Welltok Inc. connects the healthcare stakeholders like hospitals and insurance companies with businesses by offering SaaS products that help improve employees' wellbeing. As part of a larger design team, I was working on improving the company's core product, CaféWell. It offers employees of companies like IBM health programs that they can complete and improve their health.

In addition to that, I've been leading the redesign efforts for a CRM platform called Patientology and participated in a special team to explore the potential implementation of new technologies into the company's core product.

One unique aspect of Welltok has been working with a wide range of teams and products that the company acquired. One such example has been leading the redesign efforts of Patientology, a platform for hospitals that allows them to create email and print marketing campaigns.

There were two goals for the project. First, we needed to integrate the ability for customers to create and run social media and search engine digital marketing campaigns. Secondly, the platform required a visual redesign.

In the beginning, I've created an internal stakeholder map. It includes people that are involved in the feature. Usually, it's the POs, developers, specific people from sales and customer support, and to some extent, executive-level people.

The Patientology product came from a company Welltok acquired. The stakeholder map needed to include additional stakeholders from that company. We needed to consider (in communication and feature prioritization) that the acquired team might not yet feel like a part of the new company.

Hospitals (customers) and the users of the platform (marketing and social media experts) have also been complaining about the usability issues of Patientology. In addition to that, the product looked outdated and needed a visual redesign.

The video shows the old version of the product. It demonstrates creating a new email and print campaign.

Patientology offers customers a wide range of user data that can be used for targeted marketing campaigns. Once a customer creates such a campaign in Patientology, the production team reviews and, if everything is ok, runs the campaign for the customer.

There were numerous challenges to overcome to complete the project:

1) My knowledge of the US healthcare system at that point was limited.

2) Social media platforms have a wide range of options when it comes to creating marketing campaigns and with that a wide range of requirements and limitations.

3) Patientology would be the first product to showcase the new design system which brought additional uncertainties with it.

4) The project timeline was two months. There was a hard deadline due to the company wanting to present the redesigned product to the target audience during an event.

5) Since it's been a product from an acquired company, more focus on teamwork has been needed than usual, especially when managing the sometimes conflicting product requirements from internal stakeholders.

Apart from studying the US healthcare system, I started to visualize the flows to create advertising campaigns on all major social media platforms and Google. The customers wanted the ability to select one or more of the platforms when creating campaigns. Comparing the flows was a quick way to study and compare the platforms between each other.

We've also set up frequent calls to go through the progress of the project and reduce the probability of miscommunications taking the project in the wrong direction.

For each key product requirement, there were at least two alternative design solutions to go through. That provided the different stakeholders the opportunity to visually experience their own expectations, discuss and, in the best-case scenario, come to a clear conclusion on what to go with.

Having only two months for the design work to be primarily ready, we started to recruit people for usability testing right away.

The usability tests were a mix of an interview followed by the person completing tasks in the prototype. We were able to learn more about the target user while testing the potential design direction.

Usability tests confirmed one assumption we had from the beginning. After creating a marketing campaign, there was not much communication on the platform about the current state.

For that reason, we prepared a status update screen. For example, it shows clearly when the campaign is in review, in progress, and completed.

It also notifies the person if any additional action is required from the person that created the campaign.

Having all the digital channels available to include in a digital marketing campaign, the question was how to communicate that to the person.

We decided to go for a list view of all the available channels. During usability tests, one of the tasks has been to create a digital campaign. Apart from the success rate, we observed whether people would, on their own, create the campaign for multiple channels. Almost half of the participants did.

Another issue with the existing platform has been transparency. When a person went through the flow of creating a campaign, the overview of all the decisions made was only at the last step before completing the flow.

For that reason, we created the flow for digital campaigns to communicate the person's decisions at each step of the flow.

Where we didn't implement a transparent solution has been the campaign start and end date selection. Since campaigns created on Patientology are reviewed and run by a production team, the campaign start date can't be immediate. A time buffer is needed.

We decided to indicate the inability to select a date that is too close to the day of the campaign being created, but it wasn't a clear solution. Due to the short amount of time, the decision has been to iterate on the calendar after the launch.

While working on the product, we also focused on creating the appropriate mockups for a short video presentation.

The video highlights the platform's main benefits and demonstrates the new Welltok design system applied to the product.

The current state of the person is described by a single number - life expectancy. Health, income, education, commuting, age, food intake, various habits, and other factors are considered in the equation. Based on that, the user gets a personalized set of activities to improve life expectancy.

The service collects data from all available sources (medical records, spending habits, savings, leisure activities, household status, etc.). Based on the data, it identifies the habits that decrease life expectancy.

The adverse effects of each habit are communicated with the decrease in life expectancy.

The user can check out the positive/negative benefits of an activity using the slider and experiencing the increase/decrease in life expectancy.

Instead of introducing programs that require significant shifts in the user's daily life, the service suggests programs that nudge the user in the right direction.

In this case, the user already has a daily walk with the dog. By taking an alternative route ( based on the location, time available, .etc), it's easier to integrate the program with the existing habits.

With Welltok having control over the programs, the company can test various methods to increase the % of users that complete programs and integrate healthy habits to extend life expectancy. One such method could be social comparison.

Every time the user completes an activity with a positive or negative effect on life expectancy, the service communicates that. Daily activities are extrapolated to show the real consequences in life.

If the habit has adverse effects on life expectancy, the service offers programs to alleviate the effects.

Research shows that hope encourages and fear discourages action. But that's not always the case. Under some circumstances, fear can also be used as a motivation to take action.

If the user completed an activity with positive effects on life expectancy, the activity could be saved as a program the user can participate in.