Strategic planning to reach diverse urology patients and broaden the user base

UI/UX Design

Time frame: 7 weeks
Client: Healthcare Company
Team members: Emmanuella Ben-Eboh, Sanhyong Park, Zixuan Zhao
Role: UI/UX Designer
Skills: Research, Roadmap, Wireframe, Prototyping, UI/UX Design

Research

We conducted secondary research and interviews to understand users and their current problems. Urology patients increase with age. They need a continuous diagnosis and want more efficient treatment. They also don’t talk much about their symptoms, so urology apps that are easily accessible at home could bring many benefits.

Urology APP offers many benefits to LUTS patients and doctors

The app is simple and easy to use.
“Easy to use, just what I was looking for to track urology appointments.”

Easily keep track of daily urologic conditions.
“It keeps all the records for me and shows how the day-to-day changes.”

Saves time for clinic visits.
“It saved me a visit to the hospital.”
“Urologists are not going to spend their time answering all questions. It’s not worth the time to do it.”

LUTS patients are willing to pay

For example, iUflow (competing app) users pay $99 for the wireless and disposable uroflowmeter and bladder diary app.

Patients need to track uroflow regularly

Patients need to continuously record symptoms daily for treatment and prevention.
“I have been suffering from repeat UTIs and the doctor wanted me to monitor my urination frequency. So far, it’s been simple and easy to use.”

Stakeholder Map

Key Findings

Based on our research, we identified three key findings. Although only a limited number of patients currently use diagnostic apps, these apps provide several benefits. We also found that urological conditions are often difficult to talk about, which can discourage patients from seeking medical care.

Patients using diagnostic apps see clear benefits

Patients often need to record their symptoms every day, so an app that allows them to do this easily at home can be very helpful.

“I have recurring kidney stones, so my doctor asked me to track how often I urinate. So far, the app has been easy to use.”

Urological conditions are difficult to talk about

Many patients hesitate to discuss their concerns with family members or even their doctors. They often feel embarrassed to talk about urological symptoms or conditions.

“The father didn’t want his son to come into the consultation room. He wanted to speak with me privately about the symptoms.”

Early prevention is often overlooked

Because many patients feel embarrassed to seek help, they often delay visiting a doctor until their symptoms become more serious. As a result, they may miss the best opportunity for early treatment.
Some patients choose not to visit a hospital when their symptoms are still mild. However, many early-stage urological conditions can be prevented or delayed through appropriate guidance and everyday lifestyle changes.

User Segments

We have identified three user segments. The first is surgical patients who need to keep urinary records. The second is people with high-risk symptoms. The third is those who want to know about urology.

Solution

Creating a urology health platform

We explored the concept of a urology health platform that supports a wide range of user needs, from people who simply want to monitor their bladder health to those who want to learn more about urological conditions. To reach a broader audience, we proposed expanding the existing app by adding information resources such as articles, videos, and anonymous discussion spaces, alongside its existing monitoring and symptom tracking features.

First, we explored improvements to the existing monitoring and symptom tracking features to make them simpler and easier to use.

Next, we explored ways to expand the value of the app by providing personalized lifestyle recommendations based on users’ health data.

Finally, we proposed educational content and anonymous discussion spaces where users could learn more about urological health.

Usage-based price model

We also explored a subscription-based business model with a freemium approach. Users could choose from different pricing plans based on the features and level of service they need.

Roadmap

We created a five-year roadmap and business model canvas for expanding app use, approaching it in three waves, and finally creating the urology information-sharing community.

Wave 1 – Integrating

Integrate the complicated functions, and allow patients to easily and comprehensively measure their urinary status at home before and after surgery and export data to the urologist.

Wave 2 – Scaling

Expand the functionality, and provide AI-based suggestions for behavioral improvements for people who are concerned about their bladder behavior. Record habits such as drinking and sleep, and adding calendar and reminders.

Wave 3 – Interconnecting

Create urology content and blogs to engage a wider range of users such as young adults and middle-aged people, and form an informative and trustworthy urology community.

Prototyping

Next Steps

In-depth research with patients

Conduct in-depth research following human-centered design to identify necessary and unnecessary features and organize an appropriate service experience.

Collaboration with diverse stakeholders

Involve diverse stakeholders; not only patients and urologists, but also people experiencing mild symptoms, content creators, engineers, and service designers

Interview non-patients concerned about symptoms

Explore the needs and insights of potential patients and research what kind of information and community is appropriate to encourage prevention.