Website Medical Tourism
CATEGORY: Corporate Website
SOFTWARE: Figma, Custom CMS (PHP)
SERVICES: UX Design, UI and Development
INDUSTRY: Healthcare
01. Customer Introduction
The customer is a leading medical tourism company that makes it easy for the patients to connect with hospitals across the globe. The website provides details on different medical procedures, hospitals, doctors and other important information that makes the global healthcare accessible at the fingertips. The client required an information-rich website with more than 5000 pages so it was very important to provide the best user experience that could potentially boost user engagement and satisfaction.
02. Requirements
– Due to the volume of content on the website, the existing website was cluttered with a confusing navigational user interface which made it difficult for the users to find the required details with ease.
– Provide a seamless user experience that shall make it easy for the patients to search for medical procedures, hospitals, and doctors.
– Carefully designed information architecture for the ease of navigation across offered services and keeping in mind the growth pace of the company.
– Involvement of the real users throughout the design phase by introducing primary research and multiple rounds of usability testing was conducted to ensure that the user journeys are mapped correctly to respective user personas.
– Website Compatibility across browsers and devices.
– Almost 60% of the website traffic was coming from mobile phones and hence, the customer wanted to design the website using mobile-first approach.
– Retain the organic traffic of the existing website to the new website without any adverse impact and the website should be well optimized to gain further traction on Search Engine Ranking Pages.
– Using Custom PHP based CMS for backend development with primary focus on flexibility, scalability and security
– Integration of Third-Party Chatbot, CRM, and Marketing Automation Platform.
The client’s primary goal was to create a new website that would provide a seamless user experience and help them make informed decisions about their healthcare needs.
03. The Solution
We proposed the below solutions basis our finding during the target audience user research and analysis:
– Designed a clean, crisp and easy to navigate information flow that enabled the users to access the right information at the right place. The information architecture included key categories such as “Medical Procedures,” “Hospitals,” “Doctors,” and “Travel Services.”
– Designed a mobile-first website that was compatible with different screen sizes and devices, and esured a seamless user experience across all devices.
– Followed a user-centeric design approach, which involved primary research, creating wireframes, prototypes followed by usability testing, for the purpose of validating the design decisions.
– Created a world-class visual design that blended well with the user journeys and aligned with the client’s brand identity and communicated the key messages effectively. Images and Videos were used aptly to build the trust and confident in the website visitors.
– Incorporated a medical procedure search feature that made it easy for users to search for medical procedures and hospitals based on the specific requirements. The search feature included filters such as location, speciality, and cost which made it easier for the users to find the right healthcare facility.
– Included testimonials from the existing customers to build trust and credibility with potential customers.
– Optimized the website for search engines by incorporating the relevant keywords, meta descriptions, and alt tags.
Design is not just what it looks like and feels like. Design is how it works. – JONY IVE
04. The Result
The client won an award for creating such an amazing user experience for the users in the Healthcare Industry and have been appreciated by the healthcare associations worldwide for improving global healthcare access. The user centric design approach ensured that the website was easy to access and addressed the needs of the target audience. The clean navigation and website wide ajax enabled search feature made it easy for website visitors to find the relevant information which enabled better healthcare decisions. The on-page optimization of website resulted in an increase in organic traffic, leads and business revenue. To summarize, the website revamp project augmented the online presence of the customer while communicating the right message to the key stakeholders about the capabilities and services.