Product Design Intern @ Athelas
In the summer of 2024, I interned as a Product Designer on the Growth Team at Athelas-Scribe, contributing to the pivotal transition of the 'Scribe' product from a B2B enterprise solution to a B2C consumer product.
Over the my three-month internship, I overhauled the user experience flow—Onboarding, Recording, Note Generation, and AI Formatting. The goal was to drive user adoption and substantially increase our market share in the AI Healthcare Industry.
Competitor Analysis, User Interview, Design System, UX Wireframe, Visual Direction Exploration, Design Iteration, Mid-Fi & High-Fi Prototypes, User Testing
My Contribution
Result - This design revamp led to:
164%
Increase in the number of trial users per week
34.4%
Increase in user adoption rates
13.7%
Growth in market share within medical scribe
16.2%
Enhancement in ‘AI Studio’ Completion Rate
Background
Athelas's AI Scribe is an AI-powered medical tool designed to streamline clinical documentation for healthcare providers. It records conversations between doctors and patients, automatically generating clinical notes, medical codes, and lab prescriptions.
For the past few years, our product strategy has concentrated on the B2B market, catering to enterprise users. To expand our market reach, we are now shifting to a B2C model, targeting individual healthcare providers with a consumer-facing product.
Why is a overhaul UX redesign necessary for the new B2C market?
With our extensive research in both B2B and B2C markets, we recognize that our past product strategy has heavily focused on enterprise users. This strategy prioritized dedicated customer support for each enterprise client. Consequently, the product has placed less emphasis on in-product guidance and support.
As we expand into the B2C market with a premium tier strategy, providing a more intuitive user experience becomes essential. This shift is crucial for enhancing user adoption, driving subscription revenue, and reducing operational costs.
Success Metrics
Enhance Visibility of Premium Features through Improved Information Hierarchy
Reorganize and prioritize key features to ensure they are easily accessible, demonstrating the value and justifying the price of premium offerings.
Implement comprehensive first-time user experiences and educational demonstrations to enable intuitive adoption of advanced functionalities.
Boost New User Adoption through Intuitive Product Education and Onboarding
Increase Product Credibility and Trustworthiness through Visual Design Polish
Overhaul the design system and visual branding to align with the company’s product suite, with a specific focus on AI and healthcare products.
01
Understand the Market
Competitor Analysis
During the first two weeks of my internship, I conducted a comprehensive competitor analysis and market research, identifying key competitors in the healthcare industry offering similar scribe products. This analysis was presented to the leadership team and had a direct impact on shaping the product roadmap and new feature development.
Our B2B Product Strategy
Using AI to Generate Clinical Notes
Competitor’s B2B/2C Product Strategy
Using AI to Automate Complex Workflow
02
Understand the Users
User Interviews & Data Analysis
VS
Data says…
34%
of new users have never created their first scribe after signing up for an account
65%
of customer support calls result from insufficient product education
2.3%
of trail users upgraded their subscription plan to Premium
Users say…
“Most of my team consists of 40+ years old doctors. The AI features seem too advanced for us to effectively integrate them into our daily practice.”
"I paid for the premium package to have unlimited scribes, but I never realized there were additional features for premium users."
"The notes generation sometimes takes 30 seconds to complete, sometimes take up to 10 minutes, it’s really hard to keep track with."
"The app doesn't present data and metrics to track accuracy. I have to carefully review and proofread notes."
*Collected from the Sales Team and user Interviews
03
Problem & Solution
Pain Points & Business Goal
Solution A.
Enhance Information Architecture for Scalability
Pain Points
Non-scalable Feature Categorization
Current navigation struggles to accommodates fast-growing features, resulting in a disorganized user experience that lacks adaptability.
Discoverability of Advanced Features
Advanced features are hidden under Account Settings, making them hard to discover and leading to a reduced perceived value of the service
Business Goal
Increased Subscriptions and Revenue
Enhanced feature discovery and usability boost subscriptions and retention, significantly increasing recurring revenue.
Enhanced Product Scalability and Market Adaptability
A more flexible architecture allows quick integration of new features and adaptation to market changes, showcasing growth potential to investors
Scalable Navigation Hierarchy
Final Design
Design Rationals
The Navigation bar supports rapid product growth and future feature development. Information is categorized into primary, secondary, and tertiary hierarchies across three streamlined navigation bars, ensuring scalability, readability, and a user-friendly experience adaptable to future expansions.
Solution B.
Creating Intuitive, Self-Guided Product Education
Pain Points
Limited Adaptability for Less Tech-Savvy Users
Less Tech-savvy Users are not fully leveraging advanced AI features due to insufficient product guidance, resulting in low user engagement
Unclear Visual Indication
Indistinct visual signals for 'Recording' and 'Paused' modes result in frequent recording failures, prompting early user abandonment
Business Goal
Enhance User Adoption Rates
Fostering greater reliability and satisfaction, leading to higher user adoption rates and reduced drop-offs.
Empower the Sales Team to focus on Enterprise Deals
Improving product education to reduce support inquiries, allowing the sales team to focus more effectively on securing enterprise deals
Final Design
Recording Experience
Distinct visual indicators have been designed to differentiate between Recording and Paused statuses to minimizing recording failures caused by status confusion.
First-time Recording
Final Design
The first-time recording experience guides new users to confidently create their initial Scribe by providing an example transcript, ensuring comprehensive and accurate notes - building users’ trust from the very first use.
AI Features Education
Final Design
The Example Library uses a gradient color scheme to visually highlight different AI functionalities, aiding users in quickly adapting and utilizing these AI features effectively.
Solution C.
Streamlined Data Access and Patient Context Retrieval
Pain Points
Time-Consuming Data Retrieval
Users face challenges in quickly obtaining patient-specific context and navigating complex workflows, leading to inefficiencies.
Lack of Customer Support in Product Education
Users encounter difficulties due to the absence of dedicated support team, which hampers their ability to discover the full benefits of AI Scribe.
Business Goal
Enhance User Productivity
By streamlining the retrieval of patient information and workflow data will significantly reduce the time spent searching for information, thereby increasing overall productivity.
Gather User Interaction Data
Tracking how users interact with the product and challenges they encountered will provide insights into user behavior, helping to make data-driven improvements.
Final Design
AI Copilot
AI Copilot
Global Entry
Note-Specific Entry
AI Copilot
Work In Progress
--
Work In Progress --
02. Parallel Recording
Enable healthcare providers to record multiple patients simultaneously by pausing and resuming ongoing recordings. Parallel Recording allows seamless switching between sessions, enhancing workflow efficiency for providers managing multiple patients.
Final Design
Post-Recording Experience
01. Celebratory Moments with Actionable Suggestions
The "Recording Completed" page keeps users informed and engaged by suggesting actions they can take while their Scribe is being generated. A progress bar provides a visual indication of the remaining time, with celebratory visuals and messages create a positive and rewarding experience.
