Transforming How Physical Therapy Care Is Delivered
Visual Design + UX
After the Pandemic shut down in-clinic care and services for thousands of people in need, Therapydia needed to re-think patient care. We set out to discover if treatment plans could be delivered virtually and gauge the demand for such services. I was originally brought in for UI development and after a few weeks was asked to work with the engineering team on UX.
The Challenge
GOAL 1
Create a visual system for the app and emails that are derived from the Therapydia brand identity
GOAL 2
Build a Minimum Viable Product to help determine if there is a demand for virtual and in-clinic care
GOAL 3
Develop the triggered emails to support a patient’s treatment journey and create marketing emails to drive sign-up
Process
Original Dashboard
The dashboard is where all of a patient’s results, tests, and treatment plans are viewed all at once. The original dashboard hid the majority of this information on the left menu column. There was an opportunity to present all the data in a more appealing and digestible manner.
Redesigned Dashboard
The redesigned dashboard allows patients to view the most important information of each category. It’s much easier to get an idea of progress, results, and other services. Adding imagery and charts gives the patient a much easier way to digest all of this information as well.
Original Task Flow
Two priorities were to get people to schedule a Baseline Screen Test and then take the test. The original task flow had users complete four mandatory tasks in order to schedule a test. This process was going to be too long so it took a little bit of convincing to shorten the process. The entire program hinges on taking the test so patients understand what their current physical capabilities are. That way they can work with a PT to build a custom treatment plan helping them build musculoskeletal health and prevent injury.
Updated Task Flow
I wanted users to schedule a test as quickly as possible, so I shortened the number of tasks and reduced the number of mandatory steps. Combining the first two tasks into one screen was the first step. In order to get as much information as possible, Stakeholders wanted the “create profile” step to happen before scheduling. I didn’t want that to be a roadblock to scheduling an appointment so we made creating a profile a skippable step. This allowed scheduling to be either the second or third task.
Sign Up Wireframes
Once the flow was approved, I designed the necessary individual pages and emails. The developers and I met up every week to discuss possible technical issues that may arise, what features were possible within our short turnaround time, and then presented our work to the leadership every week.
User Feedback and Iterations
Before the alpha version of the MVP was finished we had a select group of patients complete a baseline screen test. We wanted to know what users thought of the test and give them an introduction to the dashboard along with a few features of the product. We learned what features were most important, what was confusing, and what they thought was missing. We made refinements to the product and then implemented the triggered email system.
Users loved what PTanywhere was offering and with most of our updates completed, we were ready for our first test! We sent the email invite to 300 users. The email had a 30% open rate and 54 of those users made it to the “create account” page. Most started the process but the majority of users abandoned the process before scheduling a screen. The email wasn’t the problem so what was going on?
By interviewing a lot of these users we learned that the largest pain point was the number of tasks required to schedule a screen. They were promised a free screen and instead they were faced with a lot of ask. With this crucial feedback in mind, we went back to streamline the task flow process.
Task Flow Revisited
Users wanted to schedule a screen as soon as possible, so that’s what we let them do! Once users clicked on the email invitation, they were immediately taken to the scheduling page. After the request was submitted they were asked to create an account and continue on with the onboarding process. This small change made all the difference and the following rounds of email invitations were significantly more successful in getting users to schedule and complete the Baseline Screen Test.
User Flow
Here’s a glimpse of some of the product pages and user flows that make up PTanywhere.
Visual Identity
Existing Primary Brand
Therapydia is the primary brand whose colors are derived from the “birds” on the logo. The primary colors were used throughout clinics, Therapydia.com, and all marketing materials. The secondary color was used as a base for backgrounds and text.
New Sub Brand
PTanywhere is a part of Therapydia so it was important to leverage the existing identity. With other sub-brands in the pipeline, I took the blue “bird” and its colors for PTanwyhere. Secondary colors are used in graphs, chips, and other elements that need to stand out.
Style Guide
Using the new PTanywhere visual identity, I developed a style guide to provide a cohesive and branded experience.
Triggered Emails
Takeaways
This was one of the most complex undertakings of a digital product I have ever undertaken and it was a rewarding, yet challenging process. One thing that was validated was the need to test early and often with users to ensure you are creating a product they want and love using. The creation of this MVP allowed us to move quickly to build a product to gauge user demand. Investors were delighted with the initial results and funding was approved to support the build of the beta version. New features including messaging and sharing are now underway.
Credits
Product Development: Moove It
Visual Design + UX: Jose Quinteros