CLINIC (Internship)

Analysis of the new website based on the user experience

RESEARCH

The competitive Analyses

The competitive analyses I produced consisted of 4 primary competitors that I analyzed based on their individual strengths, weaknesses and uniqueness.

When searching for competitors, I enlisted the help of SEO for a keyword intersection with competitors to compare with my manual search.

Once I selected my competitors, I screenshotted their websites and went through each one, making notes. I analyzed their strengths, weaknesses and uniqueness based on ux, ui and text/copy.

Ux - Is there a clear structure, do you understand the flow and where you want the customer to go? Do you need to think to understand as a user?

UI - do the images match the content? What about color choices and animations?

Text content - What word choice do they use? What words do they reinforce?

Then I analyzed the overall impression - What story do they want to tell? What value do they add to their customers? What is the company's mission?

Then I compiled all the strengths, weaknesses and uniqueness of each competitor and put the compilation into a presentation.

I also compiled insights from all competitors and improvements that could be made, before I started sketching the design.

User testing

I user-tested the existing website on five people, three women and two men aged 35-70 years, where all had vision problems and where half expressed the desire to have surgery.

Two people I met physically and sat next to when they did the user test and three people did the user test digitally with a camera on with screen sharing. I gave them a scenario to start from and five tasks to test. It gave me insights from which I could outline my improvement proposal.

Empathy Maps

I produced empathy maps on each user test to be able to sort based on the categories - say, think, do and feel. It gave a clear picture of the test person and it made it easier to obtain gain and pain points.

Customer Journeys

Based on the empathy maps, I developed simplified customer journeys for each test person based on their wishes and needs.

CONCEPT SKETCHES

I chose NOT to produce concept sketches or wireframes as I had a clear picture of what I would change in the design based on the user tests. The aim was to show my improvement suggestions internally with the existing graphic profile.

THE RESULT

As the web agency has customer clauses to follow vis-à-vis the customer, I cannot post any customer-specific photos here in the portfolio, but I can show them during a possible interview.

Below is a description of the improvements I made.

Suggestions for improvement
Made suggestions for improvement on the start page, the price page and a treatment page of the existing website as that was what the test subjects had the most comments about.

Simplify the language
Abbreviations and difficult words were something that all test subjects reacted negatively to. I simplified the language from the user's perspective.

Build out the guide
The step-by-step guide got a lot of positive feedback and it was something I enhanced even more by making it clickable, adding more steps, adapting to the different treatments and putting earlier on the page.

Calculator for partial payment or on the price page
Many commented on the possibility of seeing their monthly cost, being able to calculate installments and the interest. I simplified this by adding a calculator that calculates suggested monthly costs on the price page.

Book an examination in just a few steps
The goal of the site is to get people to book a free preliminary examination and should be as simple as possible without having to wade through a lot of information and choices. Also to be able to reach as large a target group as possible with different conditions using different channels. For example, book with a bank ID, book with a mobile number, be able to call or email.

Highlight positive effects of treatment

I highlighted positive effects from the customer's perspective when describing the treatments. Problems that disappear, money you save, security through description of procedures.

Machine section under processing with customer focus

I wanted to emphasize the machine section more during the treatments with e.g. video material and with simplified text so that the customer understands how the machine works and how it will be used on the customer.

SOMETHING TO GO FORWARD WITH

If I had continued working on the project, I would have made a prototype of the improvements and organized another round of user tests to get my improvements validated.

This can increase the clinic's competitiveness and make them stand out in the industry. Some of these parts are already in the competition but not as defined or appealing as they could be.

WHAT I HAVE LEARNED

I have learned that input from user tests is incredibly valuable and that it can vary a lot depending on the age of the target group. If you have a broad target group, the website also needs to be adapted to that.