When I joined MyDermacy back in 2016, it was a tiny team of dedicated employees who are trying to solve a problem that most of us face when trying to look for beauty solutions. MyDermacy was a platform intended to connect patients with experts to share your concern to make an informed decision.

My role

As sole UI/UX Designer, I was in charge of the overall user experience across all platforms (iOS, Android, web) and products (b2b and b2c) under the MyDermacy umbrella. My Day to day role involves the end to end product design while collaborating with PM, engineers & CEO. Being a sole designer myself forces me to manage my time carefully & strictly. I also need to provide myself enough time to think about upcoming problems & need to stay ahead of developers at the same time. It was a fun & learning exercise for me because I got to work on multiple projects side by side rather than focusing on one core experience.

Why BeYouPlus?

Anything new starts with an existing problem & the success depend on how well we identify those problems & execute on them. A new product is also an opportunity to look a little ahead in time to see where the business is heading. Here are some of the reasons why we started exploring a new product direction :

  • With the current brand, we're just tapping Dermatologist segment, even when there are other beauty segments out there that we can easily target
  • We're providing limited experience for our users with just consulting when we can provide them a better, more meaningful & complete solution. With growing user base, we need to give a new head start to problem approach
  • We're also missing out other business opportunities like machine renting to doctors
  • Current product worked well with past requirements, but it's becoming difficult for it to adapt to increased demand for complex new features & scaling existing features

Understanding problem

As a designer, I'm driven by empathizing with end-user needs while balancing business priorities at the same time. In order to successfully execute on a problem, I first need to understand the problem.

To immerse myself in the problem & better understand users pain points, I myself went through a small laser hair treatment. The goal of this initiative was to understand user behaviors, their needs, interests to leverage this information to build a great product. From our learnings from MyDermacy & by looking deep into data, I found out our initial target segment to do user interviews. I defined some of the questions I asked our targeted group:

  • How do you currently find experts? What could be better to find the best & suitable expert for you?(To analyse current workflow & find opportunities)
  • What is the most important thing matters to you while selecting expert?
  • In case of multiple sessions, how do you communicate with the doctor?

Findings

Through extensive user research, we realized that people have different (and often very complicated) workflows, processes, and workarounds when it comes to selecting treatment & expert. We quickly realized there was a tremendous opportunity to offer a compelling product and that users were excited about the idea of a new product to meet their needs. Interviewing users gave us a lot of insight into user needs.

We mapped these customer pain points back to the current workflows and how they were not doing a proper job. The issues spanned from things like not knowing the technology used by doctors to difference in varied pricing.

  • Which treatment to go for — easily see all treatments for specific concern
  • How many sessions — see how many sessions require for getting the best results
  • Where to go — decide which clinics/expert to go to a particular location

Approach

Since transparency was a core pitch we made to our customers so we had to focus all our attention toward this problem. Communicating the right information at the right time remains a big issue as most of the user I interacted with has almost little to no clue about the technical side of treatments. Working closely with my PM, we worked through multiple brainstorming sessions to gain a better understanding of a typical users experience. I began by identifying key issues in user flow to make it more user-friendly. Having this zoomed out, bird's eye view gave me a lot more visibility into how our users experience the product. After a basic flow was established, I used thumbnail sketches, paper wireframes & stickies to iterate through various navigation and layout approaches.

  • Find right treatment for specific concern with simplified technical knowledge upfront
  • Find right expert in a particular location
  • Right pricing upfront to make better decision

Some early explorations in ideation stage with Nitish Vaid

Mobile early stage low-fi wireframes

Style Guide

As a sole designer, I have to manage my time effectively. I advocated for a internal style guide to keep consistency across platform & to provide me more time thinking about the actual problem rather than moving pixels. After everyone approval, I started working on the color palette for our UI & then on UI style-guide. I spaced out every component right down to every pixel keep things uniform in the product.

testing out specs for style-guide in intial stage

BeYouPlus styleguide

UI design

I used Sketch to design Hi-fi mockups & final designs. After these wireframes were created, I used InVision to create the first prototype of the app in order to start thinking about mobile interactions and gaps in the UX. We were then able to gather feedback from our patients & doctors on the initial set of wireframes, which helped me validate and iterate on ideas quickly & cheaply. I did not have the opportunity to conduct these user tests in person. They were conducted by the offline marketing & sales team. Here are some of the designs I did for BeYouPlus:

Revamped login/signup for web

Revamped login/signup for web

Validating assumptions

As product creators, we're continuously making assumptions about how users are going to use our product. We also did the same with BeYouPlus & it becomes easier to when you have some time to validate these decisions & it’s a lot easier to dig into data in a small team. I was also lucky to interact with consumers on a daily basis - through customer support & sales team to have some qualitative insight on the data. Running these small steps has huge value addition & low cost attached to it. These steps helped us in improving our product like we assumed users know about their concern & can identify the best treatment for themselves but we were wrong & have to introduce concerns over categories.


Launching B2B app MVP

Challenge

While building B2C, we spotted a business opportunity to rent machines as most doctors aren't capable of owning new machines due to the huge cost. It has by far been the most economic and favorite method of doctors to order machines. It was so widely used by doctors that in initial stage we received lots of calls daily to book machine. To reduce the burden on calling team & to get away from managing machines manually, we decided to launch our B2B app MVP. We quickly nailed out the features we want to have in MVP like answering patients questions, ordering machine, seeing patients bookings.

Impact

Building a much-improved flow (progressively showing information as needed vs all at once) and we have successfully managed to explain the paradigm better by keeping it as close as possible to the real world. Doctors now know when a patient booking is coming from, can check machine availability & order the machine accordingly. This is a significant improvement over what used to happen before when doctors relied completely upon to call our guys to exchange a lot of information before making a decision. Because of this new app, the number of calls from doctors has gone down by a huge margin. We can also push them to incentives like offer discounts on machine rental by answering questions.

B2B MVP

increase in B2C revenue
8x increase in B2B revenue over a span of 10 months
30% increase in customer retention

Looking back

As a designer, my philosophy is make thing obvious while making myself redundant. BeYouPlus, for me, reinforced the importance of empathy & a good process. Also, I learnt the importance of understanding business & how crucial is to know when to bring which people into the process. It’s really easy to design good design but really hard to great experiences. In a country where doctors and patients still prefer old ways to deal with everyday beauty problems, I had to create and stick to a strict code. And I must say I did a good job of it.

Note: Data shared here is limited due to my confidentially between me & MyDermacy (now BeYouPlus).

Ankit Khurana Avatar

I like his approach & work.

Ankit Khurana, CEO of MyDermacy

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