Who's Stan?

StanPlus operates the largest ambulance fleet in Hyberabad, India (a large city in South India). StanPlus needed help increasing user acquisition and they looked to us for a technology and service design solution.
(And no, unfortunately they don't know a Stan).

A Broken System

In the U.S. we take for granted the reliability of our 911 service. During our first meeting with our client, she had tears in her eyes as she told us about the lack of emergency care services available in India, and the suffering it caused. 

"When a loved one is in the need of urgent medical attention, wondering when the ambulance would arrive can become one of the most harrowing experiences of a person’s life. More so, when you live in a country notorious for its chaotic traffic." 
- Ishveena Singh, "Between life and death: StanPlus’ quest for Uberification of India’s ambulances"

In order for us to help StanPlus, my team and I would have to eliminate all our assumptions to learn about the people, culture and infastructure of a country 7,000 miles away. 
StanPlus dispatchers
The Challenge

In the span of 3 weeks:
• Gain an understanding of the vastly different healthcare industry in India
• Conduct user research of patients and hospital employees currently living in India
• Provide StanPlus with a service design for the patient journey from time of accident to hospital arrival
• Deliver a working prototype and wireframes for a minimum viable product

My Role

My tasks: project management, user research and testing, archetype ideation, user journey ideation and deliverables, art direction, visual design, and visual specifications document. I worked with 2 incredible teammates: Nathan Baker and Hyun Kim. 

We worked very closely on almost every step of this challenging project; providing intellectual and sometimes emotional support. 

That's a group hug.

T E C H N I Q U E S :
Analysis of Survey Results from 2015 // Mind Mapping // Screener Survey: 89 Responses // 13 Follow-Up Phone Interviews // Competitive/Comparative Feature Analysis // Heuristic Analysis of Competitors // Affinity Timeline Diagram // Archetypes // User Journeys

At different times during this project we became quite overwhelmed with the vast problem we were facing. Our weapon of choice? Data visualization. It helped us to organize the information into something tangible.

2015 Survey Results: Visualized

While going through the 403 survey responses provided by the client, we found some patterns in the open field responses. In the data visualization below, each circle represents the number of responses received.  
Concerns raised about ambulance services in India. Deliverable created by me.
Connecting with India

We found 2 groups of people to interview:
1. Those who had recently been to a Hospital for an emergency
2. Hospital employees
From Group 1 we gathered insights about their transporation preferences, hospital experience, any major or minor pain points in the process. From Group 2, we tried to understand context: how billing worked, admittance requirements, and how information exchange worked between dispatcher, ambulance, hospital, and doctor.


Interviewing people was the most challenging part of our project for a variety of reasons:
• Time difference
• Poor connections/bandwidth issues
• Difficulty finding healthcare employees to speak with


Affinity Timeline

After gathering all the data from interviews we placed some key insights on sticky notes and began to organize them into a timeline, we later created a digital version (below, on the left and right) and often referenced it throughout the project. This was something we showed the client but really we created it as a tool for ourselves.

Channeling Empathy

Because of our distance from the problem, it left us feeling a bit disconnected. Our next 2 steps helped us to heighten our empathy for our users. First we created archetypes and next we created user journeys. 
These archetype deliverables were created by Hyun Kim
First draft of 3 user journeys
Final version of user journeys: 1 for each archetype. Deliverable created by me.
3 Journeys combined highlights the most problematic areas
In the diagram above, the circled area shows where we had a combination of the most knowledge and the most opportunity to improve. We decided to focus on improving user experience: at the time of accident, finding transportation, and in-transit.

Real Talk

We always knew that we wanted this project to help improve the emergency response time in India. What we didn't know until after our research, was just how complex and sometimes corrupt, their system (or lack of system) was.
During an early Stand Up meeting with our client, we had brainstormed an idea about making StanPlus a subscription service that would include ambulance rides for other people (even strangers). This would help to empower more fortunate Indians to help provide ambulance service to the less fortunate. Our client was thrilled by this idea!  


Our design process started with a feature brainstorm, then a feature prioritization. Next we had many hours of collaborative group sketching where we sketched and revised and sketched and revised. 
We thought about every touchpoint of the brand - customer experience from time of pickup until seat on a hospital bed.
Storyboarding helped us visualize our user’s new StanPlus journey.
Illustrations by Hyun Kim
We created our solution and tested and revised and tested and revised.

Confirmation Page Iterations

Feedback in Testing
• "I'm not sure where I'm being picked-up from"
• "Is that the driver's name or the pick-up location?"
• "I'm not sure what this page is"

Design Changes
• Added pick-up and drop off addresses
• Separated drivers name and ETA text
• Added more information and copy to explain ride confirmation
Visual Frameworks 

I created this working library of colors, fonts and UI elements to help us work collaboratively in Sketch.
Rapid Prototype
Next Steps

Remember my subscription idea? Turned out it wasn't feasible for an MVP, because it required a business plan and pricing model to design. Because of our timeline, we presented our prototype and our idea for the subscription plan as a next step that first required some business strategy from stakeholders.
We urged the client to continue with user research on the ground with hospital employees to further understand hospital administration and how that stage of the journey could be improved later on. 


Along with some help from a mentor, I taught myself how to make user journeys for this project, which was an extremely valuable experience. 
I learned that sometimes you need to dial back your ideas and focus on short term goals that are more realistic for successful outcomes.

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