Easing Anxiety

Kleva, a new telehealth company, is a direct to consumer brand offering a suite of at-home COVID-19 tests, aiming to provide consumers with the knowledge and tools they need to be healthy and feel safe.

MY ROLE

I was the design lead, responsible for the
end-to-end process:
Discovery
Research
Content Strategy
Design
Testing

TEAM

Kai Lim, COO
Vivek HV, Product Manager
Lexus Avila, UX Designer
Patrick Ohio, Tech Lead
Offshore Dev Team (Ukraine)

PROBLEM

As the COVID-19 pandemic was raging globally, there was a lack of testing resources available in the U.S. In addition to a lack of testing, there was a lack of cohesive, understandable and consistent information regarding COVID.

GOALS

Creating Trust

Develop a trusted COVID test kit easily accessible through a direct-to-consumer model.

High level goals:

• Provide the most important and relevant information to the user at a quick glance
• Make purchasing a test kit a quick and seamless experience with little or no friction (limit the number of clicks and page changes required to buy the product)
• Enable a fool proof way to keep track of tests and check progress
• Create branding and UI that reduces users' anxiety, and provides a sense of calmness and confidence

Hypotheses included:

• Creating an at-home COVID test will make testing more accessible
• Giving people the option to test at-home will make testing easier
• Creating a test that is reliable will create trust with consumers
• Users eager to reunite with friends and family; go back to school or work; or travel may want to purchase multiple test kits

      As of October 20,2020

SOLUTION

Making Testing Easy

Create an at-home COVID test that is trustworthy, reliable, safe, quick and easy. The test will be available to purchase via an e-commerce site and test results will be available online via the user dashboard. The MVP included an e-commerce site, online wellness check; purchase of multiple test kits; and a customer dashboard which includes kit registration, orders, and test results.

DISCOVERY

Taking On Healthcare

Looking at companies that provide at-home test kits such as Pixel by LabCorp and 23andMe, and companies that offer COVID-19 testing such as CVS, I was able to better understand how Kleva could position itself in the market, and how we could best serve our users.

1. Pixel by LabCorp; 2. 23andMe; 3. CVS

From here, I began formulating questions:

• Why do people want to get tested at home?
  
• What are the circumstances that would prompt a user to go to the website to buy a kit?
  
• Are there situations where a user would prefer to go to a testing site to get tested?
  
• What are the obstacles to 1) ordering a test, 2) mailing a test, 3) viewing results, 4) next steps?
  
• How does timeline factor into this process? Is there an optimal timeframe? Is there a turnaround time that is too long?
  
• Are people usually buying tests for themselves or for others as well?
  

Preliminary Research

Since time was of the essence, Kleva needed to move quickly. Prior to joining the team, they guerilla tested the e-commerce site and dashboard experience with five participants. Before I could begin designing, I needed to synthesize research .

Key insights from interviews:

• Ease of getting tested depends on the user's geographic location
• Results timeline varies greatly
• Most testing was triggered by a time event: plan to travel; need to go to work; plan to visit at-risk family members; or they came in contact with an infected person
• Many participants said information is rapidly evolving and it's hard to find consistent advice
• Most participants said they would find a testing site that is closest to them
• Some participants expressed concerns about transparency, reliability, convenience, trust and safety
• Many participants said they would prefer to get tested rather than quarantine

“I want to be taken care of, not sold a product.”

Key insights from testing:

• Most participants disliked paying for the test before doing the eligibility survey
• Most participants expressed thinking the process was very long
• Most participants disliked needing to switch to email to do the eligibility survey
• Most participants expressed a need for trust that was not being conveyed
• Most participants want to know turnaround time right away
  

User Journey

Sitemap

IDEATE

How Might We Make Health a Priority?

To jumpstart further ideation, I formed the following problem statements:

How might we...
Make users feel at ease during a time of fear and anxiety?
Make healthcare feel safe, transparent and trustworthy?
Make getting tested convenient and reliable?
Make the "new normal" feel more normal?

Original user flow – The initial health assessment was completed post-purchase, but this presented a huge issue for users on many levels. Users said that waiting to receive an email and then taking the assessment made the process more laborious, and if they were not eligible for a test, this created a huge loss of trust.

New user flow – Users complete the health assessment prior to purchase. Secondary users complete the health assessment after receiving an email letting them know a test has been purchased on their behalf, and prompting them to complete the assessment.

Making Health Kleva

I approached the ideation and design process from the perspective of Trust, Transparency and Ease.

Trust

• Kleva is asking for a lot of personal information so that the doctors can prescribe a test, but there needed to be more explanation into the ask
• It’s an unknown company, so there’s no pre-established trust
• Conflicting (outside) information makes people wonder if the test is effective enough
• Users need to feel comfortable and not pressured to purchase
  
• Not knowing if they met eligibility requirements before purchasing the test resulted in a huge loss of trust

Transparency

• Alleviating concern about the amount of turnaround time because COVID testing is often triggered by a time-sensitive event
• While users need to be "eligible" to purchase a test, the term “eligibility” caused confusion

Ease

• Insurance reimbursement and process needs to be very clear
• The process needs to be simple, yet effective
• Anyone purchasing a test, must complete a health assessment to determine eligibility (tests are only available to those at-risk), so how do we make the purchase of multiple tests intuitive, while remaining HIPAA compliant?

Evolution of the Homepage (wireframe furthest left was done by the previous designer)

Evolution of the Product page (wireframe furthest left was done by the previous designer)

REFINE

Testing, Testing

After refining the wireframes and moving to higher-fidelity, I conducted another round of user testing. I conducted five moderated tests with participants aged 20-65 who are seeking a COVID test because they have plans to travel in the near future; want to visit family or want to socialize with friends; were exposed/possibly exposed; or have symptoms and seek an accessible and reliable test.

Objectives for this round of testing:

• Gain initial impressions of screens 
• Uncover usability problems with the e-commerce and dashboard flows 
• See interaction follow through from completing an order to receiving results

Further insights:

• Several participants stated they would trust a test that was recommended by a doctor or insurance provider most
• Many participants said they like that test results are clear and do not look "clinical"
• Most participants stated they would only consider buying an additional test for a member of their household, e.g. a spouse or child

“You would think most companies just want to sell tests to make money, but here you guys are making sure that the people who actually need the test are getting it.”

Challenges

Healthcare is something that is intensely personal and private. My assumptions were that a majority of users would be making single purchases (or, in the case of businesses, purchasing large quantities for employee testing), therefore, focusing on the single user flow for the MVP, which is validated and saves tech time, seemed to make the most sense.

This would further simplify the survey and checkout process, considering the primary use case is a user purchasing one kit.

However, since Kleva's market value proposition was allowing users to purchase multiple kits for friends and/or family, I needed to stay the course with the multi-user flow.

Additional challenges involved the many complexities of the healthcare system, such as HIPAA compliance and FDA authorization.

Health Assessment wireframes

Iterate, Iterate, Iterate

There needed to be more transparency into the health assessment. To do this, I added copy offering more insight into the ask. I changed the header to convey that the user is in a flow, making this feel more like an “assessment”, and this would help prevent users from abandoning the flow and losing vital information. Users can exit the flow by clicking the Kleva logo.

This solution has more scalability since the secondary user, e.g. the recipient of additional kit, will be accessing the assessment via email.

Adding emergency information in the case of severe symptoms creates an additional level of trust and security.

Health Assessment landing page v1

Health Assessment landing page v2

Given that one of Kleva’s key features is allowing users to purchase multiple kits, we needed to figure out how this would work on both the front-end and back-end, and from a compliance perspective.

"Add Test Kits" was presented prior to taking the health assessment so the option to purchase multiple kits is obvious. Since the assessment is required to purchase a COVID test (all purchases must be approved by a doctor within Kleva's provider network), this seemed like the simplest solution for assessing eligibility for multiple users.

Since my assumption was that a majority of users would be purchasing a test for themselves, it seemed prudent to divorce the health assessment from the user purchasing the test(s), and anyone receiving a test. Health is something that is very personal and private, and it seemed convoluted and strange to ask users to complete this information for another person. Additionally, this could result in a loss of trust on the part of the secondary user.

Now that we were removing secondary users from this flow, it made more sense to give users the option to purchase additional kits after they completed the health assessment, making health the focus of the assessment and the purchase of additional kits part of checkout.

With each user completing their own health assessment, this put the focus on the user and their health, and not the push to purchase.

Health Assessment step 1 v1 – The information that was required for the doctor prescribing the test seemed disparate – spread out from step 1 to step 3.

Health Assessment step 1 v2 – Condensing all required information in one step further simplified the process. I added the option to create a password at this step, which would be required to log into the user dashboard.

Going from creating a health assessment that could be completed for multiple users to an assessment to be completed for one user further simplified the flow. Multiple users stated being confused by this step, not understanding how to use the symptom and exposure guide. I changed the copy and added radio buttons so it was clear that one of each option was to be selected.

We wanted the assessment to feel more clinical rather than commercial. Asking for personal information upfront could further breach trust with the consumer, and to further simplify this process, I consolidated step 1 and step 2. By merging the two, the goal was to make it look like a form at a doctor’s office, making the assessment feel familiar.

Health Assessment step 2 v1 – Merging the health assessments made the process convoluted.

Health Assessment step 2 v2 – Users express discomfort in completing the assessment for someone else.

Health Assessment step 2 v3 – The language here was less confusing, but it seemed simpler to have users select level of symptoms, risk and exposure as a category rather than individually.

Health Assessment step 2 v4 – Further simplifying the process by consolidating steps and making the assessment feel more familiar and "medical" without being too clinical. 

Combining the final step of the health assessment with checkout caused some confusion. In addition, users seemed unsure if they met the eligibility requirements. Including information on this page regarding status (eligible or ineligible) and resources regarding eligibility added clarity.

Health Assessment step 3 v1

Health Assessment step 3 v2 –The initial symptom and exposure survey was designed to let users choose multiple options. Adding a summary on the last step would allow give users more visibility into what informattion was being used to assess eligibility to purchase a test.

Health Assessment step 3 - Eligible v3

Health Assessment step 3 - Ineligible v3

After conducting three user testing sessions, I felt we were able to move forward in a defined direction. Final solutions for the Homepage, Product page, Health Assessment, and expanded Learn section are presented below.

Homepage – To add further transparency and convey trust, I added action icons within the hero content. Since users had expressed wanting to "feel like someone is taking care of them and not trying to sell something", I added a "Learn More" CTA in addition to the "Get the Test" CTA. I moved the process information from the product page to the homepage since most users cited time being most important. Adding resources about the company and COVID related information would help to alleviate the anxiety users mentioned feeling about testing and lack of reliable information. Customer testomonials would further relay a sense of trust and reliability.

Product page – I combined About with Learn and created a Help section, which includes FAQs, in addition to other information. Since several users asked about insurance coverage, I made sure this information was obvious, and included further reimbusement information on the Learn page. The "Why Kleva" section further conveys a sense of trust and security.

Stakeholders wanted the brand to feel accessible and friendly, and not overly technical. To do this I used illustrations and iconography throughout the design, and bold imagery and graphics to convey modernity and innovation.

About Kleva

How It Works

Isolation & Quarantine

Insurance Reimbursement

Health Assessment landing page

Health Assessment – Reduced from three steps to two steps, the assessment is meant to feel like a doctor's intake form, imbuing it with familiarity and security.

Post-Health Assessment - Eligible – Users are given feedback regarding test eligibility and the option to purchase additional kits.

Post-Health Assessment - Ineligible – Users are given feedback regarding test eligibility and the "Learn More" CTA invites further interaction.

Post-Health Assessment – Kits that are eligible for purchase are coded green

Post-Health Assessment – Additional kits are coded yellow until the user completes the health assessment and is approved.

Since Kleva was emphasizing accessibility, all e-commerce and dashboard screens are responsive, and a mobile-first approach was taken when designing.

Homepage

Product page

Health Assessment landing page

Health Assessment

IMPACT

Results

The MVP of the e-commerce site and consumer dashboard launched in November 2020. Plans for phase 2 include a chat feature, social sharing, a ticketing system, and B2B features.

• Inception to launch: 12 months
• Improved process: 25%
• Increased satisfaction, efficiency, and effectiveness: 2x