Goal 1 icon

Learn about the American healthcare system

Goal 2 icon

Understand how individuals engage with their healthcare

Goal 3 icon

Analyze a person’s decision making process at the time of an urgent medical situation

Goal 4 icon

Determine opportunities to intervene and successfully direct someone to an appropriate place for care


We used a vast number of research methods to explore the problem space. These explorations provided us with insights on behaviors, decision-making, and emotional states regarding urgent medical situations, and helped lay the foundation for our design.


Qualitative Interviews

45+ in-depth interviews with emergency room and urgent care visitors, emergency department nurses, administrators, and physicians


Field Observations

Direct observations of emergency departments, urgent cares, health and wellness centers, and doctor’s offices


Competitive Analysis

Evaluate current wayfinding technologies, patient engagement apps, and other healthcare software for consumers


Secondary Research

Review of research journals, medical advertising, patient engagement technologies, and existing data provided by our client


Feature Analysis

Conduct analyses of our client’s current applications to evaluate features and find limitations


Co-Design Workshops

Facilitate 2 co-design workshops to understand the decision making process at the time of a medical incident


Affinity Diagramming

Aggregate and synthesize over 1,000 interview notes to identify issues and reveal valuable insights


Concept Mapping

Build concept maps to represent relationships and organize our knowledge of the healthcare space


Patient Journey Map

Map out a patient journey flow to identify key interactions, motivations, and breakdowns



Design personas to create an understanding of our core users

Early Research


People don’t know all the options for getting medical care.


People go to the emergency room incorrectly when the situation is beyond their understanding.


Immediately after care, people are not in the mindset to receive new information.


People choose a care facility based on proximity, cost, familiarity, affiliation, and perceived quality of care.


People wait until it is too painful to bear.

Key Insights

Preconceived Notions

People’s preconceived notions about care, direct them on where to go when they need medical attention.

In-the-Moment Persuasion

It’s almost impossible to change a person’s decision after they’ve chosen a course of action during a medical emergency.

Lack of Knowledge

There is a general lack of knowledge around key healthcare knowledge and skill concepts which lead to poor decision making.

Knowledge and Skill Components

Our research revealed several knowledge and skill components which we found were key to choosing the best fit location to treat a medical incident. Eventually, our solution would need to impart this knowledge on our users.

Early Prototype

We generated over 50 original ideas designed to entice users to engage with our educational content about the knowledge and skill components. Utilizing the key insights, our generated knowledge and skill components, and our research on interactive advertising we then converted these ideas into several paper prototypes.

IDEA#1 Waiting in Line

Characters are waiting in line to go through the magical door to be healed. Each character has a countdown which indicates the level of severity. The player has to rank the characters so everyone is seen before exploding.

IDEA#2 Driving Game

In a driving stimulation game, the player is presented with progessive symptoms and must decide where the character should go everytime a new symptom pops up.

IDEA#3 The Gift

The app presents a gift box on the interface, using the user’s geolocation, and suggesting the user open it. If the user clicks on the box, a short animation of pops up, informing them about the new micro-hospital within their community.