Bakup — For Travellers & Doctors

Bibin K Ponnachan
9 min readSep 22, 2021

For this project, we had a little bit over two weeks to build a digital product with Julien and Valerie the co-founders of Bakup. And for this project, I got the opportunity to work with Lucie Dewaleyne and together we strengthened our knowledge.

Here is what the roadmap for 2 weeks looks like:


For the final project, we got the opportunity to work with Bakup.

BAKUP is a French company connecting travellers with the local health professionals in their language abroad. At Bakup they believe that the trip is more important than the destination, and despite the uncertainty that some trips can involve, they will never be alone because the BAKUP application will always be there to back them up.


The challenge for BAKUP and for this project was to create a simple, cheerful and reassuring website for travellers and healthcare professionals, with an easy way for the travellers to subscribe & download the application and find doctors and help them to register.

Now let’s start the whole process step by step:


Brand Comparison Analysis

For our research, we compared five different websites: Air doctor, Keldoc, Doctify, Doctor planner group, and librate. Based on our assumptions, Air doctor is Backup’s biggest competitor because it’s the only one that has travellers as customers.

Feature Comparison Analysis

We then conduct a features competitive analysis to determine what they are offering. Hence, Air Doctor is a major competitor! We found that Air Doctor was the only service available worldwide, confirming our assumptions that Air Doctor is the main competitor of Bakup.

It was only in France that Kel Doc and Doctify offered the function to search for a nearby doctor.


User Research

The first thing we did was to create a poll using Google Forms and send it out to some of our friends and groups. Based on the findings, we found:

During the study phase, we also interviewed five users. They told us more about their behaviour, experiences with wellness apps, and pain points.

Each interview was conducted through the Zoom app.

Here are a few quotes from the interview:

Affinity Diagram

The Affinity Diagram was the first tool we used to organize our information so that we could specify which main problems to focus on.

“An Affinity Diagram is a tool that gathers large amounts of language data (ideas, opinions, issues) and organizes them into groupings based on their natural relationships”

We used an affinity diagram to discover the patterns and similarities among the different interviews. The results allowed us to recognize that our travellers have difficulty finding a doctor when they are abroad, and the main pain points are:

  1. There is no way for them to seek out help and find it
  2. Language barriers are a major issue that prevents them from explaining what they need
  3. Our users consider international consultations to be extremely expensive

User Persona

Let’s take a closer look at our users

Next, we will create the Job stories.

Jobs To Be Done (Job Stories)

The following template is followed by JTBD stories:

The when focuses on the situation, the want focuses on the motivation, and the can focus on the outcome.

First, we categorized the Jobs to be Done:

  • Describes the main tasks that customers want to be accomplished.
  • Complementary work, which customers desire to accomplish along with the primary work.

As a result, the following JTBD was created:

User Journey

Our user journey map was created by combining the primary persona and affinity map.

Using our scenario, we divided it into 4 stages (explained below).

The scenario of Primary Persona: During one of his travel, he had a sore ankle and he wanted that to be treated to finish his road trip.

The Flow of emotions:

Stage 1: Going on a trip: Marc is excited to travel

Stage 2: Enjoying: The place is beautiful

Stage 3: Twisted his ankle: He starts hiking and he twists his ankle

Stage 4: Looking for help: He starts looking around to find a health professional

Stage 5: Found a doctor: He finally finds a doctor but he’s not able to explain to the doctor how he feels because they don’t speak the same language

Problem Statement for Travellers

Anyone who is travelling needs to understand the value of Bakup in order to have the possibility to have a physical appointment with a doctor that speaks the language of the traveller so he/she can be reassured.

Hypothesis for Travellers

We believe that giving the users the right tools to find a doctor that corresponds to their expectations, will help them feel reassured and safe during their travel.

We will know we’re right when we will see an increase in the number of people navigating on the website and downloading the app.

Problem Statement for Healthcare Professionals

Any health professional needs to register easily in the network in order to get verify and get recommended to the client.

Hypothesis for Healthcare Professionals

We believe that giving the health care professionals a clear platform to register will help them manage their bookings.

We will know we’re right when we will see an increase in the register of health care professionals.




The innovative and enjoyable process of How Might We? helps us refine and narrow down the best idea of convergent thinking.

Which features should be included?

Moscow Method

With the Moscow Method, we determined what features are a must / should have or should be discarded to avoid a cluttered prototype.

Minimum Viable Product

The focus was to build an MVP, so narrowing down the must-haves was crucial at this point in the process.

Site Map

We then define our site map, which represents the architecture of the website:

Bakup’s website will have four pages and a footer.

User Flow

According to our features and the product we have, we created a “happy path” flow. As a result, we can begin making concept sketches and a low-fidelity prototype.

The user flow and both happy paths are defined as follows:

Orange for travellers: They open the website and are taken to the home page, where they can download the app directly

Blue for healthcare professionals: They are going back to the home page after landing on the doctor page to register.


Lo-fi Prototype

“Low fidelity wireframes are just a quick sketch that can make ideas more tangible.”

Lоw fidelity wireframes are usually black and white schemes or simple sketches on paper focused on the “big picture” of the page/project. They show UI elements like boxes and lines without detailed annotations.” — Mentormate


Mid fidelity

“Medium fidelity wireframes can help to communicate to teams how aesthetic features can support essential functionalities.” — Mentormate

Usability Testing

Then we tested our Mid-fidelity with 6 users and have different feedbacks and here in the Image, we will show you the key changes we made.

Our users said that instead of having FOR DOCTORS tab in the navigation bar they prefer it as a button so that it’s easy to follow, so we made a separate button and placed it on the right.

Another key change was to add an accessibility button so that the website is accessible to everyone. So made a button and added some useful features to it.

Visual Competitive Analysis

Using competitive visual analysis, we analyzed the design strategies and strengths and weaknesses of our competitors.

The Visual branding of three competitors is compared: Air Doctor, Kel Doc, and Doctify.

Generally, blue and green represent trust, peace, security and tranquillity when it comes to health, but orange is the main colour for Keldoc which is a confident and vital one.

Mood board & Brand Attributes

“A mood board is a visual presentation or ‘collage’ made up of photos, text, and samples of various objects in a composition. It might be based on a predetermined theme or it can be made up of any material picked at random. A mood board is a visual representation of a broad notion or impression about a subject. They might be real or digital, and they’re great for giving presentations.”

Bakup’s brand attributes are friendly, reassuring, secure, and trustworthy. We made a mood board representing those attributes.

Style Tiles

“A Style Tile is a design deliverable that shows the progression of a visual identity for the web by using fonts, colours, and interface components.”

Following all our research, this is our Style Guide, we decided to keep the brand colour of backup, which is orange while adding a blue/green colour for the doctors.

Atomic Design

As a result of the atomic inventory, we will know exactly how our different elements will interact and match before we build the high-fidelity prototype.

Hi-Fidelity Prototype

“High fidelity wireframes take more effort to create, but they are effective in that they reveal how a product will look at project completion.” — Mentormate


Here is a high-fidelity walkthrough of the app:

Desirability testing

Microsoft reaction card test

Microsoft created this test by compiling a list of 118 adjectives that can be used to describe a product.

5s Testing or the Memory test

In addition to the prior test, we conducted a second one. We give users 5 seconds to imagine our homepage and tell us what they think of it. Below the image, you can see different quotes from different people.

Our responsive design looks great on a computer, on an iPad, and on an iPhone.

Next Steps

  • Work on the mobile application
  • Create a Doctor’s Login page
  • Make the accessibility page more advance and apply it to all the page


It was great to work with Bakup Team where we could apply all our knowledge and help them have a great website.
My last thanks go to Lucie Dewaleyne for her commitment and support during this project. It was a pleasure working with you and learning from you.



Bibin K Ponnachan

Digital Marketer, Graphic Designer professional and UI/UX designer student.