Case Study
Enhancing Patient Engagement Through UX Optimization
overview
Identifying UX Friction Points in the Patient Hub
A medical device company launched a digital platform to educate patients and assess eligibility for a cardiac-related procedure. While initial engagement was strong, site analytics revealed significant drop-off at two critical points in the user journey.
- In addition, once users reached the patient portal, many reported difficulty navigating the site and locating key information. These challenges signaled the need for deeper insight into patients’ willingness to provide sensitive personal information without context or trust
- Points of confusion in survey question phrasing and layout
- The effectiveness of mobile and desktop experiences in guiding users through the journey
- Whether content in the portal addressed patients’ top questions, such as safety, benefits, and next steps
To create a more effective digital experience, the company sought to evaluate how well its online tools were meeting patient needs. By examining the structure, usability, and overall flow of the eligibility survey and patient hub, the goal was to identify areas where the experience could be more intuitive, informative, and aligned with user expectations.
THE PROBLEM
Gaps in User Trust and Drop-Off Points in Competitor Journeys
As part of a broader digital transformation initiative, our client needed to evaluate how other companies structured their member eligibility tools and educational hubs online. Site analytics and client feedback indicated the following concerns:
- High bounce rates after the first eligibility question and on the form page
- Perceived lack of transparency and trust when users were asked to input personal data without sufficient context
- Poor mobile navigation and confusing CTAs resulting in missed content and premature exits
- Limited visibility of product benefits in competitor platforms, reducing engagement and conversions
The client sought to not only benchmark competitors but also uncover UX opportunities to make their own digital tools more engaging, transparent, and intuitive.
OUR APPROACH
In-Depth UX Evaluation Through Qualitative Research
We conducted in-depth interviews (IDIs) with users aged 65+ navigating a prototype focusing on two core components: their digital eligibility survey and patient resource hub. Our methodology emphasized real-life usability, using both mobile and desktop devices to reflect varied patient experiences.
Key elements of our qualitative UX approach included:
- Trust Evaluation
- Survey Flow Mapping
- Navigation and CTA Usability
- Message Resonance
Our insights informed a framework of digital best practices tailored for the client’s upcoming platform enhancements.
The result
Elevated UX Design
This UX analysis empowered the client to make critical updates to their digital strategy, including:
- New Pre-Eligibility Landing Pages: Providing context, benefit messaging, and trust-building FAQs prior to asking for personal information
- Redesigned Survey Format: Shifting sensitive questions to later in the flow and offering options to reduce friction
- Streamlined Navigation: Clarifying CTAs, simplifying page layouts, and reorganizing content hierarchy to prioritize user needs and device behavior
- Transparent Outcomes: Allowing users to preview qualification results before providing additional details and reworking copy on “unqualified” pages to be more empathetic and actionable
By integrating these enhancements, the client not only improved user engagement and trust but also better positioned itself as a digital leader in the medical technology landscape.
proven experience
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