Product Designer, 2021. As Enkasa's first designer, I established and managed many aspects of the design practice, including: conducting foundational UX research, creating the first design system, designing the platform UX/UI, and helping to grow the design team.
Founded in 2014, PicnicHealth is a digital health company that works directly with patients to collect, structure, and analyze medical records for Life Sciences research.
In 2022, PicnicHealth was looking to expand their footprint by launching “Patient Reported Outcomes” surveys (PROs). These are clinical surveys completed by patients on a recurring basis, that enable researchers to understand aspects of a patient’s experience that may change over time, and aren’t typically captured in medical records. Things like symptom severity, mental and emotional wellbeing, or satisfaction with their treatment.
My team was tapped to lead zero-to-one development of the brand new patient survey platform – an offering that would go on to be the company’s most successful new product launch ever. Here's how we did it.
But hold on... if PROs are such a valuable tool for Life Sciences research, why weren’t we offering them from the start? As we discovered early on, there are a number of constraints that make PROs exceptionally difficult to get right:
Before a single survey could be delivered to patients, every aspect of the UX would be subject to scrutiny for adherence to clinical standards.
Every aspect of the platform – the UI, interaction design, and even notifications – would need to be designed with these constraints in mind, down to the pixel.
We’d need patients to complete surveys consistently week-over-week, month-over-month. Even one missed survey out of dozens can render a patient’s PRO data unusable.
Since these surveys can be long, repetitive, and frankly a bit boring, keeping users engaged over time would be a focal point of our design process.
PicnicHealth needed a solution that would enable us to configure hundreds of distinct clinically validated surveys – each with its own standards, questions, cadence, and target audience.
To be successful in executing PROs at scale, we knew that we would need a robust, flexible system of components and tools for customization.
Since PicnicHealth was already working with patients across dozens of rare diseases, we were well positioned to engage with patients directly to learn more about their day-to-day experience – something that can be very challenging for researchers to do on their own.
With overwhelming demand from customers, at a time when growth was critical to the company’s future, we knew the time was right to take on PROs.