B2C, Feature Enhancement
Healthcare Search & Personalisation: Optimizing User Experience
Make it easier for people to find the care they need and personalize their healthcare journey.
Getting Started
Digital Healthcare Experience
The healthcare industry is crucial when it comes to consumer-facing digital platforms. The mindset behind finding something on Amazon versus the right healthcare service is vastly different. Consumers expect the same efficiency level in e-commerce searching capabilities in all other services.
Background
About Swaasa
Swaasa was created during covid times(specifically around 2nd covid wave in India) to aggregate all the verified covid services like a list of plasma donors, ambulance contacts, online consultation for covid, testing, diagnostic services, oxygen services, etc. Later when covid was under control these services were not needed as much. But meanwhile, the website gained credibility due to its verified resources. Later the website was used as a platform for healthcare services like finding doctors, labs, hospitals, and pharmacies nearby.
The Challenge
Problem Statement
The low overall adoption of the website was hindering the website’s ability to connect with potential customers. Despite people searching for services, only a small percentage of users are able to reach the service details page and interact with it. This low conversion rate indicates a problem with the website's design or user experience, and addressing it is crucial for improving customer engagement and ultimately driving business growth.
Old website experience
Aim
Goal
Help users navigate the complex healthcare landscape and provide them with the tools and resources they need to make informed decisions about their health.
Business Goal
Get more users to buy or book services by improving service provider visibility and engagement, which will attract and onboard more providers to our platform and increase revenue.
Improved search experience to help users find what they need.
Personalised website with better use of images to create credibility about brand.
Easier way to buy or book to improve service provider’s visibility.
My Role
Worked as a UX Designer in a team of 4 designers. The timeline of this task was 2 weeks including user research till the initial concept prototype.
Analyze the current behavior of search on the existing website and find out the challenges of the user.
Create solutions to improve the search experience based on the insights from research.
Design Process
Observations
After closely observing a few full story sessions, there were some insights about how the user is interacting with the current search feature.
Finding Insights:
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The original website was very straightforward in terms of search experience. For example, there was no way a user could understand what can be searched or what is the capability of this search in general or refreshing the entire website because search results took time to show.
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The entire search area was not inviting enough, users would usually scroll through the page and ignore the search box.
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The mobile search experience was broken. As 75% of users were using the website on mobile it was necessary to put attention to it.
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The original website lacked personalization. Users who had already searched a few things before would come again on the platform and struggle with the search.
Old search experience
Research
Exploring other websites’ search experiences and studying the user flows to understand what works for them or their website. Explored websites in different domains like real estate, e-commerce, and vacation rental websites.
Key takeaways from this research:
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The dedicated search area with an appealing tagline that talks about the brand and appropriate images that are not out of context.
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Making it personalized, identifying the location before even the user starts to search.
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Helping users with quick actions if they are not sure what to search for.
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Good search suggestions.
Solution
Improved Search
Location First Experience
It is important for users to see the search results which are specific to the location they choose to see. The previous search experience gave very generic search results which didn’t belong to specific area and location.
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When users first land on the page, they get to choose the city or search for their current location.
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Based on their location, services will be suggested for them to get started.
Search Experience
Personalised search results and recommendations based on user preferences, history, and interactions greatly enhance the search experience, offering a more relevant and tailored experience.
Search suggestion - Default
Search suggestion - When user is typing
Personalisation
Services suggestions based on the location and area to give personalized experience to the user.
Impact
The engagement increased by 17% that includes searching and interaction with services.
Search with location increased the results accuracy resulting in appropriate search results.
The overall improved experience resulted in increased account creation.
My Learnings
1​.
Effective search functionality is essential.
It reduces user frustration and improves task success rate.
2​.
Personalization drives engagement.
It also leads users to explore more page on site and improves overall time spent on the site.
3​.
Clear navigation enhances user experience.
It also leads to decrease in bounce rates.