Mobile App · Healthcare

Medical Service Booking & Membership App

For a premium healthcare organisation

Scope

6-month client project (with 2 months of design focus stage)

2023 - 2024

Team

Product Manager x1
Business Analyst x1
UI/UX Designer x2
Developer x2

My Role

Lead Project UI/UX Designer

Overview

Background

Humansa, a premium healthcare organisation under the Hong Kong New World Group, sought to overhaul its mobile app encompassing fitness, eye care, endodontics, skin care, dental, and diagnostics services. Our mandate was clear: conduct comprehensive UI/UX research and design to unravel challenges and realign the app's functionality with evolving user needs.

Problems

  • Subpar user experiences within the existing app

  • Low utilisation rates for key functions in the app such as diary and fitness training activities

  • Non-functional basic service booking feature

Project Goal

With a tight timeline and ambitious objectives, our mission encompassed revamping the app and launching by January 2024, acquiring 10,000 new users, and increasing in-app bookings by 50% in 2024. Crucially, we aimed to address ambiguous user needs to ensure an impactful outcome.

Empathise

  • Observational Research

    Observational Research

  • User Interviews

    User Interviews

  • Market Research

    Market Research

  • Interview with Industry Professional

    Interview with Industry Professional

  • Evaluate Customers Survey Results

    Evaluate Customers Survey Results

During the initial phase, our team engaged in comprehensive observational research within Humansa's outlets, meticulously analysing user flows to identify in-outlet opportunities. Our market research involved a deep dive into existing clinical and medical service platforms, extracting inspirations, differentiations, and key takeaways.

Additionally, we conducted professional interviews within the medical industry, gaining valuable domain knowledge for benchmarking and insights. Collaborating closely with four key business users, we delved into operational pain points, concerns, and requirements. The culmination of our efforts included evaluating Voice of Customer survey results, gathering end-users' feedback and pain points regarding the existing outlet and mobile app experiences.

Define

Affinity Mapping

Affinity Mapping

Through affinity mapping, we synthesised our research findings, summarising insights on operations, marketing, and mobile app experiences. This process revealed critical points, such as

  • a poor existing booking user experience

  • the significance of personalisation and control for premium customers

  • distinct user flows for medical and fitness journeys

  • the need for a robust referral system

Persona

Persona

We meticulously created personas based on our research, serving as the cornerstone for user-centered design decisions, tailored to Humansa's target customers: executives and high-income families.

Evaluating User Journey

Additionally, evaluating the current user journeys allowed us to pinpoint pain points and identify opportunities for app enhancement, laying the groundwork for the client's product development roadmap.

“How might we create a personalised journey, enhance loyalty and optimise the booking experience for premium health and fitness users?”

Defining Core User Needs

  1. Enhanced in-app service booking,

  2. Personalised experiences with reminders,

  3. Streamlined healthcare and fitness journeys within the app

  4. A rewarding loyalty program,

  5. An effective word-of-mouth referral system

  6. Eliminating unused features

Ideate

Collaboration Workshop with Business Users

Collaborating closely with the client, we facilitated a collaboration workshop with business users, incorporating their perspectives and priorities into the design process. As a result, we achieved consensus by balancing user needs, business requirements, and project scope despite a tight timeline. We decided to revamp the entire app, prioritising key features such as

  • referral program

  • loyalty program

  • improved appointment management

  • exclusive health and profile management dashboards

  • AI-assisting personalised reminders and info push

Sitemap

Converting the prioritised key features to a structured information architecture, the sitemap was created for conveying the mobile app’s structure and key pages, fostering clear understanding and alignment among the client, engineers, and product team.

  • Wireframe example 1

    Wireframe example 1

  • Wireframe example 2

    Wireframe example 2

Wireframe

Our wireframes presented preliminary ideas, fostering client review and feedback on key features.

Design

  • an enhanced appointment management experience

  • a loyalty program within user profiles

  • a streamlined referral system

Our phase 1 designs encompassed the implementation of prioritised features, including:

Feature Highlights

Streamlined Checkin Process

Brand New Loyalty Program

Step-by-step Appointment Booking

Engaging Referral Program

Design system

Design System

Adhering to the client's design guidelines, I crafted a design system that exuded a premium, natural feeling, aligning with the brand ethos. This design system serves as a guideline and repository for future design iterations and development, ensuring consistency and coherence.

Results & Upcoming Iterations:

The client expressed immense satisfaction with our research methodologies, collaborative brainstorming sessions, and the overall design efficiency exhibited throughout the project.

As we move forward, we plan to roll out usability testings, metrics monitoring, and analysis concurrently with the phase 1 app release. Our focus remains aligned with the goal of new user acquisition and a substantial increase in in-app booking rates, driving the project's success.


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