Business Module
First, how does Instacare work and benefit?
Define Issue
In order to increase matchmaking quantity, we need more detail about real healthcare scenarios. And we narrow down questions to the issue below:
ISSUE 1.
In what situations would users seek online assistance more often?
ISSUE 2.
What kind of online service would user be willing to pay?
Interview Process
Asking the right people about right questions is the key, so we began with the following steps:
1
Interviewee Recruitment
Focus on the potential users who have rich healthcare experience, like mother-baby group and senior care group.
We had 6 people of different genders and ages participate in our interview.
2
Plan Interview Outline
Draft an outline and organize questions for each decision-making stages based on practical healthcare scenarios to ensure the feedbacks are valuable and useful.
3
Conduct 6 interviews remotely
Start interviews with simple questions to put the interviews’ mind at ease, then dig further into their past experience to gain deeper understanding and leave the hypothetical cognitive questions at the end.
4
Transcription Classification
Divide transcriptions into several paragraphs of text, then categorize paragraphs using the ORID framework and topics to find the superficial connections among statements.
5
Shape Perspective
Observe the common ground between statements and behaviors to identify the potential needs behind the action and initial thoughts.
Research Result
ISSUE 1 : In what situations would users seek online assistance more often?
We found that most caregivers tend to search or seek help online first before they decide to go to doctors when facing long-term health issues. Because compared to urgent situations, issues like postoperative care for cancer, senior healthcare and early childhood care are more complex and challenging to fully comprehend.
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The senior care group and mom-baby group used to receive healthcare suggestions from different ways.
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Various opinions might cause conflicts and contradictions.
However, telling the accuracy and applicability of the search result is the biggest obstacle for caregivers. They need a better way to gain professional healthcare suggestions quickly. 😢
ISSUE 2 : What kind of online service would user be willing to pay?
We received 109 recruitment questionnaires from applicants, only 12% of the respondents had online consulting experience. Therefore, we organized more questions about delightful and terrible consultation experiences, and thoughts about online consulting.
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Caregivers expect the service fee for online consulting to be cheaper than going to the emergency room, because they anticipate the problems requiring online consulting would be less urgent but still impactful.
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Caregivers are concerned that online interactions might lead to some mistakes or misunderstandings.
ISSUE 2 : What kind of online service would user be willing to pay?
We received 109 recruitment questionnaires from applicants, only 12% of the respondents had online consulting experience. Therefore, we organized more questions about delightful and terrible consultation experiences, and thoughts about online consulting.
💡
Caregivers expect the service fee for online consulting to be cheaper than going to the emergency room, because they anticipate the problems requiring online consulting would be less urgent but still impactful.
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Caregivers are concerned that online interactions might lead to some mistakes or misunderstandings.
What else did we know?
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Professional suggestions are not the only thing caregivers need, emotional support and encouragement are also important.
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When there are multiple caregivers, job handover can be a tricky problem for them.
For example, parents and grandparents might take turns caring for the baby, but it can be difficult to hand over caring details.
Action Suggestions
We can explain a complete user journey from a classic marketing funnel, Instacare is in the early stage that needs to build their reputation and catch users’ attention. We came up with a few short-term strategies to help instacare grows in diverse aspects.
Aware Stage
It’s hard for people who have zero online consulting experience to take the first step, even if it's something beneficial. Making a great first impression is crucial, and it’s easier to connect with potential users in a place they trust. Healthcare centers and relevant social media filled with potential early-stage users, these are the best places to increase effective promotion for Instacare.
Interest Stage
Healthcare is a long-term job and it can be exhausting. Caregivers not only need professional advice to take care of their loved ones, but also someone they can rely on or someone who understands their depression, anxiety.
Share Stage
We found that there are 2 specific pain points during the physical consultation journey. First, it’s difficult to describe symptoms for caregivers and patients. Second, sometimes the healthcare details are too complex to remember. Especially when caregivers need to manage shifts, these tasks can be tricky and annoying. It’s a chance for us to showcase our unique value to the users, if we can fix these problems for them.
After this research was done. Instacare has transferred its service from an app to LINE, a popular messaging app for users in Taiwan. This decision allows them to focus on service promotion instead of app maintenance.
Online consulting is a new service in Taiwan, people needs time to understand the value, and as a product designer we should figure out the strategies that help us build the connection between product and potential users from the research. Functionality optimization isn’t always the final solution, sometimes It’s about how people know about the product and the service.