Itura Care

Digital First Value-Based Care: An Entrepreneurial Journey Elective

My Role and Our Approach

My Role

As my teammates took responsibility for finances and business models, I focused on the human-centred design aspect of the project. Initially, we conducted extensive user research to understand behaviours and patterns, which helped identify potential market interest in our service. I utilized tools such as empathy maps and user personas to gain a deep understanding of our target audience. Additionally, I contributed to interviews and ideation sessions. As the project progressed, I assumed full responsibility for the service flow, user journey, and served as the user experience designer.

Our Approach

In this project, we adopted a startup-driven approach, beginning with an in-depth exploration of the NHS's extensive problem space. Concurrently, we brainstormed a range of potential solutions, including the possibility of facilitating care outside the UK, while also assessing the competition for domestic solutions. We refined our focus based on the potential market size for each solution.
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After clearly defining the problem, we validated our findings with various NHS stakeholders and gathered feedback from users to ensure our direction was aligned with actual needs and expectations. This comprehensive approach helped us move forward with confidence in our strategic decisions.

Problem Space

What is the current situation at the NHS?

Problem Validation

Healthcare Professionals

After developing a basic understanding of our problem space, we interviewed five healthcare professionals to gather their thoughts and opinions. These interviews helped us validate our problem.

User Archetypes

An Young Adult

An Empowered Patient

A Senior Seeking Support

Simultaneously, we analysed our user archetypes. Since this project targets a wide range of patients, we identified three main archetypes based on behaviour and mindset. Considering that non-tech-savvy elderly individuals might use this service, we focused on offering easy navigation and a clean user interface. We also ensured that caregivers can use the service on behalf of dependents.

Problem and Intervention

Problem Statement

Strategy

"Itura" aims to address these challenges by providing a unified marketplace that connects patients with their primary care network, especially social prescribers. This provides customers with:

• Increased treatment choices.
• Reduced wait times.
• Greater transparency

Thus, empowering them to self-manage their health and self-refer to services.

User Flow for all stakeholders

User Flow for Patients

User Flow and Site Map for Social Prescribers

User Flow for Doctors

Low-Mid Fidelity Wireframes

Low Fidelity Wireframes (Social Prescribers)

After mapping out the service flow and user flow, I sketched the main wireframes of the application, focusing on providing a user-friendly interface with easy navigation. Since this is a connecting platform, it was also necessary to design the journey and wireframes for the social prescriber.

Itura Welcome screen. Highlights three main pages of the app.

Social Services page, with popular services and filters

Calendar where you can update your availability and appointments.

Select the next steps for the patient after the call.

Administration page that provides overview, interactions and insights.

Mid - Fidelity Wireframes

Final Designs

Before finalizing my wireframes, I researched various healthcare applications, soothing colour schemes, and user-friendly icons. I created a mood board that featured calming colors designed to alleviate the stress and anxiety patients might feel while using our app, ensuring a more comforting and supportive user experience..

Final Designs for Social Prescribers

For social prescribers, the primary functions of this application include staying up-to-date with local social services, quickly identifying relevant services based on concern categories, updating their calendar, managing appointments, and tracking patient progress. Additionally, the app allows prescribers to share patient data with General Practitioners when needed, enhancing coordination and continuity of care.

Final Designs for the Patients

For patients, the primary functions of this application include easily understanding and connecting with available social prescribers, gaining clear visibility into waiting times when booking appointments, and accessing recommendations for primary care providers.

Itura Care for Patients

Itura Care for Social Prescribers

Reflection

Key Learnings

In this project, we adopted a completely different approach, emphasizing the potential of launching a business or startup based on our findings. This experience taught me several valuable lessons that I will carry forward:

• Quantifying the Target Market: We began the project by thoroughly understanding the market scope in our problem area. It is crucial to quantify the size of your target market and the potential impact you aim to make. By clearly defining the audience and their needs, we could tailor our solutions to ensure maximum relevance and influence.
• Navigating a Complex Stakeholder Map: The project required mapping and engaging with a diverse set of stakeholders. This taught me the importance of understanding their interests to align efforts and anticipate challenges effectively.