Onco’s Onboarding

Onco is one of the world’s first patient-centric cancer care management platforms. With a large network of doctors, care managers, labs, and cancer survivors, Onco has helped bring advanced treatments and oncology teams to patients across India.

This article includes the UI/UX analysis I had done during my internship at Onco (July 2021). It includes an analysis of their mobile home page and one product flow— the Online Opinion Service (mobile & desktop). The changes have already been incorporated into their website, but here is my analysis.

Home Page: Mobile Version

What the sequence of the home page should look like:

• Motivational comments, Onco Slogan: should get a gist that it is a cancer care platform

CARE:

• What does Onco do? Steps and services are shown.
• Connect with a care manager.
• Why should you choose Onco?
• Customer reviews (with rating)
• Promote app

COMMUNITY:

• Building a cancer support community
• Blogs and stories

Analyzing the home page with this new sequence in mind:

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Online Opinion Service: Desktop Version

Three main problems users encounter:

• Users don’t know what online opinion exactly means. This causes users to infer incorrectly, so the service doesn’t match their expectations.
• Users don’t know how many stages there are in the process. So, they can’t predict when the process ends, due to which they abandon the website early.
• The process has two end results instead of one: the “free opinion” and promotion of the “online opinion”. As this goes against convention, users won’t predict it and will mark the end of the process after one result.

Possible overarching solutions:

• Define online opinion by using the extra space. Clearly state that free opinion is a subset to online opinion (a sneak peek, informally).
• Show users a step-by-step sequence to take up the extra space and let the users know what to expect.
• Use tabs to show the multi-step process.
• Make it one end result page instead of two: put free opinion and online opinion on the same page.

Online Opinion Service: Mobile Version

The sequence that the online opinion service should follow:

• Ask which language to proceed in.
• Show the list of services offered (click on online opinion)
• Page about what online opinion is
• Ask for the name and number
• Filling up all the medical details
• “Pay to get an online opinion” OR “View what a free opinion looks like (sample)”: If the free opinion is clicked, show a sample report based on the details provided. If users are interested in getting a similar report, redirect them to the online opinion page.