Synergy is an Australian radiology practice group that has eight clinics across Sydney boasting 300,000 patient visits a year.
Similar to many large scale clinics that accept bookings and enquiries via call, the client recognised the need for an online self-booking feature to reduce the customers' call waiting time and utilise staff time more efficiently.
Though the design brief was primarily about improving the customer’s experience in making a booking, the client was also looking to enhance their internal end-to-end process on a larger scale. In order to provide them with a design solution that was scalable in the future, we needed to have expert knowledge in their service process flow as a whole : their customers and the prospects of the medical imaging industry.
For the first few weeks we invested the most time familiarising ourselves with the basics of radiology imaging service, patient data software, and their workflows. Based on this information, we created a current practice process flow map in detail, through which we were able to identify opportunities for improvement throughout different stages and steps of the process.
The company's clientele included customers of various ages and backgrounds, thus we had to consider all scenarios and install guidelines suited for booking paths that would accommodate a wide-range of customer preferences when making a booking (illustrated in the customer journey map below). Consideration of this clientele included elderly patients who still prefer to call or walk-in, and technically savvy customers with the ability to book via the mobile website with an attachment of their referral photo.
Additionally, we had to consider the fact that an exorbitant amount of patients ask their children or friends to make a booking, due to their old age or their lack of English fluency. To cater to such a scenario we created an extra step to address whether the booking is for the patient themselves or for someone else, using intuitive UI and colloquial language, making it manageable for both the patient and their families.
As for the design validation, field research and usability testing are crucial. In addition to designing the IA, wireframes and customer journey maps, I was also responsible for compiling questionnaires for surveys and interviews for the patients and staff. Since it was a small agency that had a limited funding for usability testing, I personally conducted my own guerrilla testing in the field for design validation, to ensure the patient accessibility of the final product.