This is a bite-sized overview of some of the projects I’ve been a part of.
For case studies and more information, get in touch at isa.jokela.gomes@gmail.com
Lloyds Direct
UK • Feb – Jun 2022
Health Tech
Web and Native App • Proof of Concept
Exploring new revenue streams for a well-established digital pharmacy
THE BUSINESS AND THEIR MISSION
Lloyds Direct is an online pharmacy that helps over half a million NHS patients to easily request prescriptions and get their medicine delivered at home for free, instead of having to make frequent trips to their GP practice and local pharmacy.
To support the scaling up of the business, the squad I joined in early 2022 focused on assessing the risk of investing in new revenue streams.
Adding Vitamins and Supplements on top of repeat prescriptions was identified as something with potential return on investment through initial market research.
When I joined, we started by assessing what competitors were offering in this space and which business model would fit our operational constraints.
With the support of a User Researcher, we ran research interviews with our existing patient base to map out their current user journey when researching and purchasing Vitamins and Supplements. By doing this, we were able to identify pain points and potential opportunities to improve the process through our service.
Simultaneously, we used a lean-method test to measure desirability for a new proposition.
We release a series of time-bound “fake-door” tests on the live App, from which we gathered data on. This allowed us to measure how many patients had an interest in this new service, and additionally which patients would like to be contacted for further research.
With those patients we were then able to test two concept prototypes and refine what our proposition within this market should be.
THE APPROACH
We measured the interest on a new service by placing a "fake-door" test on the live app, and showing it to a cohort of 4,800 patients.
We were able to validate a concept with both quantitative and qualitative data, which allowed us to support the business in defining next steps and making a case for investing in this service further.
From our “fake-door” test we had the ability to quantify a potential attachment rate, which could give us a better idea as to how profitable this revenue stream could be.
With the user research insights we defined how we should position ourselves in this market, offering a service that met our patients’ needs that weren’t being met by competitors.
Lastly, I tried to bring structure to how we approach new business ideas, as I knew that having a framework that can be replicated could save a lot of time in the future.
IMPACT
We tested two concept prototypes with patients. On the one above, the value proposition was based on a Pharmacist creating a bespoke Vitamin plan according to the patient's individual health conditions, goals and needs.
Mapping out research findings and the user journey for buying Vitamins and Supplements.
Visual Archive
This is a miscellaneous collection of snapshots of past work.
Client • Yoti
Vaccination Certificate for the Native App
2021
Client • Moneycorp
Marketing Landing Page and Web App
2017
Client • Fortum Finland
Mobile App Proof of Concept
2016
Client • Nordic Choice Hotels
Mobile App Proof of Concept
2016
Illustration work from way back when
CONTACT
For case studies and more information, get in touch at isa.jokela.gomes@gmail.com
Client • Jumeirah Hotels
Booking Experience Proof of Concept
2019
Yoti
UK • 2019 – 2020
Identity Verification and eSigning
Web Platform and API • Product Improvements
Speeding up business processes with eSigning and ID verification
THE BUSINESS AND THEIR MISSION
Yoti is a scale-up on a mission to become the world's most trusted identity platform, giving individuals a safe way to share personal details with businesses.
In 2019–20 I led the design of their e-Signing product - YotiSign - which allowed people to sign a document and prove their ID within the same digital experience, which in turn saved business’ time and resources on managing those processes separately.
When I joined, YotiSign had an MVP live with very basic functionality. Their goal for the next year was to acquire large enterprise customers that would solidify their subscription-based business model.
The approach taken on Design was to balance two parallel tracks of research and delivery.
Having ongoing research activities informed our roadmap and helped us prioritise on our next delivery cycle.
Most research was focused on understanding what would motivate enterprise customers to switch providers and mapping out eSigning and ID Verification processes on an industry by industry basis.
I also ran remote user-testing sessions to better understand how the product was being used by our customer’s own customer’s (document signers) – as it was difficult to get feedback from them directly.
Although research was useful, delivery took precedence and as a team we aimed for shipping the fastest and simplest thing that would get us closer to our goals and help us learn what worked and what didn't.
We had very ambitious commercial goals and that meant we had to have a truly agile approach to delivering new features. This was an interesting challenge as I had to create a long term plan and vision for a feature but work together with the PM and Tech Lead to plan how we could deliver it in a quick and iterative way.
THE APPROACH
I tested prototypes of features at various stages with our potential enterprise customers, creating a quick feedback loop during the design process.
We were able to meet enterprise customers requirements in 2 of our target industries and become their main eSigning partner.
Our product team was given a lot of autonomy which meant I was able to keep close relationships with our customers, allowing me to test, validate and refine designs quickly to meet their expectations.
To make sure we would capture ongoing feedback we set up a customer feedback log that was visible to the wider business and helped us prioritise our roadmap.
Working with QA we also introduced new accessibility criteria to the QA:ing process, meaning all of our releases followed the same standards to ensure the product was consistently meeting our accessibility guidelines.
IMPACT
One of the most challenging features we released that year - a series of editable form fields that could be placed and resized on a document. This took numerous design and front-end iterations to get the interaction patterns just right for both desktop and mobile users.
(Left) Kick-off workshop mapping out our initial assumptions about a "Templating" feature.
(Right) Card sorting session with one of our potential enterprise customers.
Plan International & Futurice
UK & Bangladesh • June – December 2018
Non-Profit
Progressive Web App • MVP
An open-source global solution for civil registration
THE BUSINESS AND THEIR MISSION
An estimated 1.1 billion people around the world cannot officially prove their identity, and 40% of these are children. Without it, these children are denied access to basic services and put at greater risk from trafficking and abuse.
After running development programs in several countries, Plan International identified the lack of adequate civil registration as the root cause to many other major humanitarian problems.
Their innovation team needed support from Futurice with designing and building an open-source digital Civil Registration and Vital Statistics system.
For about 6 months in 2018 I joined a global team from Plan International and Futurice to deliver an MVP that would be ready to be piloted in Bangladesh.
Having a human-centered approach to this product - OpenCRVS - was at the core of our design and development processes, so that it could scale to work in any country.
I was supported by a Design Lead and a research team in Bangladesh, which were crucial to understanding the civil registration processes in the country.
With developers, we created a design system that had high accessibility standards for both design and code as we wanted to ensure we were setting up the right foundations for a global and inclusive product.
On our first trip to Bangladesh we were able to run workshops with the government and local stakeholders to get insights into processes and get their buy-in.
For our second and last trip, we were able to test a working prototype allowing Health Workers in a remote rural area to register births.
Doing this usability testing in person allowed us to make quick iterations to both the user experience and the design system.
THE APPROACH
A health worker using our first prototype to register a birth in a rural area.
With the conclusion of this stage of the project, Plan was able to get buy-in from the Bangladeshi government to set up a pilot in a rural area of the country.
By December 2018 we had built a version of the product where the process for registering a birth could be completed end-to-end. This meant that a Health Worker could gather data on a mobile device to register a new Birth, and that a parent or guardian would be informed via text message that their certificate is ready for collection from the closest registration office to them.
IMPACT
Above, key moments in the user journey of a mobile health worker registering a birth.
Below, a snapshot of the design system with AAA accessibility standards.
Early stage sketches of the user experience made during our first trip to Bangladesh.