TULIP DIRECTORY

COMPANY

New Jersey Black Women's Physician Association

YEAR

2023

MY ROLE

UIUX DESIGN

VISIT WEBSITE

Project Overview:

There is historic distrust of the healthcare system within the Black community. Black women are 5x more likely to have pregnancy-related deaths, in comparison to white women in NJ. In New Jersey, 60% of all pregnancy related deaths are women of color while they make up only 13.7% of the population.

Process and Methodology:

Discovery: We started with establishing our user base and getting crystal clear on our target audience. We worked with an outsourced copywriter to define our tone. We spent hours looking through inspiration and narrowing at Inspiration.
Design: During the design process we conducted biweekly check ins with the client, presenting wireframes, full scale designs and concepts. We collaborated with a graphic design firm to establish branding, iconography and photography direction.
Development: Once design was complete I project managed a team of react native engineers to develop three websites (physician, patient and admin) and two mobile apps (iOS and Android).

Contributors:

I worked closely with a junior designer, engineering team, project manager, subject matter expert (Gynecologist) and data collection team (Rutgers university student volunteers).

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Our Goal

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In our initial conversations our subject matter experts shared their concerns for the historic distrust of the healthcare system within the Black community due to the racial empathy gap. The racial empathy gap is the idea that medical professionals, including physicians, may assume that black people feel less pain than white people. This can contribute to health care disparities.

We hypothesized that we can Improve confidence in the medical field from the black community by achieving two goals:

Connect black patients with black doctors easily and seamlessly within the client’s current budget.
Create trust and eliminate long term stigma and fear by introducing them to doctors that can be more empathetic.

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My Role

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I was the lead designer driving discovery with our client, building wireframes, handling full scale design. I collaborated with a branding agency to apply a new design direction to our design system. I project managed a group of engineers building the website and mobile applications.

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Discovery

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During our discovery sessions we identified 3 possible audience segments:

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Patients (Consumers): The patients that will use these apps to locate a doctor who can properly empathize with their needs.
Physicians: Doctors in the New Jersey area. (Consideration for expansion to a nationwide database).
Sponsors: Any entity in the medical field that may want a target audience to advertise to.

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We were also able to establish a voice and tone in our discovery sessions. Bringing in inspiration from other health and directory related experiences we decided on a design direction.

Wireframes/ MVP

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After establishing our audience and what would be the most impactful, we assessed the market space for our potential competitors and completed audits on their products.

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Finding a doctor can be difficult and a large percentage of technology around the medical space is dated, complex, and not user friendly.

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A lot of consideration was put into hierarchy on a physician’s profile. The user is looking for a primary physician or specialist, the process has to be as simple as possible.

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Constraints

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One of the biggest constraints while building/brainstorming the Black Doctor Directory was the limited budget given to the NJBWPA. Development costs are too high for certain functionality to be included.

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Some of the features that suffered:

User Profilessome text
- Saving favorite doctors
- Viewing recent searches
- Forwarding medical history
- Contacting physicians directly
Direct Communication with Doctors
Ability to leave reviews
Telehealth through the app

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Rebranding

Our team collaborated with a branding specialist to create a new photography and design system that was more in tune with our mission. Our goal was to create a safe and empathetic means to connect black doctors with black patients.

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Results

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Our MVP was completed within the budget. All assets are currently in the staging process as the TULiP team finalizes the trademark and is ready to enter the market. The following assets have been approved:

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Physicians Website: The physician website informs doctors about TULiP’s services and doubles as a dashboard to claim/edit their profiles for the app.
Patients Website: Is a landing page that will be released to direct patients to their respective mobile marketplace and download the app.
Admin Site: Allows the TULiP internal team to manually add/edit physicians, patients, filter categories, symptoms, and geolocation distance.
Mobile Apps: Using react native our development team was able to create for both iOS and Android

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We have released a survey to both physicians and patients validating the need for this service. The TULiP team has tasked a class of Rutgers University students to onboard Physicians in the tristate area to the platform before officially marketing in that region.

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