Problems Statement

Oftalmik Esthetisc, a leading eye clinic in Ukraine, has a website where patients can reach an important information about the clinic, thought patients need to call the clinic directly to make appointments. This booking process can be inconvenient and language-restrictive for international patients.

Pain Points

• Language barrier for international users.

• No centralized system for visit tracking and personal medical records.

• Limited mobile accessibility.

Significance

A mobile app would make the clinic’s services more accessible and improve patient satisfaction by offering a user-friendly, multilingual booking and record-keeping system.

Goals

1. Simplify the booking process for all patients, including international ones.

2. Enable patients to track their visit history and personal medical information easily.

3. Create a modern, user-friendly, and visually appealing interface.

Research

• Product Research: Analyzed the existing website's structure and features.

• Competitive Analysis: Studied similar apps for medical bookings.

• User Interviews: Conducted qualitative research with both Ukrainian and international patients to identify key pain points and preferences.

• Affinity Mapping: Organized findings and insights into key themes.

Why: To understand the gaps in the current system and define features that would best serve the target audience.

• Identified the need for an intuitive language switch.

• Prioritized features like one-tap appointment booking and visit history tracking.

The Results

Research Methodologies Used

The Affinity Diagram Insight

The affinity mapping process revealed that patients primarily seek accessibility, convenience, and trust in a healthcare digital experience. These findings guided the design decisions for the new ophthalmology clinic app — focusing on mobile optimization, multilingual support, digital records, and a clear, accessible interface.

The user journey map was created to visualize the full experience of a patient booking an appointment through the clinic’s app. It highlights the user’s actions, emotions, and pain points at each stage, helping identify improvement opportunities for a smoother and more engaging flow.

The User Journey Map

This journey map reveals how patients value simplicity, accessibility, and reassurance in booking medical services. Addressing the main pain points through automation, multilingual design, and user-friendly navigation directly supports a more positive and trust-based patient experience.

• Implementing a multilingual, intuitive interface.

• Adding automated reminders and online payment integration.

• Enabling wearable device connectivity for health tracking.

• Offering AI-powered chatbot support and loyalty programs for patient retention.

Improvements from this Journey Map

User Journey Map Insight

Lessons Learned:

• Prioritize multilingual support early in the design phase.

• Consistent feedback loops are essential for refining usability.

• Building a flexible infrastructure is crucial for service expansion.

Next Steps:

• Implement feedback from the testing phase.

• Develop a desktop version for cross-platform consistency.

• Integrate booking options for plastic surgery and beauty services.

Interface Design

Key Features Designed:

• Home Screen: Quick access to booking and visit history.

• Booking Flow: Step-by-step guided booking process.

• Profile Management: Secure storage of patient details and medical history.

• Expandable Service Categories: Designed for seamless integration of future plastic surgery and beauty services.

UI Enhancements:

• Modern, clean visual style.

• Consistent iconography and color scheme for clarity.

Research Validation/Feedback
User Testing Results:

• 85% of participants found the app easy to navigate.

• 90% appreciated the language toggle feature.

• Identified the need for clearer call-to-action buttons.

Project Success Metrics:

• Improved accessibility for international patients.

• Simplified appointment booking flow.

• Designed app scalability for future department expansion.