EuroMedicare — the next generation digital hospital platform
Digital transformation of the private network of EuroMedicare clinics and hospitals with a new path to purchase medical services.
EuroMedicare Hospital, along with several clinics, has separated from the network of private medical services EMC Hospitals. As a result of this division, an independent brand was created. One of the main points of contact with the established brand is to become a new website, functioning as an important element presenting the new identity and the new visual identity of the EuroMedicare brand.
For a client from the MedTech industry, we designed a new website that focused on providing patients with the most important information. We have made sure that the search for information is intuitive also on mobile devices.
In the project, an extensive design system was created, which not only facilitated the implementation of the site, but also allowed the subsequent management of the content by the owners of the site.
Workshops
UX & UI
Sistema de diseño
WCAG
Design challenge
Creation of a website that will be accessible and understandable to provide patients with the information they need, thereby minimizing the number of inquiries addressed to medical personnel. The website is also intended to support eCommerce, so we wanted its users to be able to independently find information about whether a given service can be performed and ultimately be able to order it online in the future.
Objectives of the project
Creating a WCAG AA compliant websiteWe care about people, which is why we want the website to be accessible to people with disabilities and the elderly, meeting the WCAG AA level guidelines for accessing content published online.Building the image of a new brandWe want EuroMedicare to be seen as a modern and professional medical unit, to which you can entrust your health and life with confidence.
Flexible content managementWe want the client to be able to actively promote commercial services and products, so we need flexible solutions regarding the possibility of selecting the displayed content.Creating a shopping pathWe want to support the patient's buying path. This path varies, depending on the type of service. The selling nature of the website is crucial for us.
In the period from January 2022 to May 2022, Zima implemented a hospital and clinic platform project for the EuroMedicare brand. The project was extremely extensive, its scope included a comprehensive approach to UX and UI. All tasks were done with due diligence. I recommend Zima as a reliable partner providing UX and UI services.
Design process
Exploration
At this stage, we held a series of workshops with the client
The workshop aimed to get to know the detailed requirements of the client from the medical industry and to define the basics of the project. A large representation of the client team took part in all the workshops. We then interviewed EuroMedicare staff — this gave us a deeper understanding of the issues identified earlier.
Design workshops
During the workshop, our goal was to understand the perspective of patients — their problems and expectations and what solutions on the website can support them in the process of using it and how to better sell their services to them.
1. User paths, their challenges and their needs
Insights that we noticed after carrying out the exercises:
- The need for comprehensive care
When a person needs to take care of his health, he seeks comprehensive care that guarantees safety and comfort. The need for information
In stressful situations, such as illness or the need to undergo surgery, patients feel more comfortable when they know the order and course of the activities performed by the doctors, know how to prepare for them and what to pay special attention to.The need for comprehensive care
Patients call the Call Center with very basic questions that they could not find answers to on the website. When designing a new website, it is worth paying attention to whether the content on it is understandable for patients and designed to make it easier for them to find the desired information on their own.
2. Brand communication: Tone of Voice and Look & Feel
In-Depth Interviews (IDI)
We conducted one-on-one in-depth interviews (IDI) with Call Center staff to understand the reason for so much patient use of the medical facility's helpline.
- Patients would like to find basic information about facilities and available services in an easy way.
- Writing out more detailed processes and requirements on the website would dispel many of the patients' doubts.
- Patients are looking for a method, not a facility. Patients usually move to the next facility, following the doctor of their choice.
Conclusions from the exploration phase
- The EuroMedicare portal should provide patients with the information they need in a timely manner in order to reduce the burden of enquiries on Call Centre staff and ensure more registrations.
- The information patients are looking for must be easy to find, regardless of the device on which the page is viewed.
- The new look & feel of the brand should indicate professionalism and inspire confidence. It must draw on the brandbook of the capital group, at the same time leaving the possibility of introducing many novelties.
UX & UI Design
After working out the basics and assumptions of the project with the client and an in-depth understanding of which elements of the website make using the services of the facilities a challenge for patients, we were able to move on to the solution design stage.
Information Architecture and Navigation
When designing the architecture of information and navigation, we had to address the following points:
The Hospital subpage and the Clinic subpage fulfill different tasks
- The hospital needed its own extensive subpage, which was supposed to present not only the available clinics and diagnostics, as in the case of the clinic, but also the types of procedures and operations that take place in the hospital.
- The clinics were supposed to have a collective page, with the possibility of entering the subpages of specific institutions, since each of them has a different offer in terms of doctors and services and possibilities of performing them - on the National Health Fund or privately.
Navigation adapted to keyboard operation and through screen readers.
The appearance and operation of the navigation had to be adapted to the accepted WCAG accessibility standards.
Wireframing
Look & Feel
EuroMedicare had to refer to the branding of the parent company. At the same time, we wanted to maintain a warm and friendly look & feel, giving a sense of openness and security that suits the Med&Tech industry.
- With a cool color scheme, imposed on us in advance, we decided to achieve the effect of warmth and security by using photos with friendly and attractive energy.
- The photographs were supposed to become a leading element on the site, because they evoke emotions and convey them well.
- We are convinced that the appearance of the whole well reflects the established character: a premium medical facility, within reach.
Visual system: typography, color, WCAG
The Penta Hospitals brandbook did not take into account the digital sphere, so we proposed both colors and typography that would work well on the website.
In addition, we have made sure that both the colors and the fonts used meet the requirements of the WCAG.
WCAG 2.0 AA in interface
The solution designed by us is adapted to the needs of people with disabilities in accordance with the WCAG 2.0 AA standard.
Animations on a web page do not start automatically— images change only when a button is pressed.Informative function enhanced by the corresponding icon. Icons have different color and shape- compatible with the text message.
Hierarchy and exposure of information
Inspired by conversations with users, we created a list of information that is missing from the site or that is difficult for them to find. We have presented them in a visible and understandable way.
A search engine for doctors with information about the locations in which they receive.It helps patients choose the right specialist from their region.
Detailed instructions.They relate to how to make an appointment with a doctor and whether a referral for an appointment is needed.
Detailed descriptions of the tests and how to prepare for them.All the most important information for the patient is collected in one place.
Lists of diseases treated and tests performed,as well as information about in which institutions a particular study can be performed.
Mobile version
The data collected by the client showed that users use the site very often on mobile devices, which is why the new website for the EuroMedicare brand was designed with patients looking for information on a small screen.
The Hospital subpage and the Clinic subpage fulfill other tasks.
Users will often end up on the page of a particular treatment or medical service, as a result of using a web search engine. The architecture of the site helps them walk the path and contact the coordinator.
The Hospital subpage and the Clinic subpage fulfill other tasks.
Users will often end up on the page of a particular treatment or medical service, as a result of using a web search engine. The architecture of the site helps them walk the path and contact the coordinator.
Supervision of implementation
The implementation of the project was on the side of our partner, who cooperated directly with the softwarehouse. Our team participated in the supervision of these works.
We checked in detail the effects of the development work, the compatibility of the appearance of the website and the operation of the mechanisms on the subpages with the design.
Our team worked in a design model
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