Increasing Test Orders For Cancer Prevention
Designing a Responsible Sitecore Website to Help Users Choose Between Test Options and Encourage Them to Take Action.
ROLE
UX Designer
METHODOLOGIES
Survey | Interview | Qualitative and Quantitative Analysis | Persona | Competitor Analysis | Design System | User Interface Design
PROJECT TYPE
User Experience Design
OUTCOME
A Responsible Website Addressing Stakeholder Goals and User Needs
COLLOBORATORS
Designer | Design Researcher | Health Care Providers | Clinical Researcher | Developers
May Mallahzadeh ⏤ 2024
Introduction
Initiated by Dr. Ewing's grant proposal, this project aims to raise awareness of colorectal cancer screening for adults 45 and older at risk, encouraging them to purchase test kits for at-home screening. Developed with the RIT team, the solution will be tested with the target age group to assess its effectiveness and areas for improvement.
45 or older?
Wexner Medical Center patients
Colorectal cancer screening
Problem Statement
People aged 45 and older need to get screened for colorectal cancer
Business Objective
Expected Outcome
Colorectal cancer screening is frequently overlooked during routine doctor visits, particularly after the age of 50. This oversight results in many individuals being unaware of the test, leading to missed opportunities for regular check-ups and early detection. Additionally, for those at risk or requiring ongoing care, navigating the healthcare system to ensure they receive the necessary care can be a significant challenge.
Enhance early colorectal cancer detection in adults 45+ by raising awareness and simplifying regular FIT kit purchases.
Increase FIT Kit Purchases
An informative web platform that drives greater awareness of early screening, leading to increased FIT kit purchases and improved health outcomes.
Web Application
Problem?
Through this project, our group worked to better understand and define the steps of ordering an insulin pump for a diabetic patient and identify what actions are required from each ‘key player’ to complete the device ordering process. Multiple different parties are involved including the insurance company, a diabetes technology company, third party distributor, provider, pharmacy, and patient. The miscommunication can lead to patients not getting their supplies in a timely manner which corresponds to health issues and complications.
Assumptions
Why Don’t People Aged 45-55 Get Screened for Colorectal Cancer?
Lack of Awareness
Perception of Risk
Fear or Discomfort
Many people may be unaware of the importance and timing of screenings like colorectal cancer tests. Without emphasis from healthcare providers during routine visits, patients can miss these crucial tests, especially since symptoms may not be present.
Some people may not see themselves as at risk, especially if they feel healthy, and may assume screenings are only necessary if symptoms appear.
Fear or anxiety about invasive tests like colonoscopies can lead individuals to delay or avoid scheduling them.
Healthcare Access and Costs
Inconvenience
Communication Gaps with Healthcare Providers
Limited healthcare access and concerns about test costs, especially without insurance, can prevent individuals from seeking regular screenings.
For those with busy lives or caregiving duties, scheduling medical appointments can be inconvenient, leading to procrastination or missed screenings.
When healthcare providers don’t emphasize screenings or follow up, patients may not take action, often due to brief visits or limited focus on preventive care.
Stakeholder Meetings
What are stakeholders envisioning for the intervention?
From the start, we held meetings with stakeholders to involve them in the design process, as it was their first experience working with a design team. Our goal was to ensure mutual understanding of the process and their vision. Together, we developed the design brief and invoice, aligning our work with their input and expectations.
Discussed Deliverable: Designing a web application on Ohio State's Sitecore platform to educate adults aged 45+ and encourage informed decisions about purchasing a FIT test kit.
To gain a clearer understanding of stakeholders’ goals, we asked the following questions:
Understanding the Problem:
What specific barriers do patients aged 45 and older face when accessing and completing colorectal cancer screenings, based on your experience?
What led you to decide on designing a webpage for this intervention?
What problem are you aiming to solve with this project?
Have any studies or surveys been conducted to identify why patients aren’t getting screened on time? If so, what are the key findings?
Exploring the Process:
Can you walk us through the typical process a patient goes through, from being recommended for a colorectal screening to completing it?
Where in this process do patients most commonly drop off or delay their screenings?
Based on existing resources that share similar information, what aspects do you like, and how do you envision your webpage being different?
Provider Interactions:
Are patients the primary users of the webpage, or will providers also interact with it?
Outcomes and Goals:
What would success look like for this project? Are there specific metrics or outcomes you’re aiming to improve?
Individuals aged 45+ seeking to make informed screening decisions or schedule appointments with their OSU Wexner primary care provider to review options.
Are you 45 or older?
People we wanted to test with and learn from
People we wanted to test with and learn from
People we wanted to test with and learn from
Stool test taker
PCP appointment scheduler
Family background
Reasons that may lead them to check the website
Opportunities that may encourage them to use the website
Family Background
Reasons that may lead them to check the website
Opportunities that may encourage them to use the website
Target Users
Competitor Analysis
Understanding Strategies for Educating Patients and Encouraging Action in Health Management
Competitors were analyzed across four categories: (1) similar platforms targeting colorectal cancer screening, (2) Wexner Medical Center's efforts in educating patients on various health topics, including colorectal cancer management, (3) platforms focused on educating people about other medical conditions, and (4) articles and publications with similar goals over the past 10 years.
HMW Statements
How might we simplify the decision-making process for patients to access the care they need on their own?
How might we motivate patients to take action and schedule a screening?
Care Navigation
Encouraging Action
Awareness and Education
How might we present health information in a way that feels clear and manageable?
Ideation Session
How We Can Address the Problem with High Impact and Low Effort
After reviewing the main themes of user problems identified by our stakeholders, understanding our archetypes, and analyzing how competitors address similar user needs, we facilitated a brainstorming and ideation session to develop solutions that align with both business objectives and user needs.
To prioritize the best ideas, we used an Impact-Effort Matrix, evaluating the feasibility of solutions against their potential impact on user experience and business objectives.
High Impact
Low Effort
High Effort
Low Impact
Include testimonials or quick facts about the importance of screening
Add a prominent call-to-action button.
Provide direct links to scheduling from educational content.
Automate reminders for patients who’ve expressed interest but haven’t scheduled yet.
Add an instructional video to the website.
Highlight positive patient testimonials about screening experiences.
Add a quiz or questionnaire to determine screening eligibility.
Showcase stats like "X screenings completed this month" to build credibility.
Add a collapsible FAQ section on the screening process.
Design a follow-up system that includes check-ins via email or text reminders.
Develop a tool to track symptoms and recommend screenings based on input.
Incorporate AI-driven chatbots for real-time Q&A.
Create a library of patient journey animations.
Introduce reward systems (badges, milestones) for completing educational modules or scheduling tests.
Develop a user-specific dashboard with personalized screening reminders and history.
Develop a patient portal for tracking screening progress and results.
Offer educational content and instructions in multiple languages.
Sync with electronic health records for personalized screening prompts.
Provide a space for users to connect and share their screening experiences.
Add simple, rotating banners with screening facts.
Highlight colorectal awareness month initiatives.
Share colorectal cancer awareness posts on social media.
Add a sticky footer with critical contact details.
Allow users to subscribe for updates on screenings and health tips.
Add downloadable pamphlets summarizing key information.
Track page visits to assess which content is most effective.
Place the contact number at the top of every page.
Host live expert Q&A sessions requiring.
Build partnerships with community health organizations.
Build comprehensive tools to assess overall health risks
Create a virtual screening assistant requiring extensive backend development.
Implement AI to analyze user data and offer detailed health predictions or risk assessments.
Provide users with tailored video messages from healthcare providers
Develop virtual reality experiences to simulate screening procedures.
UI Design and Design System
After clarifying requirements, understanding user needs, and analyzing the competition, it's time to develop an appropriate design solution.
We developed a Sitecore Design System for the Wexner Medical Center and, based on the discussed ideas, direction, and stakeholder objectives, transformed wireframes to align with it. Through bi-weekly stakeholder meetings, we iteratively refined the designs to ensure they fully met the established goals and objectives.
Screenshot of the Figma file showcasing the design system created for the Wexner Medical Center's Sitecore platform.
Screenshot of the self-assessment workflow and a REDCap survey page where the assessment was implemented.
Screenshots of the pages designed and reviewed during weekly stakeholder meetings.
Screenshot of the Miro board used to collaborate with stakeholders, facilitating the sharing of ideas, updates, and feedback on the designs.
I led user testing of the working prototype with 8 participants, 4 from each of 2 target user types. We analyzed completion and error-free rates, documenting detailed findings, including identified issues, their severity, and recommended fixes.
Prototyping and Testing
How well the solution works for the intended audience and its intended purpose?
The usability test transcript
Screenshot of a portion of our data analysis (Observations)
Tier 2: Moderate-impact problems with low frequency or low-impact problems with moderate frequency.
Tier 1: High-impact problems with either high frequency or moderate frequency.
Tier 3: Low-impact problems affecting a small number of users, posing minimal risk if not resolved.
The prototype was designed prioritizing tier-one features based on their level of importance. Both the prototype and the self-assessment are scheduled for another round of testing before the February launch.
Final Design
Starting with Tier One, we identified and implemented low-effort technical fixes.
Impact
Secured a grant and increased test orders.
Increase in Test orders
Secured Grant Funding for Launch
30%
The website is set to launch in February, with funding secured. Even at the prototype and MVP stage, we’ve already achieved a 30% increase in stool-based test orders.
Key Takeaways
From Stakeholder Management to Developer Collaboration and Medical Information Design
Challenges
Shifting Stakeholder Goals
Stakeholders frequently changed their goals without the budget to support their evolving vision, complicating resource allocation.
Cross-Functional Collaboration Gaps
Limited experience of stakeholder working across disciplines, such as design and development, led to communication and alignment challenges.
Balancing Medical Information
Finding the right amount of medical detail was crucial to inform users without overwhelming or scaring them away from taking action.
Successes
Early Developer Collaboration
Involving developers early ensured technically feasible designs and fostered creative problem-solving.
Streamlined Design with a Shared System
Sharing the design system upfront clarified technical constraints, enabling more innovative design within those boundaries.
Innovative Solutions Through Teamwork
Close collaboration with developers led to new approaches and solutions not previously implemented.