A bite-sized overview
For case studies and the full feast, get in touch at isa.jokela.gomes@gmail.com
Lloyds Direct
B2C • Feb – Jun 2022
Health Tech
Web and Native App • Proof of Concept
Exploring and validating new revenue streams for a leading digital pharmacy
The business and their mission
Lloyds Direct, an online pharmacy serving over half a million NHS patients, delivers free prescriptions to homes, eliminating the need for frequent pharmacy visits.
In early 2022, our squad focused on evaluating the potential of new revenue streams to support business growth.
This is just a brief overview of the project. For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com
We identified the potential for adding Vitamins and Supplements to repeat prescriptions based on initial market research. I started by analasing competitors and determining the most feasible business model within 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.
We then ran a series of lean-method “fake-door” tests on the live app to measure interest, gathering data on patient engagement and identifying participants for further research.
Based on our insights, we narrowed down to two service propositions. We tested these by prototyping the entire customer journey—from introducing the service, explaining how it works, to presenting a personalized report with recommended products.
After this round of research, we refined our market proposition based on the feedback and data gathered.
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 established a structured approach for exploring new business ideas, recognizing that a replicable discovery framework would streamline future efforts and significantly reduce time spent on ideation.
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 assumption and research findings on the user journey for buying Vitamins and Supplements.
Visual Archive – A miscellaneous collection of previous work
Yoti | B2C
Vaccination Certificate | Mobile App
2021
Moneycorp | B2C
Marketing Landing Page and Currency Exchange Web App
2017
Fortum Finland | B2C
Indoor Temperature and Air Quality | Mobile App PoC
2016
Nordic Choice Hotels | B2C
Enhancing the guest's digital experience | Mobile App PoC
2016
Illustration work from way back when
CONTACT
For case studies and more information, get in touch at isa.jokela.gomes@gmail.com
Jumeirah Hotels | B2C
Booking Experience PoC | Web
2019
Yoti
B2B2C • 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 increase conversion of large enterprise customers and reduce the contract signing cycle time.
This is just a brief overview of the project. For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com
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
Mapping the user journey for setting up an organization was one of the most complex features we tackled. The combination of intricate backend systems and the advanced needs of super-users made this a particularly gnarly challenge to design and implement.
We successfully met the specific requirements of the Real Estate and Legal industries, securing two large enterprise customers and becoming their primary eSigning provider.
By improving the signing experience, we increased the number of recipients to sign within the first two hours from 59% to 72%.
We set up a customer feedback log that was easy to update by everyone on the team.
This became a good tool for shaping the product roadmap and prioritising tasks.
By conducting remote user testing, we identified and created a backlog of usability improvements. This not only enabled incremental product enhancements but also provided a set of tickets developers could tackle during downtime.
Additionally, in collaboration with QA, we introduced new accessibility criteria into the QA process, ensuring that all releases adhered to consistent accessibility standards.
Impact
Above – A new feature allowing a document sender to add, name and reorder multiple documents.
Below – Enhancements to the document signing experience which improved our key metrics.
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
B2B • 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.
This is just a brief overview of the project. For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com
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
Health workers using our first prototype to register a birth in a rural area.
Impact
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.
Above – Main steps 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.
