CNH Play - An Ultimate Guide to a Healthier You
Play" is the feature that will host the content on the Connect and Heal platform. This feature will serve as a comprehensive
guide to healthier living, providing users with access to a wide range of content across various health and wellness
categories.
USP & Benefits of Teleconsultation
Trustworthy content, Created and curated by Medical experts
Bite-sized/Short duration videos which are easy to consume
High-quality content
Team & Role
Timeline and duration: September 2022 - April 2023 (8 months)
For this project, I worked as the Lead designer
Coordinated and directed all facets of design including information-architecture, user task flows, interaction, visual, product, and prototyping
Also conducted user research using methods such as interviews, focus groups, and participatory design to address both user behaviour and attitudes
Understanding the user problem
Despite the growing demand for accessible and comprehensive healthcare and wellness information, there exists a lack of centralized and user-friendly platforms providing educational content on healthcare, pregnancy, pre-pregnancy, meditation, and yoga. This absence contributes to a gap in awareness and knowledge among users seeking reliable and curated resources for their healthcare and wellness needs.
“Making informed choices about my health feels overwhelming - I need a platform with curated educational content to guide me on pregnancy, meditation, yoga, and overall well-being”
Difficulty in accessing reliable and curated healthcare and wellness resources.
Lack of centralized platforms offering comprehensive educational content on healthcare, pregnancy, pre-pregnancy, meditation, and yoga.
Users struggle to find trustworthy information, impacting their ability to make informed decisions about their health and wellness.
Absence of user-friendly platforms contributes to a gap in awareness and knowledge among individuals seeking healthcare and wellness information
Understanding the business problem
The Connect and Heal platform aims to increase user engagement through the introduction of health content packages. However, the challenge lies in ensuring that these packages effectively captivate users, encouraging them to actively participate and consume the content. The platform needs to address issues such as low user interaction, lack of interest in existing content offerings, and difficulty retaining users over time. By strategically designing and implementing user-centric features within the content packages, the platform seeks to overcome these challenges and foster sustained engagement among its user base.
Increased user engagement leading to higher retention rates.
Additional revenue stream through the sale of content packages.
Enhanced value proposition for corporate clients, leading to increased sales and renewals.
Differentiation in a competitive market through unique content offerings.
Understanding the user problem
Access to quality healthcare is a fundamental human need, yet many individuals face significant challenges in obtaining timely and convenient medical services. Geographical barriers, especially in rural or remote areas, often restrict access to healthcare facilities. Even in urban areas, long wait times for appointments and the hassle of commuting to medical centers can deter individuals from seeking necessary medical attention.
“Busy schedules and limited in-person access leave me constantly worried about my health, yearning for a convenient way to connect with a trusted doctor virtually”
Limited Accessibility to Healthcare Services: Overcoming geographical and mobility barriers that hinder patients from accessing timely medical advice.
Inconvenience and Delays in Medical Assistance: Addressing the time-consuming nature and delays associated with in-person visits to healthcare facilities.
Fragmented Patient-Doctor Connectivity: Improving communication gaps between patients and healthcare professionals outside of scheduled appointments.
Secondary Research
With a clear goal in mind to understand user behaviours and their pain points I collected as much information as I could through the internet, which are as follows:
I evaluated the research done by National Library of Medicine Determinants of online health information-seeking behavior: A cross-sectional survey among residents of an urban settlement in Urban cities
Internet Usage for Health Information
Out of the 321 participants, 283 individuals (88.2%) reported using the internet for health information through digital media.
Demographic Trends in Online Health Information Seeking
Age: Among participants aged 18-30 years, 97% (129 out of 133) used the internet for health information, compared to 87% (120 out of 138) among those aged 31-45 years, and 68% (34 out of 50) among those aged over 45 years.
Education: Usage of the internet for health information was highest among those with higher education levels, with 100% (31 out of 31) of illiterate individuals, 91.4% (170 out of 186) of primary-educated individuals, and 71.4% (5 out of 7) of those with postgraduate education using digital media for health information.
Socioeconomic Status: 97.5% (116 out of 119) of individuals from the upper socioeconomic class, 84.1% (151 out of 180) from the upper-middle class, 75% (15 out of 20) from the lower-middle class, and 33.3% (1 out of 3) from the upper-lower class accessed health information via digital media.
Reasons for Seeking Health Information Online:
Ease of Finding Desired Information: 80.9% (228 out of 283) of participants reported finding it easy to locate desired health information online.
Clarity of Health Information: 44.1% (126 out of 283) of participants found health information obtained online to be clear.
Avoidance of Consultation Fees: 41.3% (132 out of 283) of participants cited the avoidance of consultation fees as a reason for seeking health information online.
Privacy Maintenance: 31.1% (108 out of 283) of participants sought health information online due to privacy maintenance.
Trust in Online Sources: 19.1% (54 out of 283) of participants considered online sources to be trustworthy for health information.
Prevalence of Symptom Research Online:
39.9% (113 out of 283) of participants searched for their symptoms online before a clinical encounter.
Verification of Online Health Information:
67.1% (190 out of 283) of participants verified health information obtained online with healthcare providers.
13.4% (38 out of 283) ignored online health information even after verification by healthcare providers.
15.1% (43 out of 283) ignored online health information after verification by healthcare providers.
4.2% (12 out of 283) used online health information without verification by healthcare providers.
According to a survey posted by National Library of medicine
Competitor Analysis
Competitors were selected based on their prominence in the Indian digital healthcare market and their range of services offered, including content related to women's health and wellness.
Information was gathered through a combination of app exploration, website analysis, user reviews, and industry reports. The analysis focused on aspects such as the availability of curated healthcare content, user engagement features, and the breadth of topics covered.
Practo
Practo
Overview: Practo is a leading digital healthcare platform offering a range of services, including online doctor consultations, appointment booking, and medicine delivery.
Content Offering: While Practo provides extensive healthcare resources and articles, its focus is primarily on facilitating medical consultations and appointments.
Strengths: Wide user base, comprehensive healthcare services, user-friendly interface.
Weaknesses: Limited emphasis on curated healthcare content, particularly on specialized topics like Lactation and Postpartum wellness.
1mg
1mg
Overview: 1mg is a popular online pharmacy and healthcare platform in India, offering medicine delivery, lab tests, and doctor consultations.
Content Offering: 1mg features a range of health-related articles and resources, covering topics such as general wellness, disease management, and medication information.
Strengths: Wide user base, comprehensive healthcare services, user-friendly interface.
Weaknesses: While 1mg provides informational content, it lacks a dedicated focus on curated healthcare content specific to women’s health needs.
Mfine
Mfine
Overview: Mfine is another prominent player in the Indian digital healthcare market, specializing in medicine delivery, lab tests, and teleconsultations.
Content Offering: Mfine offers some health-related articles and blog posts on its platform, primarily focusing on general health tips and medication information.
Strengths: Reliable medicine delivery service, user-friendly app interface.
Weaknesses: Similar to Practo and 1mg, Medlife does not prioritize curated healthcare content, especially on specialized topics like Lactation and Postpartum wellness.
YouTube
YouTube
Overview: YouTube is a globally popular video-sharing platform where users can upload, view, and share videos on a wide range of topics, including health and wellness.
Content Offering: YouTube hosts a vast library of healthcare-related content, including videos on fitness, nutrition, mental health, and medical advice.
Strengths: Diverse content creators, extensive range of topics, accessibility across devices.
Weaknesses: Lack of quality control, varying reliability of information, limited personalization features.
Key Findings
Market cap: While competitors like Practo, 1mg, and Mfine offer comprehensive healthcare services, there is a notable gap in the market for platforms providing curated healthcare content, particularly focused on women’s health needs such as Lactation and Postpartum wellness.
YouTube offers a wide range of healthcare-related content, but its lack of quality control and personalization features present an opportunity for our platform to offer curated, reliable content tailored to specific user demographics.
Conclusion
Opportunity for Differentiation: By focusing on curated healthcare content tailored to diverse user demographics, our platform can distinguish itself in the Indian digital healthcare market
Offering high-quality, curated content on various health and wellness topics for users of all genders can attract and retain a broader audience seeking reliable information and support during their healthcare journey.
Primary Research
The next stage involves the collection of data firsthand without relying on any other resources. It includes an in-depth analysis of a problem by direct interaction with users. It involves defining the user, preparing a session guide, and user interviews.
Why did I choose user interviews?
User interviews were chosen as the primary research method for this feature because they provide valuable insights directly from the target users. By engaging in one-on-one conversations with individuals we can gain a deeper understanding of their specific needs, pain points, and goals
Defining target users
Defining users helps us get insight into the type of audience (target group) that utilizes the product. It gives us a basic understanding of the way the product is used in terms of frequency, duration, location, etc. It helps us design a solution that corresponds to the needs and wants of the users as well as the business.
Age groups you want to
research
25 - 50
Gender
50% - 50% (male : female)
Occupation of the groups you want to target
Corporate Employees
Busy professionals
Home Makers
Any other demographics you want from target user
Technical knowledge
Availability of smart phone
Questions Asked
How often do you use Connect and Heal?
What is your top health and wellness goal? (e.g., Weight management, Stress reduction, Improved sleep)
How do you currently access health information?(e.g., Websites, Apps, Social media)
Rank your preferred format for educational content (1-3): (Articles, Videos, Infographics)
Biggest Challenges Faced When Finding Reliable Health Information?
On average, how much daily time do you spend on health content (minutes)?
Imagine a service called "Play" offering personalized health content packages based on your goals. Would you be interested (Yes/No)?
Would you be interested in content packages that include personalized recommendations based on your health goals?
What is the minimum price you'd consider paying for a monthly subscription to a personalized health content package?
Key Findings
Connect and Heal usage
Daily: 10 participants (25%)
Weekly: 20 participants (50%)
Monthly: 8 participants (20%)
Never: 2 participants (5%)
Health information sources
Websites: 32 participants (80%)
Mobile Apps (growing trend): 28 participants (70%)
Healthcare Providers : 18 participants (45%)
Social Media: 16 participants (40%)
Other (Specify): 4 participants (10%)
Health and wellness (Top health & wellness goal )
Weight Management: 18 participants (45%)
Stress Management (considering high work stress in India): 15 participants (37.5%)
Improved Immunity (considering focus on Ayurveda and holistic health in India): 8 participants (20%)
Increased Energy Levels: 4 participants (10%)
Management of Chronic Conditions (e.g., Diabetes): 3 participants (7.5%)
Other (Specify): 2 participants (5%)
Preferred content format (Rank 1-3): average rank is shown
Videos: Avg. Rank: 2.5
Articles Avg. Rank: 1.5
Infographics (for quick summaries): Avg. Rank: 2)
Biggest challenges faced When finding reliable health information
Difficulty distinguishing fact from fiction: 34 participants (85%)
Language barrier: 22 participants (55%)
Information overload: 26 participants (65%)
Lack of content tailored to specific needs: 20 participants (50%)
Other: 2 participants (5%)
Average Daily Time Spent on Health
Content
Average: 15 minutes (responses ranged from 5 to 30 minutes)
Interest in “Play” Service with Personalized
Content Packages
Yes: 36 participants (90%)
No: 4 participants (10%)
Interest in Personalized Recommendations
Yes: 38 participants (95%)
No: 2 participants (5%)
Price for Monthly Subscription
Below ₹150: 15 participants (37.5%)
₹150-₹250: 18 participants (45%)
Above ₹250: 7 participants (17.5%)
Personas and Journey Map
This stage is used to organize the data analyzed into a format that can be easily interpreted using personas (characters) that represent each user set.
Let’s start the User Flow
Digital Wireframes
Created comprehensive wireframes to gather feedback from various stakeholders and to thoroughly comprehend the workflow of approach 1.
Visual Design Guide
I am using a existing design guideline of connect and heal with some of the rules of material design specially for Layout, Text, Margins, and Paddings the main objective here is to keep the design minimum and clear
Outcome
The product has seen some fantastic results since its launch. However, it is still day one here.
Extremely high user engagement.
2 million views+ till date.
Customer satisfaction (CSAT) above 4.5