Problem
Counsyl advocates for empowering patients. Typically, physicians are sent genetic results and are responsible for communicating with the patient. However, this can lead to an inconsistent (and sometimes poor) patient experience. We aimed to provide results that were understandable, thorough, and empathetic.
My Role
Results architecture, Responsive web interface design, video creative direction, dev collaboration.
The Team
1 user experience designer, 4 developers, 2 genetic counselors.
Solution
Providing results directly to patients seemed like a no-brainer, but it brings up many challenges. The biggest is that you are communicating information that may significantly impact an individual or couple's life. Given that the average person has little to no understanding of genetics, we needed to ensure we effectively educated and supported patients to avoid situations that created significant emotional stress.
Our approach was to send the most sensitive results directly to genetic counselors and provide everyone else with clear, simplified results accompanied by in-depth videos customized for the patient's specific results.
Counsyl was the first in the industry to take this approach, and many physicians loved that it took the burden off of them. It redefined clinics' expectations for the industry and required competitors to adapt.
