GENOA TELEPSYCHIATRY

Reducing Evaluation Time in a Physician Recruitment Workflow

Improving physician evaluation by reducing cognitive load and eliminating manual, repetitive tasks.

Overview

Genoa Telepsychiatry connects physicians with clinics in underserved areas.

A key step in this process is the Intro Call, where physicians are evaluated and shortlisted. This workflow was manual, fragmented, and time-consuming, directly impacting how quickly providers could be matched to a clinic.

ROLE:

UI/UX Designer

SCOPE:

Owned the redesign of the physician evaluation workflow, from research and problem definition through interaction design and UI, collaborating with Product, Engineering, and the Physician Partnerships team.

Users & Context

The primary users were Physician Partners, a small team responsible for evaluating and shortlisting physicians through Intro Calls.

Despite the small team size, their role was critical—they directly impacted how quickly physicians could be qualified and matched with clinics.

To understand their workflow, I:

conducted in-depth interviews with the team
reviewed onboarding materials and call scripts
analysed recorded Intro Calls to observe real usage

This helped identify not just process inefficiencies, but also the cognitive load of managing multiple tools during live conversations.

Given the small, expert user group, depth of understanding was prioritised over scale.

Problem

Physician Partners were spending ~55 minutes per candidate due to:

switching between multiple tools during live calls
manually capturing across spreadsheets and re-entering data in the CRM
navigating a non-linear workflow
high cognitive load while interviewing

This resulted in:

Slower time to place a physician
limited throughput of qualified providers
higher operational cost

Goal

Reduce the time required to evaluate and place a physician by:

streamlining Intro + Post Call workflows
eliminating duplicate work
reducing cognitive load during live calls
improving consistency and speed of evaluation

Key Insight

The problem wasn’t just inefficiency.
It was cognitive overload during a live conversation.

Physician Partners had to:

conduct the interview
navigate tools
track missing data
prepare for evaluation

This fragmented attention and slowed everything down.

Approach

1. Unified workspace

Replaced spreadsheets, docs, and CRM with a single interface for:

data entry
prompts
evaluation
notes

2. Real-time workflow

Shifted from:

record → evaluate → re-enter

To:

capture + evaluate in one flow

3. Structured guidance

grouped questions into categories
added prompts
created step-by-step flow

Reduced cognitive load and improved onboarding for new hires

4. Flexible interface

introduced collapsible sections
allowed multi-panel layouts
enabled users to customise their workspace

5. Eliminated duplicate work

direct CRM integration
auto-saving during key steps

Removed the need for post-call re-entry

Key Design Decisions

Default "Summary" view → aligns with real usage
“Previous answers” → supports continuity across calls
“Partial save” → reduces pressure during incomplete sessions
Rubric-based scoring → standardises evaluation

Outcome

55 mins → 35–40 mins total process time
15–20 mins → ~5 mins post-call data entry
Reduced duplication and cognitive load

Business impact:

Reduced overall time to evaluate and place physicians
Increased provider throughput
Reduced hiring need (FTE savings)

Reflection

Even in mandatory workflows, inefficiencies show up as friction and inconsistent usage, not drop-offs.

If revisiting this, I would:

1. Identify friction points

Observe where users:

hesitate
jump between sections
avoid real-time input

2. Improve Post Call decision-making

Observe where users:

Surfacing key signals (e.g. experience, availability, red flags) in a quick summary
Allowing scoring during the call, not just after
Tightening rubric clarity with better benchmarks
Linking scores to inputs to reduce re-reading

This would shift the Post Call from a recall-based process to a more structured, assisted decision-making flow.

Let's work together

Feel free to drop me a message.

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