Helping patients find the right mental health practitioner
Context
We wanted to launch a new mental healthcare offering. France is a large market with 80k psychologists and almost 20% of citizens are suffering from Mental Health issues, since Covid.
We noticed that there is a strong adoption of teleconsultation and psychology will start being publicly reimbursed in January 2022.
Problem statement
How might we create a mental health offering that people want to use and improves their health outcome?
Research
Hypothesis
We believe that by creating a fast, qualitative and accessible mental healthcare offering, we can drive retention and increase acquisition for both patients and clinicians.
Goals
- Understand what type of mental health offering people wants to use
- Understand where they struggle when they want to meet a mental health practitioner
- Improve their health outcome
What did we do?
Based on the previous knowledge of Kry/Livi on Mental Health offers in different markets, we dived into patients' needs.
We started with a survey (40 participants) and user interviews (5 participants) to better understand what type of mental health offering people wants to use and improve their health outcome.
Key learnings
Finding a practitioner: they do their own research or get a recommendation from their friends and family.
They don't see a doctor before a psychologist or a psychiatrist because they don't see any interest.
They need to talk: relationship with a psychologist is very important.
3 out of 6 knew that a GP can provide mental health care.
Most would prefer a psychologist over a psychiatrist.
Psychiatrists are sometimes seen only because it's reimbursed.
Solution 1
Homescreen: easy access to Mental Health care across various entry points
We decided to create a direct entry point on the home page, in the quick help section.
Key actions
Aligning with the team that owned this screen, and with the other content designers, since the new CTA had to follow the same structure as the other CTAs already on it.
Testing to see which CTA wording resonated best with users.
Solution 2
Mental health hub
A warm and welcoming page to provide a clear overview of our offering for our patients:
- Fast track to a dedicated pool of mental health practitioners
- Access to an educational article on various types of mental health professionals
- Guidance with mental doctors that can help, advise and redirect patients to the right practitioner when necessary
Key actions
Defining the information hierarchy of the screen, based on patients' mental models and how they actually think about getting care.
Getting the buy in from the medical director and psychologists that "this reflects exactly how we guide our patients to consult the right practitioner”.
Co-designing the page with the product designer to keep it warm and easy to scan.
Solution 3
Educational article
A digestible and well-structured article page to spot the main differences between mental health practitioners:
- Snack and meal layout
- CTA to book an appointment by specialist
- Guidance through mental health doctors for more dependent user types
Due to the high density of content in this article, we decided to set up a design critique to involve designers in the team and get as much as point of views around the challenge:
How can we do to improve the structure of the article page to make it more digestible and welcoming?
Design critique
The design critique helped us a lot to iterate and enhance the structure of this article. We made the information easily digestible and scannable.
Key actions
Designing the content starting from patients' pain points and the real differences between psychiatrists and psychologists. Mobile-friendly, accessible, easy to read.
Working with the reimbursement team to get the details right: psychologists and psychiatrists follow different reimbursement paths through France's Assurance Maladie and don't cover the same things, so this had to be accurate, not assumed.
Holding a design critique to gather feedback and iterate.
Testing
We built a prototype allowing us to evaluate the impact of this new flow, in addition to answering our assumptions. We did an unmoderated user test with a clickable prototype made on Figma, via Userzoom and chose 15 participants, between 25-45 years old who had already experienced video meetings with doctors.
Goals
- Check potential users' pain points to book an appointment with a psychologist, a psychiatrist and a doctor.
- Check potential users' pain points to seek more informations about differences between mental health professionals.
Learnings
Most of the users found the experience simple, easy to use, clear, intuitive and visually pleasing.
Most of the participants find it easy, fast and fluid to book a meeting with a psychiatrist.
Most users preferred the wording "Book with a mental health professional" - Clearer, reliable, and professional.
One user expected that the information on the new policy for reimbursement with psychology was written there.
Most users understand what's the difference between psychologists and psychiatrists.
