Page 1
Natalia Marmolejo
Product Designer BFA Design + Interaction Portfolio 2017
Natalia Marmolejo
Portfolio 2017
Contents
Page 3
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
Page 5
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.
Page 7
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.
Page 9
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.
Page 11
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.
Page 13
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.
Page 15
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
Page 17
Natalia Marmolejo
Portfolio 2017
HeyDoc
Consultation and payments for the small practice doctors
HeyDoc
Page 19
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
Page 21
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.
Page 23
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.
Page 25
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.
Page 27
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.
Page 29
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
Page 31
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?
Page 33
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?
Page 35
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
Page 37
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
Page 39
*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.
Page 41
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
Page 43
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
Page 45
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
Page 47
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.
Page 49
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
Page 51
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
Page 53
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.
Page 55
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
Page 57
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
Page 59
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
Page 61
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
Page 63
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
Page 65
Natalia Marmolejo
Portfolio 2017
Thanks. Natalia Marmolejo Product Designer nataliaimarmolejo@gmail.com 619–302–8652 Senior Graduating Portfolio 2017 nataliamarmolejo.com
Page 67
Natalia Marmolejo
Portfolio 2017