My Process

Discover

• Competitor Analysis

• Surveys & Interviews

Define

• Persona

• Empathy Map

• User & Task Flows

Discover

How do hospitals, health insurance companies, and technology vendors find consultants? What do they look for and what are their challenges?

I began by doing a competitor analysis and secondary research to understand the current landscape and discover any design patterns that were industry standard. Then I created provisional standards based off of common user goals I have observed in my own experience working in the healthcare industry.

I sent out an online survey and recruited 3 participants for an interview. I focused on questions related to how they find information on consultants, and asked why they continue to do business with them.

To synthesize my results, I created a persona, Joan, and created an empathy map to understand her thought process of finding a healthcare consultant.

Competitor Analysis

Persona

Empathy Map

Define

After organizing the content of the website based on persona goals, I generated low fidelity wireframes to test how the site would look like. I opted for a simple and streamlined site with few tabs and pages to bring users like Joan closer to what they are looking for.

User Flow

Wireframes

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Design

I collaborated with the client to create a style tile to emulate her desired brand. I presented to her three options to select from, inspired by adjectives other clients have given her in the past. That way I could get a balance of what she would like to present and showcase what clients love most about her: her ability to collaborate and innovate with the client.

I then applied that style to responsive wireframes in Sketch and built a prototype in InVision.

Logo & Branding

Deliver

At the end of the first iteration, I tested the InVision prototype with three users and organized their feedback into an affinity diagram. I prioritized changes based on three criteria:

1) Does the suggestion bring Joan, my persona, closer to her goals?

2) Is the suggestion an industry standard, or common practice from other competitors?

3) Did more than one tester provide the same feedback? Is there a pattern?

Affinity Map

Hi Fidelity Wireframes

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Access the live final website design here: DR Management Services

Lessons Learned and Next Steps

Work Flexibly

This project had a tight timeline and required coordinating with a client remotely, as well as finding a specific niche of users. When there were challenges in gathering user feedback or scheduling user tests, I pivoted by either working on other project deliverables that did not have dependencies in user research (i.e. branding, UI kit, website content, designing for mobile).

Find Inspiration across Industries

Since the project was focused on healthcare, finding design patterns from websites in other industries helped push the boundaries of what features were possible.

Next Steps

I will continue to revise the prototype based on user remote feedback. As I receive more suggestions, I will go through the same prioritization process described in the iteration phase. With enough data, I potentially will create a new persona if other trends or user goals emerge.