MARLO is a contact lens platform that allows patients to place Alcon contact lens order through their OD (Optometry Doctor) practices and have their lenses shipped right to their doorstep, while keeping the relationship and revenue with their existing eye doctor.
Client: Alcon - Alcon is one of the largest manufacturers of contact lenses.
Product launch: 2019
MY PROJECT RESPONSIBILITIES
I served as a product designer who created and refined the MARLO UI and UX from beginning to end. I played a key role during the validation and incubation sprints at BCG Digital Ventures. Below shows my roles in phases from Apr. 2018 to Apr. 2019
Apr. 2018 - Jul. 2018
Validation Sprint (MVP - Pilot):
I worked closely with clients, consultants, product managers to validate MARLO product features by delivering testing prototypes and conducting user testing, in order to understand user desirability and prioritize feature sets to define production plans for the next product building sprint.
Jul. 2018 - Jan. 2019
Incubation Sprint (Pilot - Market Launch):
I collaborated with other designers and product managers to build the MARLO contact lens ordering platform from scratch, defining user journey and information architecture, shaping UX flows and steps, designing UI principles. In the later phase of the incubation sprint, I worked seamlessly with engineers to develop the product to launch.
Jan. 2019 - Apr. 2019
After Incubation (Product Transition):
As the only designer from BCGDV for the transition phase, I conducted numerous design documentations to ensure a smooth knowledge transition to the new company team. The documentation work included illustrating comprehensive UX construct, finalizing style guide, conducting specification documents and etc.
WHAT IS MARLO
A digital eye care ally
MARLO is a digital-first contact lens platform that helps eye care providers retain patient orders in their offices by providing their patients with a more seamless, end-to-end eye care experience. We address the needs of contact lens users through the expertise and care of the eye care provider, strengthening the doctor-patient relationship.
PRODUCT CONTEXT - WE SOLVE PROBLEMS FOR OUR CORPORATE PARTNERS
Our corporate partner is one of the largest manufacturer of contact lens. Their main source of distribution of their contact lens brands are through the Eye Care Practitioners (ECPs). Our corporate partner believes in their relationship to help ECPs run their practice and to support ECPs care for their patients
Overview of MARLO Product Experience
Eye Care Provider Portal
The eye care provider portal helps ECPs run a contact lens merchandise to sell Alcon contact lens digitally and effortlessly. Eye care providers use the ECP portal to manage and set prices for Alcon products.
Through this portal, ECPs can create and prefill contact lens orders for Alcon product wearing patients. Besides, the ECP portal offers features like dashboard, order tracking and management, trial lens ordering, and more to assist with patient engagement and compliance.
The patient portal is where patients complete the contact lens orders that their eye doctors have prefilled. Patients get to choose the ordering quantity and finish payment easily over this portal. Besides, the portal includes features for order tracking, reordering, contact care provider to assist patients and offer them a seamless end-to-end eye care experience.
The patient portal is designed in tablet and mobile versions for patients to place orders either in the doctor's office or through their mobile if they are in a hurry and want to complete orders later.
In addition, MARLO experience design includes landing page design for marketing launch, packaging design for delivering experience
MARLO Product Video - Click to Play
We address problems and offer values for three types of stakeholders in this product.
PROBLEMS WE ARE SOLVING FOR OUR CORPORATE PARTNER
Limited brand recognition and interaction with contact lens wearers directly
Losing online channel share to competitors
Dis-intermediated from ECP and patients by distributors
PROBLEMS WE ARE SOLVING FOR EYE CARE PRACTITIONERS
Losing patient initial and re-fill contact lens purchases to online channel
Lack of tools for ECPs to engage patient, assist with compliance
"Once millennials go online for price and convenience they aren't going to come back to order from me again."
- ECP (Eye Care Practitioner)
PROBLEMS WE ARE SOLVING FOR OUR PATIENTS
Non-streamlined prescription-to-purchase experience
Require Rx verification for online orders and refills
" I won’t be able to know which products are best for me. It’s the doctor’s job. "
From Ethnography Research to Product Solution
DEFINE AND VALIDATE THE MVP FEATURES FROM THE FIELD
During ethnography research, an abundance of learnings, especially user frictions, emerged for both patients and ECPs. The process guided us to a place that we thoroughly understood the inefficiencies that patients and ECPs are facing and give us a clear picture of what MVP feature sets that we should start to wireframe for MVP
UNDERSTAND OURSELVES BY LOOKING AT THE MARKET OPPORTUNITIES AND KEEP OUR COMPETITORS IN MIND TO BEING DIFFERENTIATED
We looked into the market landscape and explored our opportunity to develop a purposeful eye health brand where quality and expertise exist harmoniously. From the market landscape below you can see that MARLO is uniquely positioned in a blue ocean marketplace, servicing the eye doctors, their team and their patient needs.
There are plenty of D2C platform and brokers cutting out an ECPs value to their patients, by providing them
with convenience and cheap prices to contact lenses. Our team focused on bridging the relationship between
the ECP and their patient to be the focal point of our solution, without compromising on quality
From Ethnography Research to Product Solution
CLARIFY THE RELATIONSHIPS WITH OUR DESIGN & STRATEGIC TARGETS TO GUIDE OUR BRANDING AND PRODUCT FOCUS
While our design focus is on the patient, we want to ensure that the platform also holds value for our strategic target: the Entrepreneurial ECP. We build
OUR DEFINED BRAND VALUES CONNECTING BOTH TARGETS
Look out for me
Remind me that I got this
Make it simple to do the right thing
Help me own my own destiny
Help me feel ahead of the curve
MARLO UI/ UX
The UX constructs outlined user flows based on features, it's an enhanced information architecture that delivers a visual schematic for the digital portal. On-screen content is outlined so that user-paths and application-structure emerge in a visual map.
Wireframe and Testing
We have built wireframes and testing prototypes based on the existing user journeys of eye care providers and patients, in order to test our assumption of the new contact lens ordering experience.
A Glance View of MARLO Style Guide
MARLO Package Experience
Product Showcase - Landing Page
Product Solution and Key User Experience
The nine key user steps have been highlighted below revealed MARLO's production solution. It also displayed the core end-to-end ECP and patient experience that MARLO has enabled to date.
Landing Page Demonstration