zocdoc provider dashboard & business model flip
Zocdoc is a healthcare company that allows patients to discover and book with doctors online, and helps doctors grow their business.
I was the lead IC designer on all things related to one of the biggest projects in our company's history: transforming our business model for massive scale. A central challenge crucial to success of this flip from a subscription to variable revenue model was figuring out a way to convey to doctors the value Zocdoc provides to their practice - an ambiguous concept we'd never attempted in our UI before.
After significant discovery work, iteration and validation, we shipped to all doctors in America a new provider dashboard that puts doctors' performance front and center; a new budgeting system; and a new provider design system (see breakdown in next section).
Locavored is a personal project based on an idea I had to make cooking locally and supporting local farmers markets more accessible to busy urban professionals.
Food quality and sustainability is an ever-increasing priority for environmentally-conscious urban professionals. While the desire exists to cook dinner with sustainable ingredients from farmers markets, many busy young professionals find themselves eating out and struggle to eat as healthy or locally as they would like.
The app concept is that farmers partner with Locavored and package 'bundles' of seasonal ingredients for specific recipes, which the user orders through the app and picks up at his local farmers market. The UX solution enhances and modernizes consumers' connection to local farmers and their produce, and simplifies the process of selecting, buying, and consuming in-season ingredients. It makes cooking locally an environmentally conscious, low-effort, high-reward experience.
All aspects, including initial concept, research, information architecture, interaction, and visual design
Understand the customer
One-on-one user interviews help me understand my target customers' lifestyles and priorities. I conducted 7 user interviews with young working professionals in Seattle. Some key takeaways were that these customers often don't cook because of 1) the planning required for ingredients, and 2) the time commitment of shopping locally and cooking a full meal.
Articulate the problem
With these insights, I articulated the problem statement I was trying to solve.
"Though the desire exists, cooking with local and sustainable ingredients is a time-consuming, disjointed process for urban, working professionals."
Identify UX goals
From the results of my user studies, I articulated my UX goals:
Provide a convenient, lightweight way for users to browse and buy seasonal ingredients
Enhance users’ personal connection to local farmers and farms
Provide instant feedback that makes the user feel rewarded for using the app to cook locally
Card sorting & Information architecture
To make sense of my content, I conducted an open card sort. This helped me create and validate logical groupings in my information architecture.
Wireframes and Prototyping
Below are some early wireframes that incorporated my UX goals. Wireframes helped me play with concepts without getting distracted by visual elements.
When I'd decided a structure and overall model through wireframe iterations, I began prototyping with slightly higher fidelity visuals. Below is an early prototype.
Watching customers use the prototype on device, I could see how they navigate and discover actions, and hear their reactions to the app. This led to additional modifications like:
Visual updates: Customer feedback was that the circle theme made the app too visually monotonous
Pricing visibility: I had overlooked this. Though price was a smaller factor than prep time, it still needed to be visible on the Bundles home page
Recipe details: Previously, the Recipe page had its own segment in the nav bar. While browsing, users often intentionally skipped it, so I made it instead a drill-in at the bottom of the Ingredients page.
Here are details and rationale behind the final visuals and interactions.
Home screen (Bundles)
Neutral app chrome brings attention to colorful and engaging meal photos
Circles highlight the most crucial information for this target audience: time investment
Local regions are sufaced in recipe titles to bring a sense of familiarity and connection to nearby farms
Bundle page 1: Overview
Overview provides an engaging description and image of meal, and key details in a scannable list
Bundle page 2: Ingredients
Key information like origin and distance of ingredients are visible at a glance
Recipe entrypoint is de-emphasized while browsing, since it's not a top factor in purchasing the bundle
Bundle page 2: Ingredients overlay
Tapping on an ingredient invokes a modal overlay with a photo of the farmer, quote, and additional description. This increases transparency and establishes a more personal connection to the farm
Bundle page 3: Buy
A map provides context to the user's farmers market selection
Though the user provides his default farmers market location in Settings, all partnering farms are displayed to make switching or exploring a new farmers market easy
The Statistics page originated from the UX goal to make the user feel rewarded for using the app. Visualizations and comparisons remind the user of his positive environmental impact
"Add to Calendar" and "Send Reminder Alert" options complement my user's on-the-go lifestyles
My final prototype tested well with customers. The next step would be to think further about the farmer experience and corresponding UX.