SMARTBRIDGE
Customer Experience and Survey Design
Client: SmartBridge
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Role: Lead researcher & UX designer
UX Methods: Sketching, wireframing, comparative analysis, user surveys, user/stakeholder interviews, personas
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Design Software: Sketch, Typeform
Outcomes: Designed interactive personalized intake and customer service surveys to engage clientele and improved customer experience by consolidating and streamlining interaction touchpoints.
Duration: 3 weeks
CONTEXT​
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Smartbridge Health believes everyone should have access to quality cancer care, regardless of who you are or where you live. The telehealth company provides consultations, second opinions by oncologists, and support with clinical trials to cancer patients and their families.
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To ease the intake process, SmartBridge reached out to us to help them create a beautiful and embedded intake Typeform, complete with images and icons to make the survey experience more engaging and fun. This was based on previous recommendations from a Deloitte analysis that they needed more interactive and emotion-based questions in an intake survey to make potential customers feel more at ease while also allowing them to provide a more holistic service.
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RESEARCH​
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We began our research by looking into the patient intake process. We examined several health providers with high customer satisfaction rates and surveyed users on their experiences preparing for doctor's visits. We made a note to follow up with those respondents who shared that they had been diagnosed with cancer.
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While awaiting our survey results, I conducted a comparative analysis looking at other online services that had excellent onboarding and intake information collection. I discovered that the most successful intake forms were incredibly simple and engaging, empathetic and tailored to the user, and filled with icons and imagery.
I also researched important features to consider for survey design and created our own list of best practices for designing customer intake forms and surveys.
SURVEYS
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We surveyed 30 respondents and asked them questions about their experience visiting doctors offices and completing health forms.
USER INTERVIEWS
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It was very important for us to speak with SmartBridge stakeholders, such as staff and physicians, in addition to cancer patients. We looked into how patient information was currently being collected at SmartBridge and how they gauged customer satisfaction. We asked similar questions to a physician partner of SmartBridge to examine the challenges from a different perspective.
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Though we weren’t able to speak directly with SB customers, we did speak with cancer patients and survivors who were able to help us understand their experience and frustrations.
PERSONAS
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From the patient interviews, we were able to develop three personas to reflect the different categories of potential SmartBridge customers.
SOLUTION DEVELOPMENT
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Our research, survey data, and stakeholder interviews provided a wealth of information, a lot of which corroborated what SmartBridge staff had told us and what Deloitte noted in their report. That led us to our solution: The creation of an engaging intake survey to gather information to gauge customer needs and preferences, a lot of which is not included in a patient's medical record. We also realized that SmartBridge needed to streamline its customer touchpoints, leading us to recommend combing the intake survey and meeting confirmation into one automated transaction. We also designed and recommended a customer satisfaction survey to assess patient experiences.
DESIGN
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We created a simple first draft of the survey with lots of images that followed many of the survey design "best practices" we discovered through our research and conducted some initial A/B testing to compare and contrast with the original intake form created by SmartBridge. We wanted to verify whether or not patients had a preference for an emotive, image-filled intake form. As we suspected, users preferred the survey with imagery that included successful survey design conventions.
USER FLOWS
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Per the feedback we received from A/B testing, we created three different user flows with questions personalized to each type of SmartBridge customer: patient, family member, and survivor.
HIGH FIDELITY PROTOTYPE
USER TESTING
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Overall, users were pleased with the new intake survey but testing uncovered a few lingering issues with the design that we were able to fix, such as errors with the conditional logic (questions not adjusting properly to past answers) and a few typos and inconsistent images.​
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FINAL RECOMMENDATIONS​
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Add the redesigned intake survey to the website with the the calendar link as a prerequisite form for the call.
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Implement an automated customer satisfaction survey after each formal meeting to assess patient experiences.
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Keep language consistent throughout the website and overall user experience.
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Consider utilizing a HIPAA/GDFR-compliant CRM and compatible patient management platform that allows for user and doctor interactions, while keeping data protected and SmartBridge included in all interactions between the patient and physician.