Designing an end-to-end early liver cancer detection service  

Duration: Apr 2019 - July 2019 | Role: Lead designer, Interaction designer, User research

The team was tasked to design an end-to-end user-centered liver cancer early detection experience that will differentiate the brand in China as well as to help people learn more about genetic tests and encourage them to get tested. The outcome includes a differentiating value proposition and an End-To-End service that was designed with 3 different touchpoints: the online and offline advocacy to help people to learn, an in-home testing kit and nurse kit, and a digital app that supports the user along the whole journey.

Background

Final Outcome

A differentiating value proposition

One of the outcomes of the project is a clear value proposition that differentiates the brand from other genetic test companies. The research helped us to define the product value proposition as:

Clinically, actionable for you and your family

End-to-end liver cancer early detection service design, from 0-1

We designed an end-to-end service including 3 different user journeys which uncover 3 different user personas. I was in charge of designing the digital platform that supports the user along the whole journey. At the end of the project, we handed over the design to the digital partner for further design and development. The product MVP has been launched in Dec of 2019, in order to help diagnose millions of users.

Snapshot of the interface design

One of the user journey with online/ offline touchpoints

App Architecture

I design the whole digital mini-program including IA, UX layouts, key flows, and UI visual elements. I also coordinated the digital agency from early phase of the project. And continuously help them to design and develop the product.

Branding for Digital Products And In-home Testing Kits

The visual identity is consistent with the value proposition. I provided guides for 2 visual designers to identify the visual identity for both the digital product and the physical kits.

Based on the visual identity, we designed the physical in-home testing kit that people will receive after ordering online. It is personalized and shows Genetron is a company that gives care to both you and your family. We also designed the physical nurse kit. The nurse will bring it to the patient’s home. We took into consideration its visual design as well as its experience of usage. It expresses Genetron's professionalism and its clinical heritage.

01 Awareness Moment

One of the biggest challenges for the company is raising awareness of the product and encouraging people to take the test. The team put a lot of effort into the awareness moment design and thinking about how can we trigger the learning.

02 Design for The Family

From research, we learned that family is the strongest motivator for caring for individual health. Children’s participation in their parents' healthcare shows at a different moment- research and purchase products, provide care while using the product, and receive results. Our final design is really considering those moments and designing the product and service not only for individuals but also for the family.

03 Actionable result

Results pages that are not just about the results data but also explain what the data means in terms of recommended actions. To make the data useful to people by explaining to them what the results mean and showing them what they can do based on their results.

Interview & Immersive Research

In order to immerse with the liver health world. We spoke with 10 potential users, 2 doctors, and 2 nurses, as well as 2 psychologists for analogous inspiration. Meanwhile, we did the digital ethnography research to better understand the context we are designing for.

For potential users, we interviewed 10 people with a diverse range of liver cancer risk. From health-conscious housewife to the liver cancer patient. We also stayed in touch with some of them and conducted 4 rounds of weekly testing sessions to help with design iteration during the execution phase.

Based on our user research, we have identified 4 user archetypes:  Family Health Champion, Proactive Disease Controller, Reluctant High-risk Gambler, and Fearful Traditional Believer. These user archetypes provided inspiration for both product positioning and detailed design. Based on their behaviors and needs, we defined the moments that matter for them in the service.

The spectrum of user archetypes

The key insights

We synthesized our research and identified 4 key insights. The insights helped to understand the gaps between the user’s needs and current cancer detection products. These insights were the guidance for the experience and shaped our final design.

User journey for 4 user archetypes

Based on our user research, we have identified 4 user archetypes: Family Health Champion | Proactive Disease Controller | Reluctant High-risk Gambler | Fearful Traditional Believer. We listed their mindset, behavior as well as needs. These user archetypes provided inspiration for both product positioning and detailed design.

3 opportunities areas

Based on initial research and synthesis, we defined 3 opportunity areas. The final direction is a combination of 3 opportunities. 

Weekly testing and iteration

We conducted 4 rounds of testing to gather user feedback. It allowed us to iterate on both the service and experience design. The example shows one of the key features–the learning game. It started as one concept and received a positive feedback from users. Later on, I built the functional prototypes to test the detailed design. To present the power of learning through play, we collaborated with a game designer to develop a real mobile game. It was really helpful for not only the evaluation of the design but also helped with storytelling on the final presentation.

Immersive Research Playback

In order to tell the research stories, we designed the workshop experience in a form of an immersive exhibition. The clients stakeholders were able to walk around the areas, listen to the user’s stories, and put them in the minds and shoes of the users.