The goal was to create a modern, elegant, and user-friendly website that would not only attract potential clients but also provide a seamless online experience, showcasing the studio and allowing customers to book appointments and explore services.
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This case features design of the experience of one of the Cold Start ventures portfolio companies. We wanted to tackle the problem of insufficient support to the eating disorder patients and design a product that will help them fight their disorder. Our core input focus lied in the area of user research, product strategy and collaboration facilitation.
Crafting the best healthcare solution together
Our focus lied on deep user research, ideation and collaboration with the internal teams.We leveraged different techniques such as HMW exercises, co-creation sessions to shape a solution that will effectively support and guide patients on their journey towards healthy eating habits.
Shaping the product
Respect as core principle
Our goal was to create an empathetic team of clinicians who understand that eating disorders are real conditions that should be treated. This principle was used to shape our hiring processes.
The perfect combination of features
We went wide and created a few treatment program versions in collaboration with the clinicians. Then we tested these with the users to find the perfect mixture: optional group therapy, deep 1:1 sessions, a support group of doctors and 24/7 emergency help.
Team of different professionals
We made sure that different specialists are part of the care team: both physical and mental therapists, including thyroid specialists and gynaecologists. If a patient needs, they will get access to holistic case embracing all nuances of their case.
Mapping a new eating disorder service
We led the collaboration with the internal clinical team to develop comprehensive flows for the eating disorder program which included processes for operations, finance and treatment teams.
Guerilla and multivariant testing
Having defined the main possible product versions including different sets of features, we dived into guerilla and multivariant testing. As a result, we defined the optimal program: a combination of optional community meetings, personalised support and regular therapy sessions.
Self-serve onboarding allowed us start treatment asap
We managed to save time of our intake specialists during the first sessions using online forms covering core clinical questions. Intake forms were created in collaboration with the clinical team.
No patient left behind
We offered different levels of treatment depending on the clinical requirements and needs of the patient – for patients with serious disorders we offered hybrid treatment with outpatient facilities (in partnerships with trusted providers), for others – online programs with or without medications.
Autonomous provider selection and booking management
Self-serve choosing and booking of the therapists and other specialists on the platform allowed us to streamline and speed up the process.
Impact:
- time from request till first paid session decreased,
- successful appointments a day increased;
- increased efficiency and lowered workload of the internal team.
