Natalia Marmolejo Portfolio 2017

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Natalia Marmolejo

Product Designer BFA Design + Interaction Portfolio 2017


Natalia Marmolejo

Portfolio 2017

Contents


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01. The Whitney Museum 02. HeyDoc 03. Om x Lululemon 04. Emergency Room Redesign


Natalia Marmolejo

Portfolio 2017

The Whitney Museum

Reinventing the museum experience

Team Kevin Lai Xiaofei Lyu Natalia Marmolejo


The Whitney Museum

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Approach

Observational research

Competitive analysis

Surveys

We observed how people interacted with the art, navigated the building while searching for additional consumer pain points.

We compared The Whitney Museum to other museums in New York City.

After conducting more than 50 user interviews we realized there was no one way of exploring the museum.

All its competitors had a mobile app with free audio tours, interactive maps, and the ability to collect art by using a smart-pen.


Natalia Marmolejo

Portfolio 2017

Key findings

People want to explore the museum in a sporadic, organic way. There’s no correct way of experiencing art. “I like to be totally lost inside of the museum with no plan at all. Just with my eyes” “I don’t want to be influenced by the description. I don’t want the instruction to tell me what I see. I want to see them and feel”

Galleries are crowded and people are often distracted by other visitors.

People take photos so they can remember the views, the artists, and the pieces they liked.

“It’s a crowded museum. The more viewers, the lower quality of perception”

“The space imposes a certain attitude that makes me want to share it with my friends”

“Remove all the cameras from tourists”

“When I see something I like, I take a photo of the description label so I can Google it later”

“I find myself looking at people’s clothes” “I love Instagramming as I explore the museum” “The best experience is when I am alone”

“I am not interested in reading the name, the piece should speak directly without an intermediate step”


The Whitney Museum

Problem

Galleries are often intimidating and crowded, detracting from the ideal experience of appreciating art.

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Natalia Marmolejo

Portfolio 2017

The two behaviors

Surface Certain population of The Whitney visitors like to experience the museum in a fast, surface-level way. They don’t read the descriptions or the exhibit introductions, they don’t know much about the artist’s life or background, and walk swiftly through the galleries. For them, understanding the details of art is not needed in order to appreciate art, they guide themselves by feelings and quick reactions to what they see.


The Whitney Museum

Deep dive The other behavior we observed was the people that really enjoying knowing everything about the pieces they were looking at. They visit the museum to see a specific exhibit, they read about the artist’s motive before visiting the museum and ensure to take time to read every piece of information provided by The Whitney. For this group of people it’s essential to understand the background of the art in order to appreciate it. They are often annoyed or distracted by the surface-level visitors and their naive way of experiencing art.

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Natalia Marmolejo

Portfolio 2017

Solution

An approachable gallery experience tailored* to your interests. *

Smart

Personal

Memorable

Effortless and seamless technology

Gives you as much information

Captures every step of the journey

that learns about you as it honors

as you want, in an approachable

and documents your favorite pieces

the art at all times.

language you’ll understand.

along the way.


The Whitney Museum

W–Headphones Upon arrival visitors are given the W–Headphones, this have bluetooth beacon technology that tracks the visitors as they explore the museum. The W–Headphones have three channels: a curated playlist that matches the art, ambient music, and a narrated audio tour. These options allow the visitor to explore in a surface level or to take a deep dive in to the artist’s intent.

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Natalia Marmolejo

Portfolio 2017

Exploration Visitors will explore the galleries with the W headphones on and by using iBeacon technology they will listen to details about the piece. If the visitor moves away quickly from the art piece, the audio fades out.

7th floor Art pieces Cameras Line of sight


The Whitney Museum

Builds your art profile As visitors are appreciating art and moving through the galleries, the headphones track their journey and their preferences. The cameras take photos of the visitors as they explore, creating a unique memory of them with the art.

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Natalia Marmolejo

Portfolio 2017

Memorable takeaways Visitors can retrieve their experience and print it on different mediums. Every visitor will have a different journey, creating a one-of-a-kind souvenir reflecting their preferences.


The Whitney Museum

Every item from the gift shop would be personalized with the route that was explored by the visitor.

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Natalia Marmolejo

Portfolio 2017

Always learning... After leaving the museum, visitors can retrieve their experience online that includes photos, hotspots in the building, and their favorite pieces of art. The gathered data would inform and drive future exhibits at The Whitney, learning from people’s behavior and reacting to their preferences overtime.

Data

Museum


The Whitney Museum

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Natalia Marmolejo

Portfolio 2017

HeyDoc

Consultation and payments for the small practice doctors


HeyDoc

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Approach

Industry research

Interviews with doctors

Concept testing

We were asked to choose an industry where we thought design could have an impact. Finding a doctor, dealing with insurance, and paying bills are dreading tasks that people normally struggle with, so choosing healthcare was a good place to start our research.

We interviewed psychologists, dentists and family doctors of small practices. We documented their workflow, their pain points and asked their everyday tasks.

Once the first set of wireframes was ready, we did quick concept and usability testing on our main flows. Based on feedback, we iterated on the wireframes.


Natalia Marmolejo

Problem

Portfolio 2017

Doctors don’t have a personal, mobile access to manage their schedule, their patients, and their finances.


HeyDoc

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Personas Psychologist

Dentist

Owner of a small private practice where most of her patients are seen on weekly basis. Mental health is an out-of-network service, so she bills the clients directly, and ideally get paid right after providing the service.

Has a busy dentistry practice where balancing a quality service with patients in a rush is the hardest challenge. He likes to personally call every patient to ensure they are feeling well after a major dental procedure.

Pain points

Pain points

Has a hard time balancing work when she is out of the office since her patients text, call or email all the time. Boundaries are hard to define for psychotherapy patients. Sometimes she needs to give innetwork fees to retain patients and to accommodate their insurance policy.

When patients cancel in a short notice, he would like to be able to offer a discounted fee for people who can come in last minute to fill in the gaps in his schedule. He has to use two different apps to tether his office computer to access his patients’ information on the go, making it tedious to check in with patients who had a procedure.


Natalia Marmolejo

Solution

Portfolio 2017

A mobile app for doctors where consultations, schedule and payments are all in one place.


HeyDoc

Prioritizing features Process

User stories

The users we were designing for had different needs depending on the type of practice. In order to address all of our findings, we wrote user stories to help us prioritize which features were the most important and relevant for different types of doctors.

1. When I have a patient cancel an appointment last minute, I want to be able to fill in the gap, so I can use my time efficiently. 2. When an existing patient calls to make an appointment, I want to be able see my schedule quickly, so I suggest a time that works for the patient and for me. 3. When I’ve completed a service, I want to be able to request a payment from my patient, so I can get paid as soon as possible. 4. When I’ve completed a service or procedure, I want to be able to document what I did and how it went, so I can keep track of my patient’s progress and overall health. 5. When the month is coming to an end, I want to see how my performance was and what was my income, so I can ensure that my practice is profitable.

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Natalia Marmolejo

Portfolio 2017

Scheduling a new appointment Being able to schedule an appointment for an existing patient was a must-have feature. This flow explains each step the doctor has to follow, with detailed platform specs.

1. The user taps on “+� at the top to add a new appointment for an existing patient.

2. Cursor defaults to the first field. Keyboard comes up and user starts searching.


HeyDoc

3. User selects the patient.

4. The default suggested date and time are the closest available appointment in the doctor’s calendar. Native picker shows in line and the user scrolls to the desired date.

5. User taps on the next field to input overall words that describe the patients symptoms.

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6. Key words become tokenized as the user types them. The user taps on save to complete the process.


Natalia Marmolejo

Portfolio 2017

Filling out a consultation After providing a service we wanted to make consultations accessible for the doctor. Once in the schedule screen, the doctor could access past patients and fill in details of the service.

1. The user has pending consultations to fill out from the day before, so after swiping left to go to Yesterday, the user taps on Taylor, the first patient of the day before.

2. Here the user sees a detail view of the patient, and proceeds to fill in with notes about the procedure.


HeyDoc

3. Once the notes are done, the user taps on next to start the payment request.

4. The payment request has prefilled the standard rate for the procedure previously indicated, the user taps on “+” to give a discount.

5. The request button confirms all previous steps and sends a payment request to the patient.

6. User exits the confirmation by tapping on the “X” on the confirmation card.

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Natalia Marmolejo

Portfolio 2017

Schedule front and center For doctors, being able to see their schedule per day or jump to a different day was one of the most important things. We decided to make it the home screen of the HeyDoc app.

Weekly and monthly calendar components


HeyDoc

Doctor’s performance

Edit mode allows the doctor to change their bank account, their photos or update their credentials.

Projected monthly income is calculated by the amount of scheduled appointments in the doctor’s calendar.

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Natalia Marmolejo

Portfolio 2017

Om x Lululemon Bringing the brand back to yoga

Team Jungmin Kim Jiwon Chong Natalia Marmolejo Soobin Oh Xingwei Huang


Om x Lululemon

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The roots of the brand

Philosophy

Origins of yoga

The audience

Lululemon was started with a vision of creating a community around it.

Yoga was originally created as set of practices to rejuvenate the body, prolong life and as a way to use the physical body as the means to enlightenment.

Nowadays yoga has shifted to be a workout that varies from high intensity in hot rooms to slow, restorative and meditative classes.

Lululemon’s philosophy is about empowering people to reach their full potential, foster personal responsibility and to embrace goal setting as a way to live.

The yoga practice is inclusive, rooted in self-reflection, and compassion for others.

For a yoga class to go well, there are many elements that need to align: the teacher, the music, the temperature, the chants, the space surrounding you, the smells, and the lighting.


Natalia Marmolejo

Portfolio 2017

Macro trends in fitness

Technology-powered experiences

Prolonged competition

Sense of belonging

Fitness classes are constantly being rethought to integrate technology as the means to a better workout.

Technology is being placed at the core of fitness classes, creating behaviors that were not possible before like leaderboards and public sharing of calories burnt. A constant connectedness to devices has placed the user in a never-ending competitive cycle, racing no one else, but themselves.

A gym or a fitness studio cannot be embedded in people’s life by only selling health and well-being, they are selling community.

Experiences like SoulCycle and The Pursuit by Equinox place the user in a highly-visual environment to keep them engaged. This eventually creates an experience that can’t be replicated anywhere else.

Nowadays a group workout, branded pants, and a juice after class gives us the sense of belonging and purpose.


Om x Lululemon

Yoga is about looking inward and if that’s the case, wouldn’t technology detract from the experience?

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Natalia Marmolejo

Problem

Portfolio 2017

Overtime, brand loyalists have created a perception of exclusivity, far from the principles of yoga.


Om x Lululemon

Insight

A lot of things have to go right to have a great yoga class. How can Lululemon create the best yoga experience?

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Natalia Marmolejo

Portfolio 2017

Solution

A yoga space where technology enhances the experience by reacting to human movement.


Om x Lululemon

Human input

Studio reaction

Intensity of flow Collective heartbeat Movement Sound Body temperature

Humidity Room temperature Mirrors Lighting Music Scent

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Natalia Marmolejo

Portfolio 2017

Yogi’s journey

Doing

Arrive to the class

Set up

Wait for class

Setting intentions

Om together

Checking in

Unrolling yoga mat

Closing eyes

Listening to teacher

Breathing as indicated

Paying for rentals

Grabbing blocks

Breathing slowly

Sitting on a block

Om-ing together

Filling up water bottle

Tying up a ponytail

Stretching arms and legs

Breathing to a pace

Listening how others

Turning off phone

Looking at mat neighbors

Practicing downward dog

I need this so bad

Will this class be hard?

It’s been a while

Who should I dedicate this to?

How do you say it?

I am totally having a big dinner

I hope we don’t do a handstand

I wish I did this more often

I am thankful for being here

I think I get it now

after this

Ugh, why did I wear this?

Did someone noticed I left work

I don’t have intentions for other

This is so weird

earlier than usual?

people!

do it

Putting bag and coat away Thinking

Need to answer those emails Feeling

Anxious

Rushed

Present

Doubtful

Calming

Stressed

Relieved

Uncomfortable

Thoughtful

Awkward

Expectant

Self-conscious

Unsure

Present *Opportunity to create a grounding, introspective Om experience


Om x Lululemon

Warm up

Flow

Reconnect

Peak pose

Savasana

Sun Salutations

Listening closely

Resting in child’s pose

Following instructions

Resting on mat

Breathing

Doing first chaturangas

Adjusting clothes

Breathing uninterruptedly

Breathing softly

Stretching

Moving with intention

Drinking water

Stretching deep

Closing eyes

Moving organically

Breathing faster

Pushing to the maximum

Letting all the weight go

Feels so good

This flow is fun

My arms hurt already

I think I got it

Finally savasana

I am still sore

What did the teacher say?

Child’s pose please

Wow, first time doing it

That was so hard

Can we just flow?

I’ll skip the next chaturanga

Yes, finally a rest

This is so hard

Loved the teacher

Focused

Happy

Minor pain

Proud

Restful

Bored

Excited

Relieved

Happy

Relaxed

Invigorated

Stimulated

Grateful

Accomplished

Tired

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*Opportunity to alleviate the

*Opportunity to create an

mild pain with a calming,

even more relaxed savasana

refreshing space.

with a dark, quiet room, at the perfect temperature.


Natalia Marmolejo

Portfolio 2017

The space A human-powered yoga space that empowered yogis by giving them what they need based on their heartbeat or the room’s temperature. Instead of using technology to overstimulating people’s behavior, we decided to use seamless technology to simply react to the surroundings and predict their needs.


Om x Lululemon

The class Designed to open every chakra in 60 minuets and achieve a deeper, focused experience that encourages you to go inward, instead of the reflections in the mirrors.

Human input As you strengthen the sides of your body and twist, you allow heat to come into your abdomen, wringing the bad stuff out.

Studio reaction The studio becomes warmer to facilitate a deeper twist. High humidity in the room helps moisturize the ujjayi breathing.

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Natalia Marmolejo

Portfolio 2017

Om brand Om is the moment when all the yogis come together in unison and breathe, creating vibration and certain power around them. The Om brand was inspired in the colors of the chakras and their meaning. The mark was created to stand on its own, as well as to fit harmoniously into Lululemon’s aesthetics.

x lululemon


Om x Lululemon

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Natalia Marmolejo

Portfolio 2017

Wireframes Each wireframe proposed a different direction. One focused on the chakras and the knowledge to be gathered, the second one in the space itself and how it worked, and lastly an direction that was all about the benefits of working in a space like Om by Lululemon.


Om x Lululemon

Visual explorations

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Natalia Marmolejo

Portfolio 2017

Telling the story The final visual direction was a reflection of the colors of the chakras and the unpredictability of the space, creating a gradient of possibilities. The microsite would only tell yogis the essentials of Om, creating mystery and intrigue around the experience, since no class would be the same.


Om x Lululemon

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Natalia Marmolejo

Portfolio 2017

The ER redesign Rethinking the delivery of the emergency care experience


The ER redesign

Visiting the emergency room in the U.S. is one of the most terrifying experiences a person can go through.

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Natalia Marmolejo

Portfolio 2017

Approach

Observational research

Industry research

Surveys

Visiting ERs and first hand experience illustrated how people where interacting with the infrastructure of hospitals and helped identified key pain points for doctors, nurses and patients.

Healthcare is an industry where innovation is happening in silos. There are improvements that help the hospital’s infrastructure, simplification of billing services, and now universities are offering new undergraduate degrees where the focus are specific administrative healthcare related tasks.

In order to gather qualitative insights into patient’s experience in the Emergency Room, I conducted surveys to more than 50 people.

The Affordable Care Act (also known as Obamacare) is attempting to change the way hospitals make money and how they are rewarded, which could lead at how a hospital operates on a day-to-day basis.

These surveys became the base of how the journey was mapped and how the problem got defined after the research.


The ER redesign

Healthcare landscape

153 million

20 million

2 hrs 15 min

1 of 4

visits to the ER per year in the United States.

Americans were recently insured under Medicare and Medicaid, resulting in a higher volume of patients in the ER.

is the national average wait time to see a doctor.

patients are high-priority emergencies, all other patients are semi or non-urgent patients, being the reason why wait times are so high.

Sources US National Library of Medicine Centers for Disease Control and Prevention American College of Emergency Physicians CADRE – Center for Advanced Design Research and Evaluation

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Natalia Marmolejo

Problem

Portfolio 2017

Long wait times and an overall uncertainty about your personal health, generates anxiety while visiting the ER.


The ER redesign

How a hospital works Current model Hospitals are optimized to profit from the patient’s sickness and the variable cost that entails. Their high fixed-costs drives them to be focused on volume of patients that are admitted.

SPACE

SYSTEM

PATIENT

STAFF

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Natalia Marmolejo

Portfolio 2017

Patient’s journey Intended to understand what the patient is going through in the whole experience, this journey takes into account moments before and after getting to the ER.

Notice a need

Decide

Commute

Wait time

Consultation

Tests

Diagnostic

Discharge

Commute

Post-care


The ER redesign

Insight

Reducing the wait time in the ER doesn’t necessarily result in better care of the patient.

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Natalia Marmolejo

Portfolio 2017

Understanding the patients

They want to know what’s happening, if it’s treatable and if they will I die.

They want to be comfortable in the space, with the room’s temperature, with the nurses and doctors.

They want to be understood and to feel better as soon as possible.

“ ‘It’ll just be a few minutes’ turned into a couple of hours with nothing happening”

“I was scared and in pain and was left alone for long periods of time”

“Impersonal, inattentive, irritating”

“I was anxious, scared that something would go so wrong”

“I felt worried, unsure of what was wrong with me upon arrival; I had to wait around 30-40min before seeing the doctor. After that it was tests, more waiting, more tests”

“Terrifying, scary, anxiety producing, even gross”

“I was in excruciating pain and I had no idea what was wrong with me”

“It was frustrating and there was a lack of communication from the staff”


The ER redesign

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Opportunity

Wait time

Consultation

Tests

Diagnostic

Discharge

Finding the front desk

Sitting on examination bed

Sitting on examination bed

Listening to the doctor

Calling loved ones

Providing ID and insurance card

Following nurse instructions

Waiting for lab results

Asking questions, why? how?

Waiting for admin help

Filling in forms

Listening to doctor’s questions

Changing clothes for more tests

Asking for treatment details

Signing release forms

Answering questions from staff

Answering questions

Following instructions

Crying

Gets prescriptions

How long will I wait?

Is this going to hurt?

What do I have?

Is it expensive?

Do I need to come back?

Is this serious?

This doctor looks pretty young

Do I have cancer?

Can I go to work?

Can I go home now?

Are they ignoring me?

The doctor’s hands are cold

I feel better already

Will I die?

What if I feel bad again?

Anxiety

Pain

Anxiety

Relieved to see the doctor

Calm

Fear

Discomfort

Uncertainty

Nervous

Tired

Discomfort

Tired

Impatience

Expectant

Relieved

Looking at the clock


Natalia Marmolejo

Portfolio 2017

Solution

The first patient-centric product that decreases anxiety through a personal, transparent experience. Transparent

Welcoming

Empathetic

It’s about being knowledgeable

Providing healthcare experiences

Showing compassion at every

and communicative, sharing what’s

that feel warm and comfortable,

moment and understanding the

happening, who is next, and why.

even when we know this is the last

patient’s pain.

place you want to be at.


The ER redesign

How a hospital should work Patient-centric model The challenge of having the patient in the center of the experience would require a change in the business model and a focus on patients’ outcomes.

SPACE

Can the patient be at the core of the hospital’s revenue model?

PATIENT

PROCESSES

STAFF

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Natalia Marmolejo

Portfolio 2017

Check-in Seamless check-in and triage of the patients’ symptoms by matching their needs and conditions stated in their profile with the ER’s current volume and wait time.

Key functionality Sync the patient’s ZocDoc data with the hospital to avoid filling forms two or three times. Geo-fencing technology to detect location and facilitate check-in and triage.


The ER redesign

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Natalia Marmolejo

Portfolio 2017

Wait time Creating a transparent, anxiety-reducing experience happens through showing the expected wait time and the explanation of why it’s going to be that long.

Key functionality Fill-in the gaps of the patient’s symptoms with easy to answer questions. Show exactly when the patient will be seen and where. Prompt every 20 minutes to monitor symptoms with small devices to read vitals, if symptoms change, nurses and physicians will get notified.


The ER redesign

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Natalia Marmolejo

Portfolio 2017

Discharge Discharging a patient takes around 30 minutes. The doctors have to fill in all the symptoms, the procedures that were done, the test results and post-care instructions. By facilitating the documentation and the delivery of this information, the patient is able to be discharged faster.

Key functionality Understandable and detailed documentation of the visit, along with clear post-care instructions to avoid readmission. Accessible images and test results, sharable with your primary care physician to follow up on ER visit. Prescriptions organized by time of day to avoid misunderstanding. All prescriptions would be ordered to the patient’s preferred pharmacy.


The ER redesign

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Natalia Marmolejo

Portfolio 2017

Thanks. Natalia Marmolejo Product Designer nataliaimarmolejo@gmail.com 619–302–8652 Senior Graduating Portfolio 2017 nataliamarmolejo.com


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Natalia Marmolejo

Portfolio 2017


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