KATY WITTS
design systems designer currently working with lululemon
Shaping a UX strategy for Integrative Naturopathic Medical Centre
Role: Lead UX Designer
Agency: Goat
Branding: Josh Mann
Development: Tim Lu
- User Interviews + Workshops
- Information Architecture + Sitemap Creation
- Wireframes
- Prototyping
- Concept Ideation
As the lead UX Designer on the website project, I conducted a series of UX workshops with stakeholders and customers, simplifying insights into actionable deliverables, user flows and desired outcomes. I designed wireframes, IA and sitemaps, and collaborated with the creative director to produce the final visuals of the website.
Problem Space
In an industry clouded by distrust and misconception, we identified an opportunity for Integrative to challenge prior opinions of naturopathic medicine, positioning the company as a provider of state-of-the-art, industry leading medical treatments. We were tasked with creating a jargon-free resource hub that not only welcomes new customers aboard, but invites users to explore the health benefits of alternative medicine.
We created a carefully structured resource and booking platform that strives to inform and educate those who are new to naturopathic medicine, while providing a smooth rebooking experience for returning patients.
Tailored user journeys for returning and new customers booking an appointment
Research Strategy
To validate the problem space and identify opportunities for improvement, we spoke to new and existing patients of the clinic, combining interview findings with quantitative data to analyze and compare the behaviour of new site visitors, returning visitors and existing patients. Card sorting workshops were held to rename and recategorize site content into terms that resonate with those seeking help for a specific health problem - turning complicated medical names into easy to understand ‘health goals’.
Card Sorting Workshop held with internal stakeholders of the company
Insights
We discovered that although the previous website was packed with valuable information that generated large volumes of keyword-specific search traffic, the website was difficult to explore as a first time user unfamiliar with naturopathic terminology.
NEW USERS
Historical data and interviews with new patients suggested that new users, often unfamiliar with Integrative, were utilizing the previous website as a source of information, using the search function to find answers to a specific health problem.
INTEGRATIVE STAFF
Similarly, workshops with Integrative staff identified their intent to use the site as an index of treatments and health remedies, a tool to support their interaction with customers over the phone or at the front desk.
EXISTING PATIENTS
Interviews with existing Integrative patients informed suggested their primary use of the site was to rebook appointments and download resources prescribed by their practitioner.
Homepage Wireframe
Outcome
Ensuring information is readily available during the discovery phase of a new user’s journey, we placed an intuitive search function in the homepage hero area. The powerful search bar features 'as-you-type' suggestions, providing quick targeted results to allow the user to find specific content with ease.
INTERCONNECTING RELEVANT SITE CONTENT
Data suggested that new users often drop off after finding what they were looking for, so we ensured that site content was interlinked as much as possible, guiding the user from one page to another, ensuring the ability to book an appointment was top-of-mind through clear call-to-action buttons.
MAINTAINING A PREMIUM EXPERIENCE FOR EXISTING CLIENTS
The direct intent of existing patients led to the creation of the 'Patient Hub' - a one-stop-shop for patients to easily visit the resource centre, download intake forms or to book a new appointment.
Patient Hub - Created to provide returning patients with tailored content
The result? A pain-free search.
With breath-easy booking.
The updated structure of the website invites prospective customers new to the industry to explore interlinked relevant content, supported by medical evidence and related services to guide them through the funnel. Decoded, health-driven solutions and simplified naming conventions substitute confusing medical language, allowing new users to explore potential services without any prior knowledge of medical terms.
Returning patients benefit from a tailored booking experience, providing a quick link to rebook for those who are returning, and a step by step guide for those who are new to Integrative,with simple, conversational language used throughout to ensure new users are able to book with ease.