Zocdoc | New Feature Concept
Zocdoc is an end-to-end platform connecting patients with physicians.
Zocdoc’s 2-way communication feature streamlines scheduling coordination by keeping both users on the platform. Appointments can be made and rescheduled without leaving the platform.
My Role
UX/UI Designer, UX Researcher
Project Type
Personal project, Proof of concept ( not associated with Zocdoc)
Timeline
4 weeks
Tools
Figma, Illustrator
The Challenge
Zocdoc is a widely used online platform for medical appointments, serving millions of users throughout the United States. Patients can utilize Zocdoc to search and book appointments with in-network doctors. But Zocdoc is not the only tool that provides these features, according to [ Top Zocdoc Alternatives ], Zocdoc is up against a variety of competitors. How can Zocdoc stand out in this crowded market?
Background Discovery
In the initial phase of the project, I conducted research to determine how the service generates revenue by retaining patients and doctor's offices. I also investigated whether there are any gaps between the healthcare system and the users' needs.
I identified potential opportunities - such as Zocdoc capturing value from each new patient booking made via their platform. I was curious about a feature that would enable Zocdoc to ensure that both patients and physicians can keep their scheduled appointments through the platform.
“Physicians on Zocdoc must continue to update the site with their availability and honor reservations made on the site (speaking from experience I have been told by a Dr.’s office that they do not honor Zocdoc bookings). One way to ensure sustainability in this regard is for Zocdoc to provide offerings for physician offices to integrate systems, including both scheduling and patient medical information.”
Research
Research Goal
My main goal for conducting research was to gain insights into Zocdoc's user base in order to identify a feature that would provide benefits to both users and the business.
Research Objectives
Discover how & why users are currently using Zocdoc.
Understand what keeps users coming back to Zocdoc.
Determine challenges people face when using Zocdoc.
Determine which features and content users currently find most valuable.
Gain an understanding of why some users may have stopped using Zocdoc.
Secondary Research
Once I finished my initial research on the product, I moved on to conducting thorough market research. This involved comparing our competitors' products and services to assess their strengths and weaknesses.
During a competitive analysis, I reviewed the following competitors and compared how they used features to increase the patient retention rate.
Nexhealth
Weave
Lifestance
Key Opportunity: I identified the potential to enhance communication in both directions to encourage patients to continue using the platform and schedule appointments through Zocdoc.
In comparison to Zocdoc, the competitors all offer 2-way messaging on their platforms.
User Interview
I conducted interviews with Zocdoc users to gain a comprehensive understanding of their experiences.
Interviewees:
Three participants are recurring users of Zocdoc.
Two participants had used Zocdoc but became frustrated with the app and have not returned to using it.
I concentrated on the current usage of Zocdoc, examining when, why, how, and where participants use it and the reasons why some of them decided to drop the tool altogether. By doing this, I was able to identify the areas where I could potentially improve and capitalize on the opportunities that exist.
Interview Insights
Key Takeaways:
Across all users, the main reason for choosing Zocdoc is to eliminate verbal interaction in the booking phase.
Define
Define the User Base
After conducting interviews and synthesizing my research, I developed a distinct persona named Lilly. The prospective feature is designed for individuals like Lilly who are busy young professionals with tight schedules and want to complete their wellness journey with a few clicks.
When I synthesized the frustrations and needs of Lilly, two potential features emerged. Based on my research, user communication is more important, so I decided to expand on the possible solutions of that insight.
Feature Goals
Create a feature that will ensure doctors and patients stay on the platform and fulfill appointments.
Create a feature that allows patients to complete tasks with a few clicks instead of phone calls.
How might we create a feature for Zocdoc that meets the needs of both users and business objectives while also fitting seamlessly into the current design system?
Ideate
Brainstorming
After completing the research process, I presented my findings to other designers to obtain valuable feedback. Together, we developed two possible solutions.
The challenge - Zocdoc's competitors seem to keep patients and doctor's offices on their platform by investing in 2-way communication features.
Solution 1 - Rescheduling feature from the clinic’s end. (Zocdoc currently only has a rescheduling feature coming from the patient, the clinic has to call to reschedule.)
Solution 2 - A chat portal for the patient to reschedule.
The Solution
I decided to go with Solution 1 - Rescheduling feature from the clinic’s end
Reason - It is more straightforward and the patient has all the options available to them.
What does it accomplish? Although unexpected circumstances may arise, patients and clinics have the ability to easily reschedule appointments with just a few clicks.
How does it accomplish this? Adding a rescheduling feature from the clinic’s end so the communication is in both directions.
Determine Task Flow
Rescheduling the appointment -
Design & Test
Low Fideltity Wireframes
Once the task flow was determined, I sketched out the screens on paper to make sure they made sense.
Prototyping & Testing
After testing the final prototype with three users, there were two things that the users clearly struggled with.
Destructive Button -
The users felt the “cancel it” button was not clear enough and they hesitated to take any action before taking a second glance.
Solution -
I redesigned the destructive button to make it more prominent and obvious, preventing the users from accidentally clicking it and feeling stressed.
Confirmation Information -
The users expressed that the information was too cramped, which made it difficult for users to read.
Solution -
I created a few icons and put them alongside the information. The layout looks cleaner and more interactive.
Final Product
Takeaways
Going Forward
Through this project, I’ve learned to add to an existing product and I believe the feature will keep the users on the platform and increase revenues. One of the challenges was that I could not view this service from the physician’s side.
Next Steps
Adding a chat feature on the platform.
Integrating an online pharmacy to Zocdoc so the users can do everything within a few clicks on the platform.