Worked as Senior Product Designer at Henry Schein, Dentally, were I initiated and completed a research project, designed new features and improving UX/UI on the live product.
Dentally
The product was a dentistry SaaS platform used nationally in the UK, and rolling out the product in Australia, New Zealand, France, Wales, Ireland, Scotland and Canada.
My responsibility was checking the new patient details screens that meet country specific laws and I worked with the local teams to identify the difference and amend the designs accordingly. Furthermore, I improved UX and UI on the live product.
Other tasks were ideation of new features, working cross functional and international team to ensure consistency. Furthermore, all the designers collaborate on each team’s design projects, by having problem framing sessions, design critiques and ideation sessions.
Photo by Artur Tumasjan on Unsplash
Research project
The problem
The support team was experiencing a high volume of customer calls and via intercom with issues about the product, and the NPS score was not satisfactory.
As no other comprehensive user research had been conducted previously, I initiated a large research project to identify pain points and user needs to inform the team to improve the product across each module, from the clerical side to the clinical side and the web portal.
NOTE: The research project is not a part of the same design projects, shown later in this presentation.
Purpose of the research project
- To identify opportunities across Dentally to improve user experience, increase customer satisfaction and business revenue
- Understand user needs, context of use and pain points of the users
- To help the business to identify business opportunities
My role
I was solely responsible and hands on in every step of the research project, from creating research plan, test script’s, interview users, visit practices, survey, and delivering a research report with the findings, personas, recommendations and business opportunities as USP.
Photo by Jonathan Borba on Unsplash
User research
To conduct user research I created a research plan, test scripts and reached out to platform trainers, marketing team, the support team, other designers and project managers to learn more about their knowledge speaking to the users.
First a survey was sent out to 36000 users, and I received 12500 open-ended answers I could categorize and analyse, which mean I not only got quantitative data but also qualitative data. The questions were carefully structured to target different user segments to get a better understanding of the different users.
While the survey was collecting responses, I conducted interviews and visited practices to observe the use of the product and ask questions to the users.
Methodology
- Interviews
- Practice visit
- Survey
- Other sources
- Support team
- Customer success team
- Emails
- Marketing team
- Training team
Interviews
As part of the research project, I conducted interviews with users. The users came from separate roles with a dental practice, and they used the platform differently. For small practices, the dentist also acted as practice manager, nurse, hygienist, and receptionist. That made it particularly important to have in-depth interviews.
From the interviews I created personas for a practice manager and a dentist, as they had hugely different uses of the product, when their roles were clearly defined.
Survey
The survey I created the test script for the survey and sent out the survey to 37500 users.
The questions were carefully crafted and formulated to receive both quantitative and qualitative research data and give a better data set to analyse.
Fig.1, 2 and 3 shows some of the sections of questions I included in the survey.
The question was then filtered to present how the personas replied to the questions.
Fig. 01
Fig.02
Fig.03
Affinity map
I collected all the answers and started to analyse the quantitative and qualitative research data.
After I realised there were over 12000 open ended answers to categories I decided to use “divide and conquer” approach to get the task to a more manageable size. The answers were prioritised after the subjects and business objectives, which informed me of which answers to focus on first.
Every post-it was read and divided into the categories they belonged to, and I made notes about the pain points the users were experiencing.
The categories were divided into more specific sub-categories that made it easy to identify issues. It was easy to see patterns and where the issues were.
Quotes from the survey was added to the research report.
Excerpts of the word cloud from the survey
First stage of categorising and dividing the answers, with color coded answers
Excerpts from research report.
Final result
I collected all the data, both quantitative and qualitative, I got from all the sources. I formed a research report of 85 pages with recommendations, insights, and findings and delivered this to the company.
Photo by Lesly Juarez on Unsplash
Design of new chat
Chat feature
Some of the tasks I worked on were designing a new chat for messaging internal in the practices and external to other practices.
The design system used in Dentally was Tailwind UI, except for the components not included in the UI kit. For these instances I designed the components to match the style of Tailwind UI.
