Svaas

Dr. Reddy’s Laboratories | UX Research & Design | 2020 | Service Design, Strategic Design, and User Experience Design

SVAAS

An ecosystem that brings doctors, pharmacies, labs and insurance providers together to deliver a seamless and delightful outpatient experience.

In India, health insurance providers and consumers focus on big-ticket items like coverage for critical illnesses, emergency admissions and treatments that require getting admitted to the hospital. OPD treatment, however, is not covered by most policies. Even when coverage is available, it is complicated and partial. So, patients end up missing out on pay-outs and benefits, which in turn leads to inconsistent self-care practices and arbitrary policy pricing. What was needed was an insurance framework that would cover an OPD patient all through the treatment journey - from diagnosis, to purchase of medicines, to testing, to adherence and monitoring.

THE PROBLEM

Outpatients in India are under-served by existing private insurance providers. Even when they are covered, patients do not utilize all the benefits available to them because of lack of awareness.

CORE INSIGHT

All stakeholders want the freedom to choose solutions that they believe are in their best interest.

THE SOLUTION

Svaas, a consumer-facing app, which gives patients access to an Outpatient Department (OPD) insurance platform that offers them unlimited and high-quality OPD healthcare services under one insurance plan.

RESEARCH APPROACH

The first step in the process was to understand from each of the stakeholders, their expectations from an OPD insurance service. Our research team conducted in-depth studies across the country to discover the need-gaps and problems faced by OPD patients.

The team also spoke to healthcare providers (HCP) to identify the rights and benefits they expect from such a service, and what would make it easier for them to integrate their services into the platform.

After 7 months of research, the team identified multiple pain points and opportunities.

FINDINGS

The team was able to identify challenges and motivators for various stakeholders to utilise the OPD platform by applying the methodology that was presented before. The team was able to comprehend the demands of each stakeholder and discover the prospects that cater to each of them as a result of the research, which lasted for around seven months in total.

RESEARCH

Patients

The team conducted research on patients' healthcare requirements, spending patterns, and ideal outpatient department (OPD) insurance experiences by conducting focus groups, in-depth interviews, and quantitative surveys. In order to secure the correct adoption to the OPD platform, we also conducted in-depth research on the digital behaviours of patients.

DESIGNED TO DELIGHT

Due to confidentiality reasons, the entire process cannot be disclosed here. Please feel free to reach out to me directly for further information.

BRAND IDENTITY SYSTEM

The identity system had to convey the idea ‘healthcare that fits you’ and drew its inspiration from the guiding light – the north star. The logo captures how all the different services available on the platform work together in harmony to make the user experience ‘Delightfully Simple’. The communication language and colours for each system were also defined to convey the sense of seamless service.

Insurance companies and health technology services to provide access to healthcare through these digital touchpoint.
https://svaaswellness.com/