PRODUCT
I designed a customer facing website to help users book appointments, submit documents, and find relevant information.
OUTCOME
Seven months after launch, 66 users regularly utilized the website and the client saw a 141% increase in booking and a 45% increase in repeat customers. The business also reported a 30% decrease in time spent answering patient questions.
COMPANY
Alliance Natural Healing is a holistic medicine clinic that provides services intended to cure and treat a variety of diseases and conditions.
MY ROLE
I worked as an independent designer collaborating with the client to research, design, test, and launch the product.
THE USER
The intended users of the website were existing and potential patients of the clinic.
PROCESS
Goals
I began by helping the client identify their goals for this project and found that:
The client wanted to create a visually appealing website that catered to their main user demographic.
They wanted to save their clinic and patients' time by providing useful information and features online.
They wanted a data driven content structure where most frequently used information is located in the easiest to access locations.
Research
JOURNEY MAP
During the research phase, I created a journey map starting with when users noticed pain or discomfort and ended with them successfully booking a follow-up appointment.
COMPETITOR ANALYSIS
Next I created a competitor analysis of local clinics to identify features and content toward the same purpose.
RESULT
This enabled me to determine which information was critical for the user and which features could be added to help save the client time.
HEALTH CONDITIONS
Then I compiled data on health conditions prevalence to determine which content should be prioritized over others.
RESULT
The most frequent conditions were prioritized in the page layout to ensure it could be readily accessed.
FAQ
I also worked with the client to identity the top ten most asked questions built the information into various sections throughout the website to ensure each question was addressed. This included some listed in its own section while others were simply prioritized in the overall navigational structure.
USER DEMOGRAPHICS
Lastly, I put together data on user demographics to establish a visual design direction that would cater to the largest user demographic.
RESULT
An authentic and traditional Chinese Medicine clinic with a modern, professional and welcoming look and feel was establish trust with Chinese working women.
Prototype
The design was started by creating a navigational structure for the website to organize information between pages and then creating wireframes of each one of those pages. Once that was established visual assets were gathered and set up in a working prototype.
Testing & Revision
I asked 7 users to perform tasks on the website including looking for medical, insurance, location, and booking information to identify issues with the design.
PROBLEMS
Some users were confused on how to book an appointment and didn't understand that the business preferred booking appointments through phone or email.
Some had trouble finding the location and hours because it wasn't where they were expecting on the website.
Others had trouble finding medical and appointment information because it was too hidden.
SOLUTIONS
I added a floating aside with instructions and options for booking on every page.
I added location and hours under "Visit Us" where users said they expected to find the information.
I made the initial appointment information always visible (from click to open) and consolidated the medical information page to contain all the information in one area.
Launch
After confirming the solutions were effective, I assisted with setting up a WordPress account to launch the website for the Client.
TAKEAWAYS
As my first design challenge out of school, I learned a lot from this process including how to balance user needs with client preferences, identify and solve real-life problems, and prioritize different parts of the design process in order to meet deadlines. Overall I really enjoyed using the skills I learned to create a product that is truly functional for its users and the business it served.