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A bite-sized overview

For case studies and the full feast, get in touch at isa.jokela.gomes@gmail.com

Lloyds Direct

B2C  •  2022

Health Tech

Web and Native  •  Data-Driven Discovery

Mapping out assumption and research findings on the user journey for buying Vitamins and Supplements.

Exploring and validating new revenue streams for a leading digital pharmacy

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 measured the interest on a new service by placing a "fake-door" test on the live app, and showing it to a cohort of patients.

Our team identified potential in offering Vitamins and Supplements alongside repeat prescriptions.

 

With our User Researcher, we interviewed patients to understand their journey and identify pain points. This led to running lean “fake-door” tests on the app, gathering data on interest and engagement.

 

From the insights, we developed and tested two service propositions, prototyping the customer journey – and based on feedback, we refined the market proposition.

 

We were able to validate a concept with both quantitative and qualitative data, which allowed us to support the business in assessing viability and defining next steps.


Lastly, I established a structured approach for exploring new business ideas, recognising that a replicable discovery framework would streamline future efforts and significantly reduce time spent on ideation.

Approach and 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.

Yoti

B2B2C  •  2019– 20

Identity Verification and eSigning

Web and Mobile  •  Product Growth

Speeding up business processes with eSigning and ID verification

Left – Kick-off workshop mapping out our initial assumptions about a "Templating" feature.

Right – Card sorting session with one of our potential enterprise customers.

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

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.

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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
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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.

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Plan International

B2B  •  2018
Public Sector
Progressive Web App  •  MVP Pilot

An open-source global solution for civil registration

Early stage sketches of the user experience made during our first trip to Bangladesh.

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
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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.

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Visual Archive

Yoti  •  B2C

Vaccination Certificate  •  Native App

2021

Jumeirah Hotels  •  B2C

Booking Experience PoC  •  Web

2019

Moneycorp  •  B2C

Marketing Landing Page and Currency Exchange Web App

2017

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Fortum Finland  •  B2C

Indoor Temperature and Air Quality  •  Mobile App PoC

2016

Nordic Choice Hotels  •  B2C

Enhancing the guest's digital experience  •  App PoC

2016

CONTACT

© 2024 Nine zillion and three

For case studies and more information, get in touch at isa.jokela.gomes@gmail.com

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