Frazin Salim finds in her journey that being a part of Digital Healthcare Service instills a sense of responsibility in the student. The fundamental purpose of health care is to enhance the quality of life by enhancing health and the student is grateful to be a part of such an amazing start-up that focuses on impacting lives! The initial brief that the student received was to improve only the post-order experience in the application. But, as the research progressed, the student finds a lot of gaps in the flow starting from the onboarding of a new user to the checkout flow in the platform. The student comes up with a bunch of hypotheses & theories that she presents to the team on the flaws that are observed in the UI & UX audit and also from user research that she conducted in the initial stages. Therefore, instead of just focusing on the post-order experience, the student is able to convince them to relook at the entire workflow of a new user so that it makes both the user's and the product's life easier.
As the majority of the user base is middle-aged and senior citizens, it is quite challenging for the student to come up with designs that are engaging, accessible and minimal with less cognitive loads. The solutions proposed are threefold. Starting from updating some UI elements or re-iterating the communication to feature enhancement to full-fledged research-oriented projects that help in improving the new user journey as well as customer retention.
Customer Retention, Digital Retail Experience, e-healthcare, System Mapping, UX Research