Work : App UI/UX and Visual Design | Company : Genesis Healthcare Co. | Tools: Figma, Illustrator
After the launch of the "GeneLife 3.0" app MVP, I started working on different iterations, covering both app improvement, new features, and flow implementations needed to support the business growth.
As GeneLife 3.0 is dedicated to the discovery of Genetics testing results and the monitoring of wellness, it's critical to know if our users are meeting any issues at any step of their DNA journey. This use case describes the solution shared by the company to improve the collect of feedback from our users.
1. Identify problems faced by our users on a daily basis on the app and provide reactive customer support
When some users met some difficulties and get really frustrated about his/her app experience, whatever the type of issue, the first reaction can be to go on the App store/Google Play Store and share directly this frustration with a negative comment and a bad rating. It's essential to provide to the user the opportunity to express this dissatisfaction in the app, at a early stage. Even better, we should be able to regularly invite the user to tell us if he/she is happy with his/her experience.
2. Encourage the "happy" users to leave a positive comment on the Stores
Of course, all companies aim to get a 5 star rating in the Stores. However, it's well known that the first users to express and share their feedback are the ones who are disappointed. They are the ones who will take the time to go to the App store/Google play store. Usually, satisfied users don't take the time to leave a positive comment on the stores...unless they are invited.
3. Integrate the feedback about the app in the Customer Support process, for Business business and for future Artificial intelligence applications.
Before the app, the CS team was managing only the feedback from customers, received through traditional communication channels as: phone, email, SNS.
The experience of the discovery of the Genetics results in the app is a great opportunity for the company to collect easily useful data inputs from the users.
Of course, these data, if well managed and processed, can also serve the Machine learning models used by the company, particularly the development of the AI assistant dedicated to the exploration of genetics results.
1. For challenge 1
- Ensure there is a place in the app where the user can easily share his/her feedback when he/she needs to do so.
- Invite the user to share his/her feedback - positive or negative - in this section.
2. For challenge 2
- Invite the user to rate the app and leave a comment in the Stores
3. For challenge 3
- Implement a step by step feedback process, that can engage the user to share his feedback and report issues
- Design the report form so we can collect both quantitative and qualitative data, already categorized according to some pre-identified topics aligned with the Customer Support Team and the Tech team, and then later the AI engineers.
Apple has reinforced the guidelines regarding the Rating request. Since the release of iOS 13, developers are required to use the official rating request api and to disable any custom prompts. The implementation of the rating request API should follow some recommendations from the iOS Human Interaction Guidelines website, but more important, must respect some requirements explained on the Apple Developer website. For example, the rating alert can only be presented three times a year.
This means that companies cannot rely on the rating/comment from the stores, but must implement another method to collect some quantitative and qualitative feedbacks from their users.
Even if custom rating prompts in iOS app are now forbidden, UI/UX designers and developers should note that nobody said that it's forbidden to encourage the users to share a positive feedback on the Stores and in this way. This can be done through invitation, for example after collecting a positive feedback in the app. Until the invitation is 100% optional and only redirects to the App page on the Stores, there is no issue.
UI/UX design process
From the analysis of the business needs and the user needs - in order to identify the pain points related both to the exploration of DNA data, and health coaching interfaces - to the prototyping.
1. User flow
Core user flow, covering 3 flows: voluntary feedback action, invitation to share feedback, invitation to rate the app.
2. Screens flow
High fidelity mockups and flow, covering again the 3 flows