Doctor Care Anywhere.
Start up to IPO product design in Health Tech.
I joined Doctor Care Anywhere, as the second designer at a 30-person health tech startup delivering video GP appointments and remote health care services.
As the COVID pandemic hit in 2020, Doctor Care Anywhere's service became critical to millions of patients across the UK who were unable to access in-person NHS services.
Over 4+ years I led product design through scale-up to a 700+ employee, publicly listed company.
Below are some examples of the work that got us there.
Scaling UX for rapid growth.
By late 2020, product and engineering had scaled up quickly, but the balance with UX wasn't working. Designers were spread thin, there was limited oversight of the end-to-end experience, and no consistent way to deliver UX beyond product teams.
I designed a new cross-functional operating model, built a business case for senior leadership, and secured the headcount and budget to make it happen.
A mixed centralised and hybrid approach balanced end-to-end oversight, domain expertise and cross-functional collaboration while ensuring our users remained at the centre of everything we do.
Results.
UX team scaled from 3 to 12 people across design, research and behavioural science
UX became a strategic partner for product, marketing, operations and new propositions
In DCA's 2021 business plan, UX was positioned as the leadership team's top priority
Measuring the quality of user experience.
Without a shared way to measure UX quality, every team was working to different standards and different signals.
I collaborated with Data Science and key stakeholders across the business to build a Patient Experience Scorecard. Using Google's HEART framework as the foundation, I ran workshops to define quantitative and qualitative goals and KPIs for each dimension — Happiness, Engagement, Adoption, Retention, and Task Success.
Results.
A live Power BI dashboard tracking user experience across all five dimensions, combining quantitative data from Amplitude and online ratings with NLP-based sentiment analysis across app store reviews, HotJar, TrustPilot, and patient feedback.
For the first time, the business - and the board - had a consistent, shared view of how patients were actually experiencing the product.
Feature-led delivery to outcome-led discovery.
As a start-up, the business followed a typical 'feature-factory' delivery approach led by the founders. At scale, that approach doesn't work.
As the business grew quickly, I championed outcome-led discovery across UX, product and engineering to ensure discovery and delivery were consistently focused on user outcomes and grounded in data and research.
To make this happen efficiently, I secured budget for Jeff Gothelf and Josh Seiden (Authors of Lean UX) to deliver a custom 4-week training programme based on their Lean UX & Product Discovery for Agile Teams course. The programme was completed by everyone in UX and Product.
Below are some examples of the live sessions we had with Jeff and Josh, as well as the collaborative project work conducted in-between sessions to put the learnings into practice.
Kind words from wonderful people.
"Adam is the best manager I've ever worked for. He's great at seeing the bigger picture… and managed to build a truly excellent UX team from the ground up in a matter of months. I hope we get to work together again some day!"
Dr Jennifer Cearns
Doctor Care Anywhere
"Adam is a passionate UX evangelist, who's not afraid to challenge the business into being more user centred. It would be a pleasure to work with him again."
Chris Elward
Doctor Care Anywhere