1.5 min video recap
Summary
We streamlined support channels to better triage client inquiries, reducing secure messages and Zendesk tickets. By centralizing support on Zendesk, renaming features, and adding topic selection, we improved triage efficiency and user experience, leading to higher engagement with support articles.
Skills
+Design systems
+User research
+Prototyping
+User testing
+Workflow optimization
Role
Intermediate product designer
Team
Myself, 1 product manager, 1 lifecycle marketer, 3 Developers
Context
PurposeMed is a multi-treatment platform that connects patients from underserved communities to clinicians so that they can get specialized care from their homes. Their treatments include HIV prevention & treatment and ADHD & mental health care. Their pharmacy Affirming Care ships the medication.
Problem
PurposeMed experienced inefficiencies due to misrouted client inquiries, which drove up admin costs.
Problem
Non-clinical messages were submitted through the in-app messaging system, which was intended for secure clinical communication.
Clinical inquiries were handled in Zendesk, a platform managed by the support team and not designed for medical concerns.
To compensate, the team manually triaged messages using spreadsheets, resulting in increased operational overhead and longer response times.
67%
Of inquiries comes through Frida’s in-app messaging.
5-7 mins
Time to send an in app message. (secure mesage)
1-2 mins
Time it takes support to send a zendesk ticket.
Overall data shows there is inefficiency in the way Support is handling patient inquiries.
Goal
How might we triage client inquiries to the correct channel and encourage clients to self-serve?
Discovery
To learn more about the problem, we shadowed support and clinicians, reviewed previous patient interview findings, and conducted market research.
Discovery
What we learned from the current experience
Patients lacked a clear support path, leading them to take the path of least resistance.
Some patients replied to existing message threads or emailed for help, while others, unsure where to go, sent new secure messages or emails.
Unclear content design failed to guide patients to the right communication channels.
This led them to send clinical inquiries to Zendesk and support requests via secure messages. The confusion resulted in misrouted messages, forcing support staff to manually triage them in a spreadsheet.
The lack of self-serve options led patients to reach out for simple inquiries that could have been addressed independently.
Frida had no self-serve options.
Lack of standardized data collection delayed triage and prioritization.
Without structured data collection, patients had limited ability to provide necessary details upfront when using Secure Message. As a result, inquiries took longer to triage, patients had to repeatedly clarify their context, and providers struggled to sort messages efficiently and identify urgent cases.
Solution
Identified opportunities
Create clear support channels
Improve content design
Empower patients to self serve
Solution
To create clear support channels and empower patients to self-serve, we began with a mix of solutions that could drive significant impact. This approach required thoughtful change management and close collaboration with stakeholders. Here’s what we did.
Solution
By implementing a structured triaging system, we significantly reduced misrouted inquiries and eliminated the need for manual spreadsheet triaging. Additionally, improved triaging encouraged clients to self-serve before reaching out, as they were provided with more comprehensive information upfront.
Reduction in the volume of secure messages
Reduction in the volume of Zendesk tickets
The number of views on support articles
Views per article per month on the NEW Frida help center!
Solution
A refined, intuitive support flow ensured patients were directed to the right channel, reducing friction and improving the overall experience. By streamlining support and guiding patients to the appropriate channels, we not only improved efficiency but also enhanced the overall user experience, creating a smoother, more effective support journey.
Lessons learned