Belo Medical Group is the number one medical cosmetic clinic in the Philippines. They pioneered many beauty breakthroughs such as liposuction, laser treatment, and surgical and non-surgical procedures. It’s the first clinic to bring Picosure, Lutronic GENIUS, Thermage, ADVATx and more to the Philippines.
The Challenge
Belo Medical Group wanted to optimize the user’s web experience by improving the following problem areas:
Customer drop-offs upon entering the website due to low website speed and large image files
Website pages are not well-structured so users are having difficulty searching for a specific treatment
Brand has already a lot of services and would need to update the new ones
Website is not mobile-friendly
Website is not aligned with Belo Medical Group’s new design system
Action Plan:
Belo Medical Group’s digital marketing team analyzed web performance to understand user behavior by using Google Analytics and qualitative surveys to customers, doctors and aestheticians.
Once the problem has been identified by the users, the team rebuilt the website by applying the following UX methods:
Identified the persona of the brand’s website
Researched on competitors and other leading international skin clinic websites
Mapped out website’s user journey map from the time they want to search for a particular treatment leading to CTA button to book an appointment
Considered a mobile-first approach this time for designing the website
Properly categorized treatments and services as well as optimizing website content for SEO
UX Designer proposed to embed Youtube video treatment snippets so customer would easily check how the treatment is done
UX Designer worked closely with the marketing team, doctors and developers by having a weekly update meetings and using tools such as LucidChart and Trello as their project planner tool
UX Designer and Project Manager presented user journey internally to the marketing team, as well as head doctors, aestheticians and head of clinic operations
Based on the approved user journey, UX designer created low and high fidelity wireframes using Adobe XD and presented to Belo Medical Group’s management committee
Results:
Before the website was launched to the general public, the minimum viable product was tested internally by the marketing team and clinic operations team. They were able to locate the services right away whenever they recommended a treatment to their customers. Marketing team maximized Belo’s social media analytics to test the website’s mobile navigation through swipe up link buttons. After 3-5 months, Belo Medical Group was able to notice a 30% increase in organic search traffic using Google Analytics.
Learnings:
More than the brand guidelines, it is important to make sure that the website is user-friendly and easy to navigate. Since the marketing team was very small, we didn’t have a dedicated person to conduct user research. Aside from relying on numbers, creating informal conversations with users adds depth to your UX research. Informal feedback can make your team aware of flaws in the user experience so we can proactively identify fixes needed.