Renewing the consumer appliance career winner to add customer value. With this application, CZ helps her customers find the right healthcare provider.
Senior User Experience Designer
Convince stakeholders by data-driven design, make data understandable to the end user and inform the organisation about the findings of the software research.
My first step was to map the users of the Care Finder. A segmentation of the target audience proved complex. From its social role CZ needs to be able to serve everybody. Due to a lack of clear constraints we started to infer from the care issues of customers. With both the customer service department and the care team I analysed customer conversations and their needs. In this way, I got to the core of their questions, needs and expectations. We also received valuable information to specify user scenarios from employees having daily contact with customers (such as those from customer service, quality project management and experts in care needs).
We identified 3 user scenarios based on customer care issues:
In the beginning CZ hardly made use of available user data. However, there was relevant information available about the use of Care Finder. Together with a CZ data analyst we studied the data. In this way we found the location of most users, what they were trying to find, which keywords were entered wrongly, which (non-existent) category names were searched, etc. Even CZ was surprised by these new insights. Users searched frequently for specialists in hospitals, such as ophthalmologists and internists. The enter key was pushed even after 3 or 4 characters of the search query. We also noticed that many searches came from Rotterdam and Amsterdam. This was a surprising result, because originally CZ has its customer base in the south of the Netherlands.
All design decisions had to be based on identified care issues and ways of searching. The flow of the application was dynamic, so only relevant information was displayed. Based on our research we chose for a simple overview of care providers, we informed customers on the quality requirements with which they could support their selection based on proper arguments, and we gave them complete freedom to extend their research. The available data is quite heterogonous as we’re dealing with different care providers, like physiotherapists, maternity wards and hospitals. In the design, we displayed information as uniformly as possible.
The search process consists of the following steps:
It is necessary to publish anything that’s ready to launch and then to test it and optimize it for excellent user experience. Besides that we need to modify various databases to be able to display relevant data. In the future it will become possible to search by name of the care provider, work with synonyms and to search by specialisms."
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