Pearlii is a virtual dental screening and education application in Beta phase. Using Artificial Intelligence to scan photos of your teeth, Pearlii can provide a free, fast dental check-up in seconds.
Case Study
Create an e-commerce platform within Pearlii app for purchases of dental products. Once a User completes a dental screening via the app they are suggested recommended personal oral care packages tailored to individual user results. The goal is to make packages to be useful, feel personalised and easy to purchase.
Role: User Research, Blueprinting, Ideation, Storyboarding and Service Design
Team: 2 x Service Designer & 2 UX Designers
Timeline: Two Weeks
Process: Stakeholder Interview - Synthesis - Contextual Interviews - Stakeholder Mapping - Personas - Theming - Business Model Canvas - Co-Creation Workshop - Developing Key Insights - Story Boarding - Ideation - Wire framing - Prototyping - Blueprinting
Discovery
15 Contextual Interviews
3 Industry Professionals
Aged Between 24-39
Average Age 33
10 Female and 5 Male
Retired Dentist
QLD Aboriginal Health Co-Ordinator
Audiologist offering Telehealth
Exploring:
Technology usage via health apps
Perception of Tele-health
Dental health and habits
Experience and relationship with Dentists
Dental products purchasing habits
Online shopping habits
Introduced concept of AI
Exploring:
Current patient barriers to healthcare
How telehealth would work in their industries
How they see each of their industries changing in the near future
Perception to user education/diagnosis App
Future of AI in each industry
Future of ongoing care would look like in each industry
Define
Buying Habits
Low motivation to purchase common dental products online as items are accessible during daily shops. Users do not demonstrate brand loyalty and commonly brought products that were on sale at the time
⇣
Make in-app purchases DESIRABLE and/or adopt a business model that encourages purchases not driven by price
Education
Users who rated themselves as poor oral health feel ashamed. All users have doubts about correct dental care techniques
⇣
Seek opportunities to improve dental care techniques and keep users up-to-date with advancement in technology
User Needs
Fear and Cost are significant barriers to visiting dentist. Few users feel they trust their dentist and require clarity around recommendations. Commonly this is why users fail to follow through on advice
⇣
Build Trust between patient and Dentist. Use app to provide clarity to clinical recommendations so user feels they have control over their dental options and can make an informed decision
Improve Visits
33% of users visit their dentist as per the recommended cycle of twice per year. 100% of those who do not follow advice feel regret for not taking action
⇣
Remove barriers to visiting dentist and improve appointment attendance
Stakeholder Check-in
At this time our insights had flagged low motivation to purchase common dental products within the app. Upon sharing insights with stakeholder we were advised to push on with e-commerce platform within the app. As a team of SD and UX’s, we established a creative direction as a team and then split to tackle different approaches to the problem. UX’s focused on delivering e-commerce platform while myself and a fellow SD’er looked for opportunities to make Pearlii VIABLE and DESIRABLE based on insights.
How Might We deliver personalised dental information to people to make Pearlii app part of their routine?
To improve VIABILITY we reviewed Stakeholder map to pinpoint which users offered the most opportunity to support Pearlii revenue streams. Our insights told us e-commerce platform showed low user interest and users had minimal desire to pay for oral screening via app. Therefore we identified Dentist’s as juicy fruit. Industry professionals shared there is a need to connect with new clients, improve communication with exisiting clients, reduce clinical administration. Best of all they are already investing in sporadic methods to gain new leads and would welcome a service to connect with clients and stream-line their existing practices.
To meet expectations of stakeholders brief to design an e-commence platform, we would explore business models to support in-app purchase VIABILITY.
Improving the users WANT to return to Pearlii was our next focus. The existing journey did not trigger a return after user had conducted a screening. Therefore we focused on the DESIRABILITY for users to access Pearlii as part of their routine.
Design
Viable and Desirable Concepts
Propose a Unique Value Proposition with Dentist as Primary focus.
Dentist subscribe to Pearlii to generate new leads, increase communication with patients and provide clinical recommendations.
Users are connected with dentist in their area, easily view dentist profile, review patient ratings, access appointments and manage their booking via the app.
Post appointment clinical recommendations and aftercare is made accessible to users via Pearlii to support clear advice, keep users informed and build trust to return to Pearlii app.
Ongoing touch-points created post appointment to improve users oral health education, manage bookings, prompted action on clinical recommendations and access to purchase dental products via the app.
Add heart to Pearlii by offering conscious purchases by adopting a business model of Buy 1 Donate 1 or supporting regional communities with dental education.
Seek products that are unique to the market ie. Environmentally friendly, gingivitis specific
Project Learnings
Working a mixed team of creative individuals with UX and SD skills was a highlight of this project as we were able to work together as a team through the discovery and define stages.
A learning for this project would be to establish regular communication with stakeholder through means of daily stand-ups or scheduled meetings. This would also include providing minutes to the stakeholder post meetings, ensuring to provide clarity to all parties of agreed pivots or discussions during catch-ups.