Molly Bramlet

Building the first online eye exam

2015 — Opternative

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Opternative Online Eye Exam

Opternative is the first online eye exam. Using your phone as a remote control for your desktop, patients are able to take an eye exam from the comfort of their home. My time there was split between product and marketing design. I worked on everything from research, wire framing, portal designs, a mobile remote control, digital and physical promotional materials, and more. As Design Director, I strived to maintain brand consistency throughout all areas of the company.

 
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Exam Onboarding

Our first and most important step in this process was usability testing. We tested out various language for instructions and once we had a solid script we quickly mocked up a prototype. From there, I researched other companies’ onboarding and setup flows. Because there were no direct competitors, our team drew influences from every industry. Our goal was to get the patient through the flow as quickly as possible with little drop off and ensure the patient complied with the legal, health, and environmental requirements.

 
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Initially, we designed the flow to show requirements as icons listed out on a page. It was simple, required little reading, and reduced the number of pages that the patients had to flip through. Through usability testing and interviews we found that patients were quick to flip past this page without completing the required tasks. Based on that information and the design research I conducted, I wired out and designed a flow that condensed the content, gave the remaining requirements their own page, and showed animations of the actions required. This flow, while lengthier, showed stronger results

 

Mobile Remote

The instructions shown on the remote were essential to the accuracy of the exam. We needed to present them in a way that was brief but clear and could be read without glasses or contacts on. The biggest challenge, however, was that the remote was the only piece of interaction design in the exam and thus was responsible for the pace and feel of the whole exam experience. To improve upon the original prototype, I collected feedback from patients and insights I gained from observing usability testing. I created responsive layouts, updated button styles to reflect the existing Opternative brand and increase legibility, revised the color palette to decrease eye strain, and added a tutorial, help, and status indicator throughout the exam. Instructions were edited for a more natural flow. Matthew Harlan’s illustrations were the perfect complement; friendly, cartoony, with just enough detail to show the physical accuracy our medical exam required.

 
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Doctor Portal

Our task was to create a modern dashboard with the same sense of familiarity and ease while adhering to FDA and HIPAA requirements. Prior to beginning the doctor portal designs, my team and I met with doctors who would be using the portal to get an idea about what information they would need in order to design the most efficient work flow. We launched the doctor portal with a simple interface and began onboarding doctors nationwide. Post launch, we continued to review the tool with doctors to ensure the tool met their needs. Because this system was very new to our doctors, this tool is something I iterated on many times to increase clarity and functionality.

 
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Patient Portal

The patient portal serves as a central hub for Opternative’s patients to view their exam results, medical history, affiliate promotions, and access other miscellaneous account information. Our goal was to make the design as straightforward as possible and make accessing information as simple as possible. During this project I was able to enhance UI elements with a stronger brand voice and carry over those standards to other areas of the product.

 
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Conclusion

While working at Opternative, I was able to create an end-to-end patient experience including patient onboarding, exam setup, a mobile remote, and checkout flow. I contributed to the design of the exam by conducting usability testing, interviewing patients, and was a collaborator in the design of the instructions and environmental setup of the exam. I designed wireframes and visual designs for doctor and patient portals, with the doctor portal allowing doctors to edit, approve, or reject generated prescriptions and the patient portal allowing patients to view their prescriptions and medical history. I hired and directed contractors for illustrations, videos, and photography to help grow the Opternative brand. I used these assets, along with my own illustrations and designs, across the product, marketing site, social media, and more. Within the three months after launch, Opternative saw over 19,000 signups.