Website UI Revamp, Analytics & Traffic, UX Research
Health-tech Startup
Role: UI/UX Design Intern along with 2 Founders
Tools: Figma, Sketch
Duration: Aug 2023 - Sep 2023
CareSync is a software that digitalises the process of discharge at hospitals. It seamlessly connects all health organisations in one place to coordinate patients’ discharge, removing long waiting times during new admission and discharge.
The Task:
CareSync’s promotional website aims to convince potential investors to buy the product. My role was to deliver a high-fidelity solution improving the current user experience of their site, along with a new visual interface supporting those changes.
Understanding the user base
To study targeted users’ behaviour, I wanted to contact the existing interested investors and conduct in-person interviews, think-aloud, or surveys. Upon communicating with the founder, this was not feasible and I had to resort to other sources for research. I could still access the site’s analytics and therefore decided to look into available info on traffic and navigation flows.
Top traffic sources:
1. Direct source: Includes founders, internal stakeholders (people who know the site firsthand)
Private links in documents, emails, or messages where the site is being shared to the founders’ closest leads (investors, donors), reinforcing the involvement of internal stakeholders.
2. Organic Google search: People who do not know the website firsthand and discover the product through normal search. Points to interested collaborators or employees, people involved in pitches such as NHS Hospitals or Local Authority Social Care Services.
3. Discourse Digital Health: Visitors came from this online forum about things related to health and tech, which the founder participates in. The product’s website is listed in the founder’s profile, therefore attracting a mix of NHS IT workers or doctors generally interested in digital health services and practices.
4. LinkedIn: First connections of the founder (fellow doctors, members from the same incubator as the startup), people following the company’s page)
For further iteration:Traffic mostly reflects existing stakeholders who might be involved in currently bootstrapping this product. A way of discovering organic discovery and the product's impact could be by looking at accidental landing. How do people stumble upon this website? What SEO measures help in that? These might be key ways people know about CareSync in the first place.
Layers of beneficiaries and users
In the website this can be applied to the “Why Us” page and its display of features, where each stakeholder is kept in confidence as they get to see benefits relevant to them.
Trends in Navigation Flow
Users spent the longest time on the landing page, then the About, Pricing, and Features & Benefits page. More than half of the visitors landed on the homepage, gathered information, and exited from there. There was much less interaction with the other pages.
Making 2 user personas put these insights into perspective.
Old Website Review
Personas
Old Website Look
A new information architecture was formed with minor changes to the user journey, as explained below.
Visual Translation
Targeting different stakeholders:
Pricing Page
For Investors
For the NHS/Hospitals
Visual Design
Blue and White are primarily associated with the NHS and hospital organisations. They allow a strong communication of healthcare brands to stakeholders.
