BACKGROUND AND PROBLEM:
10% of current CPAP patients do not have a prescription required to replace their current recalled device. In some cases, patients are unable to obtain a prescription, therefore, unable to remediate their current CPAP device. Due to this complex exception patient scenario, we offered a remediated device with pre-filled prescription (Auto-CPAP).
The proposed user experience was heavily worded in legalese, making it hard to understand. Each page added 2-3 opt-ins making the unnecessarily complex.
STRATEGY:
Utilize human-centered design thinking skills to CoCreate and Facilitate, with the goal to refine the current content and experience to better guide customers through a complex online exception patient scenario that offers an Opt-In for an Auto CPAP directed toward those having difficulty getting their prescription.
RESULTS:
By creating a simplified opt-in user experience and updating complex legalese communication both on-line and for customer sales teams, 130,000 patients chose to opt-in and finally received a remediated device.
ROLE: STRATEGY | COCREATE | FACILITATION | DESIGN THINKING | CONTENT STRATEGY | CONSUMER FACING COMMUNICATIONS | USER EXPERIENCE
DESIGNED AT PHILIPS SRC
Auto CPAP Opt-in UX Design Sprint
Human centered design | CoCreate | UX
Design Sprint 1: Role playing and feedback gathering
Role play instructions: Participants were asked to go through the current online Opt-in journey. They were asked to stay in character, how they feel, do they understand, do they feel confident in decision making.
Design Sprint 1: Analysis
After each actor went through the current journey they were asked to capture their feedback playing BOTH roles as the patient and XD Designer/strategist. Generate feedback on overall readability and comprehension, user experience and action, confidence, success and or ability to commit.
Design Sprint 2: CoCreate Session:
Participants were asked to collaborate in a CoCreate session to ideate on content, site flow and user experience.
• Review and discuss feedback inputs
• Ideate preferred state
• Prototype Opt-in experience
