Seer Medical
Sr. Product Designer
Jun 2021 - Feb 2024
Figma | Miro | Zoom
Seer Medical is a pioneering medical technology startup offering a suite of digital solutions. These include a React Native application and a web-based cloud service tailored to support individuals with epilepsy in monitoring and managing their symptoms. Additionally, their innovative platforms enable medical professionals to efficiently interpret and translate ECG and EEG data for accurate diagnosis and treatment planning.

When I joined, the design team was very small. There was:
- 1X UX Lead who looked after the mobile app and the cloud service.
- 1 X Junior UX Designer who worked only on the mobile app.
- 1X Senior Visual Designer who worked with the marketing team.

My initial key responsibilities were:
- enhancing the overall experience of the cloud service (Seer Cloud).
- conducting design research.
- fostering relationships with stakeholders.
- mentoring the Junior Designer.

The team I worked with (named ‘Badger’) consisted of:
- 1X Product manager
- 1X Tech lead
- 1X Senior product designer (me)
- 2X Software engineers
- 2X Back-end developers
Initial problem(s)
Throughout the previous seven years that the company had been operational, staff members (who are Seer Cloud's heaviest users) and medical professionals raised a bunch of concerns via Zendesk tickets, around its usability and performance-related issues (loading times, bugs, etc.)

Ambiguous Jira tickets further complicated the redesign process. I.e.
- Redesign the delete button.
- Explore an alternative colour palette as ‘x’ stakeholder dislikes it.
- Redesign ‘y’ flow.
- Revisit ‘z’ copy.

Some changes made sense, but in most instances, I could not understand the rationale behind them.

One notable challenge was the need for a UI Kit or Design System. This lack of reusable UI elements hindered efficiency and consistency across the design process.
Stage 1 - Planning
I scheduled a meeting with the Design Team and our product manager to address the need for clarity regarding the problems we aimed to solve, often framed as requirements. Emphasising the value of a Discovery phase, I advocated for a deeper understanding of the context surrounding these issues and the importance of documenting design decisions. We aimed to effectively validate our assumptions by proposing a comprehensive agenda encompassing user-centric activities such as:
- journey mapping
- heuristic evaluation
- user interviews
- usability testing
- site map audit

While time-to-delivery constraints limited the extent of our planned activities, the team acknowledged the significance of these steps, allowing us to proceed with most of the proposed initiatives.
Stage 2 - Journey mapping
Recognising the necessity for a visual representation of system interconnections to facilitate understanding and informed decision-making, I led a session with the team to prioritise core flows for mapping. Collaborating closely with the UX Lead, product manager, and tech lead, we created a living asset that provided a foundational understanding of Seer Cloud's user journeys.
Stage 3 - Heuristic/Accessibility evaluation and site map analysis
Over two weeks, I thoroughly assessed Seer Cloud's implementation using Jakob Nielsen's heuristics and adhering to WCAG guidelines for accessibility. Engaging with the software team, I gained insights into the system's structure and data analysis tools, compiling critical findings into a comprehensive report for the company's review.

a) Heuristic/Accessibility key findings
- Error Prevention
Identified instances where the system lacked adequate error prevention mechanisms, potentially leading to user frustration.
- Visual Hierarchy

Noted a need for a defined visual hierarchy across interface elements, hindering user navigation and comprehension.
- Colour Usage

Highlighted inconsistencies in colour usage, particularly regarding the differentiation between neutral and destructive actions.
- Brand Guidelines
Observed deviations from brand guidelines, contributing to a disconnected user experience across Seer products.
- Navigation
Identified navigation challenges, emphasising the importance of clear 'You-are-here' indicators.
- Accessibility
Uncovered various accessibility issues, including insufficient colour contrast and inaccurate HTML structures, necessitating remedial action for compliance.
b) Site map high-level analysis key findings
- Feature Optimisation

Recognised opportunities to streamline user access by addressing feature bloat and redundant information.
- Navigation Simplification

Proposed reducing the number of tabs/sections to enhance user efficiency and clarity in accessing relevant information.
This evaluation identified immediate design and development opportunities and uncovered areas for long-term improvement and optimisation within Seer Cloud.
Stage 4 - Contextual inquiries
To gain deeper insights into user interactions, I conducted contextual inquiries with representatives from various teams, facilitating discussions with 27 participants across different departments over three weeks. Each session, meticulously structured with a discussion guide, involved participants from diverse backgrounds, fostering a holistic understanding of user needs and challenges.

Key findings
- Diverse user needs
Identified distinct needs and motivations among user groups, highlighting the necessity for tailored solutions to accommodate varying requirements.
- Usability challenges

Uncovered widespread difficulties in system navigation and usability despite provided training and resources.
- Fear of interacting with the system

Noted users' reluctance to explore certain functionalities due to system limitations and data recovery concerns.
- Loading time frustrations

All users expressed frustration regarding Seer Cloud's loading times, emphasising the urgent need for performance improvements.
Stage 5 - Personas
Synthesising insights from contextual inquiries, we documented user activities and crafted personas to foster empathy, prioritise features, and guide design decisions, promoting a user-centric approach throughout the redesign process.
Stage 6 - Development of a New UI Kit and Design System
Recognising the imperative for significant redesign efforts, I promoted the idea of transitioning towards a more sustainable design framework. Collaborating closely with the software team, we adopted Material UI, leveraging its accessibility features and streamlined component library. 

Some of the essential steps to make this happen included:
- Alignment workshops

Facilitated collaborative sessions with cross-functional teams to ensure alignment, transparency, and brand consistency, bridging communication gaps prevalent upon my arrival.
- Stakeholder engagement

Presented our vision to stakeholders and leadership, soliciting feedback and securing buy-in for the proposed changes.
- Foundational build
Methodically replaced existing components with counterparts from Material UI, establishing a solid foundation for future enhancements.
- Collaboration guidelines

Developed clear guidelines, in collaboration with design and marketing teams, to streamline integrating new components into the evolving design system.
Stage 7 - Design, test, validate and iterate
With a newly defined UI Kit and a thorough understanding of user needs, our design process entered a more confident and productive phase. Armed with insights from previous stages, we began designing complete user flows, testing them rigorously, and refining components in collaboration with the marketing team and developers.
Throughout my tenure at Seer, I led over 20 rounds of research and testing, engaging with more than 150 users. These iterative cycles allowed us to make informed design decisions, address user pain points, and steer the product toward meaningful improvements.
Wrap up reflection
- As my time at Seer Medical draws to a close, I reflect on the invaluable experiences gained and the remarkable individuals I had the privilege to work alongside. From conducting the team's first usability tests to enhancing internal processes, each endeavour aimed to elevate the experience for medical professionals and patients.
- While there remains a tinge of regret over unfinished features, I'm proud of the UI Kit's pivotal role in transforming our design process. Its implementation catalysed efficiency, accessibility, and consistency, fostering a stronger connection between the digital and physical realms.
- As Seer Medical continues its journey, I extend my best wishes for its success. With a product poised to make a positive impact, thousands will benefit from its advancements in the medical field.
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I recognise the Aboriginal and Torres Strait Islander peoples as the Traditional Owners of the lands on which I work, and acknowledge those communities' continuing connections to their lands, waters, and cultures. I pay my respect to their Elders past and present.
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