The Problem

In short: Help a patient find reliable and affordable surgical procedure.


The problem from the business perspective: “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 our engagement and conversions are slipping down”  - Co-founder.


“The overall problem is that we are seeing low conversions at 2% and we want to improve this number” - Marketing Manager

I "Without proper requirements or design, programming is the art of adding bugs to an empty text file.                                                                                                                                                   -  Ken Thompson

My Role
  • User Experience Design. 

  • Work on researching the bottlenecks of conversions.

  • Propose design solutions.

  • Spearhead an overall re-design of the website and native app.

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


This was a huge task and we were already late. We planned it strategically as a team, our first approach was to understand users, who they were and what problems they might face. So we started understanding them at a deeper level by questioning our assumptions and understanding if there's a story that data might tell us. 


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 brings 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.

           I "Without data you're just another person with an opinion" 

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

  • Age: 25-34Gender: Female - 56.2%

What technology are they using majorly?

“ This is how one of our primary personas in real life might look like in a subway"

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

Behaviour - The What

Frequency and Recency:

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 the home page.

Whereas only 0.89% of people actually were interested in seeing our guide once again. This tells 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. We made many such insights using GA and some heat map tools. 

A few key takeaways from these exercises were:

  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 to us.

  4. We now know the amount of effort needed for returning users

  5. We now know who is our major converting user.

Now that we got some basics for persona and some data with us, we then moved on to understanding more details about the users and tried defining what's happening currently on the website. 

(What is happening currently?)

We did some heuristic evaluations to establish some assumptions we had as well as gather some data. Here is an example of the data we collected during these evaluations. Here is a snapshot of an example summary for one test. 

Questionnaire: (Example)


  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.

Test Results/Observations: (Example)

  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 - Mymedi

  7. Sceptical about trust - This is ok

  8. Positive about the site being useful

  9. All the participants tend to ignore the subheader menu (About | Find Treatments | Hospital) and jump straight to the search bar.

Few design solutions to focus:

  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)

(How can we improve?)

We made multiple iterations of wireframes and brainstormed as a team. We finally agreed upon a common wireframe and decided to prototype it. Wireframe example 


We made different prototypes of our work and started testing it. Our tests showed up to 15% improvement in engagement in the first month! Here are some examples of that work. 


When research revealed that the problems were mostly due to the user flow, visual design and Information architecture we reviewed the information architecture of the web and the app. We put the new version for the test which showed positive results, this helped us move towards the progress of feasibility and helped us move forward with confidence that the user will have a better experience. The impact was clearly visible in the same Google Analytics which showed these positive results. 

My Learnings

Design Thinking is a human-centred design process that may not have a fixed sequence of steps, but will certainly have an ideal endpoint. The end goal of every Design Thinking project is to design a solution that satisfies the tests of desirability, feasibility, and viability. Oh and don't ignore data!