WHAT IS SANI THERAPY CENTER?
THE STATUS OF THE PROJECT
Objective
- The website couldn’t attract users due to its poor information architecture, and outdated design
- Users can’t book their therapy sessions, the booking button didn’t work
- The users couldn’t trust the center due to a lack of information such as Google reviews and team introduction
- The users couldn’t find team members to see their specialties areas
- Website wasn’t responsive
Design Goals
- Attract and retain new patients
- Intuitive user experience
- Booking sessions easily
- Gain users’ trust
- Save patients’ time
- What are your company’s values and mission?
- How does this project contribute to the goals?
- Is this the right time for your company to be pursuing this project?
Interview with Staff
- patients do not use the online schedule appointment platform
- Staff have to spend too much time on the phone with patients
- Staff lose valuable time that could be spent on patient care
Company Mission
Insights from the Survey
MAJOR TAKEAWAYS
- Typically find a new therapy center through their insurance provider directory
- General information and clinic location is the first item looked at by the users
- Insurance acceptance is the main consideration when selecting a new therapy service provider
- Report positive experiences when information is readily available and easily accessible on the website
- Primarily use smartphones for accessing medical clinic website
- A short video about therapy methods would be helpful
COMMON RESPONSES
Top left is Sani Therapy Center current home page, the other ones are local therapy centers that are in North York, ON.
Why side-by-side landing page comparison?
- Learn which features were the most common on the home page
- Figure out how other centers prioritized their content
COMPARATIVE ANALYSIS
Major Areas for Improvements
- Developing easy navigation.
- Adding a provider’s rating, and education/certifications. Many users are interested to know about the year and colleges that their doctors have attended and in the absence of this information, users seek answers on other platforms such as LinkedIn.
COMPETITIVE ANALYSIS
After my research was completed, I came up with a lot of valuable data and I discovered many problems. The next step in our design process is to analyze the data and define the major design problems that should be addressed in our design. Using the data from research, I define the Persona and develop the User Journey and Scenario.
Empathy Map
Empathy Map
I tried to have a quick visualization of users feelings, thoughts and needs.
Users thoughts and feelings were analyzed while using the website
- The most common first interaction is to check insurance acceptance – This information should be easily accessible.
- Users look up the location and they want to find out what services are provided at each location.
- Under the About, users want to see a profile picture and some details.
- The “services” and “contact us” pages provide good information.
- It is difficult to find where to book an appointment online.
Common User Needs and Pain Points
- I need the center to be within my network.
- I need the therapist’s office to be close to my work or home.
- I need to know the ratings and reviews of the place and the physicians.
- I prefer online scheduling and services.
- I need to make sure it is a reputable establishment.
PERSONA
The persona is defined based on the data gathered during the discovery phase.
The website will be redesigned based on Jessica’s needs and preferences.
Meet Jessica
Jessica is a 35 year old mother of a 2 year old daughter. She is a housewife. It is important for her to be able to complete tasks online without spending too much time online.
According to what Jessica wants
I develop my idea to start my design process. For developing the idea I considered A Scenario to respond to my Persona’s needs, and I conducted the user flow to show her journey through browsing the website.
User Problems
- Can’t easily check if the clinic is within their insurance network
- Difficult to browse through available physicians
- Don’t know how to sign up as a new patient through the website
- Make sure it is a reputable establishment
Solution
- Re-evaluate the current website with usability testing.
- Re-assess user experiences with therapy center in general, navigating through the website, making appointments, etc.
- Design the therapy center’s website by prioritizing users needs (from the new patient’s perspective):
- Being able to find the information easily (available therapists, general info, location)
- To check the center is within their insurance network
- Clear guidance and easy navigation
Scenario
Jessica just moved to Thornhill, ON with her husband and has a new baby on the way in 6 months. She is looking for a new therapy center within their insurance network, close to home, and a reputable establishment with good reviews & ratings. She wants to check if the center accepts her insurance easily on the website and guidance on how to book an appointment as a new patient without spending too much time on the website to get the information she needs.
USER FLOW
Card Sorting
To learn how to organize the different sections of the website for more intuitive navigation, I conducted 3 remote sessions of card sorting with potential users of the website.
The results from our analysis of the card sorting activity led to the redesign of the information architecture and site map.
One of the card sortings is presented below.
Site Map
Sketches, Wireframes, and Iterations
Low-Fidelity Prototype
Usability Testing Findings
Designed based on discoveries through user research findings and usability testing:
- Clear guidance on where to call to make an appointment
- Easy access to checking insurance acceptance
- Easy access to check the rating
Mid-Fidelity Prototype
Usability Testing Findings
1. The user would like to find services summaries in the landing page
2. The user would like to see team members’ specialty quickly
Iterations
1. Added services summaries section
2. Added team members section
Mid-Fidelity Prototype
Mood Board
UI KIT
Digital Prototype
You can click here to check the Digital prototype.
Mobile Version
How I solved the problem
- Easy navigation
- Clear guidance of finding information
- Feature optimization and content organization
- Making responsive website
Recommended next steps
- Internal dashboard for booking appointment system and online payment
- Ability to leave a review for the therapists on the website
- Providing access for all the therapists to the website in order to write their own blog post
- Making responsive website
- Adding online chat feature