OphyCare
Redesigning OphyCare’s landing page for humanitarian medical organizations
Project Overview
I was paired to work with OphyCare in my Design for Social Innovation course at Columbia’s School of International and Public Affairs.
Collaborating alongside a group of graduate students with backgrounds in product management and business development, we designed a timeline for OphyCare’s transition from a B2C to a B2B business model. Our work culminated in a 50+ page final report that we presented to the OphyCare team.
I acted as the designer in my team, synthesizing research to construct a potential design for OphyCare’s B2B experience.
Role
Lead Designer, UX Researcher
Team
PMs: Angelina Fung, Aadit Narula Gupta
Research: Raghad (Reggie) Alodibi, Manjari Madhusudanan
Timeline
Jan - May 2023
Company Background
OphyCare is a digital healthcare company with roots at Columbia SIPA committed to increasing healthcare accessibility and upholding health equity for populations across the world.
The company began as a B2C telehealth service that connected US-based non-English speaking patients with doctors who spoke their preferred language.
the initial challengeNavigating OphyCare’s business transition
OphyCare was looking to pivot to a B2B model in delivering OphyCare as a SaaS product to private practice doctors and medical humanitarian organizations to help them build customized digital health infrastructure to provide the best care for their clients.
We were tasked with the challenge of finding the best direction and areas in which OphyCare could successfully make this business pivot.
the timelineThe design process
View the whole journey hereexploration phaseDrawing insights from market research
We conducted comprehensive market research through stakeholder interviews primarily with private practice medical professionals and humanitarian medical organizations representatives.
Needs and Feasibility of Medical Professionals
EHR/telehealth software are not priorities for private practice medical professionals or humanitarian medical organizations
Humanitarian organizations have no current capacity to deal with chronic health conditions
Funding Opportunity Discovery
Social impact investors are open to seeing companies pivoting their business models, so long as the transition presents a unique differentiating factor and does not impinge on mission creep
reframe 1.0Our exploration phase showed that EHRs are not an investment priority for humanitarian medical organizations, and they do not currently have the capabilities to support the technology needed for EHRs.
We decided to instead focus on how we can keep OphyCare afloat while delivering “care with impact.”
How can we convey value to medical professionals, patients, and humanitarian medical organizations to onboard OphyCare’s platform?
prototyping Revising OphyCare’s marketing strategy
We prototyped a redesign of Ophycare's landing pages to increase patient and provider onboarding, thinking about how we can allow OphyCare to stay afloat in its current business model.
Provider Side
Patient Side
New landing page experience
OphyCare’s feedback
OphyCare wanted us to continue exploring opportunities for growth in the humanitarian medical organization sector, and apply our new landing page flow to design a landing page that targets humanitarian medical organizations.
reframe 2.0We reframed our challenge from improving the current B2C model while looking toward future expansion, to fully zoning in on HMO engagement.
How can we align OphyCare with the needs of humanitarian medical organizations?
generate phaseImagining OphyCare for HMO’s
We delved into another research phase, interviewing more HMO representatives so we could pin down needs that OphyCare can fulfill with their digital solutions.
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Cultural sensitivity and knowledge amongst healthcare professionals who are deployed to foreign countries lead to better care
Data analytics are integral tools for HMOs to manage and communicate with their donors
Long-term care (i.e. chronic conditions) is an area for growth within HMOs
Design Opportunity
HMO-Specific Features
We brainstormed new HMO-specific features OphyCare could implement in addition to data analytics they were already providing PCRF.
Cloud-Based EHR
Opening up opportunities for longterm care
Features
Task Management Software
Boosting mission efficiency
Educational Content
Increasing cultural awareness
Our design should…
Follow the new landing page experience flow
Emphasize OphyCare’s mission to provide long-term and sustainable care
Highlight how OphyCare’s features fulfill the needs of HMO’s
brand identityVisual design considerations
We gained access to the design files of the current potential OphyCare designs, so I kept the website redesign faithful to this template, preserving its color ways, fonts, and overall style.
the final designOphyCare for Humanitarian Medical Organizations
Our final design imagined what OphyCare could look like as a SaaS company for humanitarian medical organizations.
Conveying OphyCare’s value
The first few sections immediately convey OphyCare’s value to HMOs, clearly presenting OphyCare’s mission and providing an overview of the platform’s features.
Showcasing tailored digital solutions for HMO’s
A case study to demonstrate OphyCare’s impact
Reflections
This project was heavier on the UX consulting and UX research side than my other projects, so I got to delve deep into the research side of UX design. Furthermore, this was the most time I spent meeting with and interacting with professionals during a project, whether it was meeting with the OphyCare CEO and team, or interviewing with stakeholders. We had numerous checkpoints where we had meetings with OphyCare’s team to touch base, so I am very grateful we were able to get first-hand advice and feedback from the CEO throughout our journey.
As detailed above, my team and I also faced a challenge: we had to pivot our project. I was beginning to feel more comfortable with the uncertainty of the design process, but this point of the project was challenging because we were mid-way into our project before we learned we had to pivot. However, our consistent and close communication with our OphyCare team proved to be incredibly valuable and allowed us to gain more clarity in our next steps. We were able to reorient all of our previous research towards our pivoted challenge and conduct even more research in the right direction. I learned the importance of communication not only in collaborating with my team members but also in interacting with our clients.
Unlike previous projects where I have redesigned websites to improve usability, my task in this website redesign was to improve overall marketing and brand understanding, as OphyCare was shifting its consumer target from patients and doctors to humanitarian medical organizations. I learned the importance of having a strong grasp and understanding of a company, and how I should effectively translate the brand into a website.