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Design Process

Opticall Eyecare was founded in 2008 by Satish and Reshma Pancholi. Sat is an optometrist and entrepreneur and Resh is a ux/product designer and marketing strategist. Today, Opticall thrives, as the home counties’ favourite provider of home eye care.


Since inception, we had a clear idea of what we wanted Opticall to be. It was foremost a business led by purpose and our vision was to, ‘Deliver the gift of optimum vision’ to as many elderly, vulnerable and house-bound people that we could – and our mission was to help people to ‘See, live and enjoy life more with the help of Opticall’.


The early days were... An adventure! The days would morph into long nights and the to-do lists felt relentless. It was messy, exciting, stressful and tiring – but most of all (corny as it sounds) rewarding.

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I spent a lot of time trying to put myself in the shoes of the opticians and dispensing opticians - quizzing and questioning them in detail over many many cups of coffee about the overall end-to-end process that was beginning to take shape and then the actual clinical processes of the sight test, handling NHS/CQC requirements, managing care home and next of kin interactions and all the other related tasks too. At this stage my key objective was to be crystal clear about how they felt as the performed their daily tasks. I also wanted to be certain of the problems they were facing.


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I came to realise that the problem was two-fold, the business was suffering due to human-error caused by reems of excel spreadsheets and secondly the lack of a web-based platform within which sensitive patient data could be stored and accessed effectively.

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I developed a list of key features that the product would offer
•    Administration of patients, homes, jobs and clinics.
•    A dashboard to display to aid housekeeping. 
•    Functionality to organise clinics and events.
•    Daily reminders to help ensure NHS/ CCG are notified of forthcoming clinics within their notification period.
In addition, the platform would offer
•    Analysis of income, showing the break down in graphs and tables. 
•    A ‘Today' screen to show a map of the clinics scheduled, helping the optician to plan their route.
•    'Template' functionality so that data can be exported into pre-printed NHS forms.
•    Auditing to allow the user to view what has changed for a particular record and by who. 
•    The ability to undo modifications.
•    Remote log-in with an internet connection.
•    Compatibility with all major browsers.


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I partnered with a software developer who build MVPs from my lo-fidelity prototype sketches... The change history spans from June 2009 when the product was in its early days to Nov 2020 – when we did the last update. Take a look at the change history here.

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Testing was as you see from the change history log an iterative process, with incremental changes being made on the test site and once approved going live on the main site. Here is a link to an early wireframe for the product.