Covid rapid test service. Design and product management
Department for Health and Social Care.
Dec.- Aug., 2021. UK.
I was responsible for maintaining the customer experience and end- to-end service that delivered COVID rapid tests to UK citizens via a variety of channels.
The project delivered COVID tests online, at pharmacies and at community centres.
I helped design both, the online and the in-person experience of acquiring such tests in collaboration with various design and product teams in the organisation. Some of these experiences were designed already, so we had to come up with ways of differentiating ourselves.
Service. STRICTLY CONFIDENTIAL
The Challenge and My Role
To deliver rapid COVID tests on and offline to all citizens
I worked in 3 different teams in the customer experience department.
My job was to design an MVP and future versions of it, in order to deliver online COVID rapid tests.
In the other teams, I helped prioritise features together with the product team in daily contact testing and in providing private testing.
Screens design. STRICTLY CONFIDENTIAL
Approach
Understanding of multiple journeys,
Alignment of customer experience,
Rounds of testing iteratively
Because of the rapid pace at which this project happened, there were multiple journeys co-existing at once. For instance, the reporting of the test results was a separate journey from ordering tests.
My task was to align elements of the customer experience across these separate journeys, digitally and offline.
I relied heavily on user testing results of the improvements on the online journeys, which aimed at reducing ordering time and screens.
On the other hand, I worked with accessibility and community-based teams to make sense of the needs across offline channels.
Key results and reflection
millions of rapid tests ordered online and at collect centres across the country
The online experience behind this service succeeded at providing a service that was needed during a crisis.
This project’s main outcome was to design at pace and scale while keeping the overall customer experienced aligned across channels