Responsibilities
- User Experience (UX)
- Interface design
- Data analysis
- Prototyping development
- Design System creation and maintenance
- User testing and research
Results
- 23% increase in surgery sales
- Reduced client response time from 2 business days to 3 hours, resulting in a 53% decrease in client dropout at the service stage
- 32% fewer dropouts at the payment stage
- 37% increase in team productivity after implementing the new Design System
The project
Saúde iD is an online platform that connects healthcare providers and patients for scheduling appointments, tests, and the purchase of health services, including surgeries.
As part of the surgical sales team, my role is to design a user-friendly experience, effectively communicate the value of our services, and ensure a seamless process from purchase to surgery and recovery.
I’ve joined the team to drive sales/profits. I’m focused on identifying areas for improvement and implementing strategies to promote growth.
Initial Challenges
At the beginning of each project, I aim to identify the challenges and problems that are already known by stakeholders, companies with similar business models, and other team members who are more familiar with the product. In the case of Saúde iD, these were the initial challenges:
Complexity of surgical information: Surgical procedures contain many intricacies, which can generate doubts and concerns among users.
Cost challenges: The high cost of surgeries makes it difficult for our audience to afford these expenses.
Bureaucracy and information overload: The surgical field is known for its bureaucracy, and our challenge is to balance transparency and necessary information while keeping everything as simple and intuitive as possible.
Unfamilar business model: Our main challenge was to position Saúde iD as a pioneer in the healthcare market and align our product with the industry. Being a relatively new business model, many people are still not familiar with the idea.
Understanding the product and its users
After identifying the initial problems, I decided it was time to deepen the understanding of the product to uncover other possible issues and ways to validate existing hypotheses.
To achieve this, I organized a workshop involving the team and other relevant stakeholders. For this exercise, I mapped out the user journey from the moment they become aware of the need for surgery and begin their search for suitable locations to undergo the procedure. The journey extends to the post-operative phase, where we provide support during recovery and conclude our service.
After presenting the user journey with some insights extracted from our database, we conducted a CSD dinamic (Certainties, Assumptions, and Doubts), where we discussed and addressed our questions and concerns about each stage of the journey, eliminating communication barriers between different teams.
Testing our hypothesis
After deepening our understanding of the product, we selected the following hypotheses as our starting point:
To test these hypotheses, I adopted the following approaches:
- Customer support data analysis: I analyzed customer support data, including average response time and the volume of unqualified leads. This allowed us to validate the second hypothesis and identify other opportunities for improvement in our sales funnel.
- Usability testing and user interviews: I conducted usability tests by presenting the product page to users and observing their interactions and feedback. I also conducted interviews to understand their doubts. This helped validate the hypothesis that product information was insufficient, service response time was slow, and payment methods were inadequate.
- A/B testing on the service flow: We proposed different service flow models and implemented A/B tests, where one group of users experienced the current flow while the other received the proposed new model. We monitored performance metrics such as task completion rates and user satisfaction to assess whether changes in the flow had a positive impact on the experience.
Results of the new experience
Considering the insights obtained, we implemented several actions to effectively meet user needs, boost sales, improve customer service efficiency, and provide more suitable payment options. These changes brought the following results:
Increase in productivity
To improve team efficiency, we created a Design System focused on an intuitive experience and rapid development. With this, we were able to increase team productivity by 37%.
Increase in sales
Based on the usability test results and user feedback, we developed a new product page that addressed users’ main doubts and concerns in a clearer and more comprehensive manner. This update resulted in a 17% increase in sales, indicating an improvement in user understanding and confidence.
Reduced response time and dropout
Using customer support data analysis, we identified opportunities to optimize the process. Aimed at improving the quality and clarity of information provided to users, we developed a WhatsApp chatbot.
This chatbot aims to assist in answering common questions and provide helpful guidance to the attendants. With these changes, we reduced response time from 2 business days to 3 hours, resulting in a 53% reduction in customer dropout.
Increase in sales: new payment methods
I proposed to the partnerships team the addition of new payment methods, such as financing and deposits. This initiative resulted in a 23% increase in sales.
Next steps
Improve lead quality
Investing in strategies to obtain more relevant information, aiming to further qualify the lead generation process. Additionally, it would be beneficial to enhance the chatbot, making it more efficient and capable of providing personalized and helpful responses to users.
Expanding payment options
Continuing to explore and implement payment methods, considering users’ preferences and needs. This may involve adding new payment options through partnerships with different financial service providers or innovative payment solutions.
Focusing on SEO to generate organic leads
Implementing SEO-focused improvements on the website would help attract organic leads, who are naturally interested in our products, resulting in a lower customer acquisition cost.
Automating sales funnel stages
Identifying the sales funnel stages that consume significant time and resources, seeking ways to automate them. Automation will help reduce costs, improve process efficiency, and provide a smoother and more convenient experience for users.
Think I can help?
Let's talk!
leandro.mont@outlook.com.br
+55 (11) 98486-1888