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Cutting wasted kits by 9.7% with experience overhaul

Timeline
November 2023 - January 2024
Sector
Health
Client
  • Genomics
  • Series B
  • ~150 employees
  • B2B2C SaaS (Genomics to Insurers to Patients)
Platform
  • Responsive Web
Role
Senior Product Designer
Team
  • Product Director
  • Senior Product Owner
  • Software Engineer (2)
Responsibilities
  • Product Strategy
  • User Research
  • UX Design
  • UI Design
  • Content Design
  • Packaging Design
  • Illustration
Tools
  • Figma
  • Miro
  • Useberry
  • Dovetail
  • Amplitude
  • Google Analytics
  • Adobe Illustrator
  • Qualio

Summary

I redesigned Health Insights’ genetic test kit and created new online instructions to cut sample rejections as part of a scale-up. The reject rate dropped 9.7 percentage points to 0.3%, saving about $3,880 per 1,000 kits and protecting patient trust. This reduced repeat collections for patients and shortened time to result.

Problem

What I did

Found root causes with the lab to target fixes

Original paper instructions.

Original paper instructions.

Consider rewriting the instructions, they were tricky

Patient, September 2022

Linked kits to patients with activation codes to stop ID errors

I ran a cross-functional ideation workshop with product, engineering, supply and regulatory teams, settling on a high-effort high-value solution for maximum return at scale.

Cross-functional ideation workshop

Cross-functional ideation workshop.

Redirected patients online via kit design to reduce paper-first mistakes

First printed kit design with QR code

Design exploration for the front of the kit printed to test QR and see the print finish quality.

First printed kit design with QR code

Built step-by-step instructions to lower collection errors

To address unusable or missing samples, I designed progressively disclosed online instructions with one or two actions per page with simplified language.

Prototype of online instructions, one to two actions per page

First online instruction prototype. One to two actions per page with simplified copy.

Tested under constraints to surface risks quickly

DNAGenotek couldn’t supply extra sample devices in time for US patient testing, so I tested in-person with 5 new UK colleagues unfamiliar with the kit to identify any major issues and maintain momentum.

Key kit findings:

Key instructions findings:

Iterated kit and copy to address privacy and box confusion

To address paper-first behaviour and set patient expectations, I pushed the supply chain team to invest in printing on the large inside panel of the kit (about $0.40 or $400 per 1000 kits). I then designed an eye-catching set of steps with the QR alongside.

Exploring design options for the inside panel.

Exploring design options for the inside panel.

Exploring design options for the inside panel.

With the QR moved to the inside panel, I used the freed up space below the sample device for supporting signposts. To address the partnership with DNAGenotek and relevant privacy concerns, I added content that explained the partnership and stated they do not receive patient personal data or samples both on the kit and in the online journey.

Exploring new signposts on the kit print.

Exploring new instructions signpost on the kit print.

Exploring recognising the test device on the kit print.

Exploring recognising the test device on the kit print.

Illustrations for each step in the sample process.

Confirmed improvements in a US dry run before rollout

A virtual usability test with 5 US colleagues showed no major threats - none referred to the paper instructions and all found the online ones clear.

Results

Final designs:

Final kit and print files

Final kit and print files

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Released kit, print assets, and online instructions

Desktop sample.