Women's Health Problems

Young women lack someone thinking holisticly about their health and wellness, causing them to rely on word of mouth to learn about their own bodies. They lack access to doctor-backed virtual clinical support especially for scripts for common vaginal microbiome disruptions: BV and UTIs. These issues are unnecessarily hard to access. I spoke to multiple women about their health concerns and how they go about solving their problems.

GenZ customers have reactive mindsets around their health, only acting on problems when they feel something is wrong. Sexual health is often reactive, so any burning, itching, or bumps are their main concern. It’s urgent care, which calls for more upfront information to feel assured this is the right solution. The value for GenZ market is about educating themselves to become self-aware of their daily changing microbiome to then have convenient, fast, and discrete delivery of kits and meds when needed.

Millennials are health aware and have a proactive mindset around their health, asking questions like how they can balance their hormones for better metabolism while on birth control or postpartum. Juna offers clinical weight management options as a reset solution made sustainable with virtual care to shift one's mindset, habits, and behaviors in longer commitments.
Juna tackles taboo health topics that are highly emotional, such as sexual health, hormones, and weight management. This left me with a big question: How might we empower women to take control of their health and trust a virtual clinic?

Women's Health Problems

Young women lack someone thinking holisticly about their health and wellness, causing them to rely on word of mouth to learn about their own bodies. They lack access to doctor-backed virtual clinical support especially for scripts for common vaginal microbiome disruptions: BV and UTIs. These issues are unnecessarily hard to access. I spoke to multiple women about their health concerns and how they go about solving their problems.

GenZ customers have reactive mindsets around their health, only acting on problems when they feel something is wrong. Sexual health is often reactive, so any burning, itching, or bumps are their main concern. It’s urgent care, which calls for more upfront information to feel assured this is the right solution. The value for GenZ market is about educating themselves to become self-aware of their daily changing microbiome to then have convenient, fast, and discrete delivery of kits and meds when needed.

Millennials are health aware and have a proactive mindset around their health, asking questions like how they can balance their hormones for better metabolism while on birth control or postpartum. Juna offers clinical weight management options as a reset solution made sustainable with virtual care to shift one's mindset, habits, and behaviors in longer commitments.
Juna tackles taboo health topics that are highly emotional, such as sexual health, hormones, and weight management. This left me with a big question: How might we empower women to take control of their health and trust a virtual clinic?

Ideation of Brand Identity

As a D-C health clinic, brand positioning is the biggest differentiator against in-clinic care. The immediate value is discretion, convenience, and efficiency. But is that women’s consumption mindset? Ultimately, it is best to sell the outcome, not only the value proposition. So our brand goal is to evoke how the outcome will make them feel. With Juna.health, you will feel empowered to take action on your health.

When I joined the small team, consisting of an engineer and CEO, I brought a different perspective on women’s health. Sexual health marketing uses fear tactics to result in strong reactions: feeling panic, shame, confused, and alienated. Reading pamphlets can either be immobilizing or leading women to repetitively get tested. Both of which usually only causes more stress on the existing symptoms. The perception of SexED in America is guilt, blame, and shame, all forms of fear-mongering. I hypothesized that fear is not a sustainable marketing solution, favoring a community where people feel heard, supported, and guided through uncertainty by clinical doctors and nurses. The youth of today deserve guided discussions around safe sex practices and weight loss solutions that promote self-love and proactive action. Lesson learned: fear as a tactic is good for initial customer acquisition, but not for long-lasting retention.

The revamped design system and communication strategy are from the perspective of a dependable registered nurse who happens to be an older sibling asking to not repeat their mistakes. This is shown through the iconography, colors, and messaging. 

Ideation of Brand Identity

As a D-C health clinic, brand positioning is the biggest differentiator against in-clinic care. The immediate value is discretion, convenience, and efficiency. But is that women’s consumption mindset? Ultimately, it is best to sell the outcome, not only the value proposition. So our brand goal is to evoke how the outcome will make them feel. With Juna.health, you will feel empowered to take action on your health.

When I joined the small team, consisting of an engineer and CEO, I brought a different perspective on women’s health. Sexual health marketing uses fear tactics to result in strong reactions: feeling panic, shame, confused, and alienated. Reading pamphlets can either be immobilizing or leading women to repetitively get tested. Both of which usually only causes more stress on the existing symptoms. The perception of SexED in America is guilt, blame, and shame, all forms of fear-mongering. I hypothesized that fear is not a sustainable marketing solution, favoring a community where people feel heard, supported, and guided through uncertainty by clinical doctors and nurses. The youth of today deserve guided discussions around safe sex practices and weight loss solutions that promote self-love and proactive action. Lesson learned: fear as a tactic is good for initial customer acquisition, but not for long-lasting retention.

The revamped design system and communication strategy are from the perspective of a dependable registered nurse who happens to be an older sibling asking to not repeat their mistakes. This is shown through the iconography, colors, and messaging. 

Product Goals

The product lines include sexual wellness kits and medications followed by weight-loss management. The goals were to get people to order kits or meds, often in urgent times of need. They were concerned about the efficacy of the meds, discreteness of the packages, or panicked by the packages arriving on time.

1. Build trust in the clinic’s products for purchase: sexual wellness kits, meds, and weight-loss management meds.
2. Educate in an effort to be transparent on a medication’s efficacy.
3. Bonus! Share Juna with partners to get tested. Word of mouth on taboo topics is a solid way to build trust in a new product.

Product Goals

The product lines include sexual wellness kits and medications followed by weight-loss management. The goals were to get people to order kits or meds, often in urgent times of need. They were concerned about the efficacy of the meds, discreteness of the packages, or panicked by the packages arriving on time.

1. Build trust in the clinic’s products for purchase: sexual wellness kits, meds, and weight-loss management meds.
2. Educate in an effort to be transparent on a medication’s efficacy.
3. Bonus! Share Juna with partners to get tested. Word of mouth on taboo topics is a solid way to build trust in a new product.

Solution

The challenge was how to present clinical solutions with D-C, e-commerce goals? I started by writing out information architecture, user flow diagrams, and a holistic journey map. Then, I sketched out low-fi wireframes for an adaptable design system with components for an expanding product line.

Goal 1: Components to build trust and motivate

• Reviews: Showcased social proof from customers in the form of 5-star ratings and quotes from industry reviews. I found that real voices were the most valuable trust signals to encourage visitors to take action on their health, like others who have seen success.
• Self-Assessment Survey: Key questions to softly reaffirm motivation to capture the users who are interested in the services.
• Interactable Estimator: Ways for a customer to help visualize a future with Juna long term by entering a calculator to receive an estimate.
  

Goal 2: Components to educate and be transparent

• FAQ: Displayed the frequently asked questions about the product and their answers in a drop-down menu to guide visitors down the road to making an important health decision. Questions like how fast will this be delivered.
• Application Type Icons: Trust signals in the form of visual branded iconography. Knowing how a medication is delivered to the body is important to properly administer clinical solutions. The application coins were a consistent way to label products as blood test, swab test, urine test, oral pill, and syringe medications.
• Sort by Health Concern: This allows users to filter by health problems and concerns, narrowing down to treat only their concern.
  

Bonus! Components to spread the word
A partner might need to get tested, and doing the hard thing is being honest with one's status and messaging all partners involved. Ethically, it is better to tell someone, but morally to tell partners directly. There was a product opportunity to be a conduit of a conversation and organically acquire more users. By sending an anonymous text to a past partner to get tested with Juna, it alleviates the pressure but assures they still get the care they need.

• After getting a kit on the site, users were prompted to anonymously share text with partners to get tested with Juna. Some were abusing this function as a way to annoy and cause panic in others. This was not the intended outcome and labeled legally liable—fail.

Solution

The challenge was how to present clinical solutions with D-C, e-commerce goals? I started by writing out information architecture, user flow diagrams, and a holistic journey map. Then, I sketched out low-fi wireframes for an adaptable design system with components for an expanding product line.

Goal 1: Components to build trust and motivate

• Reviews: Showcased social proof from customers in the form of 5-star ratings and quotes from industry reviews. I found that real voices were the most valuable trust signals to encourage visitors to take action on their health, like others who have seen success.
• Self-Assessment Survey: Key questions to softly reaffirm motivation to capture the users who are interested in the services.
• Interactable Estimator: Ways for a customer to help visualize a future with Juna long term by entering a calculator to receive an estimate.
  

Goal 2: Components to educate and be transparent

• FAQ: Displayed the frequently asked questions about the product and their answers in a drop-down menu to guide visitors down the road to making an important health decision. Questions like how fast will this be delivered.
• Application Type Icons: Trust signals in the form of visual branded iconography. Knowing how a medication is delivered to the body is important to properly administer clinical solutions. The application coins were a consistent way to label products as blood test, swab test, urine test, oral pill, and syringe medications.
• Sort by Health Concern: This allows users to filter by health problems and concerns, narrowing down to treat only their concern.
  

Bonus! Components to spread the word
A partner might need to get tested, and doing the hard thing is being honest with one's status and messaging all partners involved. Ethically, it is better to tell someone, but morally to tell partners directly. There was a product opportunity to be a conduit of a conversation and organically acquire more users. By sending an anonymous text to a past partner to get tested with Juna, it alleviates the pressure but assures they still get the care they need.

• After getting a kit on the site, users were prompted to anonymously share text with partners to get tested with Juna. Some were abusing this function as a way to annoy and cause panic in others. This was not the intended outcome and labeled legally liable—fail.

UX Solutions

Messages were getting lost in their inbox to fill out initial medical paperwork, halting the approval process. → HMW make it easier for patients to fill out intake paperwork?

• Intake Form: Well-structured logic form asking health information one question at a time and only giving people necessary questions. 
• Promptly in the product, have users fill out intake paperwork for approval instead of waiting for an email for a 3rd party solution to get started. 
  

Once unlocked into the Juna portal, users were confused about when and where to take action. → HMW give better guidance?

• Open directly on the orders page to purchase.
• Actionable language: Optimized the language to be clear and actionable across text messaging, emails, and products. For steps that require user action, starting the language with an action verb for steps.
  

“Good copy is actually more important than design.”  

— Jane Portman 

UX Solutions

Messages were getting lost in their inbox to fill out initial medical paperwork, halting the approval process. → HMW make it easier for patients to fill out intake paperwork?

• Intake Form: Well-structured logic form asking health information one question at a time and only giving people necessary questions. 
• Promptly in the product, have users fill out intake paperwork for approval instead of waiting for an email for a 3rd party solution to get started. 

Once unlocked into the Juna portal, users were confused about when and where to take action. → HMW give better guidance?

• Open directly on the orders page to purchase.
• Actionable language: Optimized the language to be clear and actionable across text messaging, emails, and products. For steps that require user action, starting the language with an action verb for steps.

“Good copy is actually more important than design.”  

— Jane Portman 

Takeaways

Takeaways