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CASE STUDY EXPERIENCE IMPROVEMENT

Communicating a patient-centric mission through human-centered design

We partnered with CityMD to create an online patient experience that reflected the organization’s uniquely personalized brick-and-mortar experience, better informed prospective patients, and reduced unnecessary customer support calls.

CityMD, a rapidly growing urgent care provider in the New York region, is on a mission to change how people experience and feel about health care. Its team is united in the goal of providing a welcoming, modern, and efficient experience with the highest quality health care and a uniquely personalized, patient-centric approach.

CityMD's primary goals were to:

Better reflect the look and feel of the brand and increase overall satisfaction with the site

Create informative and engaging FAQs that reduced unnecessary calls to CityMD’s customer support line

Increase awareness and understanding of CityMD’s competitive services, mission, and values

Our contributions

 

Effective was selected to create an engaging experience that reflected these brand sentiments and extended CityMD’s superior brick-and-mortar experience to the organization’s web presence.

 

Defining clear measures for success

Partnering with CityMD, we translated key project objectives into measurable business and experience goals that would inform our design decisions and assess the effect of our solutions. The success factors we established were:

A demonstrated increase in customer satisfaction

Increased interaction with FAQs and decreased customer service calls

Increased understanding of CityMD’s service, mission, and values

Understanding patient needs and behaviors

Our research team conducted multiple rounds of user interviews, solicited stakeholder feedback, and evaluated website analytics. Recognizing that clinic locations were a key consideration for patients, we tested the placement of the location finder within the site and its navigation and ultimately decided to relocate it to the home page.

Improving content management

We recommended that CityMD move to a headless content-as-a-service (CaaS) provider — one that focused on back-end work rather than content delivery — that would allow for greater control over the presentation and, ultimately, the customer experience while balancing long-term cost efficiency and flexibility.

[This site] perpetuates the efficiency of the whole process. When you get into a CityMD, you check in, and you’re in and out quickly. This communicates that office visit to me...I'd give this site a 10 out of 10 in credibility.

— Meredith

CityMD patient + user tester

Adjectives user testers used to describe the redesign:

Clean

Streamlined

Organized

Professional

Attractive

Credible

FAQ views doubled; 400 contact inquiries in 4 weeks

The newly reimagined navigation and page hierarchy generated:

108 percent increase in page views for the FAQ, with 44 percent less time spent searching for answers

30 percent lower exit rates on the FAQ page, showcasing its ability to keep users engaged and drive them to relevant content elsewhere on the site

Nearly 400 inquiry submissions within the first four weeks using the all-new Contact Us form (Unlike direct email, the new form effectively filtered inquiries to the appropriate parties.)

FAQ views doubled; 400 contact inquiries in 4 weeks

The newly reimagined navigation and page hierarchy generated:

108 percent increase in page views for the FAQ, with 44 percent less time spent searching for answers

30 percent lower exit rates on the FAQ page, showcasing its ability to keep users engaged and drive them to relevant content elsewhere on the site

Nearly 400 inquiry submissions within the first four weeks using the all-new Contact Us form (Unlike direct email, the new form effectively filtered inquiries to the appropriate parties.)

[The CityMD site] makes me feel at ease with their level of professionalism. I can find what I need immediately.

— Cecily

User tester #3

Significant increase in page views regarding service, mission and values

The new information architecture, content structure and calls-to-action on the site led to:

Nearly double the views of CityMD's key differentiating Aftercare service page

The all-new View All Services page, which showcases CityMD's full suite of offerings, is now the 3rd most visited page

The all-new More Ways to Pay page taps into a new target audience by educating prospects on CityMD's competitive self-pay options, and is now the 11th most visited page