Vård Guide — Service Storyboard

User journey · Free tier trust → Premium conversion · 11 frames

Designing and Evaluating Innovation-VT26
Malmö University · 2026
Course: DA629E
Key:
Discovery
Barrier
Trust moment
Real-world action
Conversion moment
Outcome
Phase 1 — Discovery & Barrier
01 Discovery
WhatsApp Message "Try this bot for healthcare!"
A friend shares a healthcare chatbot
"Hears about Vård Guide via a WhatsApp group for newcomers in Malmö"
02 Problem
39.8° ?
Feels sick — doesn't know what to do
"High fever, alone at home. Unsure if this is serious or which service to contact."
03 Barrier
1177 Personal number BankID login
Needs BankID — cannot continue
"1177 requires a Swedish personal number and BankID. As a newcomer, she has neither."
Phase 2 — First Contact & Trust Moment
04 First interaction
Vård Guide Hi! What are your symptoms? لديّ حرارة عالية وصداع شديد 9:03
Opens chatbot — writes in own language
"No login. No BankID. Types symptoms in Arabic. Immediately understood."
05 💡 Trust moment
Vård Guide Not an emergency. Go to: 📍 Vardcentral Malmo Sodra Forstadsgatan 35 ✦ Jag har inte personnummer — say this at the clinic.
Gets immediate answer + clinic address
"One message in, one actionable answer out. Triage result, address, and what to say at the desk. Trust is built."
06 Real-world action
Vardcentral
Walks to the clinic — without confusion
"Knows where to go, what to say, and that she has the right to care. Bot stays on the phone."
Phase 3 — Trust Reinforced → New Problem Emerges
07 Trust reinforced
✦ ✦ ✦ "This is the most useful thing I found"
It worked — relief and trust are built
"The system worked for her. She feels seen. Trust in the service is established — she will return."
08 New problem
FÖRSÄKRINGSKASSAN Swedish Social Insurance Agency Ditt ärende: Sjukpenning Du behöver komplettera med... Svara senast: 2024-11-28 ⚠ Action required by deadline ?
Receives an official letter from Försäkringskassan
"A formal Swedish government letter arrives. Deadline. Consequences. She cannot understand it."
Phase 4 — Conversion Moment (Premium)
09 High-stakes moment
Vård Guide I have this letter I don't understand it 🔒 Premium feature Document explanation 49 kr one-time → 😟 Deadline: Nov 28
Confused + stressed — afraid to get it wrong
"Stakes are high. The chatbot shows the premium document feature. She already trusts the service."
10 💰 Conversion
Vård Guide PRO 📎 Letter uploaded Document explained ✓ From: Försäkringskassan About: Sick pay (sjukpenning) Action needed by: 28 Nov Call 0771-524 524 for help ★
Uploads letter → premium explains everything
"High-stakes document → user pays because stakes are high. Trust already established from free tier."
11 Outcome
★ ★ ✦ ✦ Confused → Relieved → Control
Now feels in control of the system
"Emotional journey complete: confused → relieved → trusting → anxious → confident. Escalation to human agent available if needed."
Emotional journey across frames
🤔
Curious
😰
Unwell
😤
Blocked
🙏
Cautious
😮
Surprised
😌
Reassured
😊
Trusting
😟
Anxious
😤
Stressed
😮‍💨
Relieved
💪
Confident