UX Research & DesignQualitative & Quantitative Data
Problem
The client faced challenges in effectively targeting and understanding their audience, resulting in fragmented marketing strategies across multiple channels. Their website was underperforming, with a low conversion rate for consultations. Without a clear understanding of their ideal customer, they struggled to optimize both their website and marketing campaigns, leading to poor traffic and missed opportunities for increasing bookings.Solution
- Ideal Customer Report: I conducted user testing and surveys to gain insights into their audience, developed a customer journey map, and provided business recommendations.
- Website Optimization: I used heatmaps, scrollmaps, and GA4 data to analyze user behavior and pinpoint areas for improvement. I then delivered UX designs to enhance the website’s user experience.
- Social Media Ads: I collaborated with our social media team to design creative for their marketing strategies based on our insights from our research.
This project was for a client offering non-surgical weight loss procedures, including ESG (Endoscopic Sleeve Gastroplasty), for individuals who struggle to lose weight and are seeking to shed 50+ lbs.
Customer Research
Patient InterviewsDuring the patient interviews, participants were asked to compare the client’s website with that of a leading competitor. They reviewed key pages, articulating their thoughts on what encouraged or discouraged them from booking a consultation. At the end of the session, each participant selected their preferred website and provided insights into their reasoning.
Patient SurveysAfter gathering data from patient interviews and surveys, we synthesized the information to create a comprehensive patient journey map. This map outlined key digital touchpoints, the stages of the shopping funnel, user emotions at each stage, and identified business opportunities to engage and support the ideal customer throughout their journey.
Website FeedbackDuring the patient interviews, participants were asked to compare the client’s website with that of a leading competitor. They reviewed key pages, articulating their thoughts on what encouraged or discouraged them from booking a consultation. At the end of the session, each participant selected their preferred website and provided insights into their reasoning.
Patient Journey MapAfter gathering data from patient interviews and surveys, we synthesized the information to create a comprehensive patient journey map. This map outlined key digital touchpoints, the stages of the shopping funnel, user emotions at each stage, and identified business opportunities to engage and support the ideal customer throughout their journey.
While the client typically sees women around the age of 40, our research revealed a key target demographic of women aged 60-69. This highlighted an untapped market that values safety, is concerned with the benefits and risks, and seeks success stories that reflects their age group.
UX Analysis
Google Analytics 4During the patient interviews, participants were asked to compare the client’s website with that of a leading competitor. They reviewed key pages, articulating their thoughts on what encouraged or discouraged them from booking a consultation. At the end of the session, each participant selected their preferred website and provided insights into their reasoning.
Internal SurveyAfter gathering data from patient interviews and surveys, we synthesized the information to create a comprehensive patient journey map. This map outlined key digital touchpoints, the stages of the shopping funnel, user emotions at each stage, and identified business opportunities to engage and support the ideal customer throughout their journey.
Heatmaps & ScrollmapsDuring the patient interviews, participants were asked to compare the client’s website with that of a leading competitor. They reviewed key pages, articulating their thoughts on what encouraged or discouraged them from booking a consultation. At the end of the session, each participant selected their preferred website and provided insights into their reasoning.
Hueristic AnalysisAfter gathering data from patient interviews and surveys, we synthesized the information to create a comprehensive patient journey map. This map outlined key digital touchpoints, the stages of the shopping funnel, user emotions at each stage, and identified business opportunities to engage and support the ideal customer throughout their journey.
Competitor AnalysisDuring the patient interviews, participants were asked to compare the client’s website with that of a leading competitor. They reviewed key pages, articulating their thoughts on what encouraged or discouraged them from booking a consultation. At the end of the session, each participant selected their preferred website and provided insights into their reasoning.
While the client typically sees women around the age of 40, our research revealed a key target demographic of women aged 60-69. This highlighted an untapped market that values safety, is concerned with the benefits and risks, and seeks success stories that reflects their age group.
UX Recommendations
Project Highlights
Business Opportunities
Project Highlights
Social Media Ads
Project Highlights
Clients determine whether to implement the design changes recommended in the Launchpad+ Conversion Optimization Blueprint based on their development resources and business priorities.
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