Objective - Revamping Customer Experience process using User Experience Design to increase footfall in clinic.
To achieve this objective we used design thinking methodology which have 5 steps - Empathize, Define , Ideate, Prototype, and Test.
At start our team did secondary research about skincare sector of healthcare industry. Skin care sales world wide is approximately $ 97B with CAGR of 2.6%. India ranks in top 10 countries worldwide in revenue generated from this industry. This helped us to understand the overall growth in this sector and it's scope in future.
Next step was to identify stake holders for the organisation. We used power- interest matrix and divided stakeholders in 4 sections - Keep Satisfied, Manage closely, monitor and keep informed, as per their power and interest strength.The next tool we used was strategic canvas which helped us in competitor analysis and identifying our gaps and strengths.
After this secondary research , we started our core process of Design Thinking to achieve the the objective.
1. Empathize - From stakeholder map, we selected few important stakeholders those are Customers, Doctors and Therapist , Management team & employees. Our major focus was on understanding and improve the overall process. We prepared an questionnaire and collected the data from all major stakeholders by taking one to one interviews and observations. We mainly focused on customer experience as how we can improve it.
We prepared user journey map to understand user needs and pain points. Main observation from the study was majority of clinical checking is done digitally. After gathering the data, we did clustering of insights and identified major pain points and opportunity spaces. From customers our major finding was, many of them travels all the way from different cities and states for the treatment. Due to this travelling issue, many people try to avoid come to clinics. We gather this important insight by fully empathizing with customers and management staffs.
2. Define - Next step of design thinking process is defining and re-framing the exact problem after empathizing with users. So we re-frame our problem to " Limited penetrability of the services due to travelling issue'.
3. Ideate - After re-framing the problem, next step is to ideate and tackle this problems. Tools we used to ideate are brainstorming, business model canvas, service blue prints etc. Using all these tools we come up with New Business Model of Online Consulting services. This not only solved the problem of current customers but also opens up an untapped market. As mentioned above in empathize phase, the clinic has all digital setup for consulting a patient, then use of online platform was a feasible solution.With this, we gave some more solutions that came up during brainstorming and which were feasible an implementable such as utilizing non value adding assets such as terrace for open spa, conducts checkups in schools for impulsive customers, 100% in house medicine manufacturing etc.
4. Prototyping and Testing - After iterations and continuous discussions, we came up with a new service blue print (Image 1 ) and prototype (Image 2). We Prototype includes a system to book an appointment online with doctors and select a slot for treatment.
5. Impact -
A steady rise in the number of online consulting patients
Increase in market penetration
Positive impact on customer experience
Reduction in travelling time and cost
So, design thinking approach help us to come up with such an innovative and feasible solutions.