Enabling seamless clinic discovery with confidence
A clinic booking app offering a simple and seamless experience for Japanese users to find, view and connect with helpful medical professionals
Problem
Time & Stress involved in finding clinics in Japan
In 2021, users had access to over 180k clinic offering diverse healthcare services. The average 12-minute engagement on clinic websites often coincided with a notable churn rate, indicating users' inclination towards exploring alternative options amidst the extensive choices available.
Patients expressed frustration with the current clinic discovery process. As the user, they feel physically burdened by the task of manually filtering through 1M+ search results to find a suitable clinic that can address their needs.
Product Design
Understanding Clinic Search Patterns in Japan
To identify target users and their pain points, we structured research interviews after reviewing a medical publication that surveyed 1000 participants nationwide regarding existing patient-client experiences. Our task encompassed understanding user behavior through 20 interviews, understanding their mental models for search flow, information prioritization, and decision-making during clinic discovery. This enabled us to discern patterns and pain points crucial for effective solution design. Consequently, this approach facilitated a deeper understanding of our target users and their needs, enabling tailored design solutions to address their specific challenges effectively.
Young adults (age 22-35) were the ideal user segment due to their digital savviness and willingness to be early adopters of technology. They valued convenience and efficiency, making them prime candidates for digital solutions. As active healthcare consumers, they seek tailored experiences, making them strategic targets for digital product design in technology-driven contexts.
Research Insights
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Translating our findings into opportunities
Using our collected insights, we aimed to design and test features for our MVP with mid-fi prototypes. To enhance user experience in clinic search and selection, we prioritized core features.
Based on data showing the importance of hospital reputation, we created two variations to represent credibility and increased visibility of well-reviewed clinics to boost user confidence. Research on user search patterns led us to design a home-screen with selectable preferences (clinic type, location, availability) and a standard search bar for symptoms and location input. Insights on clinic availability drove the design to highlight essential booking information (services, address, websites) within the appointment booking flow.
These prioritized features, tested through A/B testing, informed iterative design improvements, ensuring the MVP met user needs effectively.
Young adults (age 22-35) were the ideal user segment due to their digital savviness and willingness to be early adopters of technology. They valued convenience and efficiency, making them prime candidates for digital solutions. As active healthcare consumers, they seek tailored experiences, making them strategic targets for digital product design in technology-driven contexts.
Using Data to lead our Design Decisions
Goals were met for MVP
The success indicator exceeded our goal, achieving an NPS of 8 versus the initial target of 7.
Results showed a 20% increase in onboarding completion, a 40% reduction in clinic search time, and higher engagement with filter criteria addressing user needs
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