Women's Health - Contraceptive Service

Doctor Anywhere, 2021

Contraceptives have been a key contributor of medication revenue. But how do we help women looking for birth control options to get the most value for their needs? What concerns do they have and how can we address them?

Providing flexibility and accessibility to birth control for women

My role

Landscape, customer journey mapping, competitor analysis
Conduct user interviews and identify key insights
User testing on initial concepts and flows
Hi-fi wireframes
Work closely with Product Manager to ensure business requirements are fulfilled, and user goals are met

Background

Drawback of regular tele-consultation is that people only fall sick a few times a year. Focusing on acute conditions will limit us to the frequency where a patient falls sick.
Tying back to the company’s north star, our objective is to drive up repeated consultations and medicine purchase. Targeting recurring conditions is a strategy for us to increase revenue and stickiness at the same time.
Age group for contraceptives concentrated in 19-35. Distinct users to distinct transactions have an average ratio of 1.55, more than acute upper respiratory but less than hypertension, suggesting that there is potential to convert users into repeat users.

Hypothesis & Assumptions

Making popular recurring conditions more visible will drive up utilisation among existing and new users
Implementing prescription subscription will increase stickiness for users of recurring conditions
Pitching to the user’s topic/condition may result in higher utilisation rate of related services

Key insights from screener survey of 60 women

35% of participants who uses birth control pills get them refilled every 3 months
GP Clinic is currently the most common way for users to refill their contraceptives (43.8%), followed by telemedicine apps (37.5%)
68% of participants stated “Side Effects” as the most common concern when it comes to contraceptives
"Friendliness of doctor" was most voted as an important factor (52.8%) when it comes to women’s health consultations. Followed by "convenience", then "costs involved".

How might we create a comfortable and accessible way for women to purchase birth
control pills?

User interview key insights

Customer Journey Map for Contraceptive Purchase

Key Insights from User Interviews

Each of the 6 female participants we interviewed had a unique birth control journey and came with very different needs.

Length of contraceptive supply differs depending on individual needs
3 out of 6 of the participants prefer consulting female doctors on women health-related concerns
Some prefer longer consultations and appreciates when doctors take the time to explain further while others prefer a more transactional engagement

Concept Ideation

After understanding the end-to-end journey of our female users, we started identifying opportunity areas based on their goals, behaviour and concerns. We drew out some mid-fidelity wireframes and tested them with some of our users.

User testing on wire flows

Feedback on wire flows

On the homepage, users were most likely to select the category "Women's Health", "Sexual Health" or "GP Consult" to purchase birth control pills
Most users found the subscription model attractive as they either provide best value or are long-term users of birth control pills
Some users were not immediately clear on the subscription details
Additional questions before consultation did not deter users, some found it useful that they can indicate their preferences

Design considerations

Do we need to house the purchase of birth control pills under a category or can it just be a service tile on its own?
How can we be clearer about the subscription model or flex it for those who want a 1 time purchase vs short term supply vs long term supply?
How do we cater for user's preferences – Doctor's gender, transactional vs assurance, preferred doctor vs different doctor
For subscribed users, when should they set their next appointment? How far in advance should they be reminded of an upcoming appointment?

Final design for contraceptive flow

What we did

Formed Jobs to be Done statements and use those to prioritise key features for initial launch
Created a fake door test to garner interest for subscription offering
Allowed users to state preferences such as contraceptive brand and supply amount required

Post-project thoughts

How can we further personalise the experience for each women or cater to their unique needs?
On a larger scale, how can we provide a more holistic service for women's health and wellness beyond just birth controls?

Contraceptive service was launched in June 2022, pending impact and results