UX Design and Research
Website for DCB Medical Billing
Led by a dedicated team, I took charge of revolutionizing the online presence of a dynamic medical billing enterprise co-founded by two visionary sisters. Our main focus was to breathe new life into their brand identity and streamline the website architecture. The driving force behind this initiative was the strategic ambition to grow and solidify their presence in the thriving Bay Area, CA market.
Role:
Lead UX Researcher
Deliverables
Skills
Timeline:
6 months
Primary and Secondary Research
User Interviews
Sketching, Wireframing, and Prototyping
Web Building
Tools
Competitor Audit
User Journey Map
Service prioritization map
Brand Design
Wireframes and Prototypes
Site Building
Research
Interview guide writing and interviewing
Web building
Figma
Adobe XD
Miro
Google Suite
Zoom
DCB Medical Billing, A Business Dedicated to Creating Billing Solutions
Project Overview
In the fast-moving world of medical healthcare, the effectiveness of medical practices is directly tied to how well their medical billing processes work. Understanding this crucial connection, DCB Medical Billing, led by Darleen and Christine Butler, aimed to modernize their online presence. With 25 years of experience, they were prepared for a redesign. As Lead UX Researcher, my mission was clear: to elevate this small but fiercely ambitious company to rival and outshine local competitors. My strategic approach began with in-depth research, unraveling the intricacies of the medical billing landscape and unearthing the unique challenges faced by healthcare establishments. Executed evaluative testing with 10+ participants using InVision and UserTesting.com; synthesized and designed against findings which reduced bounce rate for primary user flow by 30% for initial booking. Armed with valuable insights into the target audience I began wireframing and created detailed user journey maps capturing medical practitioners’ billing preferences and edified team members with design suggestions that increased 1:1 bookings by 17%. Secured with a comprehensive competitor analysis, I embarked on crafting a bespoke brand identity and website that would strike a resonant chord with Bay Area medical offices. Seamlessly blending aesthetic appeal with functional finesse, the reimagined website firmly positioned DCB Medical Billing as the epitome of trustworthiness, security, and exceptional service in the heart of the Bay Area's abundant medical options.
91% of consumers prefer electronic payment methods for medical bills.
In the rapidly evolving landscape of healthcare, where 91% of consumers favor electronic payment methods for medical bills, the significance of medical billing companies cannot be overstated. These companies occupy a vital stage in the journey towards the flourishing financial success and very existence of a business. As modern consumers increasingly embrace digital payment options, medical billing companies play a pivotal role in ensuring seamless and efficient transactions, thereby safeguarding the financial health of healthcare practices. By streamlining billing processes, these companies empower businesses to focus on their core services while cultivating trust and loyalty among patients who seek convenience and reliability in their financial interactions. As a result, the synergy between medical billing companies and healthcare establishments has become indispensable, forging a pathway towards a thriving and sustainable future for companies in this dynamic industry.
Previous Site
Research: Competitor Audit
The main objective of conducting a competitor audit for DCB Medical Billing was to assess the strategies and offerings of local Bay Area businesses in the medical billing industry. This analysis aimed to identify areas where DCB could compete effectively and parallel industry leaders, as well as uncover opportunities for improvement. By understanding the strengths and weaknesses of competitors, the audit played a pivotal role in shaping the UX design project, allowing DCB Medical Billing to position itself strategically in the market and create a website that would resonate with its target audience while standing out amidst tough competition in the Bay Area.
Describe your image
Describe your image
Describe your image
Describe your image
Common Themes
Opportunities of Improvement
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Sites consistently had a clean and modern outlook with services outlined, and considerable language on what greater ease of work administrative staff would experience with their software and service.
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Focused on the clarity and quality of claims filed.
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Offered one-on-one consults to connect with user group more efficiently.
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The most professional seeming sites had a modern, structured and well organized.
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Mirroring the level of modern standard in structure and organization is a must; however, an opportunity of improvement would be to add a personable quality to the theme and identity to the site. This would add a layer of trust to the site based in connection to a real human connection behind the billing service that can be depended on.
Research: Interviews
My primary objective was to uncover and articulate the reasons behind the outdated state of the medical billing office's website, necessitating a much-needed revitalization. To accomplish this, I organized a solo ideation workshop using the "yes and" method, while also reaching out to medical administrators to learn about features that inspired confidence and fostered trust in a medical billing office. Through this process, I focused on understanding the pain points experienced by guests and visitors to the site, identifying factors causing discomfort, and gaining insights from medical administrators to inform the redesign strategy.
Qualitative Research: User Interviews
Ten 30 minute virtual interviews with 15 open ended questions
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Introduction
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Getting to know them
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Kickoff
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Rapport
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Experience researching and selecting a medical biller
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Reflection
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Wrapup
Interview Question Examples
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"What brought you to the DCB Billing site?"
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"What is your usual strategy or initials steps in searching for a medical biller?"
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"Do you have any feature or information preferences that you look for on a medical billing site?”
Research Data Synthesis: Key Insights
I organized findings and research into an affinity map. The most frequently given responses were divided into two groups.
Key Insight 1:
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Seeing long-standing reputation and experience with clients through testimonials was highly valued by users. The presence of testimonials showcasing a track record of successful engagements and positive experiences instilled a sense of trust and confidence in the service. This also demonstrated a capacity to withstand a large client case laid.
Key Insight 2:
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Users highly appreciated the clear and concise descriptions of the services provided, as it helped them easily understand the scope and value of the offerings. Having this clarity allowed users to make well-informed decisions and confidently choose the services that best aligned with their needs and expectations.
Key Insight 3:
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Users expressed a profound appreciation for the invaluable functionality allowing them to effortlessly access and review comprehensive monthly reports of billing cycle tasks. This essential feature not only provided a clear overview of their financial obligations but also facilitated a seamless and transparent experience, fostering a sense of control and confidence in managing their billing responsibilities.
Brand Identity and Design Guidelines
Colors and Design Guidelines explained: In the project, it was crucial to develop a brand identity that reflected a fresh and modern image, aligning with the values that stakeholders emphasized as their top priorities. Simultaneously, it was essential to capture the essence of medical billing, drawing inspiration from nursing and caring themes, which were represented through colors like green and soft blue. By combining these elements, the brand identity aimed to showcase the company's dedication to innovation, reliability, and compassionate service, reinforcing its position as a trusted and caring partner in the medical billing industry.
Sketches
I began the design process with low-fidelity sketches and wireframes to accelerate decision-making through visualization without losing time. My sketches were based on the initial user interviews, the business goal, and the competitor audit evaluation. They each pointed to the fact that there was importance to testimonials, the description of services, and call-to-action in the flow. These sketches were returned to throughout the entire design process to make sure that I didn't lose sight of our primary goals and ideas.
Sketch of Homepage:
It was important for the overall structure and organization of the site to have a modern organization. It was important to a clean banner and structured welcoming image.
Sketch of Billing Cycle Task List:
On the homepage, later on the page, it would be important to offer a sample view o the billing cycle report (of current standing billing claims and tasks) for medical office administrators and professionals to see.
Testimonial page
This would offer users the chance to see past client work and demonstration of partnerships within the Bay Area, CA
Information Architecture
Using Figma, I began the process of crafting an information architecture graph for the website. Starting with my initial sketches as a foundation,
UI Design
Once the usability issues were resolved, I moved on to design the final screens in Figma. My goal was to create a visual identity that’s aligned with the brand’s values and message, which is: “brand motto”. Also, I’ve checked the competition and took a deep dive into my catalog of references for inspiration.
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I chose a design that was fresh, bright, crisp and yet captured movement in natural toned, yet eccentric colors
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I designed for both a desktop and mobile use for the site
Ultimately, we provided a a revitalized brand identity and brand guidelines for the company in a way that communicated professionalism and efficiency, yet also provided a sense of fresh and youthfulness to the personality of the brand identity
Next Steps
Before deciding on a solution, we considered for next steps:​
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Usability Testing Iterations: Conduct iterative usability testing sessions with medical professionals to validate the effectiveness of the website's design and functionality.
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Content Strategy and Copywriting: Collaborate with the content team to develop a compelling content strategy that aligns with the brand identity and resonates with the target audience.
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Launch and Performance Monitoring: Coordinate the website launch and monitor its performance in real-world usage.
Thank you!