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Unipath Laboratory Website

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Re-Engineering Digital Diagnostic Discovery, Home Sample Collection & Report Access

Domain

Healthcare, Pathology & Diagnostics, B2B2C Health Tech

Role

Lead Product Designer & UX Consultant (Full-Lifecycle Design Ownership)

Design Tools

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Figma

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Claude

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Clevertap

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Useberry

Core Impact

  • Reduced home sample collection booking time from 6 minutes to < 60 seconds, driving a +45% increase in online bookings.

  • Slashed support call volume by 60% through 1-tap OTP and WhatsApp report downloads.

  • Boosted preventive health package checkouts by +38% via goal-based categorization and transparent parameter breakdowns.

  • Accelerated clinician test searches and partner onboardings by +50% with a dedicated Doctor Referral & Accreditation Portal.

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Strategic Overview

Context

Unipath Laboratory is a premier pathology and diagnostic network offering advanced clinical testing, specialized molecular diagnostics, and routine health checkups. In an increasingly competitive diagnostic landscape, digital touchpoints serve as the primary gateway for patients booking home visits, retrieving test results, and discovering preventive healthcare packages.

The Baseline Problem

Unipath’s legacy digital platform suffered from friction-heavy patient journeys, fragmented test discovery, and poor mobile accessibility. This created three critical operational bottlenecks:
 

  • High Booking Drop-offs: Patient home collection forms required lengthy, multi-step address entries and bill code inputs, causing over 50% drop-off during peak morning hours.

  • Support Center Overload: Patients struggled with complex login credentials and invoice numbers to access lab reports, leading to heavy call center traffic for simple PDF requests.

  • Convoluted Package Catalog: Diagnostic tests were presented as alphabetical medical lists without clear preparation guidelines (e.g., fasting requirements) or parameter explanations, causing choice paralysis and missed cross-selling opportunities.

Strategic Objectives & Product Vision

To transform Unipath’s web platform into a high-converting, patient-centric digital healthcare ecosystem, I established three core product objectives

  • Accelerate Home Collection & Sales Velocity (Booking Speed Goal): Compress home sample booking to under 60 seconds using location auto-detection, instant time-slot selection, and WhatsApp booking integration.
     

  • Streamline Self-Service Report Access (Operational Efficiency Goal): Eliminate credential friction and reduce customer support call volume by 60% through 1-tap phone OTP/WhatsApp report downloads and real-time status tracking.
     

  • Demystify Health Packages & Build Clinician Trust (Growth & ARPU Goal): Restructure complex diagnostic menus into goal-oriented health packages while highlighting NABL/CAP accreditation proof to drive both consumer checkouts and doctor referrals.

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User Personas & Behavioral Psychology

Primary Personas

  • Meera, Working Parent & Caregiver (34yo)
    Profile: Primary healthcare decision-maker managing diagnostic needs for aging parents and school-going children.
    Mindset & Friction: Anxious and time-starved. Highly sensitive to home collection phlebotomist punctuality and fasting instructions. Frustrated by complex lab forms that delay morning bookings.
     

  • Dr. Rajesh, General Physician & Consultant (48yo)
    Profile: Busy clinical practitioner referring 15–20 pathology tests daily across specialized and routine categories.
    Mindset & Friction: Quality-conscious and efficiency-driven. Demands immediate access to specialized test parameters, sample tube requirements, and accreditation proof (NABL/CAP).

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Applied UX Psychology Frameworks

  • Fitts's Law & Single-Tap Mobile Actions (Booking & Reports):
    Problem: Patients struggled to hit tiny text links for report downloads and home visit requests on mobile devices.
    UX Solution: Positioned sticky, high-contrast bottom action bars for "Book Home Collection" and "Get Report on WhatsApp," placing primary touch targets within effortless thumb zone reach.
     

  • Cognitive Load Reduction & Goal-Oriented Grouping (Packages):
    Problem: Browsing 500+ individual clinical tests caused severe choice paralysis for patients seeking routine preventive checkups.
    UX Solution: Categorized tests into intuitive health goals (e.g., Full Body, Diabetes Care, Senior Citizen) with clear "Fasting Required" tags, reducing decision fatigue and increasing package adoption.
     

  • Prevention Bias & Trust Architecture (Lab Reports & Accreditation):
    Problem: Patients experienced high post-collection anxiety regarding sample handling quality and report accuracy.
    UX Solution: Embedded a visual "Sample Journey Tracker" (Collected ➔ In-Transit ➔ Processing ➔ Approved) alongside prominent NABL/CAP certifications on report screens, establishing peace of mind.

Information Architecture (IA)

The platform Information Architecture is structured into a 4-Module Patient & Partner Hub, driving frictionless transitions between diagnostic discovery, booking, report download, and B2B engagement.

Task-Oriented Navigation & Prioritization
 

  • BOOKING KRA (Instant Home Collection & Test Search): Global Header ➔ "Book Home Visit". Prominent search bar supporting symptoms, test names, and body organs, coupled with GPS auto-location pinning and instant morning slot selection.
     

  • REPORT KRA (1-Tap OTP & WhatsApp Report Vault): Primary CTA Bar ➔ "Download Reports". Passwordless access via mobile number OTP or direct WhatsApp delivery, backed by a visual 4-stage sample status tracker.
     

  • PACKAGE KRA (Goal-Based Health Checkup Studio): Homepage Hero ➔ "Health Packages". Categorized packages (e.g., Full Body, Cardiac, Senior Citizen) displaying total parameters, fasting instructions, and transparent pricing.
     

  • CLINICIAN KRA (Doctor Referral & Accreditation Portal): Utility Nav ➔ "For Doctors & Labs". Specialized clinical test directory with NABL/CAP certifications, sample tube specs, and direct B2B partnership inquiry triggers.

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Wireframing & Low-Fidelity Iterations

Address & Slot Selection Pivot

  • Initial Concept: A traditional 5-field address form requiring manual pin code, landmark, city, and state entries before selecting a date slot.

  • Testing Friction: Severe mobile abandonments during early morning bookings when caregivers tried to secure urgent fasting collection slots for family members.

  • The UX Pivot: Introduced GPS Auto-Location Pinning coupled with a 1-tap "Use Current Location" button and an instant morning slot grid (6:00 AM - 7:00 AM, 7:00 AM - 8:00 AM).

  • UX Rationale: Applied Fitts's Law and Cognitive Friction Reduction to minimize text inputs, resulting in a 75% faster checkout completion rate.

Report Retrieval Authentication Pivot

  • Initial Concept: Demanded patient registration credentials, invoice number, and lab bill password to download PDF reports.

  • Testing Friction: High user frustration, especially among elderly users who misplaced physical invoice receipts, leading to heavy call center volume for report re-sending.

  • The UX Pivot: Transitioned to Passwordless Mobile OTP Login and a prominent "Send Report via WhatsApp" toggle on the homepage hero.

  • UX Rationale: Leveraged Universal Messaging Patterns to lower technical barriers, driving a 60% drop in report-related support calls.

High-Fidelity UI & Core Feature Breakdown

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Instant Home Collection & Smart Test Search Engine

  • Unified Diagnostic Search: Enables patients to search by symptoms (Fatigue, Joint Pain), organ systems (Liver, Kidney), or test names (CBC, HbA1c, Thyroid), displaying real-time pricing and fasting requirements inline.

  • Location & Slot Picker: Features GPS auto-detection, saved family profile addresses, and a live phlebotomist availability calendar for next-morning home collection.

1-Tap WhatsApp Report Vault & Sample Journey Tracker

  • Passwordless OTP Portal: Allows patients to retrieve past and present lab reports using just their registered mobile number.

  • Live Sample Status Tracker: Visualizes real-time status updates (Sample Collected ➔ In Transit to Lab ➔ Testing in Progress ➔ Report Ready) with a single tap to open PDF reports directly in WhatsApp.

Goal-Oriented Health Packages & Doctor Referral Portal

  • Interactive Parameter Accordions: Breaks down complex medical packages into plain-language benefit cards (e.g., Includes 68 Parameters: Lipid Profile, HbA1c, Kidney Function).

  • Clinician Accreditation Hub: Highlights NABL and CAP certifications, providing doctors with an searchable diagnostic test directory, sample volume specifications, and B2B partnership request forms.

Design System & Scalability

To ensure seamless visual consistency, fast loading times, and high accessibility across low-bandwidth mobile networks, I established the Unipath Health Design System (UHDS):

  • Accessible Color & Typography Tokens: AA/AAA WCAG-compliant medical blues, emerald green status indicators, and crisp typography optimized for legibility among senior citizens.

  • Modular Healthcare Components: Standardized UI patterns including diagnostic search bars, test parameter accordions, sample status steppers, and accreditation badges.

  • Development Velocity: Standardized React component specifications reduced frontend sprint delivery timelines by 35%.

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Real Improvements & Measurable Impact

Quantifiable Business Outcomes & Operational ROI

By replacing legacy static test lists with an intelligent 3D-assisted booking flow, passwordless report downloads, and a dedicated clinician hub, the redesigned Unipath Laboratory platform achieved major performance gains:
 

  • Home Collection Conversion: Reduced booking turnaround from 6 minutes to < 60 seconds, generating a +45% increase in home sample collection orders.
     

  • Support Center Call Volume: Slashed incoming report inquiry calls by 60% through 1-tap OTP and WhatsApp automated PDF delivery.
     

  • Preventive Package Sales: Elevated package checkouts by +38% by grouping tests into clear health goals with transparent fasting guidance.
     

  • B2B Clinician Referrals: Increased doctor referrals and lab partner inquiries by +50% via the dedicated accreditation and specialized test menu portal.
     

  • User Engagement & Trust: Achieved a +42% improvement in overall task completion rate and significantly higher patient satisfaction scores across mobile and desktop channels.

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