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BookMD App Feature Expansion

UX Design




UX Lead


3 Months

This project consisted of a series of feature adds to an existing web product for medical doctors that digitized all aspects of their typical administrative work. At the outset, the scope was to design a loyalty program-building experience for doctors offering cosmetic procedures. Due to the client's satisfaction of the initial delivery, the scope was expanded to including designed experiences for doctor-to-doctor networking with a set of features that mimic those of mainstream social media platforms.


  • Phase 1: Give doctor users a way to launch and manage a loyalty program for their services inside BookMD.

  • Phase 2: Allow doctor users to use BookMD as a social networking platform to meet other doctors and refer them to patients.

In addition to these feature additions, it was important that the design maintained standards to fulfill HIPAA requirements given the app's use in the medical industry.


Who uses this tool and for what main purposes?

Doctor: I am a doctor with my own practice. In addition to caring for my patients, I want to scale my business, create efficiencies for admin work and function within an organized system that allows me to review patient records easily, all while complying with HIPAA laws.

Office Admin: I am the office manager or front-desk receptionist for my doctor's practice. I want to keep my doctor's schedule in order and manage his or her affairs within an easy, organized system. I should not see sensitive information about patients.

Patient: I am a tech-savvy patient that is looking for a specialist on the web. I want a tool that allows me to quickly find a doctor according to my needed parameters (insurance, location, specialty, quality, etc.) all in one place. After visiting a doctor using BookMD, I want an intuitive experience to review follow-ups from my doctor, communicate with him or her for future concerns and to pay any outstanding bills.

Competitive Analysis

What's out there already?

Loyalty Program Features

To get a baseline sense of user expectations for a loyalty program management tool, we examined top-performing apps available on the market with the same feature set and, in some cases, the same target audience (doctors and med spas).


Feature Review:

  • Provides patient users a way to pay in installments

  • Allows patient users to register via a scan code in-office

  • Doctor users can set their own logo to be the app thumbnail image

  • Doesn't use dollars or credits, loyalty members are rewarded with products or services in whole

  • Easy path to refer friends to a service via text

Design Review:

  • Allows users to incorporate many visuals

  • Modern, minimalist design

  • Visuals used correspond to actions

  • Progress bar utilized with Rewards Tracker


Feature Review:

  • Some customers complained that their points expired without warning; good to have an automated email to remind patient users about upcoming expirations

  • Uses a point system

  • Includes gift card gifting ability

Design Review:

  • Color scheme and typography style follows common trends in beauty

  • Generally uses a sleek appearance, but less appealing imagery compared to RepeatMD


Feature Review:

  • Allows users to text message patients from the app

  • Robust documentation regarding a patient's visit

  • Appears to be more similar to BookMD given the suite of admin features available; not just a tool for building a loyalty program

Design Review:

  • Appearance feels reminiscent of LinkedIn between colors, layout and block treatments

  • More text used than icons, although icons and thumbnails are still present

Social Networking Features


Feature Review:

  • Main use is to connect doctor users with each other to stay on top of medical trends; no tools for scheduling patients

  • Some similarities to Reddit, allowing users to follow particular topics

  • Includes a drug rating feature

  • Includes a survey feature

Design Review:

  • Brand is very similar to BookMD's-- purple used for primary, teal as accent

  • Clean, organized appearance

  • Icons accompany most action labels

  • Some similar UI elements to Facebook with use of white floating blocks on a gray background


Feature Review:

  • Most appreciated feature from its users appears to be phone number masking, allowing doctors to tie their office numbers to their personal phones

  • Serves articles to the users which, when read, awards them CME (Continuing Medical Education) credits

  • Primarily a mobile experience

Design Review:

  • Very clean and minimal; brand colors are kept to a minimum

  • Use of familiar iconography

  • Format resembles other popular social media sites for commenting and engaging with articles


Feature Review:

  • When creating a group, user can add industry tags

  • Ability to require admin review of new posts to a group the user has created

Design Review:

  • Groups are not prominently featured in the main nav, instead housed within the "My Network" tab

  • Blend of rounded and sharp edges for buttons-- not necessarily a positive, but interesting to note

  • Ellipsis used to provide more action options to the user on a post or list item

New Feature Roadmap

What do we need to work on first?

To get ourselves organized, we began the project by writing out stories for each feature set, categorizing them by priority and user. We understood that most doctor users were running their own practices, and therefore motivated towards growing their business. Given the revenue implications of a loyalty program, it made sense to prioritize this work over nice-to-have's such as a social networking experience.

New Feature Flows

View in FigJam


The length of the design process is always variable, depending on the needs of the customer. In most cases, I strive to iterate off of real user feedback, setting up moderated or unmoderated tasks to test partial prototypes for usability and comprehension.



At the prototyping stage, I'm working closely with devs to ensure that expected behavior isn't only shown through the design, but annotated and documented for their reference as they bring the design to life.

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