THE CHALLENGE

Colon cancer (CRC) is the second leading cause of cancer death in the U.S.—half of these deaths can be prevented by early detection. HemoGlo’s patented technology offers a home device that eliminates the most common barriers to timely screenings. The client, E&B Devices, engaged my consultancy to design a mobile app that pairs with the HemoGlo device to help patients take a home CRC test.

PROJECT COMPLETION 2019

CONTEXT

The client had decided to launch their HemoGlo Bluetooth device with a native iOS app that allows patients to transmit data from home to their doctors in an instant. Our goal was to make the process as simple as possible for users. We had just a few weeks to create a mid-fidelity prototype for an investor meeting, followed by ongoing work to design, test, refine, and build the app.

The HemoGlo device required a mobile app to guide patients through the home test, and transfer data from the patient’s home to their doctor.

DISCOVERY

COMPETITIVE RESEARCH

HemoGlo offers a game-changing value proposition, and the only direct competitors are in-hospital colonoscopies and home tests that require patients to mail fecal samples. Since we were already clear on competitive advantage in the direct landscape, we began with an audit of analagous apps in the realm of health tracking, screening, and telehealth to collect ideas for intuitive features and approaches.

USER RESEARCH

After reviewing institutional research papers about CRC screening tendencies, we interviewed 6 potential users in the target audience (anyone over age 50 or with a family history of CRC). Interviewees ranged from CRC survivors to people who have delayed ever taking a screening.

Generative research interviews with potential users helped uncover people’s biggest concerns & priorities.

INSIGHTS

We created a summary of findings, and prioritized them into four main types of user needs.

Based on our research findings, we created two personas. Stephanie is a mobile-savvy user who is eager to stay up-to-date with health screenings, but is strapped for time. Rick is a user who prefers a laptop or tablet. He is interested in maintaining good health, but most values comfort and convenience.

IDEATION, PROTOTYPING & TESTING

With the research insights in mind, we brainstormed solutions, picked the best ideas and developed them into multiple versions of low-fi flows. We ran user testing sessions to evaluate multiple versions of the flows, refining the designs based on testing feedback. One question we specifically sought to answer was whether to progressively present one question at a time, or to include multiple questions in fewer screens to reduce steps. Our testing participants almost all found it easier to follow one step at a time.

VISUAL DESIGN

After several rounds of revisions based on user testing and client feedback, we moved on to visual design. We created a simple, clean design with an approachable, yet high-tech look. We provided templates for different kinds of content, with a small library of UI elements. The color scheme was bright, yet conservative, to reflect a sense of both friendliness and reliability.

The client and was thrilled with the designs, and requested proposals for expanding our design scope for future engagement. After building the MVP, the client gained considerable traction with potential investors and pharmaceutical distributors, gaining an initial round of funding to develop the product.