Company

Doctor Online

Team

Product Manager, Product Designer, Dev-team (Mobile, Frontend & Backend), Data Analytic

Project DURATION

2019 - 2020

ROLE

Product Designer

Product Strategy, UX Research, User Persona, User Flow, Wireframing, Prototyping & Testing, Conception, Design System, Visual Design, Interaction, Ownership & Analytics

Overview

Doctor Online is a service enabling patients to consult with doctors urgently, complete necessary tests, and receive an effective treatment plan. This approach to remote medical consultation provides quick, affordable access to professional care. It also fosters a deeper understanding of patient needs, empowering doctors to act in their best interests.

Business Goals

Launch the MVP Doctor Online that provide affordable, professional remote medical consultations.

Customer Goals

Access quick and reliable medical consultations, complete necessary tests, and receive effective treatment plans, all in a convenient and affordable way.

Impact

In just three months, I defined both short- and long-term visions and successfully launched the MVP for SaaS, iOS, and Android platforms.Created App Store and Play Store mockupsDesigned 831 screens in total

Context

A new approach to patient treatment

Translating a concept into a fully functional app presents unique challenges, from defining core features to ensuring the app meets both user needs and industry standards.

Our value

At Service Doctor Online, we prioritize our patients' health around the clock.

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A reliable partner in telemedicine, committed to your health.

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Provide contextual recommendations.

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Track and monitor health conditions every day. health.

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Provide contextual recommendations.

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Order and pay for lab tests online, with results and interpretations sent to you.

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Provide contextual recommendations.

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Provide contextual recommendations.

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Pay for medications, with the option for home delivery or self-pickup.

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Access prescriptions from licensed professionals.

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Provide contextual recommendations.

Key challenges

For patients:

Urgent Accessibility

Patients face long wait times and stressful appointment scheduling, which is even harder when dealing with painful health conditions. Traveling to a clinic adds time and expenses, further complicating access to care.

Lack of Trust

Many patients hesitate to share health-related information online. They are concerned about data privacy and want reassurance about the professionalism and credentials of the doctors they consult.

For doctors:

Lack of Media Literacy

Some doctors are uncomfortable using digital tools for daily tasks, which can hinder their ability to provide seamless online consultations and adapt to modern healthcare solutions.

The process

Creating meaningful innovations starts with a deep understanding of user needs and behaviors.

Through thorough research and exploration, I generate a wide range of potential solutions. Prototyping, testing, and gathering feedback are essential steps that guide us to the right decisions. 

This approach leads to a continuous cycle of observing, reflecting, and building.

EMPATHISE

Building empathy

Using quantitative and qualitative data from interviews and surveys, I identified three target profiles to empathize with user groups and prioritize goals based on their needs.

Analize

Interviews & surveys

Using my knowledge of Design Thinking and E-Learning, I conducted interviews with potential customers and doctors to gain valuable insights.

Insights from patients

Desire for multiple opinions

Users often seek additional opinions for diagnoses, feeling more assured with multiple perspectives. This can lead to significant time spent visiting different clinics.

Doctor selection preference

Users want the option to choose their doctor. Many prefer consulting the same doctor and value knowing if a doctor has experience with similar cases.

Insights from doctors

Lack of time and support

Doctors want greater control and support from the system to ensure accurate diagnoses and effective treatment plans, minimizing the risk of harm to patients.

Difficulty managing workload

Doctors feel stretched thin with back-to-back consultations and administrative tasks, making it challenging to focus on patient care.

“The acceptance of certain realities doesn't preclude idealism.
It can lead to certain breakthroughs”

Rem Koolhaas

Customer Experience Map

A product-based journey map offers insight into the treatment phases and the user’s experience throughout each stage. During this process, the initially planned treatment approach was significantly adjusted to eliminate unnecessary and adverse steps.

User Flow

This example outlines the basic user flow for scheduling a consultation.

Information Architecture

Using insights from content audits, competitor analysis, and card sorting exercises with potential users, I created the information map for Doctor Online. I then validated the structure through tree testing with target users.

Competitor Analysis

With no direct competitors in our market, my research focused on medical products emphasizing symptom-based treatment and lab tests. 

By creating competitor profiles (evaluating target market, core business, usability, navigation, compatibility, content, and design) and conducting a SWOT analysis, I was able to assess current market offerings. 

Additionally, I analyzed the strengths and weaknesses of healthcare applications and explored how online health services could integrate within a traditional healthcare system.

Prototypes & Tests

Wireframes

The wireframes focused on streamlining the user experience, ensuring clarity in navigation, and making key medical actions easily accessible. The goal was to create a simple, intuitive interface that helps patients quickly find what they need - whether it's scheduling a consultation, tracking their treatment, or communicating with a doctor.

Main screen

The main screen serves as the central hub, helping users stay on top of their medical journey.

Schedule a Consultation

This screen simplifies the consultation booking process, ensuring doctors receive the necessary context before the appointment.

DO | Wireframe | Scheduling consultation

Chat screen

The chat feature enables real-time communication between doctors and patients, ensuring a smooth and efficient consultation experience.

Doctor's workspace

The Doctor's Workspace is designed to help doctors manage multiple consultations efficiently while ensuring quality care for each patient.  Each part of the workspace, including the chat, patient card, and side panel, is packed with even more functionality to improve the workflow and make the process as smooth as possible for doctors.

Ship

Visual design

The visual design process began with mood boards and a UI kit, leading to the development of the initial style guide.

SaaS platform

The SaaS platform for Doctor Workplace enables doctors to consult with patients through various communication channels. It facilitates easy management of medical information, selection, and prescription of medications, and more.

Continue measuring

Measuring the User Experience

Using the HEART framework, I tracked key goals to make data-driven, user-centered design decisions:

“You can’t manage what you can’t measure.
If you can’t measure it, you can’t improve it.”

Peter Drucke

Results

Business impact

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Defined short & long-term vision and launched the MVP for SaaS, iOS, and Android.

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Provide contextual recommendations.

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Achieved a top 3 ranking in the health category of the App Store in Ukraine.

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Implemented design strategies that increased monthly active users by 5x.

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Total downloads shows that app is on demand and continued growth.

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Responsibilities

As a Product Designer for Doctor Online, I collaborated with a team of 1 business analyst and 4 engineers. My responsibilities included:

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Leading UX and UI design for both the app and web platform.

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Supporting marketing through visuals and videos to communicate the product’s value.

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Maintaining open communication with stakeholders, engineers, and users. I regularly shared wireframes, sketches, and prototypes for validation and feedback.

“The best ideas start as conversations”

Jony Ive

Reflections

Startup culture = High workload & tight timelines

As the sole product designer, I gained experience across the design spectrum. Launching new features quickly is critical in an early-stage company.
This role taught me how to:

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Prioritize tasks and manage time efficiently.

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Develop a holistic view of mobile and web application design, from end-to-end experience to product strategy.

“You will experience change. Then some more change.
And then that will change.”

The power of communication

I collaborated directly with engineers, PMs, and the founding team, often discussing and iterating on both visual and interaction designs. Communicating design intent and understanding technical constraints early helped minimize rework.

User-centric design

Design is an iterative process focused on addressing user needs and pain points. Listening to user feedback is essential, as is fostering open internal communication to align the team and keep the project on track.