Using real-world data to create a more accessible COVID test

Product Design
UX Research

BD’s first consumer COVID test was launched as quickly as possible to meet the sudden and urgent need for reliable at-home diagnostics. Before 2020, the only consumers performing diagnostic tests in their homes were likely trained to monitor glucose levels, or were seeing if they were pregnant.

By 2021, at-home covid testing was so commonplace that users had developed their own habits, biases and expectations. It was time to overhaul the user experience and apply what we had learned about consumer needs and preferences.

Challenge

Provide patients with a ‘path of least resistance’ to receiving a result, while meeting the FDA’s criteria for safe at-home testing.

Strategy

Shift from a digital-only offering to an optional ‘companion app’ with fewer barriers and more value-add opportunities.

Multiple perspectives on user pain points

My team coordinated a 3-day ideation workshop with representatives from marketing, regulatory, product, engineering, and design teams. Each team presented lessons learned from the previous year and collaborated on potential solutions.

I lead several exercises focused on prioritizing critical pain points and identifying constraints, potential obstacles, and feasible concepts.

Priority 1: Receiving Results

Removing phone requirement

BD’s COVID test was the only one on the market that used an algorithm to interpret the user’s results. This verification was intended to provide patients, employers, and travel providers with confidence in the results.

However, downloading an app became an unwelcome barrier for many users - especially for those who’s phone cameras didn’t meet the minimum quality requirements for the algorithm.

Option A: App-assisted visual read

Printed testing instructions are notoriously frustrating for anxious and inexperienced users. An app interface enabled us to breakdown test interpretation into simple sequential steps.

This would be particularly useful for future multi-analyte test panels which could simultaneously test for a variety of conditions.

Option B: Manual interpretation

With a more intuitive test cassette, a user may be able to evaluate their results without the need for additional digital resources.
Over several months, we developed a variety of printed test instructions and physical test devices for usability evaluation. Each iteration ultimately improved on results comprehension and user preference when compared with the original materials.

Priority 2: Data Privacy

Enabling anonymity

Early on, governments were eager to collect as much information on patients as possible, resulting in burdensome personal data collection. This conflicted with the public’s concerns with privacy protection.

When government reporting requirements became more lenient, we were able to allow users to complete the entire testing flow before providing optional information when sharing their result.

Priority 3: Rapid Performance

Less is more

By 2021, the novelty had worn off and patients were more concerned with receiving a result quickly than performing the steps precisely. We found that while the FDA encouraged an abundance of clarifying information, the number of words was inversely proportional to the user’s comprehension.

By consolidating steps, distinguishing disclaimers from action items, and replacing verbose videos with short animations, users were able to digest the mission-critical information more easily.

Priority 4: Next Steps

I have my results… now what?

Testing for COVID can be nerve-wracking experience. In addition to the CDC’s recommended next-steps, many users wanted to ability to take additional action. Whether it was sharing their results with employers and loved ones, finding treatment options, or ordering additional tests.

Outcome

Easier testing, happier customers

Several features were implemented and released to the public throughout 2022-2023. These updates resulted in drastic improvements to compatibility, test success, time-to-result, and customer satisfaction (the app store rating even rose 20%).

While the overhauled companion app was never released, formative user testing indicated strong improvements to usability, result interpretation, and user preference.