Service Designer - UX/UI - Branding - User Testing
Redesigning the online communication channels and customer services to improve the international users' experience
Tools - Illustrator, Photoshop, Adobe XD, In Design, Double Diamond Methodology and Service Design Tools
Team - Just me
Research - Redesign
Primary Healthcare: Covers all goods and services designed to promote citizens' healthcare. This includes physical, mental, and social well-being and it is people-centered rather than disease-centered. PHC is a whole-of-society approach that includes health promotion, disease prevention, treatment, rehabilitation, and palliative care. World Healthcare Organisation (WHO)
Service Design: It consists in taking a service and covering the user and client's needs that are addressed by that service. This is developed thanks to the understanding of the Design Thinking foundations.
Gabriela Salinas - Design Director at GBM (Mexican Bursátil Group) and Co-founder of Service Design Mexico
Mission /
To improve the inner and external customer experience of our international patients coming to the Clínica Universidad de Navarra (CUN)
Objectives /
1. Understand the process of Healthcare Humanisation for Patients, Families and the professional team
2. Analyse & structure the CUN's current context.
3. Generate prototypes, Communication plan and Co-Design process. With their final Hi-Fi wireframes
4. Obtain a final high level of happiness thanks to the new proposal designed according to the values & vision
Following a Design Thinking + Human Centered Methodology, I displayed and registered each step in a double diamond structure
Beginning of the research
This first steps were possible thanks to the CUN's International Managers Team before the pandemic stopped the world and made impossible any communication with them.
After that, I continued by myself basing my research in the first hints provided, the CUN's memories, Market Analysis, Interviews, Surveys and one of the best tools of all, the empathy with the End-User I was designing for.
In this diagram we visualized the main connections and stakeholders involved (locally, nationally and internationally) in the process of attracting patients out of Spain and help them contact the Clínica in its Headquarter in Pamplona (from where any paperwork is taken care of). They all together make real any healthcare service and the follow up of the patient's case.
Audience /
Who are we designing for?
In this case, as mentioned before, the project is focused on the international patient and the person that comes with them since they're also part of the process and therefore, they deserve to be taken care of as well.
Scenarios representation
(Icons made by me using Illustrator)
According to what was talked about with the team, patients that come every day to their facilities come from different backgrounds, contexts and needs.Taking into account each and every one of them in this project is almost impossible but it is good to consider the multiple scenarios just like all the people that make use of a healthcare service.
Customer Journey /
How's their experience?
In this case, as mentioned before, the project is focused on the international patient and the person that comes with them since they're also part of the process and therefore, they deserve to be taken care of as well.
Services comparison
If we do a zoom out at a healthcare service, and follow the steps the user has taken since they leave their home til they come back, we would unlock multiple touchpoints they must have gone through to get to the finish line. In fact, many of those touchpoints might be related to other, at first sight, different services such as a hotel, the University (UNAV) or an event. Each of them with its characteristics but with the same objective: To take care of the user's wellbeing.
Survey /
How does people feel about healthcare services?
It was impossible to have access to real international patients from La CUN but at the end, one way or another, we all have made or will make use of healthcare services. That it way, a survey was designed to cover questions related to the collaboration between Service Design and the implications they expect it to have.
In total I obtained responses from 78 participants from all over Spain.
Insights collected from the Survey and Interviews
It is important to have a professional-User interaction in order to improve the customer service and generate new and better expectations towards the user. Everybody wins. The patient gains a transparent image of what is offered and the CUN can innovate and evolve.
National User, +50 y/o
When improving the offered services and making them more accessible, the patient feels more welcome. For example, the online services allow the patient to make an appointment easily than through traditional channels like the phone.
National User, 31-40 y/o
From my own experience as a healthcare worker, I believe there should be an improvement in the design of Computer Programs to make its use for efficient to the professionals who work there.
Healthcare professional
I believe the signing graphics are ok, however, sometimes a map to guide you from one place to another would be appreciated [...] When we have to enter la CUN, to certain specialisations, they have to write down on a paper how to get from one point to another or we would get lost trying.
Marta Díez-Caballero, Medicine Student
Personality of the brand /
How our brand and all involved within is perceived by our users
"Ten years out we're looking at a situation where the power of consumer choice will only increase. As a result, the organizations which have built clarity around what they stand for will be able to drive more meaningful choice in the marketplace."
Justin Wartell, managing director of Monigle
How's our brand perceived? What represents and what offers. Just like people, the way we project our image and attitude, will have an impact on the rest. And it is what will generate unions with people we relate to. The same happens with brands.
In this case, our brand belongs to the healthcare field, which will suppose that within its facilities there will be a wide range of services according to the needs of each user. And sadly, most of them unavoidable or very fixed. In addition, we are also talking about an international image. In conclusion, image will be necessary but customer services will be critical.
The CUN has a strong medical, research and educational mission focused on a Patient-Centered Activity. A powerful view towards their international recognition and the more than 2.800 professionals making it possible. However, according to the previous surveys and interviews, they seem to be stuck in a corporative image and lacking an even more visible proximity to the outside. Specially at the time of approaching international patients, welcoming and accompanying them.
Brand personality refers to the personification of a brand. Brands stand out not only by how they position themselves in the marketplace, but also by how well they connect with customers.
Arek Dvornechuck, Brand Personality: Traits of Top Brands (2019)
Personality of the brand - Web analysis & User Testing
Screens analysed
My own experience - Empathy tool
After the first surveys, the idea of giving a second thought to the website was starting to come out to light. Plus, this COVID situation pushed communication channels to their maximum in order to provide better and more effective services. Finally, because most of the research was collected through the website, I had plenty of time to experience its navigation, discover its hidden corners and detect possible improvements.
I based the tasks in looking for the main key points of interests such as the Home Page, Patient's Section, Practical Information, Services, Second Opinion, Prepare your visit and Headquarters. And to my surprise, what should be a first sight click, turned out be a tedious work that limited my search to the most corporative aspects of the Hospital.
User Testing
The same exercise was conducted with potential users who were asked to do certain tasks and to put themselves in the place of an international patient while navigating through the site's screens.
The objective of the activity was for them to share their thoughts, experiences, doubts, pains and gains about the current website (both UX/UI aspects).
Overwhelming, too much information. I didn't know where to focus my eyes.
- User Testing, National User
I can't read anything, it was super intimidating, super slow and with lots of information I didn't need.
- User Testing, International User
Competitors /
What services (online) do our competitors offer all around the world?
Those are the main most competitive locations that were analysed for this project. There are more but we focused on HM Hospitals (Spain), Heidelberg University Hospital (Germany) and USA Healthcare University Hospital (Alabama, USA).
Focusing on the web itself, I took into consideration: Usability, Structure, Efficiency and Aesthetic factors.
Final insights collected from the Competitors Analysis
Collection of Insights and objectives /
After all this research, the project began to take a path of improvement which, as mentioned, was focused on the redesign of its communication channels. Due to the time given and the COVID circumstances, this redesign was limited to its Website.
Continue to the Redesign >