What If We Could Rethink
Digital Healthcare?

What If We Could Rethink Digital Healthcare?

No matter who we are, staying healthy – and making sure we have access to care when we’re not – is an important part of life. Surely something so important should feel simple?

However, in 2015 we believe that health, technology and infrastructure have reached a moment when real improvements can be made to the way people look for and access health care everyday. So we began to look at an aging system through the lens of progressive disruption to explore “what if?”

“Modern health care...is clearly not set up for the patient and looking for routine care today can be complex at best”.
— Ross I. Donaldson

Healthcare in the U.S.

Health care is a universal issue – but no more personally is it felt than in our own lives. In a world full of diverse access to medicine we knew the best place to start was at home.

“America's doctors, nurses and medical researchers are the best in the world, but our health care system is broken.” – Mike Ferguson

In order to understand a complicated health care system, we needed to push past personal experience. We began with wide research – mapping entire ecosystems from public and private care to medical brokers and insurers – to broaden our understanding of a complex ecosystem.

This deep research fueled our initial investigation, highlighting key areas of interest:

Key Questions

  • What does routine patient care look like across the nation?
  • What pain points do people experience when trying to access everyday care?
  • How can first time and regular care differ?
  • How vital is communication in patient diagnosis, treatment and referral?
  • How does care look when things go wrong?

Understanding the Landscape

“80% of health apps are abandoned within two weeks.” — Marco Della Torre

We conducted a landscape analysis of a full range of online patient experiences offered by key health care providers, grading them against key usability criteria including: simplicity, information architecture, interaction design and visual design. Our findings were disappointing.

Time and again, trying to get access to care felt impersonal and disjointed. The most simple (and most important) of tasks, like finding the right doctor, were daunting. Care felt reactionary, with no connection between treatment and long term health.

Getting back to what who really counts

Having isolated key pain points, we knew it was important to get back to the real reason we started this project. Nothing can really stop us from getting ill from time to time. But when we do, we believe finding care should be as easy as possible. As we started to question “what if?” we identified everyday user tasks we wanted to focus on. We then began asking “what if...?”

What if

  • Health care was about staying healthy as well as treatment?
  • People felt more in control of their choices, helping them make better ones for themselves and loved ones?
  • Contact between patients and health-care providers was more efficient - saving time and money?


Finding the
right Doctor

You need to see a doctor. Understanding how to get the right care should feel as easy as possible. What if finding a Doctor was simpler?

  • Personal care

    Getting the combination of the right specialist - available and under your insurers’ health plan - and who isn’t too far away - is a time consuming process. What if you could search to see doctors in your area, with results based on the care you need?

  • Shared experiences

    Seeing a doctor can feel like a big step and stop people getting treatment. What if you could see recommendations from other patients’ - praising their doctor’s care and reducing anxiety for others?


the Doctor

You’re in the waiting room. The visit to the doctor can feel alien and can deter them from future visits. How can little interventions make this experience feel less daunting?

  • Check-in automatically

    What if you could take the guess work out of how to make your presence known or how long you’ll be waiting to be seen?

  • Share records in a tap

    Information spread across multiple professionals can cause delays. What if you could keep a copy of your own records securely, making them easy to share when required?


Post Visit

How would a connected healthcare experience improve people’s ability to manage their medication and appointments and stay healthy?

  • Follow Ups

    Keeping track of appointments could be straightforward. Imagine being able to confirm your follow up with a simple tap.

  • Thinking long term

    Long term health is a lifestyle. What if you could choose to share your activity directly with your doctors to support a holistic view of your health?

Innovation starts when you ask simple questions

We knew we could never hope to address an entire healthcare system. However, we believe that sometimes posing simple interventions to the smallest of problems can make the biggest of differences. We have an amazing health care system, but what if it was easier to engage with?

We believe innovation starts with organizations who ask simple questions. When you are prepared to challenge convention and ask “how could this be simpler?” - the world notices.

Made by Fantasy

Here at Fantasy we have a passion for creating fresh approaches to aging experiences. Get in touch.

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