Designed new feature to help healthcare marketers manage online reviews for patient feedback resolution.
Apr 2023 - Jul 2023
PM, Engineering Manager, 4 Engineers
About the Project
Service Recovery is a process in health systems that helps them address patient complaints and retain dissatisfied patients after their visits. This project demonstrates how I designed a Service Recovery feature that enables the healthcare marketers to escalate and manage online reviews for service recovery, efficiently and effectively.
MY ROLE
As the lead designer, I owned the end-to-end design process, collaborating closely with the PM and Engineering Manager to research, strategize, design, and conduct testing. I quickly adapted to chancing scope of the project and iteratively researched and designed to ensure a satisfying user experience.
IMPACT
This feature transformed a tedious user flow of taking screenshots and emails into a one-click action, significantly improving the user efficiency. It enabled centralized management of the service recovery tasks, empowering users to be more proactive, and ultimately yielding more effective results in service recovery.
Opportunity
While conducting research for Loyal’s Review Response product that allows healthcare marketers to monitor and respond to online patient reviews, I learned that users struggled with forwarding reviews to other stakeholders for an essential process - service recovery. I realized that it was crucial to help users manage service recovery better, as it largely improves user experience and efficiency, which then also enables better care for patients, and influences patient retention and the health system’s reputation.
ORIGINAL REVIEW RESPONSE DESIGN
Research
MARKET RESEARCH
Service recovery was a new concept to me and my team. I invited my PM to do research together to understand what service recovery means to health systems, and how competitor products facilitate the process. I also consulted healthcare experts to gather real industry insights.
USER RESEARCH
I conducted user interviews and also gathered as much information from sales conversations and client meetings to understand the actual needs of our customers.
RESEARCH OUTCOME
My biggest research takeaway that informed the initial design was: all marketing users’ main JTBD was to forward reviews to other stakeholders for resolution.
Initial Design & Testing
Based on research insight, I decided to add an “Escalate” action to the current review response workflow. I designed three options for usability testing, as I wanted to make sure users can perform all needed actions intuitively and efficiently.
DESIGN OPTION 1
Users liked the big and intuitive response field in this design, but found the “x” icon confusing.
DESIGN OPTION 2
Users didn’t mind this, but preferred other options where the “Escalate” action is not hidden.
DESIGN OPTION 3
Users liked that all key actions were grouped together on the same level.
Research Round 2
While I was working on the initial design, an enterprise customer decided to sign contract with us. They required a more robust service recovery feature.
USER RESEARCH
I conducted interviews with the customer to understand their specific needs regarding service recovery.
RESEARCH OUTCOME
I learned that besides forwarding reviews, these users also wanted to manage the statuses of the reviews for service recovery. That's aligned with some previous insights I heard from other customers.
Scope Change
After discussion with my PM and Engineering Manager, we decided to expand the scope to allow marketing users to manage the statuses of service recovery tasks. I analyzed the user tasks I learned, and grouped them to define the new scope and facilitate my new design.
New Design
REVIEW & RESPONSE CARD
- I made the meaning of the “Dismiss” action clearer to the users
- I kept the large and intuitive response field that users liked
- I added less common service recovery actions to the bottom left, where users can triage and manage statuses.
- I added all key service recovery actions to the bottom right.
FORWARD REVIEW
Based on the research insights, I added design that allowed users to forward reviews to fixed groups of stakeholders. I also added a Cc field for users to copy the review to other stakeholders who don’t need to handle reviews directly but need to stay in the loop.
MANAGE ESCALATION GROUPS
INTERACTIONS
As engineers implemented the design, we realized that there would be delay for adding a tag due to technical constraints. I added a loading state to communicate the system status to the users.
Further Explorations
While designing the service recovery feature, I learned that service recovery is a process that involves various stakeholders beyond healthcare marketers. I wanted to explore a strategic idea that helps health systems manage service recovery more effectively on a higher level, so I took a hackathon opportunity at my company to visualize the vision together with two PMs and customer success lead. The leadership team was very excited about the vision.
Outcome & Impact
This feature transformed a tedious user flow of taking screenshots and emails into a one-click action, significantly improving the user efficiency. It enabled centralized management of the service recovery tasks, empowering users to be more proactive, and ultimately yielding more effective results in patient retention and maintaining health system’s reputation.