Enhancing the Consultation Journey with Human-Centered Approach on SehatQ
Enhancing the Consultation Journey with Human-Centered Approach on SehatQ
Study Case
SehatQ (Healthtech)
Duration :
March - April 2023
Overview
Overview
SehatQ is a health platform in Indonesia that provides various healthcare services online. One of its main features is online doctor consultation that users can access directly from the website.
Challenge
Challenge
SehatQ wanted to increase user acquisition and drive higher engagement with its healthcare services.
Research Duration
Research Duration
March 1–30
March 1–30
Week 1 : Research & User Analysis (Desk Research, Qualitative Research, User Testing)
Week 2: Ideation & Wireframing
Week 3: Design Development & Prototyping
Week 4: Design Refinement & User Testing
Main Goal
Main Goal
To improve user acquisition by optimizing the doctor consultation flow and making the service easier to access.
Research & User Analysis
Primary Research
User Interviews
Respondents were telemedicine users aged 21–30, busy professionals with high mobility and strong internet habits.
Key Findings:
5/5 users had never heard of SehatQ and never used it.
Most requested features: online consultations, offline appointment booking, and pharmacy search.
Users wanted fast, simple consultations for urgent cases.
To feel confident choosing a doctor, users looked for: availability, specialization, years of experience, cost, ratings, recommendations, and practice location.
Usability Testing
During the interviews, I also conducted usability testing where users tried using SehatQ’s online consultation feature for the very first time.
Research & User Analysis
Primary Research
User Interviews
Respondents were telemedicine users aged 21–30, busy professionals with high mobility and strong internet habits.
Key Findings:
5/5 users had never heard of SehatQ and never used it.
Most requested features: online consultations, offline appointment booking, and pharmacy search.
Users wanted fast, simple consultations for urgent cases.
To feel confident choosing a doctor, users looked for: availability, specialization, years of experience, cost, ratings, recommendations, and practice location.
Usability Testing
During the interviews, I also conducted usability testing where users tried using SehatQ’s online consultation feature for the very first time.
Usability Testing Results:
a. Confusing consultation feature navigation
Usability Testing Results:
a. Confusing consultation feature navigation
Key Points:
On SehatQ, users need to click “Chat Dokter” to start consultation.
But 5/5 users first clicked the “Doctors” menu when trying to find online consultation.
4/5 users clicked multiple menus before finally finding “Chat Dokter.” It took them 2–3 minutes to reach the consultation page.
Key Points:
On SehatQ, users need to click “Chat Dokter” to start consultation.
But 5/5 users first clicked the “Doctors” menu when trying to find online consultation.
4/5 users clicked multiple menus before finally finding “Chat Dokter.” It took them 2–3 minutes to reach the consultation page.
b. Doctor profile lacked details
b. Doctor profile lacked details
Key Points:
On SehatQ, doctor profiles only showed STR number, education, practice location, and specialization.
Doctor recommendations were barely noticed on the consultation page.
Key Points:
On SehatQ, doctor profiles only showed STR number, education, practice location, and specialization.
Doctor recommendations were barely noticed on the consultation page.
c. Too much information
c. Too much information
Key Points:
Having too much information and interactions on a single page made users confused and unsure where to focus.
Doctor recommendations were not visible enough on the consultation page, even though they could help build trust and guide users in choosing a doctor.
Key Points:
Having too much information and interactions on a single page made users confused and unsure where to focus.
Doctor recommendations were not visible enough on the consultation page, even though they could help build trust and guide users in choosing a doctor.
User Journey
User journey of how people used SehatQ’s website to access consultation services:
User Journey
User journey of how people used SehatQ’s website to access consultation services:
Notes:
From the user journey, it was clear that users felt dissatisfied at almost every step when using the consultation service. The overall experience did not meet their expectations, with issues such as confusing interfaces and unnecessary obstacles along the way.
Notes:
From the user journey, it was clear that users felt dissatisfied at almost every step when using the consultation service. The overall experience did not meet their expectations, with issues such as confusing interfaces and unnecessary obstacles along the way.
Primary Research Findings:
The consultation menu was not highlighted enough compared to other menus and didn’t catch user attention.
The consultation flow was too long and confusing.
Doctor profiles lacked detailed information to build trust.
Low brand awareness — most users had never heard of SehatQ.
Primary Research Findings:
The consultation menu was not highlighted enough compared to other menus and didn’t catch user attention.
The consultation flow was too long and confusing.
Doctor profiles lacked detailed information to build trust.
Low brand awareness — most users had never heard of SehatQ.
B. Secondary Research
Competitive Analysis
Respondents were telemedicine users aged 21–30, busy professionals with high mobility and strong internet habits.
B. Secondary Research
Competitive Analysis
Respondents were telemedicine users aged 21–30, busy professionals with high mobility and strong internet habits.
Halodoc
Strengths:
Halodoc clearly separates its main service information, making it easier for users to start an online consultation right away.
The consultation flow is effective and allows users to quickly reach the intended doctor.
Doctor recommendations are easy to access without needing to scroll down the page.
Weaknesses:
No filtering option for doctor search
Doctor profiles are not detailed enough.
The list of recommended doctors is limited to only two.
KlikDokter
Strenghts :Main menus, such as consultation, are easily accessible.
Simple and easy-to-understand microcopy for users.
Filtering options available to simplify doctor search and online consultation.
Patient reviews are provided, giving additional information.
Instant doctor consultation is available.
Weakness:
The list of recommended doctors is limited to only two.
Halodoc
Strengths:
Halodoc clearly separates its main service information, making it easier for users to start an online consultation right away.
The consultation flow is effective and allows users to quickly reach the intended doctor.
Doctor recommendations are easy to access without needing to scroll down the page.
Weaknesses:
No filtering option for doctor search
Doctor profiles are not detailed enough.
The list of recommended doctors is limited to only two.
KlikDokter
Strenghts :Main menus, such as consultation, are easily accessible.
Simple and easy-to-understand microcopy for users.
Filtering options available to simplify doctor search and online consultation.
Patient reviews are provided, giving additional information.
Instant doctor consultation is available.
Weakness:
The list of recommended doctors is limited to only two.
Ideation
Ideation
Based on the research findings, the key points to solve were:
How can users easily access the most important menu they need?
How can the consultation flow be made more effective and comfortable for users?
How can we present credible and valid doctor information to build user trust?
How can we attract new users to visit SehatQ, create a sense of comfort, and encourage them to use the website continuously?
The ideas below represent the final ideation after several iterations. The details of the iterations are explained in the Testing section.
Based on the research findings, the key points to solve were:
How can users easily access the most important menu they need?
How can the consultation flow be made more effective and comfortable for users?
How can we present credible and valid doctor information to build user trust?
How can we attract new users to visit SehatQ, create a sense of comfort, and encourage them to use the website continuously?
The ideas below represent the final ideation after several iterations. The details of the iterations are explained in the Testing section.
A. Making it easier for users to access the most needed menu (consultation)
A. Making it easier for users to access the most needed menu (consultation)
1. Homepage
Highlight key features at the top of the page
Homepage
Highlight key features at the top of the page
Improve :
Display 3 main features that are most frequently used.
Highlight the low-cost consultation feature (Rp5,000) as SehatQ’s unique value to attract users.
Improve :
Display 3 main features that are most frequently used.
Highlight the low-cost consultation feature (Rp5,000) as SehatQ’s unique value to attract users.
Reasoning :
Placing the most important features at the top helps users quickly find what they need.
Reasoning :
Placing the most important features at the top helps users quickly find what they need.
B. Remove duplicated interactions
B. Remove duplicated interactions
Improve :
The doctor consultation feature was removed from the Covid SOS section.
Covid test, nearby lab, home service, and product purchase were moved into a separate menu section.
Improve :
The doctor consultation feature was removed from the Covid SOS section.
Covid test, nearby lab, home service, and product purchase were moved into a separate menu section.
Reasoning :
Avoiding duplicate menus reduces confusion for users.
Reasoning :
Avoiding duplicate menus reduces confusion for users.
C. Update consultation menu microcopy
C. Update consultation menu microcopy
Improve :
Change “Doctor” to “Book Appointment.”
Change “Chat Dokter” to “Ask a Doctor.”
Improve :
Change “Doctor” to “Book Appointment.”
Change “Chat Dokter” to “Ask a Doctor.”
Reasoning :
Clearer and more commonly used terms make it easier for users to understand the function.
Reasoning :
Clearer and more commonly used terms make it easier for users to understand the function.
B. Making it easier for users to access the most needed menu (consultation)
Goal: Make the consultation flow faster and simpler.
1. Shorten the consultation flow
B. Making it easier for users to access the most needed menu (consultation)
Goal: Make the consultation flow faster and simpler.
1. Shorten the consultation flow
Improve :
Remove the patient data form before starting consultation.
Clicking on a recommended doctor leads directly to their profile.
Improve :
Remove the patient data form before starting consultation.
Clicking on a recommended doctor leads directly to their profile.
Reasoning :
The patient form made the process longer and repetitive. Without it, users can consult immediately and describe their concerns freely.
Reasoning :
The patient form made the process longer and repetitive. Without it, users can consult immediately and describe their concerns freely.
2. Consultation page improvements
A. Move the doctor recommendation section to the top.
2. Consultation page improvements
A. Move the doctor recommendation section to the top.
Improve :
Move the doctor recommendation section to the top.
Improve :
Move the doctor recommendation section to the top.
Reasoning :
Recommendations are key for building trust and helping users make quicker decisions.
Reasoning :
Recommendations are key for building trust and helping users make quicker decisions.
B. Improve focus in doctor search:
B. Improve focus in doctor search:
Improve :
Display the list of specialties up front.
Highlight the Rp5,000 consultation feature again.
Move consultation history to the profile page.
Improve :
Display the list of specialties up front.
Highlight the Rp5,000 consultation feature again.
Move consultation history to the profile page.
Reasoning :
Helps users find the right doctor faster, shows service completeness, and avoids confusion between “Consultation” and “Consultation History.”
Reasoning :
Helps users find the right doctor faster, shows service completeness, and avoids confusion between “Consultation” and “Consultation History.”
C. Add breadcrumb navigation at the top.
C. Add breadcrumb navigation at the top.
Improve :
Add breadcrumb navigation at the top.
Improve :
Add breadcrumb navigation at the top.
Reasoning :
Provides clear navigation and better awareness of SehatQ’s website structure.
Reasoning :
Provides clear navigation and better awareness of SehatQ’s website structure.
D. Payment method page improvements
1.Providing credential information for consultation
D. Payment method page improvements
1.Providing credential information for consultation
Improve :
Move countdown timer to the payment confirmation page.
Add doctor specialization category and STR number.
Add a reminder for stable internet connection.
Add consultation session duration information.
Improve :
Move countdown timer to the payment confirmation page.
Add doctor specialization category and STR number.
Add a reminder for stable internet connection.
Add consultation session duration information.
Reasoning :
Countdown on confirmation page avoids distracting users while choosing payment.
Extra doctor details reduce mistakes and build trust.
Reminders ensure smoother consultation sessions.
Session duration info helps users manage time better.
Reasoning :
Countdown on confirmation page avoids distracting users while choosing payment.
Extra doctor details reduce mistakes and build trust.
Reminders ensure smoother consultation sessions.
Session duration info helps users manage time better.
2. Update payment page microcopy
2. Update payment page microcopy
Improve :
Change “Total Product Price” → “Consultation Fee.”
Change “Total Bill” → “Total Payment.”
Improve :
Change “Total Product Price” → “Consultation Fee.”
Change “Total Bill” → “Total Payment.”
Reasoning :
Use terms that match the context and are easier to understand.
Reasoning :
Use terms that match the context and are easier to understand.
3. Add countdown on payment confirmation page
3. Add countdown on payment confirmation page
Improve :
Replaced static payment info with a countdown timer.
Improve :
Replaced static payment info with a countdown timer.
Reasoning :
Encourages users to complete payments on time.
Reasoning :
Encourages users to complete payments on time.
C. Presenting credible and valid doctor information to build trust
Goal: Add patient reviews and more detailed doctor info.
1. Doctor detail page improvements:
A. Show more detailed information
C. Presenting credible and valid doctor information to build trust
Goal: Add patient reviews and more detailed doctor info.
1. Doctor detail page improvements:
A. Show more detailed information
Improve :
Show more detailed information about a doctor’s expertise and medical cases handled.
Add patient reviews for each doctor.
Improve :
Show more detailed information about a doctor’s expertise and medical cases handled.
Add patient reviews for each doctor.
Reasoning :
Helps users choose a doctor with more confidence.
Reasoning :
Helps users choose a doctor with more confidence.
B. Update consultation microcopy:
B. Update consultation microcopy:
Improve :
Change “Current chat schedule” → “Current consultation schedule.”
Change button text “Start Chat” → “Consult Now.”
Improve :
Change “Current chat schedule” → “Current consultation schedule.”
Change button text “Start Chat” → “Consult Now.”
Reasoning :
Clearer wording matches the context and feels more natural.
Reasoning :
Clearer wording matches the context and feels more natural.
C. Add “Favorite” and “Share” doctor features.
C. Add “Favorite” and “Share” doctor features.
Improve :
Breadcrumb added at the top of the page.
Added features to share and mark doctors as favorites.
Improve :
Breadcrumb added at the top of the page.
Added features to share and mark doctors as favorites.
Reasoning :
Makes it easy to save or share trusted doctors, improves user experience.
encourages repeat visits.
Reasoning :
Makes it easy to save or share trusted doctors, improves user experience.
encourages repeat visits.
D. Attracting new users and creating lasting engagement
To increase user acquisition, I realized this couldn’t be achieved only by improving the UI/UX. It also required strategy and collaboration with other teams.
For this, I applied the AIDA framework (Awareness, Interest, Desire, Action).
In this case study, my role focused on Desire and Action.
Based on the research findings, I also provided recommendations for other teams on how to support these goals.
D. Attracting new users and creating lasting engagement
To increase user acquisition, I realized this couldn’t be achieved only by improving the UI/UX. It also required strategy and collaboration with other teams.
For this, I applied the AIDA framework (Awareness, Interest, Desire, Action).
In this case study, my role focused on Desire and Action.
Based on the research findings, I also provided recommendations for other teams on how to support these goals.
1. Awerness
1. Awerness
Goal :
Ensure SehatQ’s information can be discovered by as many audiences as possible, so users become aware of and recognize SehatQ.
Goal :
Ensure SehatQ’s information can be discovered by as many audiences as possible, so users become aware of and recognize SehatQ.
Suggestions :
Many people still search for health and telemedicine information through Google. The team can improve SEO by publishing helpful articles, tips, and health education, or by running SEM campaigns.
Trust is a big factor in user decisions. The team could collaborate with credible partners in healthcare, such as clinics, hospitals, or pharmacies.
Stay active on social media like YouTube and Instagram, and make use of Ads to reach a wider audience.
Partner with influencers who have large, relevant audiences to introduce SehatQ’s services.
Suggestions :
Many people still search for health and telemedicine information through Google. The team can improve SEO by publishing helpful articles, tips, and health education, or by running SEM campaigns.
Trust is a big factor in user decisions. The team could collaborate with credible partners in healthcare, such as clinics, hospitals, or pharmacies.
Stay active on social media like YouTube and Instagram, and make use of Ads to reach a wider audience.
Partner with influencers who have large, relevant audiences to introduce SehatQ’s services.
Interest
Interest
Goal :
Spark user curiosity and motivate them to learn more about SehatQ.
Suggestions :
Offer discounts, bundles, or other promotions to encourage first-time use.
Create consultation or medicine purchase packages directly available on SehatQ.
Produce videos with educational content, FAQs, reviews, and testimonials to build interest and trust.
Desire
Desire
Goal :
Encourage users to explore the site further and try out the services, especially the consultation feature.
Goal :
Encourage users to explore the site further and try out the services, especially the consultation feature.
Suggestions :
Provide detailed doctor information to increase user trust and confidence.
Highlight the affordable consultation service (Rp5,000) as a key advantage.
Showcase and emphasize patient reviews and testimonials to strengthen credibility.
Suggestions :
Provide detailed doctor information to increase user trust and confidence.
Highlight the affordable consultation service (Rp5,000) as a key advantage.
Showcase and emphasize patient reviews and testimonials to strengthen credibility.
Action
Action
Goal :
Encourage users who have explored or accessed the consultation menu to complete their payment and proceed with a consultation.
Goal :
Encourage users who have explored or accessed the consultation menu to complete their payment and proceed with a consultation.
Suggestions :
Ensure the consultation menu is easy to find and explore.
Make sure the consultation flow is simple and not confusing.
Provide a clear and complete transaction flow — including payment methods and step-by-step instructions — so users can finish their payment smoothly without difficulty.
Suggestions :
Ensure the consultation menu is easy to find and explore.
Make sure the consultation flow is simple and not confusing.
Provide a clear and complete transaction flow — including payment methods and step-by-step instructions — so users can finish their payment smoothly without difficulty.
User Testing & Design Iteration
In this case study, several design iterations were carried out based on usability testing with prototypes, tested directly with 5 telemedicine users.
1. Scenario Testing
The scenario tested: a user consults with a dermatologist for their skin-related problem.
User searches for a suitable doctor.
User views detailed doctor profile information.
User selects a doctor for consultation.
User makes payment using GoPay.
User completes the consultation with the doctor.
2. User Testing 1
Result of user testing 1 - Round 1 :
User Testing & Design Iteration
In this case study, several design iterations were carried out based on usability testing with prototypes, tested directly with 5 telemedicine users.
1. Scenario Testing
The scenario tested: a user consults with a dermatologist for their skin-related problem.
User searches for a suitable doctor.
User views detailed doctor profile information.
User selects a doctor for consultation.
User makes payment using GoPay.
User completes the consultation with the doctor.
2. User Testing 1
Result of user testing 1 - Round 1 :
Feedback Users :
Users were confused by two consultation menus with the same function, which slowed down their actions.
A single entry point would simplify the flow and make it easier to start a consultation.
Feedback Users :
Users were confused by two consultation menus with the same function, which slowed down their actions.
A single entry point would simplify the flow and make it easier to start a consultation.
3. Iteration
Made updates based on feedback to help users go through the online consultation process more effectively.
3. Iteration
Made updates based on feedback to help users go through the online consultation process more effectively.
4. User Testing 2
Result of user testing 2 - Round 2 :
4. User Testing 2
Result of user testing 2 - Round 2 :
Result of user testing 2 :
To observe user behavior, I used a 1–3 rating scale to measure task success and the level of difficulty experienced by users.
Scale Explanation :
Score 1: Unsuccessful – The user was confused and didn’t know how to proceed.
Score 2: Partially Successful – The user managed to complete the task but needed extra time or faced some difficulties.
Score 3: Successful – The user quickly completed the task without experiencing difficulties.
Result of user testing 2 :
To observe user behavior, I used a 1–3 rating scale to measure task success and the level of difficulty experienced by users.
Scale Explanation :
Score 1: Unsuccessful – The user was confused and didn’t know how to proceed.
Score 2: Partially Successful – The user managed to complete the task but needed extra time or faced some difficulties.
Score 3: Successful – The user quickly completed the task without experiencing difficulties.
The iteration was successful, as almost all users (4/4) were able to complete tasks smoothly without difficulty.
Design System
Design System
Impact :
Improvements to the design and flow, along with clearer doctor information and better navigation, proved to significantly increase user Desire and Action in using SehatQ’s online consultation feature. Supported by execution that also covered Awareness and Interest, these changes contributed to a broader reach and higher user acquisition for SehatQ.
What I Learned :
I learned that even small design changes can have a significant impact on the user experience. For me, the most important takeaway is to always stay focused on understanding and addressing user needs.
Impact :
Improvements to the design and flow, along with clearer doctor information and better navigation, proved to significantly increase user Desire and Action in using SehatQ’s online consultation feature. Supported by execution that also covered Awareness and Interest, these changes contributed to a broader reach and higher user acquisition for SehatQ.
What I Learned :
I learned that even small design changes can have a significant impact on the user experience. For me, the most important takeaway is to always stay focused on understanding and addressing user needs.