Research Fellowship Recipient
A physician-matching system that goes beyond surface-level criteria, recognized by San Jose State’s Research Fellowship Program and awarded multiple grants.
OVERVIEW
Implicit biases prevent people from finding gynecologists who prioritize their individual needs
Health inequity remains a pressing safety concern, shaped by legislation, unsafe medical practices, and inadequate sex education. This project began as a shared concern for women’s reproductive care in Western society and grew into an effort to challenge the implicit biases affecting women from diverse backgrounds. It sparked the question: How can we connect people with doctors committed to addressing these biases?
ROLE
TIMELINE
TEAM
PROCESS
Primary research, UX UI Ideation for Search Features, Interview Recruiting & Coordination
Fall 2021 - May 2023, Research Grant
Akanksha Singh, Jasmine Danila, Noemi Fernandez
UX Research, Information Architecture, Prototyping, User Testing, Product Strategy, Visual Design
UNDERSTANDING THE PROBLEM SPACE
Inadequate reproductive care remains a persistent concern in various regions. Starting with white paper research, we began to draw from research articles on the topic of gynecology abuse, reproductive rights, and healthcare biases - when we stumbled upon an eye-opening fact from the World Health Organization:
ABOUT THE PRODUCT
By leveraging social technology, we sought to challenge implicit biases in healthcare and foster more meaningful, trust-based connections.
Our approach centered on designing a matching system that prioritizes shared values between patients and physicians, rather than relying solely on surface-level filters like age, race, or gender. This values-driven approach reframes doctor-patient matching as an inclusive and personalized experience, ensuring that women feel truly supported in their gynecological care.
“…30% of women in marginalized communities suffer higher mortality rates during childbirth. Things such as language barriers and regressive legislation hinder their access to the care they rightfully deserve.”
COMPETITIVE ANALYSIS + THE GAP
Existing physician locator applications rely solely on generic surface-level filtering systems
Our research on health inequity showed that filtering doctors by broad factors like race, gender, or age does not guarantee a tailored or equitable patient experience. We saw an opportunity to introduce a more unique, exploratory approach to an oversaturated market.
RESEARCH QUESTIONS:
What are some key things that you look for when searching for a gynecologist? Why are those parameters important to you?
Can you tell me what the most challenging part of the search was?
What do you wish physicians would disclose about themselves before you booked an appointment with them?
What kinds of emotions and reactions come up for you during this process?
Do you use your community or any other outside resources?
USER INTERVIEWS
The interviewees were 3x more likely to avoid going to the gynecologist altogether, instead of putting themselves in an unpredictable environment
After researching healthcare disparities in Western society, I interviewed 10 participants about their experiences finding suitable gynecologists. Their stories revealed recurring challenges in building trust with doctors, which I synthesized and organized using affinity mapping.
THE MAIN INSIGHT
We defined four guiding principles to shape iura’s design: autonomy, agency, reassurance, and inclusivity.
Our guiding principles—autonomy, agency, reassurance, and inclusivity—shaped every aspect of iura’s design. Analyzing the affinity maps, we recognized the importance of thorough exploration to create a concept that resonates across diverse identities. Health inequity, deeply rooted in systemic racial and class disparities, demands a design approach that empowers users to feel seen, supported, and acknowledged.
Interacting with gynecologists to understand their perspective
To better understand the challenges and empathize with patients and physicians, we engaged with gynecologists who were willing to share their insights. Through these connections, we learned about the existing gaps and improvements made in the field along with getting valuable feedback on our designs.
DIVING DEEPER INTO THE CONCEPT
Exploring the idea of finding the “perfect match”
Based on our user interviews, we recognized the importance of incorporating individualization features in the OB search, allowing users to approach their journey with a sense of empowerment. To implement this, we held brainstorming sessions to identify key characteristics and values that patients prioritize. These were structured to support autonomy across mental, cultural, physical, and relational dimensions, ensuring a more personalized and experience.
THE APPROACH
REFLECTIONS & LEARNINGS
Finding balance between structure and compassion
Designing Iura taught me the value of creating experiences that prioritize empathy, autonomy, and personalization within healthcare. Translating emotional insights into interactive features challenged me to think beyond usability and focus on trust and connection. By centering design around shared values rather than surface-level traits, Iura transforms the physician-patient relationship into one built on understanding and choice. This project deepened my appreciation for how thoughtful UX can humanize complex systems and empower people to make more confident decisions about their care.