iura
Research Fellowship RecipientA unique physician-matching system that goes beyond surface-level criteria, recognized by San Jose State’s Research Fellowship Program and awarded multiple grants
Matching Beyond the Metrics
Pairing patients with gynecologists who share their priorities and values
Timeline
Fall 2021 - May 2023
Group Project
Grant Research
PROBLEMMy Role
Primary research
UX/UI ideation for search features
Interview recruiting & coordination
Implicit biases prevent people from finding gynecologists who prioritize their individual needs
Health inequity remains a prevalent and pressing safety concern. Legislation, unsafe medical practices, and inadequate sex education for the youth collectively contribute to this significant problem. This sparked the question - how can we find a way to connect people to doctors that are committed to challenging these biases?
THE APPROACHBy utilizing social technology we can help people find doctors who align with their needs and values beyond the surface level
In the first stage, patients identify their behavioral values across physical, mental, cultural, and relational aspects of life, enabling a deeper understanding of their unique needs and preferences.
Customizing the experience
Patients can determine how important specific characteristics and values are in their physicians, with the listed values drawn directly from their selections during onboarding.
Level 1Level 2Level 3
Giving the power to patients
Level 1: Overview of top physician matches
Level 2: Visual representation of physician–patient alignment by category
Level 3: Visual representation of physician–patient alignment by individual values
Analyzing the physicians
Empowering people to review doctors based on the values they uphold, and connect with other iura members to share experiences.
The impact of community
WHITE PAPER RESEARCHInadequate reproductive care remains an ongoing concern in different 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:
“…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.”
COMPETATIVE ANALYSIS + THE GAPExisting physician locator applications rely solely on generic surface level filtering systems
Our research on health inequity revealed that focusing solely on broad factors such as filtering doctors by race, gender, and age has not led to a tailored and equitable experience for patients. We recognized the need to bring something unique and more exploratory to the oversaturated market.
USER INTERVIEWSMy interviewees were 3x more likely to avoid going to the gynecologist altogether instead of putting themselves in an unpredictable environment
After gathering data on healthcare disparities in Western society, I interviewed 10 participants who shared their journeys in finding suitable gynecologists. Through specific questions, I identified recurring challenges in building trust with doctors. I subsequently structured my findings using affinity mapping.
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?
THE MAIN INSIGHTWe decided that iura must represent four main concepts for people - autonomy, agency, reassurance, and inclusivity
Analyzing the affinity maps, we recognized the importance of thorough exploration to create a concept that would resonate with as many identities as possible. Health inequity, deeply rooted in systematic racial and class distinctions, demands an approach that empowers the majority to feel 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 acknowledged the significance of incorporating individualization features while searching for OBs, enabling people to approach their search with a sense of empowerment. To integrate this concept, we conducted brainstorming sessions to identify various characteristics and values that people abide by. These were organized to foster autonomy across mental, cultural, physical, and relational behavioral aspects.
Embracing Diversity
Socially driven communities provide platforms for sharing experiences, fostering dialogue, and raising awareness about the importance of diversity in OBGYN care. By encouraging community-driven representation, we can cultivate a more equitable and empathetic healthcare landscape.