CASE STUDY
Simplified AI-Powered Reputation Management for Healthcare
Overview
Working with the Swell team to redesign their website brought some additional experience in the AI-powered software development and customer experience (CX) industry with a platform designed for various healthcare groups. Including dentistry, vision, pediatrics, dermatology, urgent care, pain management, plastic surgery, neurosurgery, veterinary, and mental/behavioral health. A few of the healthcare companies include Modento, Nexhealth, Dental Intelligence, Planet DDS, and PatientNow.
Swell automatically gathers private and public feedback from patients and employees. With better feedback, practices can then boost their online reputations, enhance the patient experience, and improve employee satisfaction.
Challenges
The primary challenge we faced was with tailoring an experience that would resonate and flow well for such a broad audience of so many different healthcare professionals in various kinds of healthcare groups. So having various user personas developed was going to be a key part of the process. Demo requests and free trials were not getting great visibility or engagement and the data being tracked was showing slow progress and beginning to flatten. We needed to create formal processes for research and analysis by implementing platforms and tools for gathering these metrics and insights such as Google Analytics and Microsoft Clarity. The implementation of a live chat integration for simplifying customer interactions was another top request that we could seeing being needed for improved user engagement while also creating efficient handoffs and effective escalations to the appropriate teams.
My role
UX/UI Design, Live Chat Integration, User Journey Mapping, Website Architecture, Research/Analysis, Creative Direction, Logo Design, Photography, Videos, Iconography, Product Logos, Branding Architecture, Color Palette, CRO, and SEO
Tools
Figma, FigJam, Adobe CC (XD, Photoshop, Illustrator), Google Analytics, Microsoft Clarity, Slack
Outcomes
I collaborated closely with the VP of Creative and VP of Marketing and guided them through the implementation of Google Analytics and Microsoft Clarity and after about three weeks of data collection we performed our research for an initial customer journey analysis. Between the VPs and their content team we were able to establish the user personas, craft the user scenarios, conduct some initial testing, and create a simplified user journey map. The rest of the creation, ideation, prototyping and testing spanned about 5 weeks with the time required with their team while also working on new brand elements and strategies. Ultimately we delivered a redesigned website that had broadened messaging and that could speak to each of the personas developed in each of the top healthcare groups. It brought greatly needed simplification to the customer journey which reduced the steps for requesting a demo, initiating a free trial, and accessing details for each product. With these optimizations we also launched a reimagined brand identity and brand strategy which together contributed to $1.2M in annual recurring revenue representing a YOY increase of over 65%.
Swell CX Live Chat Website Integration
I lead the design and creative process for the chat launcher widget, including the conversation UI, typing indicators, suggested prompts, feedback options, and configuring the escalation process to sales or support.
Homepage (below the fold)
