hercare is a mobile app that allows women to locate and book medical practitioners in a convenient and reliable manner. The app is perfect for women looking to grow their network of doctors they are happy and comfortable with, as one of the app’s main features is a referral system that connects women to female doctors through the recommendations of family and friends.

Product Designer (UX/UI)


Women's Health


End-to-end design strategy - User Research, Data Synthesis, Product Design (Wireframe & Prototyping), Usability Testing


Miro, SurveyMonkey, Axure

🔎 Discovery
Most people don’t realise that finding the right doctors and medical providers takes a lot of time and energy.

💡 60% of women (based on qualitative interviews) have jumped from doctor to doctor in order to find someone they can be comfortable expressing and understanding their medical issues and history.

💡 Women often struggle to establish a network within a close proximity to their work and home.

💡 Others may already have an established medical network but consist mainly of male doctors, and who are looking to break out of this cycle of recommendation.

My primary objective was to create a digital platform that targets inefficiencies when looking for doctors who can understand and satisfy medical needs. Through a search, recommendation and booking system, women can have more confidence in their network of practitioners, creating a healthier future for women.
💬 Research

I facilitated several quantitative and qualitative research methods (incl. interviews and online surveys) to understand women’s behaviours, attitudes and goals in their search for medical practitioners in their area.

Originally, user interviews were intended to be conducted with both men and women, however after the first two interviews, a strong theme of preference for female doctors (with difficulty in finding them) was established and further guided the rest of the interviews.

Key Insights
Going Digital
The rise of COVID-19 cases in 2020 and subsequent lockdown periods brought about unprecedented high-usage of online booking platforms and the need to conduct remote consultation for most participants. While some users still prefer to call providers, most users conduct online appointment bookings and are open to exploring digital service options.

Trusted Sources
Users will prioritise recommendations by friends and family, and are thought of as highly-trusted sources, even more so than doctor referrals sometimes.

Female Doctor Preference
Despite having a strong preference for booking women doctors in their search, users may receive male doctor referrals instead, or have difficulty beginning their search. All women expressed their desire for a more efficient way to discover and learn more about the availability of female practitioners in the local area.

Avoiding Long Queues
There is a collective annoyance in regards to waiting for the doctor prior to a consultation, especially when a booking has already been made beforehand.

Growing Practitioner Network
Some users feel as though they haven’t found the right practitioners for them yet, whether due to comfort and convenience, or the ability of the practitioner to solve their medical issue.

Centralised Location
Users have expressed wanting to see an overview of their medical history, referrals and their network of providers as well as being able to view other providers and the wider community’s ratings of them.

Key insights were documented on Miro and turned into an affinity map, where the breakdown of user patterns and insights were formed.
Andi embodies a recurrent user goal of wanting to locate doctors as close to her work or home as possible, as well as having the desire for a personal care team that caters for her health issues.
📊 Data Synthesis
Defining Problem Statements

The main pain points regarding women’s current healthcare network include:

1. Constantly switching between numerous digital and physical platforms to search for and book appointments with medical practitioners.

2. Getting referred to practitioners that don’t end up satisfying current medical needs.

3. The inability to locate preferred female practitioners in the area.

Forming Hypotheses

Provider Search
Users can efficiently grow their network of medical providers if they have an overview of those available in their area, who are compatible with a user’ medical need or concern. Conversions will result if users can read an online profile or bio, if they can view availability, and if they can get an understanding of medical fees.

Appointment Booking
The COVID-19 pandemic has opened up a greater awareness and use of virtual consultations- a strong option for people with busy schedules to use. Users who have access to a live and continuously updated list of available times to visit a practitioner (for both virtual and face-to-face consultation) will result in users repeatedly using this platform to book their next consultation.

Giving the option of regular calendar reminders or push notifications to help users identify when they are next to see the doctor will reduce the frustration against waiting times and the number of users forgetting upcoming appointments up until the last minute.

Almost all users take up referrals from people they know when it comes to choosing a practitioner. Creating a ‘referral’ feature will allow users to be more comfortable in their decision knowing that a particular provider or doctor is supported by someone they know and trust.

Women Practitioner Preference
Users have expressed strong preference for a majority of their practitioners to be women. Having a system which highlights the number of female providers in a user’s locality, along with their availability and speciality, will make it easier to connect patients to them. create a broader awareness of their availability and specialty.

As the use of appointment-booking apps within the health industry is fairly new, it was harder to pinpoint how users enjoy these products to conduct their search for medical practitioners. However, gaining key insights through qualitative and quantitative data have proved extremely helpful in identifying user expectations and goals when it comes to finding and booking medical appointments, and these findings were translated into two user personas and journeys maps.

💡 66% percent of women who already have an established network of doctors are more likely to discover new ones through referrals.

💡 50% prefer doctors to be located near where they live.

💡 Female users admitted they prefer women doctors and more often get referred to men.

💡 Women who lead busier lives find that they switch doctors too often.

💡 50% say they would utilise both online services as well as referrals to find the right practitioner and like the convenience of seeing availability online.

💡 There is a 75% chance of forgetting bookings over time.
A user flow example illustrating the possible journeys a user can take on the app when searching for a medical practitioner.
Mapping out the sitemap and entity attribute breakdown of the app to visualise the product flow, elements and structure.
🎭 Designing the Customer Journey
💻 Product Design
Taking into consideration the problem statements and hypothesis, I designed the sitemap and information architecture for the product. I expanded on this by creating user flows to predict the customer journey and ensure the experience is seamless throughout their usage of the app.

The minimum viable product (MVP) thus aims to offer the following features:

- Step by step guide in how to search and find local practices using referrals
- Clear breakdown of provider information, contact and fees
- An easy to use booking system and an introduction to virtual consulting
- A dashboard which shows a holistic overview of user’s referrals, notices and appointments
- Doctor/waiting room tracker for accurate doctor schedules and wait times
- Notifications/reminders for upcoming appointments and follow-up consultations
- Ability to review and share provider information with other people when asked
- No-stress modification on current appointments

I first began with low-fidelity wireframe sketching to visualise the interactions and components of the app.
I then created high-fidelity wireframes and interactive prototypes based on the user flows and initial sketches to show the search, booking and referral systems.