Bradesco Saúde
Bradesco Saúde is a health insurance provider that operates with an extensive network of healthcare providers across Brazil. Currently, it has approximately 4 million policyholders nationwide. With a focus on health plans for groups of 3 or more individuals and corporate plans, over 90% of Bradesco Saúde's customers are beneficiaries of group plans. Ref.
App
The Bradesco Saúde app offers a rich ecosystem of services, ranging from reimbursements to telemedicine. Due to a significant portion of the audience being comprised of corporate clients and family members of employees, the app was developed for individuals who have extensive access to digital products.
The variety of services allows users to access their digital insurance card, view statements of medical appointments for tax purposes, request reimbursements, track procedure authorizations, search for doctors, and schedule appointments. The app seems to have been designed for the typical digital user who prefers to manage their life through digital means rather than human contact. All of this, combined with the extensive network of healthcare providers offered by the insurance provider, are the main differentiating factors of the platform.
'Find a healthcare provider' feature
The extensive network of healthcare providers offered by Bradesco Saúde and the wide variety of plans can make the task of finding a trusted doctor more complicated. Fortunately, the app has a section designed exclusively for this purpose.
However, the current process for locating healthcare providers doesn't offer much more than a list of several specialized clinics organized from closest to farthest. At the end of the process, the last option is a 'Get Directions' button, which essentially directs the user to Waze or their preferred GPS app.
For the 100% digital user accustomed to doing everything within the app, there is a lack of flexibility in this navigation and a need for more in-depth information that would allow them to choose a doctor in a more targeted manner.
Insights
Usability tests
A usability test with four users was proposed. They were tasked with the single assignment of choosing a doctor from any specialty and scheduling a fictitious appointment.
Where they practice / Education / Specializations / Years of experience / Reviews / Insurance affiliations / Acceptance of insurance / Hospitals where they perform surgeries / Available dates / Consultation fee
I asked users what they most want to know when choosing a doctor to understand which topics would be worth including in the platform. The result was the highlighted list above.
“Really? Does it end here?”
In general, users also got confused at the end of the flow. The screen in question essentially displays the address of the chosen clinic, phone numbers, and a map. When I asked what they expected to find there, responses like an option to schedule an appointment or a link to WhatsApp came up.
“This map is nice...”
Most of the interviewees also mentioned that they liked the option of searching through the map. Once the user selects a type of establishment, a specialization, and an address, two navigation options appear: List and Map. They referred to this map in a positive way.
“Emergency? Wow...”
All the interviewed users chose the establishment type 'Consultório/Clínica especializada/Terapias' and disregarded other options such as emergency care and hospitalization.
Benchmark
In addition to the interviews, I also got references from other healthcare services such as Doctoralia, Dr. Consulta, and others. The analysis of these competing websites, combined with the insights generated by the tests, provided valuable inspiration for me to design a new proposal for the Bradesco Saúde app.
Resultados da pesquisa do site Doctoralia.
Proposal
Using Figma, I designed a new prototype for the healthcare provider location flow. Among the proposed improvements are:
- The establishment type is now set by default to 'Consultório/Clínica especializada/Terapias,' and the user can now change this option as needed.
- In the search results list, tags have been added with the searched options to make it easier for the user to modify their choices and perform a new search.
- Some information, such as ratings and addresses, has been added to the search results list to better guide the choice of a doctor.
- The profile of the chosen doctor underwent a complete transformation to provide more relevant information for the user's choice, as well as to assist in scheduling an appointment or contacting the doctor.
Thank you!