
CommunicaPon
Physician
Discovery/Search
EMR/EHR
&
Physician
Mobile
Tools
PracPce
Management
Physician
EducaPon
/
CME
SoluPons
Health
Insurance
Consumer
Investment
/
Incubator
PHR
Related
Policy,
Government,
Physician
to
PaPent
RegulaPon
CommunicaPon
ConsulPng
/
Research
/
EMR/EHR
consultaPon
MarkePng
Professional
OrganizaPons

5. How
Chicago
Health
2.0
can
help?
Presentation
Blog writing
Connections
Sounding board
Lean Launch Lab
Startup Pitch competition

6. Upcoming
Meetups
December 2011
Medhost — from restaurant reservations to
emergency department information system
January 2012
Walgreens Pharmacy Experience Transformation
Other
Health
UX
things
coming
up:
March
26-­‐27,
2012

7. Sponsor
Thanks!
Nov 15
Lean + UX + Agile: Putting It All Together
Nov 17
Customer Interviews

8. Pathfinder:
Health
UX
iPhone EMR iPad Patient Portal Clinical Decision Support
for EMR (CDS) system
Mobile Medical Mobile Medical Workflow Health Counseling
Continuing Medical for blood donation Interview App
Education (CME) monitoring
Hiring
UX
Designers!

9. Jasmin
Phua
X
User
experience
strategist
divine
user
intent
&
anPcipate
user
needs
Co-­‐organizer
@
Chicago
Health
2.0
HIMSS
EHR
Usability
Taskforce
jasmin@chicagohealthtech.org
@jasphua
last
200
tweets
don't follow me

10. What
are
we
talking
about
today?
• Designing
for
consumer
healthcare
• Leslie's
List
• Human
PracPce

11. designing for consumer healthcare
> early
days
–
consumer
percepPon
and
tolerances
are
changing
rapidly
> learn
to
♥
and
use
free,
valuable
research
@pewresearch
@susannahfox
@theIOM
@metrochicagoic
> reach
out
to
your
user
community
• real
users
not
"user
representaPves"
• early
and
frequently
• informed
decisions,
not
doing
what
your
users
tell
you
Chicago
Health
2.0
Meetup
11/10/11
|
11

12. designing for consumer healthcare :: focus on usability
efficiency
what is
usability? effectiveness
quality attribute
ISO 9241, Part 11 satisfaction
> who
are
the
users?
> what
are
their
tasks
and
goals?
> what
situaPons
bring
them
here?
> what
are
their
expectaPons?
Chicago
Health
2.0
Meetup
11/10/11
|
12

13. designing for consumer healthcare :: users
> who
do
you
want
to
reach?
> how
are
you
going
to
reach
them?
> what
are
their
likely
behaviors?
who are your
users?
motivated!
Chicago
Health
2.0
Meetup
11/10/11
|
13

14. designing for consumer healthcare :: tasks & goals
> what
are
they
trying
to
achieve?
> what
would
they
consider
a
successful
experience?
> where
does
the
task
end?
business
model
and
pivot
implicaPons
what are their
tasks &
goals?
INFORMATION
SEEKING
vs
TRANSACTIONAL
Chicago
Health
2.0
Meetup
11/10/11
|
14

15. designing for consumer healthcare :: situation
> think
of
these
as
triggers
or
moPvaPon
situation
that brings them to you
48%
SOMEONE ELSE
36%
MYSELF
Chicago
Health
2.0
Meetup
11/10/11
|
15

16. designing for consumer healthcare :: expectations
> biases,
percepPon,
trust,
credibility
what are their
expectations?
Chicago
Health
2.0
Meetup
11/10/11
|
16

17. designing for consumer healthcare :: opportunities?
> consider
how
to
use
other
environmental
factors
as
touchpoints
other
resources?
ONLINE ONLINE
info seeking transaction
ONLINE OFFLINE
info seeking transaction
OFFLINE ONLINE
info seeking transaction
Chicago
Health
2.0
Meetup
11/10/11
|
17

18. designing for consumer healthcare :: persuasive design
change my
users' behaviors
make them
!@#$%^
do...
> Framework
for
persuasive
design,
behavior
design
> BJ
Fogg
@bjfogg
Persuasive
Tech
Lab
@
Stanford
> hjp://www.behaviorwizard.org/
> Can't
force
unnatural
behavior,
but
what
can
you
encourage?
Chicago
Health
2.0
Meetup
11/10/11
|
18

19. Leslie's List
FOUNDERS
Dr.
Leslie
Ramirez
and
Jeff
Bailey
GOALS
Help
paPents
and
prescribers
find
affordable
medicaPons
and
healthcare
services
Chicago
Health
2.0
Meetup
11/10/11
|
19

20. LesliesList :: home / landing page
Chicago
Health
2.0
Meetup
11/10/11
|
20

21. LesliesList :: prescription medication price comparison
Chicago
Health
2.0
Meetup
11/10/11
|
21

22. design review :: LesliesList :: home / landing page
> what
can
you
do
here?
> what
is
the
focus?
what
are
the
core
interacPons
you
want
to
encourage?
how
do
I
decide
whether
this
is
worth
my
Pme?
what
does
a
successful
encounter
look
like?
what
value
will
this
provide
to
me?
Chicago
Health
2.0
Meetup
11/10/11
|
22

23. design review :: LesliesList :: user context
> users:
self,
caregiver,
librarian,
social
worker
> tasks
and
goals
• fill
a
prescripPon
at
best
value
for
me
• look-­‐up
cheapest
and
most
convenient
locaPon
for
medical
test
• find
clinics
with
free
diagnosPc
services
• find
cheapest
medicaPon
for
a
specific
medical
condiPon
> situaPons
• refill
an
exisPng
prescripPon
• fill
a
new
prescripPon
–
temporary/treatment
cycle,
long-­‐term
> expectaPons
• tell
me
what
the
cheapest
approach
might
be,
e.g.
combinaPon
of
split
pill
&
unit
price
• alert
me
when
a
generic
equivalent
becomes
available
Chicago
Health
2.0
Meetup
11/10/11
|
23

24. design review :: LesliesList :: page zones
Naviga0on
elements duplicated
in channels
is it necessary to have
this layer? issue is not
Channels
about # of clicks, but
purpose
News
/
large part of screen
X X
real estate (above
Context
/
Loca0on
Helpful
Resources
fold) devoted to non-
Relevant
facts
Selec0on
key interactions
Feedback
missed opportunities
Chicago
Health
2.0
Meetup
11/10/11
|
24

25. design review :: LesliesList :: model – expose channels
location selectors don't need to be display secondary / less important resource and
prominent: Groupon model is a good one reference links out of the way of main task
(steal, steal steal)
Create "channels" for Feedback
Chicago"
the key focus areas
Secondary nav links
place feedback in more
Prescription Medical Tests" Clinics" prominent location
Expose the interaction Medications"
elements, no need for
additional drilldowns
Browse Search"
$ $ $
$ $ $
Use the same region but
Provide examples that News & Resources" News & Resources" News & Resources" provide flexibility for
show value of site. Could different views when
be: necessary
• example of medication
savings
• summary of price range
• user testimonials
Showcase relevant blog
articles, news, and helpful
links; still organized by
channel/focus
Chicago
Health
2.0
Meetup
11/10/11
|
25

26. design review :: LesliesList :: model – main focus
Chicago" Feedback
Secondary nav links
ways for user to declare intent:
pick a main focus – most
- generic medications only
frequently performed search?
- best value "I'm lucky"
Help me find" closest best value new prescription
- closest location
prescriptions  | "
$ $ News & Resources"
$ $
$ $ would users want to search
$ $
across conditions without
indicating which medication?
Provide contextual lists, e.g.
- most frequently searched prescriptions
- newly available generic equivalents
Chicago
Health
2.0
Meetup
11/10/11
|
26

27. design review :: LesliesList :: accelerators
> provide
cues
to
aid
recogniPon
> support
user
in
areas
where
there's
low
recall,
but
high
recogniPon
Autosuggest / autocomplete
prescriptions  | met" how accurate or precise are your users?
what do they need help with?
metaproterenol would they be familiar with the spelling of
metaproteronol sulfate
various prescription medications?
Supporting information
what type of context should be provided?
metaproterenol high blood pressure, angina, diabetes
OTHER NAMES
Lopressor, Toprol
Chicago
Health
2.0
Meetup
11/10/11
|
27

28. design review :: LesliesList :: information focus
what does the user really want to know here — if a pill can be
split is the cost cheaper? provide assistive tool/calculator?
call to action:
what is the main determinant when
pharmacy locator
evaluating cost information?
quantity I need...
dosage ?
90 pills at 500 mg 2 daily " 500 mg "
interval no. of pills" interval" dosage"
2 pills at 500 mg daily
Chicago
Health
2.0
Meetup
11/10/11
|
28

29. design review :: LesliesList :: highlight pricing
don't make me decide, just tell me which is best
$ BEST
Walgreens" $0.04 $12 for 270 tablets"
Find store
each pill 10/10/2011"
Kmart" $0.06 $10 for 180 tablets"
Transfer here
each pill 2/1/2011"
Walmart" $0.07 $4 for 60 tablets" Fill new
each pill 9/27/2011" prescription
what does it mean if something is verified a long time what kinds of actions
ago vs. recent? prices are relatively static are suitable?
Chicago
Health
2.0
Meetup
11/10/11
|
29

30. Human Practice
FOUNDERS
Moses
Hohman
and
Dr.
Sehjin
Han
GOALS
-­‐
Friendly,
insighmul
healthcare
pracPPoner
profiles
-­‐
Provide
a
way
to
facilitate
social
recommendaPons
for
healthcare
pracPPoners
Chicago
Health
2.0
Meetup
11/10/11
|
30

31. design review :: Human Practice :: physician profile
Chicago
Health
2.0
Meetup
11/10/11
|
31

32. design review :: Human Practice :: physician profile
Chicago
Health
2.0
Meetup
11/10/11
|
32

33. design review :: Human Practice :: user context
> Imagine
your
content
as
a
conversaPon
with
the
user
Lenng
Go
of
the
Words:
WriPng
Web
Content
that
Works,
Ginny
Redish
@ginnyredish
> How
would
you
phrase
the
request
and
response
in
a
conversaPon?
"human
concierge
service"
> Organize
your
content
for
readability
• chunking
content
• phrasing
content
• delineaPng
relaPonships
between
content
• heatmaps
Chicago
Health
2.0
Meetup
11/10/11
|
33

34. design review :: Human Practice :: profile components
> what
are
the
criPcal
elements?
> what
are
the
best
content
relaPonships?
Practitioner identifying information &
"warm fuzzies" (photo)
Call to action – make appointment,
or capture/save info
How important are credentials in healthcare
and what should be emphasized?
Chicago
Health
2.0
Meetup
11/10/11
|
34

35. design review :: Human Practice :: profile components
equivalent of the "elevator pitch"
why choose this practitioner?
but...narrative is not skimmable
narrative chunked out in an interview format
looks good right? more skimmable
but...what type of content is suited to this?
As
a
Health
Care
Home
clinic,
we
have
a
care
coordinator,
Holly
Coy,
who
works
with
families
with
special
health
needs.
She
helps
families
get
to
specialists.
She
makes
sure
that
I
get
reports
from
specialists.
She
helps
families
understand
the
care
they
get.
She
also
helps
them
think
about
what
kind
of
care
they
want,
and
how
to
get
it.
She
and
Anna
Parker,
our
social
worker,
help
families
access
other
services
in
the
community.
We
also
have
a
staff
of
interpreters
for
the
languages
spoken
commonly
in
Minneapolis,
such
as
Somali
and
Spanish.
Our
team
includes
our
recepPon
and
nursing
staff,
all
devoted
to
keeping
children
healthy.
This
team
approach
makes
me
very
happy
to
go
to
work
in
the
morning!
Chicago
Health
2.0
Meetup
11/10/11
|
35

36. design review :: Human Practice :: reading behavior
> F-­‐shaped
pajern
• first
2
paragraphs
most
important
informaPon
• start
subheads,
paragraphs,
bullet
points
with
meaningful
words
Nielsen
Norman
Group
eye-­‐tracking
report:
hjp://www.useit.com/alertbox/reading_pajern.html
Chicago
Health
2.0
Meetup
11/10/11
|
36

37. design review :: Human Practice :: reading behavior
> Focus
on
portrait
photos
> Very
lijle
reading
of
bio
info
> When
you
have
an
informaPon
seeking
task
that
necessitates
reading
profile
info
likely
to
be
slightly
different
Nielsen
Norman
Group
eye-­‐tracking
report:
hjp://
www.useit.com/alertbox/reading_pajern.html

38. design review :: Human Practice :: reorganizing content
summary
of
pracPce
services?

39. design review :: Human Practice :: social recommendations
> Healthcare
pracPPoners
• Clinician
profiles
»
physicians,
denPsts,
physical
therapists
• Health-­‐related
advisors
»
lactaPon
consultant,
doula,
acupuncturist,
personal
trainer
> BJ
Fogg
@bjfogg,
Persuasive
Technology
Lab
@Stanford
> What
types
of
referrals
do
we
request
offline?
Chicago
Health
2.0
Meetup
11/10/11
|
39

40. design review :: Human Practice :: user preferences
I know so much about you, do I know your
favorite practitioners, or most frequently
recommended practitioners?
I can constrain the search by location if
it's a local referral, don't presume
based on user's location, i.e. not a
hard constraint
at some point you'll run into the
"long list" problem
♥
My
healthcare
pracPPoners
Jacqueline
Du
Pre
Gastroenterologist
Lenny
Bernstein
Orthopedic
surgeon
Joan
Sutherland
Wellness
coach

41. design review :: Human Practice :: social context
what kinds of requests lend
themselves best to social
networks?
what kinds of requests are
you comfortable with using
online social networks?
Plastic surgery? would you
be comfortable stating type
of service?
ONLINE ONLINE
info seeking transaction
ONLINE OFFLINE
info seeking transaction
OFFLINE ONLINE
info seeking transaction

42. design review :: Human Practice :: social context
users weren't providing this
information
• Trust
issues?
entering
data
• Wrong
stage
in
flow?
• Perceived
benefit
Likely accepts your insurance.
Call to confirm.