top of page

UX design | Behavioral design | Agile

Boosting user engagement in Hereditary Cancer Testing through behavioral design strategies 

Frame 1 (2).png
Final page.png
Chat bot screen 1 (2).png
Frame 48.png
Questionnaire 1 (1).png

BRIEF

Hereditary cancer testing is a crucial preventive measure, yet many individuals choose not to proceed, resulting in low engagement and high drop-off rates. This 14-week project aimed to develop an MVP that boosts user participation and streamlines the testing process using behavioral design, human-centered design, and agile methodologies. 

ROLE

Worked in a team of 3 members, leading the research and
service design function. 

METHODS

user research, journey mapping, service blueprint , information design, wireframing, storytelling 

Who hasn’t felt a twinge of fear when hearing about a loved one’s battle with cancer ?

1.png
CHALLENGE

Women wish to remain healthy, but the  uncertainty during the process prevents  them from getting an HCT

Hereditary cancer testing can be a life saving intervention to bring awareness and take action to mitigate your risk. And yet, when given the opportunity to pursue hereditary cancer testing, not everyone chooses to proceed.
1
Low initial engagement with Questionnaire 
High drop-off rates occur as individuals struggle with time constraints, insufficient support, or fear of test results, leading to missed chances for early cancer detection.
2
Increased drop-off rates while filling questionnaire 
Participants abandon the questionnaire due to anxiety over potential outcomes, complexity, and lack of immediate guidance, leaving risk assessments incomplete.
3
Emotional overload after positive results
Those testing positive often disengage from follow-up steps due to emotional overwhelm, lack of confidence, and inadequate post-result support, hindering further action.

RESEARCH  SYNTHESIS: INSIGHTS ON USER NEEDS 

1

Information and access to support group to feel  confident  in their  ability  to  manage  their risk

You may be wondering about your cancer risk. The thought of facing that possibility  can be demoralizing...

15.png
WhatsApp Image 2024-09-12 at 4.28.42 PM.jpeg

What I'd do do different next time! 

Healthcare projects involve navigating complex relationships among multiple stakeholders, both internal and external. To better understand these dynamics, I will use stakeholder mapping as an active tool to uncover key influential stakeholders that can impact the overall process. By using stakeholder maps, we could've avoided being blindsided by the (HIM) department earlier in the project and design a full proof submission process. 

In rapid research, effectively documenting insights is key to quickly moving from research to action. Without a structured approach, valuable information can become fragmented. Using templates could have streamlined this process by providing a consistent format, ensuring key details were captured, enhancing clarity, and improving collaboration—ultimately accelerating the transition from insights to implementation

Click to see the full report including research, artifacts, touchpoints and reccomendations to UChicago Medicine 

We know cancer is overwhelming but
understanding your risk doesn’t have to be!

CONTEXT + PROBLEM 

Statistics reveal 1 in 8 Women in the  U.S face lifetime risk of developing  Breast Cancer

Women, unaffected, age 30 and above, with a family history of cancer are at high risk. Without the knowledge of their risk, those at high risk are not only  susceptible to disease but are also less likely to catch it before it  becomes unmanageable.

Frame 51.png

Save and reach out to your family  members for answers

Desktop - 16.png

'Save and return later' to prevent dropouts out of the fear of inaccurate information  

When users encounter a family history question they can't answer, they can click 'Save answers and return later,' allowing them to seek help from their family before completing the questionnaire. This prevents dropouts by giving users the flexibility to pause and return, ensuring they can provide accurate information without feeling pressured.

With MyGenee, you are equipped to  confidently manage your health and lead a healthy life  free of fear! 

21.png

Design process 

Let's be honest, medical reports are complicated. Numbers are tough to understand. You don't have to break your head with us -- we make it simple for you!   

A concise breakdown of the results to help users understand their risk without alleviation a false sense of fear 

Test results are presented in clear, accessible language, supported by concrete visuals and segmented into smaller, digestible pieces of information. This approach helps users understand their results more easily without misinterpreting the severity, fostering clarity and reducing unnecessary anxiety.

Desktop - 18.png

You start searching and talking to people, even taking cancer assessment tests, but you never seem to finish them or reach a clear solution.

20.png

maybe because you did not have time

maybe because the tests  did not inspire confidence  and confused you 

Now you’re feeling worried or  anxious about a potential threat

14.png

maybe because the fear of getting a positive result deterred you

MOTIVATIONS 

We used the 5A behavioural framework to help us find out insights in each section directing us to the solution

Women are motivated to get themselves screened if they feel confident and supported in their  journey to manage the health outcomes.

Approach slide (1).png

Distrust in people

Cultural beliefs and general distrust in American medical system and  doctors. Absence  of support  from trusted family and/or friends  and peers

" If my doctor sends me this, I might consider it "

Distrust in product 

Lack of privacy about genetic data 
Lack of trust and the legitimacy of  the product (e.g 23&Me)

“I do not want to give away my  genetic data to a company”

Fear of diagnosis 

The probability of getting diagnosed with cancer is perceived as a  greater loss as compared to the  probability of being able to manage cancer 

“I am already so busy and exhausted with work and life, What if they find something?”

Convinience 

Health screenings demand additional time out of an individuals routine, which creates frustration.
“I’ll take the test if it’s a 5 minute 
job”

RESEARCH: BARRIERS 

I developed a research plan and created research tools, such as an interview protocol, to conduct generative research, which provided valuable insights.

Fear of a life-altering diagnosis, inconvenience in daily routines as well as concerns about data privacy, create significant barriers to health screenings and genetic testing 

GOAL 

For unaffected women aged 30+ with a family history of cancer, who do not know their hereditary risk of cancer our product/solution My Genee is a service (digital+physical) with a virtual-first-at-home model that utilizes behavioral design to support and guide them through each step of their journey of identifying their hereditary risk for cancer and transitioning to medical management

RESEARCH  FINDINGS:
INSIGHTS ON USER NEEDS AND MOTIVATIONS 

Information and access to  support group to feel confident in their ability to manage their  risk

Clarification about the process and importance of the test to  reduce unnecessary fear of  results

Convenience of testing  anytime and anywhere

Proper guidance after the  questionnaire to direct users to resources and support services for cancer management

You want to focus on a healthy lifestyle  and continue living life to the fullest,  while feeling supported and identifying your risk

17.png
Agile_2.0_2024-10-03_02-30-52.png
Agile_2.0_2024-10-03_02-31-05.png

Goal statement decomposed into Hill statements 

Hill statements  decomposed into sub-hill statements 

With the IBM Framework we decomposed the  problem into smaller chunks to hills, 
sub-hills and stories

Introducing 

MyGenee

A hereditary cancer testing assessment tool for Women, unaffected, age 30 and above, with or without a family history of cancer.

Frame 48.png

SOLUTION 

An assessment tool to identify, understand and support women throughout their journey

Desktop - 14 (1).png

Questionnaire

An on boarding process that clarifies the whole  end to end process for the users.


Gives them the flexibility to induct their preferred provider, ask for help from their family increasing clarity and confidence in their ability to 

proceed  further

HCT

Provides convenient ordering options, and easy  digestible explanation of results to reduce potential friction points and reduced fear due lack of  clarity. Access to community forums and  contact  counselors

Medical Management

The probability of getting diagnosed with cancer is perceived as a greater loss as compared to  the  probability of being able to manage cancer 

SERVICE BLUEPRINT 

By utilizing a service blueprint, we designed our user's journey, visually decomposing the overall experience 
into discrete components.

The subhills allowed us to transform the objectives to visible tangible artifacts that could fit in the service blueprint. In short it made the invisible, visible.

APPROACH + METHODS 

Agile methodology enabled us to translate high level strategy into concrete actions. By decomposing strategic objectives, we created a clear path forward

Approach slide.png

Behavioral Design

Applying behavioral design principles and frameworks, to  identify  behavioral  motivations and barriers to HCT. 

To develop  interventions that influences engagement  with HCT 

Agile 

We blend Agile's iterative approach with 
Human-Centered Design's user focus,  breaking down strategy  into manageable steps and continuously gathering feedback  to create a product that meets both business objectives  and user need.

Desktop - 19.png

Click to see the full service blueprint here 

FUTURE EXPERIENCE JOURNEY 

Collaborated to create a journey map to communicate the future experience of the service. 

Journey map.png

We know your time is precious, and we promise to keep this brief

Desktop - 14.png

Integrating a medical provider for seamless treatment consultation

At the start of the questionnaire, users can enter their provider's information, allowing them to send their results directly to their provider. This feature fosters trust and credibility in the product by enabling users to consult their trusted healthcare professional for verification and discussion of their treatment options.

Confused with the questions? Help is right at your  fingertips

AI chatbot for clarifying FAQs and questionnaire details

Users can clarify FAQs or obtain detailed information about the questionnaire by interacting with the AI chatbot. Providing easy access to relevant information at the right moment helps reduce anxiety, build trust, and encourage users to proceed confidently through the process.

Desktop - 15 (1).png

Distrust in people

" If my doctor sends me this, I might consider it "

Distrust in product 

“I do not want to give away my  genetic data to a company”

Fear of diagnosis 

“I am already so busy and exhausted with work and life, What if they find something?”

Convinience 

“I’ll take the test if it’s a 5 minute 
job”

RESEARCH: BARRIERS 

I developed a research plan and created research tools, such as an interview protocol, to conduct generative research, which provided valuable insights.

Fear of a life-altering diagnosis, inconvenience in daily routines as well as concerns about data privacy, create significant barriers to health screenings and genetic testing 

bottom of page