4. Table of Contents 1 Identifying Scope and Issue Background
of Preconceive Desired Aspects for the Preconceive Platform Goals
Dened Goals Minimum Viable Product Research Reproductive Health
Common User Habits Within the Reproductive Health Community
Comparative Analysis Competitive Analysis User Surveys User
Interviews Personas Olivia Jennifer Jessica Anoushka Design
Information Architecture Testing and Results Client-Requested
Iteration Sitemap and Flows Sitemap User Journey and Flow Booking
Flow Appendix 2 3-6 7-11 15-17 12-14 19-29 Page Content Page
Content Recommendations18
5. Background of preconceive The concept behind preconceive is
to allow individuals to navigate through the family planning
process in its entirety from conception through the early stages of
parenthood. In offering content through articles and expert
interviews, preconceive guides its audience to better understand
detailed information without feeling overwhelmed. The vision for
preconceive is to set forth a dual-purposed platform which
includes: i) curated content for the targeted audience, which would
in turn drive them towards the second purpose of preconceive - ii)
booking a tele-consultation (see 1.1). It should be noted that
whilst this funneled vision is indeed highly detailed and
goal-driven, the design should not be one that alienates
demographics outside of the pre-determined target audience. This is
an aspect is to be delved into further. Identifying Scope and Issue
Home Page Content page Expert Page Book Consultation Search Content
Search Experts Account page Patient Flow Manage bookings Manage
Payment Personal Info Create Account Communicate Community Classes
5 4 2 3 6 Annotations 1. Home page contains - CONTENT, EXPERTS,
COMMUNITY and CLASSES 2. Content Page can take user to Expert Page
or book a consultation with author 3. From the Expert Page the user
can Book A Consultation with the expert. 4. User must create
account if new to the site before booking consultation. 5. User can
book consultation from the Home Page, Content Page, Expert Page and
their Account 6. Users account page ranges bookings, payment,
personal info, and communication methods 7. Community and Classes
will be accounted for in the next phase of the project 7 1 Desired
Aspects for the Preconceive Platform Preconceive offers a place for
its audience to nd help and advice, whether it be through curated
articles or individual tele-consultations with its SWAT team of
carefully vetted experts. The desired features were detailed as
follows: Curated (free) content Client prole for booking and
managing consultation appointments Streamlined ow of setting up a
tele-consultation through some external platform Streamlined
scheduling tool for both the clients and experts alike 1.1 Desired
user-product interaction. This ow demonstrates how a user would be
guided through content to make an appointment with a preconceive
expert - outlining the preconceive revenue- generating model. (See
appendix for larger image) 1
6. Goals Dened Goals Since the preconceive revenue structure is
heavily dependent on a circular model which brings in paying
subscribers through free content, it was clear that the
multi-faceted features may easily become overbearing. As a result,
identifying specic goals will uncover this designs minimum viable
product (MVP) to ensure that the most basic needs will not be
overlooked. For clarication, please refer to diagram 2.1. 2.1
Business goals, brand goals, and user goals dened, ultimately
leading to MVP (See appendix for larger image) Minimum Viable
Product The minimum viable product (MVP) was identied by nding an
underlying commonality between the three distinct goals of
preconceive. Furthermore, realizing the tight time constraint in
preparation for an impending launch, the MVP was further
dialed-down to address the most pressing of needs. Therefore, the
minimum viable product is identied as follows: A simple platform
that connects clients with experts for paid sessions - with
particular focus on the on- boarding process. 2
7. Research - Background Reproductive Health - Background
Common User Habits Within the Reproductive Health Community 3.1
Competitive analysis of supported functions. (See appendix for
larger image) Designing for the preconceive platform required an
in-depth analysis and understanding of the behavior and attitudes
that its audience have towards reproductive health. It was also
important to address the common practices within the spectrum, as
well as any needs that are not currently covered. One of the goals
of preconceive is to satisfy a demand that is not currently being
catered to. For instance, through interviews, it became known that
the need for lactation specialists is far beyond its supply,
especially in rural areas. With respect to the support provided to
those who are in the process of family planning, search engine and
interview results pointed towards a heavy reliance on health
forums. While these may be helpful, expert opinion was almost non-
existent. Referencing various reproductive health websites, there
were few platforms which allowed for an in-person teleconference
with an expert. While fertility issues are indicated to be a
private subject, it may be inferred from individual responses and
forum postings that these are topics in which expert opinion is of
most importance - and yet it is very much underserved. One
application that will rectify this need still has yet to launch -
Maven Clinic (refer to the next page). In lieu of such one-on-one
help, interviewees mentioned the use of forums when it came to
seeking help online for issues relating to family planning,
pregnancy, and early parenthood. During such interviews, when asked
how credibility is established, few respondents were able to give
an afrmative answer. For instance, some would resort to nding an
aggregate," or repetition of answers. fitpregnancy.com
dayonebaby.com CricketsCircle.com rsofny.com Conception/fertility
Little-to-none little-to-none little-to-none yes, a lot
Pre-natal(pregnancy) A lot little-to-none some no Post-natal (new
parents) Little-to-none A lot A lot no Login/profiles No Yes Yes no
Experts section/support community Forum In-person classes, online
articles None List of doctors, but no way to communicate with them.
Support community Online "community" emphasizes content, not
discussion or sharing Focus Pregnancy New mothers and their babies
Baby registry product recommendations Fertility and conception (its
a fertility clinic) Fertility/planning seems to be added as an
afterthought (or forethought, rather) Some babies on homepage, but
other than that very clinical, not very communal feeling
Pregnancy/reproductive health websites 3
8. Research - Comparative/Competitive Analysis Competitive
Analysis Comparative Analysis Since the focus of the project is on
the on-boarding process, it was important to understand the ows of
various websites with similar scopes. Therefore, points which
prompted a user to register/sign-up were researched and are
referenced in diagram 4.2. Whilst on-boarding is what drives
Preconceives revenue, it must not be forgotten that the platform is
heavily based on a chicken-egg model and thus, other aspects should
be just as integral to the design as the on-boarding process (Refer
to 4.2). Direct competitors of Preconceive were based on the
services offered in relation to pinpointing the issues related to
reproductive health (refer to diagram 3.1). The particularities
analyzed include which phase of family planning the websites
content provided for, the type of support offered, and the way in
which users interact with the website - whether or not it is
prole-based. As for services offering a tele-consult for women,
Maven Clinic (see 4.3) is a video-based application focused on
prenatal and postpartum health. Preliminary research indicates that
like Preconceive, Maven Clinic offers a blog with information much
like the contents portion of Preconceive. While its denite features
are unknown, as the product has yet to launch, it may be safely
assumed that Maven Clinic may indeed be a direct competitor of
Preconceive -although Maven Clinic seemingly lacks information for
those seeking guidance in terms of fertility. Pai, Aditi. Woman-led
video visits service for womens health to launch next year.
http://mobihealthnews.com/38610/woman-led-video-visits-service-for-
womens-health-to-launch-next-year/ 4
9. Research - Comparative/Competitive Analysis HealthTap Klara
Just Answer Medicast Interaction Ways to sign up Clicks to sign up
Information required to sign up Web + App Web + App App App 2+
Unknown Information not Available Unknown Information not Available
2+ Unknown Information not Available Unknown Information not
Available6 2 Unknown Information not Available Email Name Phone
Number Email Name Gender (optional) Birthday (optional) Location
(optional) Email Expert Login Unknown Unknown Unknown Pricing
Unknown Information not Available Depends $249+/visit Free
$120/consult $99/month Option to skip non-urgent questions whilst
monitoring progress of registration Path 1 Path 2 Signing Up Option
for users to log in, and doctors to sign up There are two ways to
sign up. Either go straight to sign up ow or ask question rst Name
(optional) Shows progress Gender (optional) Skip Monitors what
information is most important for particular user Ask Question
Prompt to register (Where should we send answer?) Corresponding
screens with payment options Logged in user dashboard Prompt to
register Skip Prompt to register Payment request Prompt to register
Key Takeaway All roads lead to registration and payment GOAL!
HealthTap User Flow - Onboarding Comparative Analysis 4.1 Analysis
of competing companies offering similar services. (See appendix for
larger image) 4.2 Analysis of HealthTaps on-boarding ow. (See
appendix for larger image) 4.3 Maven Clinic 5
10. Research - Users 5.1 Breakdown of survey results: useful
resources. (See appendix for larger image) 5.3 Breakdown of survey
results: user wants. (See appendix for larger image) 5.2 Breakdown
of survey results: user preferences. (See appendix for larger
image) User Surveys - refer to personas for detailed information
User Interviews - refer to personas for detailed information A user
survey, which was completed by 66 individuals, was distributed
through Google Forms. Of those surveyed, 35 are new parents, 7 are
actively trying to conceive, and 15 are currently pregnant. The
focus of the survey was to get an idea of online practices of
individuals, understand the needs of those who may be within the
intended target audience, and nd relevant patterns. Key ndings from
this survey include data indicating the following: An OB/GYN or an
expert is indeed the main point of contact for questions pertaining
to pregnancy and fertility, followed by friends or family; Easier
access to experts, alongside better online resources are desirable;
Trust in experts/medical professionals are inuenced by reasons more
personal than credentials and education alone. Attitude and
attentiveness, followed by bedside manner play a large part in
establishing trust. Alongside user surveys, interviews were also
conducted to achieve an even more in-depth understanding behind the
habits and motivations with regards to actions leading up to those
who seek advice or help online - especially those who t into the
demographics of Preconceives targeted users. It was during this
stage that practices and habits of experts were also discovered, as
expert interviews had also taken place. Important facts discovered
include issues surrounding scheduling, pain points related to
online interactions, and he need for a transparency. 6
11. Personas Olivia Wilson Olivia is the primary user who
personies the wants and needs of someone within her demographic
range. She holds the characteristics of a woman who would pay for
such a service. This may in part be due to her busy schedule, but
it is certain that their nancial status enables her to allow for
such conveniences. Not only would this be something that provides
for convenience in a timely manner, but the experience is also
educational without offending the intelligence of todays modern
women. Personas Personas were developed with data compiled through
research, surveys, and interviews. Jennifer Porter Like Olivia,
Jennifer lives in a large metropolitan area with access to highly
regarded experts. However, she personies the characteristics of
women who nd themselves overwhelmed by the great amount of
information online. Especially when it comes to questions about her
children, Jessica may feel as though a simple afrmation from a
credible expert would sufce. Jessica Wood Jessica is a persona who
covers the needs of those outside the intended metropolitan areas.
However, it is because of such that she would require the services
provided by preconceives platform. The realization that the design
should include users who may not have access to specialists due to
their geographical location was uncovered during expert interviews.
Therefore, such clientele should not be ignored when it comes to
designing for preconceives users. Anoushka Anoushka personies
preconceives expert users. It is important that the design allows
for a comfortable experience in order to enable the experts to
focus on consultations, rather than getting lost while navigating
through the platform. 7
12. Olivia Wilson, 39 Corporate Attorney New York, NY Actively
Trying to Conceive In a Committed Relationship Annoyances Security
(payment) Condentiality Lack of information on alternative medicine
regarding fertility Seeing too many baby-related posts/ products
when searching for information about fertility Olivia and her
husband have been actively trying to conceive for the past two
years. Recently, they started seeking answers as to how they may
increase their chances of conception. While they are both from very
well-educated backgrounds and have friends and family who may
potentially give very insightful answers, they feel as though the
topic is too personal to share within their circle. Since Olivia is
a professional, she has been putting off making a physical
appointment with a fertility specialist. In addition, as much as
Google may provide some answers via forums and medical sites, she
worries about the credibility and uff involved in sifting through
these sites. Olivia has yet to understand the different options
available to her (IUI, IVF, etc.), not to mention what she should
expect when it comes to conception and pregnancy. She wants to nd
an internet resource to go to where she would be able to have
honest and direct interactions with experts, without wasting time
reading general articles or peoples opinions in forums. Wants: A
holistic experience To help herself before seeking treatment Areal
person to talk to Credible information on alternative methods
Proper explanation of procedures Testimonials from women like her
Give me straightforward answers without all the craziness.
Resources Used
13. Jennifer Porter, 35 Freelance Art Director Los Angeles, CA
Married 2 kids (age 2, and 14 weeks) Wants: Credible reviews and
testimonials Friendly experts Easy to nd information about
parenting stages Quick and clear answers to medical questions
Jennifer and her husband live in Venice Beach with their toddler
and new born. Jennifer works hard and has no time to waste
worrying. When she decided to have kids, it took her six months to
get pregnant. Her rst pregnancy ended in a miscarriage. She googled
her symptoms to gure out what was happening, and a week later her
doctor conrmed she had miscarried. When she has questions about her
kids health (and not so long ago, her pregnancies) she would always
google rst. For more serious things she goes to the doctor for a
full physical exam and to make sure her or her babys vitals are ok.
When visiting a specialist or an expert, she relies heavily on
recommendations and her instinct in order to gauge her trust level.
Jennifer is interested in nding credible expert opinions online, as
the information available found using Google is generally quite
overwhelming. When sharing her information online, she is very
concerned about security and prefers to make online payments via a
secure connection such as Paypal or Swipe. Information online is
excessive, and forums are full of exaggerated information; I want
clear answers to everyday questions. Annoyances: Having to call her
doctor too often Sketchy payment methods The hospital experience
Lack of information available for new mothers Over exaggerated
information online Resources Used
14. Jessica lives with her husband in a rural mountain town.
She has a thriving online business in bespoke outdoor clothing.
Combined with her husbands ski instruction income, they now feel
nancially stable enough to start a family, and they just found out
they are expecting twins! Shes curious about yoga, acupuncture, and
other alternative medicines, in addition to her regular visits to
her OB/GYN. Jessica has been visiting pregnancy forums and websites
every day, but has had difculty nding answers to specic questions,
which are quite a few because Jessica is a worrier, and is often
afraid that something shes experiencing might not be normal. She
has many friends, but there are some things shed rather share with
a stranger (as long as theyre an expert) due to the gross factor.
Jessica and her husband could use support planning for the birth of
their children and are interested in exploring supplemental help
outside of visits to the OB and GP. She is interested in looking
for online solutions because of their relatively isolated location.
Jessica Wood, 28 Entrepreneur Leadville, CO Pregnant - 3rd
trimester Married Annoyances Not enough relevant information to
carrying twins Bugging her doctor too often Having to travel far to
see specialists My friends and family have been great, but Im
uncomfortable sharing EVERYTHING with them I still need to nd
answers somewhere. Wants Access to alternative care Quick access at
any time to talk to someone about her worries/fears Assurance of
credibly Help planning her pregnancy preparing for birth of twins.
tt Resources Used friends and family
15. Anoushka has been coaching couples through all aspects of
family planning, including conception, pregnancy, and parenting,
for over 25 years. She is highly acclaimed in the eld and holds
several certications, including her M.S.W. and is an adjunct
professor at Stanford. She recently published a book about starting
families, and is hoping that the book will help her launch a
private consultancy practice. As such, Anoushka is looking for ways
to reach couples outside of her current patient network that read
her book and want to have consultations of their own. She realizes
it is unrealistic to expect many of her potential clients to come
to her, so shes open to various modes of communication with new
clients. Anoushka, 42 Lactation specialist/couples therapist Palo
Alto, California M.S.W., Johns Hopkins U. Book: The Birds, the
Bees, and the Babies Couples are reading my book, and they have
questions. How can I reach out to them? Annoyances
No-shows/last-minute cancellations of appointments Too many
notications Trying to juggle multiple calendars for both, work and
personal life Inability to easily reach clients in rural areas, who
dont have access to experts like her. Wants Help reaching clients
remotely Easy scheduling so that she can balance private consulting
practice with teaching and work schedules. Guarantee of privacy of
online sessions so that she and her client feel comfortable having
open communication. Expert
16. Sitemap and Flows Home Articles Experts Sign In Login
Search Planning Pregnancy Parenthood Experts Prole Page Booking
Schedule Conrmation Experts Filter Location Rating Review NYC
Others? Planning Pregnancy Parenthood Genetic Counselor
Psychologist Fertility Nurse Nutritionist Financial/Insurance
Expert Labor and Delivery Nurse Nutritionist Psychologst Lactation
Consultant Baby Nurse Psychologist (Post Partum) Child Psychologist
Categories Getting Started Egg Freezing Tips and Tests Male
Fertility Advice Categories Expertise Expertise Expertise 2 1 3 4 5
Filters for selecting experts 1 Experts specialized pertaining to
Planning phase Experts specialized pertaining to Pregnancy phase
Proposed Information Architecture for Contents Experts specialized
pertaining to Parenthood phase 3 4 5 2 TBD Preconceive does not
provide medical advice, diagnosis or treatment. For these services,
please contact your doctor. Contact Us Sign UpAbout Us Privacy
Contact Us About Us Sign Up Privacy Social Media Footer 6 Community
6 12
17. Sitemap and Flows User Looks Through Experts Info
CONFIRMATIONONBOARDINGAPPOINTMENT SETTINGEXPLORATION AND RESEARCH
User Browses Expert Proles and Filters for Personal Need User
Selects Expert User Looks at Schedule and Selects Appointment Time
User Selects Schedule Appointment User is Prompted to Create
Account User Enters Personal Information User Returns to Scheduling
Appointment for Conrmation User Receives Appointment Conrmation
User Selects Article OR Expert Based on Personal Need User Selects
Experts Section User Arrives at Preconceive Home Goals Concerns
Actions User arrives at Preconceive website - browses through
articles and experts. This cycle may repeat multiple times before
potentially moving onto the next stage Appointment Setting User
makes an appointment with an expert The rst time user is prompted
to create an account before being able to conrm appointment Once
appointment is conrmed, user will notice User Enters Payment
Details User is Directed to Conrm Appointment Finding relevant
information - Learning more about the company - Reading about the
experts - See if there is any information about consultation rates
Make an appointment with an expert Create an account so that user
may make an appointment Know that the booking went through Who are
these people? Is this information relevant? Is it CREDIBLE? Is this
secure? What about privacy and condentiality? Who is the expert?
How do I connect with them? How much information will I have to put
in? Is the process long? Is the payment secure? Did the booking
process? Has my card been charged? USER FLOW - JOURNEY (PLANNING)
EXPLORATION AND RESEARCH APPOINTMENT SETTING ONBOARDING
CONFIRMATION 13
18. Sitemap and Flows Userenters paym entinform ation On screen
conrm ation Emotional Experience Userdecides to m ake appointm ent
Prom ptto Login orSign up Sign up:Entere-m ailand password Useris
directed to experts calendarto choose date and tim e Userselects
com m unication platform Userinputs description of consultation
purpose (optional) Userreceives e-m ailconrm ation Variables - User
Test Feedback - Notes Your appointment for Wednsday, April 7th from
3:30 to 4:00 pm with Julia Robertson via Skype is set! CONFIRM
Cancel Phase Userfeelsmore comfortablenowthatshe knowsmoreaboutthe
expert Immediatefeedbackwouldbenice Someuserswere
confusedastowhatday todayisbasedonthe calendar Usersfounditobvious
thatthetimeslots representedavailable times Userswerehappythat
thepricequotewasnot toomuchofaslapinthe face Userrealizesthatthe
bookingprocessisclose tonish Userwonderswhythezip codeisnecessary
Oneuserconfusedlogin forsignup *Note*Usersindicateda
desireforsomesortof follow-upconrmation (email)
Usersindicatedconcerns astopaymentsecurity Arecognizablepayment
option(paypalora securityarmation)may helpresolvethis
Userisreassuredthatby enteringabrief descriptionofpurpose,
timemaybesavedduring theactualappointment Userfeelsreassuredthat
thebookinghasindeed beenmadeandthattime hasbeensetasideforthe
1on1consultation Condence Confusion Assurance Weary Relief
Reassurance Skeptical CondencePleasure Neutral Pain
Usersconcernsare addressed Userhas,bynow,made aninformeddecisionas
tomakingan appointment Booking Flow 14
19. 15 Design - Information Architecture Information
Architecture With regards to the way that content is to be
arranged, a card sorting technique was used whereby interviewees
took preconceives current articles and sorted them by relevance to
one another. Once groups of articles have been made, the
interviewees were then asked to label relevant groups. The current
categories include Egg Freezing Getting Started Diagnostic Tests
Infertility Treatments Male Infertility Emotional Support The
Fertility Diaries The demographics of those who participated in
this exercise include both males and females, between ages 20 - 40.
Out of the interviews conducted, categories are as proposed:
Getting Started Egg Freezing Tips and Tests Male Fertility Advice
The purpose here was to identify the most efcient way of organizing
information such that users would be able to navigate through
information in the most seamless and diligent way possible.
20. Design - UCD Centered - Testing and Results Testing To
ensure that the user would be able to seamlessly navigate through
the booking ow, remote testing was performed with potential users
who t the specications of preconceives targeted demographic. During
these testing sessions, the users were tasked with two scenarios:
make an appointment, starting from the home screen; and navigate to
the contents page Key Takeaways Concerns: Users indicated that they
may be more likely to make an appointment with an expert after
reading through their written contributions in order to establish
credibility. Answer: Consideration was put into ridding the
homepage of the option to make appointment. However, with business
goals being taken into consideration, the consensus was to keep the
make appointment prompt as is. Concerns: A user wanted immediate
feedback of the appointment time after selecting her desired time
slot on the booking calendar. Answer: The selected time slot and
day will be highlighted. Once the user selects continue, the date
and time will be written out in an obvious manner while the user
proceeds to complete the booking. Concerns: Users were confused
about the online nature of the appointment - they had assumed that
the appointments would be in-person Answer: The client was made
aware of this, and copy will be written to address this concern.
Afrmations Users were able to remember the cost of the appointment,
suggesting no need to slap them in the face with the price. Users
felt that the site was friendly. Users clearly remembered the three
ps (planning, pregnancy, parenthood), indicating clear and
memorable divisions of the site 16
21. Design - Client-Requested Iteration Static image on landing
as opposed to carousel of relevant content articles Please refer to
images 6.1 and 6.2 to see how this desire was addressed. *See next
page for further recommendations. 6.1 Home (See appendix for larger
image) A zip code eld needed to be added Please refer to images 6.5
and 6.6 to see how this was addressed For legal reasons,
communication options may only be limited to phone and video
conferences The word chat was removed, as per request (see 6.3 and
6.4) Client-Communicated Wants and Needs 6.2 Iterated Home (See
appendix for larger image) 6.3 Selecting communication platform
(See appendix for larger image) 6.4 Iterated version (See appendix
for larger image) 6.5 Sign up window (See appendix for larger
image) 6.6 Iterated version (See appendix for larger image) 17
22. 6.1 Home (See appendix for larger image) 6.2 Iterated Home
(See appendix for larger image) Recommendations Homepage
Justication Based on preconceives request, a static landing image
was added, as opposed to using a hero image with content. After
further review, it became unconscionable to leave out this
recommendation due to concerns over potential inconveniences caused
by the change. While a thorough user test was foregone, given the
time constraints, the following serves to warn of the risks in
adding an extra barrier between the user and appointment setting:
Development Inefciency While including this static image may be
visually pleasing, one should be weary of implementing this for
fear of driving the user away from the main goal of preconceive -
setting an appointment with an expert. One way to address this
issue is to include a jump, which would allow the user to click on
a link such that they would arrive at the designated page instead
of scrolling*. With this said, a further concern raised relates to
the labor-intensiveness of having a developer add a function so as
to minimize the risk of lowering the sites conversion rate. Where
this occurs, the inefciency takes place when the developer is asked
to animate a function that takes the user from one hot spot to
another that is, in reality, relatively close in proximity.
*Scrolling - studies indicate that users give up and leave a
website when called to scroll:
http://www.smashingmagazine.com/2009/09/24/10-useful-usability-
ndings-and-guidelines/ A landing image takes away from the Minimum
Viable Product As mentioned above, a landing image serves little to
no function except for its visually pleasing aspect. While visuals
are indeed important, one must weigh out the pros and cons of
visuals versus functionality and conversion rates. Research
indicates that content above the fold directly indicates a websites
credibility. Therefore, what is included on this valuable space
must be relevant to the minimum viable product (see asterisk). Free
vs Paid The question here relates to whether focus should be placed
more on the free content or the revenue-generating service that
preconceive aims to provide. The tug-of-war indicates that emphasis
should be placed on one or the other to prevent a never- ending
struggle for real estate space. 18
23. Appendix 19
24. Home Page Content page Expert Page Book Consultation Search
Content Search Experts Account page Patient Flow Manage bookings
Manage Payment Personal Info Create Account Communicate Community
Classes 5 4 2 3 6 Annotations 1. Home page contains - CONTENT,
EXPERTS, COMMUNITY and CLASSES 2. Content Page can take user to
Expert Page or book a consultation with author 3. From the Expert
Page the user can Book A Consultation with the expert. 4. User must
create account if new to the site before booking consultation. 5.
User can book consultation from the Home Page, Content Page, Expert
Page and their Account 6. Users account page ranges bookings,
payment, personal info, and communication methods 7. Community and
Classes will be accounted for in the next phase of the project 7 1
1.1 Desired User-Product Interaction Appendix 20
25. 2.1 Business goals, brand goals, and user goals dened,
ultimately leading to MVP Appendix 21
26. 3.1 Competitive analysis of supported functions.
fitpregnancy.com dayonebaby.com CricketsCircle.com rsofny.com
Conception/fertility Little-to-none little-to-none little-to-none
yes, a lot Pre-natal(pregnancy) A lot little-to-none some no
Post-natal (new parents) Little-to-none A lot A lot no
Login/profiles No Yes Yes no Experts section/support community
Forum In-person classes, online articles None List of doctors, but
no way to communicate with them. Support community Online
"community" emphasizes content, not discussion or sharing Focus
Pregnancy New mothers and their babies Baby registry product
recommendations Fertility and conception (its a fertility clinic)
Fertility/planning seems to be added as an afterthought (or
forethought, rather) Some babies on homepage, but other than that
very clinical, not very communal feeling Pregnancy/reproductive
health websites Appendix 22
27. HealthTap Klara Just Answer Medicast Interaction Ways to
sign up Clicks to sign up Information required to sign up Web + App
Web + App App App 2+ Unknown Information not Available Unknown
Information not Available 2+ Unknown Information not Available
Unknown Information not Available6 2 Unknown Information not
Available Email Name Phone Number Email Name Gender (optional)
Birthday (optional) Location (optional) Email Expert Login Unknown
Unknown Unknown Pricing Unknown Information not Available Depends
$249+/visit Free $120/consult $99/month 4.1 Analysis of competing
companies offering similar services. 4.2 Analysis of HealthTaps on-
boarding ow. (See index for larger image) Appendix 23
28. Option to skip non-urgent questions whilst monitoring
progress of registration Path 1 Path 2 Signing Up Option for users
to log in, and doctors to sign up There are two ways to sign up.
Either go straight to sign up ow or ask question rst Name
(optional) Shows progress Gender (optional) Skip Monitors what
information is most important for particular user Ask Question
Prompt to register (Where should we send answer?) Corresponding
screens with payment options Logged in user dashboard Prompt to
register Skip Prompt to register Payment request Prompt to register
Key Takeaway All roads lead to registration and payment GOAL!
HealthTap User Flow - Onboarding Comparative Analysis 4.2 Analysis
of HealthTaps on-boarding ow. Appendix 24
29. 5.1 Breakdown of survey results: useful resources. Appendix
25
30. 5.2 Breakdown of survey results: user preferences. Appendix
26
31. 5.3 Breakdown of survey results: user wants. Appendix
27
32. 6.1 Home 6.2 Iterated Home Appendix 28
33. 6.3 Selecting communication platform 6.4 Iterated version
Appendix 29
34. 6.5 Sign up window 6.6 Iterated version Appendix 30