How Design Thinking & Analysis Improved User Experience

The Problem:

“We’ve never involved design decisions through our development. We’ve only designed something what developers thought is good, it worked initially but we think it is high time we look at it holistically and cater to our user needs” - Co-founder - Flymedi.

“The overall problem is that we are seeing low conversions at 3% and we want to improve this number” - Marketing Manager - Flymedi.

My Role:

User Experience Designer. Work on researching the bottlenecks of conversions. Propose design solutions. Spearhead an overall re-design of the website.

I started with problem research first and then realized the problem needs more holistic thinking. My go to was design thinking approach for such a huge problem. I started the design thinking approach with first hand research and analysis


User Experience & Product Design: Phase I - Who is the User? -

We planned it strategically, our first approach was to understand user problems. So we started understanding them at a deeper level by questioning our assumptions and understanding what DATA can show us.

Who is the user?

We had a wealth of videos from smart look, I’ve reviewed close to 100 videos and all the possible content analytics to understand the user behaviour and draw this persona to create user stories

Persona, Belief, Story

Behaviour & Belief

Pain points

​​1. 25-34 Female For Aesthetic Medicine. Plastic Surgery, Butt Lift, Breast implants etc

girl on phone.jpg

  • Is confident about decisions she makes

  • Thinks logically and upto date with trends

  • Appreciates beauty

  • Always wants to explore more and live more

  • Is tech savvy

  • Follows updates on social media

  • Active social life

  • Travels with ease and plans efficiently

  • Has a strong network of friends local and internationals

  • Concerned about her physical features

  • Doesn't like her facial features especially nose which is slightly twisted, it runs in their family

  • Is also concerned about her financials

  • Is unsure about if she will have any problems if she goes through a surgery

  • Wishes there is someone to guide her through a surgery or a medical procedure

  • Wants the best out of the money she puts in

2. 40-60 Male General Surgery for spouse


Name: Taylor Johnson

Gender: Male

Age : 45

Marital Status: Married with kids.


Lives in the UK

  • Will do whatever it takes for family

  • Loves his spouse

  • Values Time

  • Has had vacations abroad in the past

  • Confident that he takes the right decisions

  • Uses facebook

  • Has a family doctor

  • Leverages his friends and network in the neighbourhood

  • Concerned about spouse’s health

  • Has long term financial goals

  • Has financial commitments

  • Biggest fear is losing spouse who is ill

  • Frustrated about overwork

  • Wants to save money and get good treatment

3. 36 - 55 age female for plastic surgery,


Name: Susan Smith

Gender: Female

Age : 42

Marital Status : Married with a 2 kids of 2 & 4 years

Employment Status: Consultant

Lives in : UK

  • Interested in Art

  • Loves spending time out with family

  • Loves going on vacation

  • Loves spending time with friends

  • Uses Facebook & Instagram

  • Loves painting and makeup art

  • Has a broad family tree (big family & friends network)

  • Is aware of the most recent technologies

  • Uses whatsapp to stay in touch with family & friends

  • Loves checking out what others are upto

  • Hates her overweight body

  • Has gone through a rough time while pregnated with kids

  • Has tried several weight reduction plans and is tired of them

  • Wants to adopt to a new and easier procedure

  • Is looking for someone she can trust in the medical procedures

  • Has a family doctor but is frustrated about it

  • Is also jealous of her friend who has undergone breast implantation and liposuction

4. 30-40 male for hair transplant


Name : David Jones

Gender: Male

Age: 33

Status : Single

Employment: Software Engineer

Lives in: UK

  • Graduated from a well known university

  • Is a techie who works for a major tech company

  • Workaholic

  • Believes technology can change the world

  • Is looking for a relationship after breakup

  • Likes social media but likes code more

  • Is a nerd at heart

  • Loves arguing about political beliefs

  • Wants to understand the logic behind everything

  • Has strong opinions about faults in the system

  • Is confident about life

  • Is financially strong

  • Tends to lose confidence when concerned about hair and baldness

  • Has a social stigma about losing hair

  • Tries very hard to cover up the loss of his hair

  • Is frustrated about being looked as elder than his age

  • Has had side effects because of hair treatment medicines

5. 40-60 male dentistry


Name: Michael Smith

Gender: Male

Age: 52

Status: Married with 2 kids in school

Employment: Chief Financial Officer

Lives in : UK

  • Is financially well off

  • Has worked hard in his 30s and 40s

  • Believes that hard work pays off.

  • Doesn't understand much of a tech world

  • Still thinks pen and paper are great way to express thoughts

  • Thinks sometimes the web is confusing

  • Wants kids to settle well and pursue their interests

  • Likes to relax on a weekend

  • Loves to spend time in a park with family

  • Believes in doing good for the society

  • Smokes a pack of cigarettes a day

  • Has a family doctor whom he trusts

  • Trusts his spouse's decisions

  • Is sceptical about taking any action without proper planning

  • Has had dental panic attacks

  • Wants to get a medical procedure done at the cheapest and trustable place

  • Has a hard time dealing with several health issues at a time

  • Dental problems is one of the major issues he has been dealing with

  • Gets frustrated with surgical procedures

  • Wants every detail of any action that is taken

    • Feels uncomfortable undergoing any surgical procedures



“ As a medical tourist, I want affordable, convenient diagnosis & treatment, so that I can make sure mine/my spouse’s health gets better faster in an affordable way”


Who are we building it for, who the user is? — As a medical tourist

What are we building, what is the intention? — I want to get good quality treatment in an affordable, convenient way.

Why are we building it, what value it bring for the user.? — So that my/my family member’s health gets better.

UX Analytics Insights

I’ve considered data for 6 months for the sample size to be considerable enough.

Geography, Persona: The Who

  • Major countries the traffic is being acquired from are Romania , United Kingdom, Turkey

  • Our target personas who have visited our site have these characteristics

    • Gender: Female - 56.2%

    • Age : 25-34

Sources : The How

  • Major source for our traffic is organic and is Google.

age and source.png

As the above chart explains the major user is a female of age 25-34 and is googling us to land on our website.

So who is really sending us enquiries? How do they look? Here are the details


  • As the chart above explains that the personas who are sending us major enquiries are from the age of 25-34

What technology are these females from the age of 25-34 who are googling us and enquiring us have?


As the chart above you can see that the majority of users are females with mobiles.


As per the observations above we can say that the majority of leads are coming from a persona that is

“ a female aged between 25-34 with a mobile phone who is sending us enquiries”

This is how our major converting users look like

girl on phone.jpg

Behaviour - The What

As we already know that the majority of leads are from organic.

organic user.png

Where are these users majorly landing? And with what intention?

After the home page the major acquisition is happening on the page with hair transplantation procedure in Turkey.

Which means we now know which search terms are these user using to get to us based on the landing pages

This gives us insight for what should we focus more on the content side of our guides.

New Vs Returning :

It is essential that we acquire new users on a time to time basis and also get returning visitors because we are a content focused website. Here’s how it looked for the time we chose:

new v returning.png

The graph pretty much is evident that in the last 6 months we had 80% new visitors. This is definitely great, however, it also says that if we get only 20% returning visitors that also means that we lack stickiness, trust to our website content. This needs to be worked on in the new site we come up with.

Keywords used:

As the report shows the keyword Hair Transplant Istanbul, brazilian butt lift, hair implants turkey are the highest converting keywords which we should be exploiting more, meaning more content on these focused keywords needs to be updated.

Frequency and Recency:

returning behaviour home.png

As you can see above, A returning visitor who started with our home page is only 12.37% . This means only 12 % of users actually recollected our website and came back to home page.

returning guide.png

Whereas only 0.89% of people actually were interested in seeing our guide once again. This tell us that our users are unable to recollect a lot of content on our website. This needs to be worked on with a very clear objective oriented content plan.

The Key Takeaways:

  1. Major traffic is from Organic sources
  2. We’ve figured out the ways the user is converting / exiting
  3. We now know which keywords are important for us.
  4. We now know the amount of effort needed for returning users
  5. We now know who is our major converting user.

Phase II - What is happening currently? (Define)

Heuristics Evaluation Results:

Average Duration:

4 seconds

No of People who got it right


No of People who were not clear on what the value is


Majority of People Country

Great Britain

Navigation Testing


  1. How much time is it taking for people to get to the conversion ? - Time on site
  2. What are the difficulties that the user is facing when trying to find a booking? - Drop off rate
  3. What are they unable to locate or are skipping unknowingly?
  4. What is making the user drift away from the homepage? - Diversions
  5. If people are landing through organic search why aren’t they interested in moving further? - Second and third interaction times
  6. What’s the behavioural reaction after looking at the page? - Interest level - 1-5 (1 being the best, 5 being the worst)

User Test scenario script

“You are looking for a treatment abroad and are in need of quality and affordable treatment abroad. You did a google search and landed on this page. Please use the website to find and book a treatment at some clinic abroad.”


  1. Was it easier for you to find the treatment you were looking for?
  2. What were the roadblocks while you were browsing?
  3. What do you think you need for you to get convinced to send an enquiry
  4. How would you rate your overall experience (1-5, 1 - Extremely Good, 5 - Very Bad)
  5. Additional questions that came to your mind while you were performing the test.

Video Sample :

Test Results/Observations

  1. Users tend to get confused when looking at Page not found message
  2. Some may tend to ignore the learn more button
  3. are spending on an average time of 1.5 minutes to navigate to the conversion point
  4. felt the need to know little more than what is explained on the home page about travel
  5. feel that the navigation was challenging as it limits the search options
  6. positive about the company name - FlyMedi
  7. Sceptical about trust - This is ok
  8. Positive about the site being useful
  9. All the participants tend to ignore the sub header menu (About | Find Treatments | Hospital) and jump straight to the search bar.

Secondary Research (Smart look App)

What does registration/account mean? What should I do here?


Users have no clue what to do after the registration/sign in. What is the purpose of the account in Flymedi, what can they do?

Solution: Have a clear onboarding process that helps users understand the what,why and how of having an account with FM

Show me where the pin exactly is?


As we may not expect users are tending to look for the map pin for the exact address. Unfortunately all of the addresses do not show a live pin to know the exact address.

Solution: Let the user navigate the map with a clear location pin.

How and where is my clinic?


Some users are getting confused on the process of how to add a clinic and the steps and what happens if I add a clinic and how to make it live? Here is one of those guys who spent a lot of time trying to figure that out and finally tried sending us a message and wasn't able to do that too.

What do you mean “Page Not Found” ?


Users do not always search exactly how we want them to, but search according to what they have in their mind. Our users tend to get confused when looking at page not found message as shown above. Here and here are some of these guys getting lost.

Design solutions to focus: Ideate

  1. Remove distractions

  2. Get a clear copy (UX writing)

  3. Make the story clear

  4. Avoid confusions

  5. Encourage users to get back with a hook (Guides)

Current User flow:

As you see above there is no clear direction or arrow that points the user to a destination, often times the user is just in a state of confusion

Phase III - How can we improve? (Ideate)

We countered this with multiple wireframes and brainstormed as a team. We finally agreed upon a common wireframe and decided to prototype it.

Wireframe example:

Phase IV - How do we know it is right? (Prototype)

We made different prototypes of our work and started testing it.


When research revealed that the problems were mostly due to the userflow, we reviewed information architecture of the web app. We put the new version for test which showed greatly positive results, this helped us move towards progress of feasibility and helped us move forward with confidence

My Learnings:

Design Thinking is a human-centered design process that may not have a fixed sequence of steps, but will certainly have an ideal end point. The end goal of every Design Thinking project is to design a solution that satisfies the tests of desirability, feasibility, and viability.

Here are some shot of the design we came up with.