Cracking the customer journey for physiotherapists
Researching the customer journey for clients of physiotherapists
![Ux research opener blank](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
The research
Creating a data driven design format based on the customer journey which is actionable
My role
- UX Researcher
![1. Terminology SEO optimized data analysis presentation slide showing keyword research, Google Trends graph, search volume statistics, and categorization of motivations pie chart.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
![2. Target audience Presentation slide on defining audience and their goals with demographic charts, empathy map with photo of a woman, and word cloud on patient care and social media.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
![3. Interviewing Presentation slide showing audience research with graphics and charts on questionnaire validity for target audience analysis.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
UX research highlights
This project gave me the opportunity to combine proven research methods to create unique ways to research and develop the ultimate path for the clients of physiotherapist. Let me highlight some of these combinations.
Creative combinations of methods
Utilizing keyword research to get real insights of the audience pain points
Nobody is more honest then when they type in Google. Using keyword research as a way to discover the online path the audience takes showed the biggest pain points of the audience and the terminology they use. Which influenced the flow and microcopy.
I liked the combination of SEO with researching so much, i now use it as a standard reconnaissance
Making a actionable survey that converts
I approached the survey with “answers” first in mind. Evaluating every point on what the answers would bring instead of the question asked. It was structured based on 3 of the 5 the steps of the Consumer Buying Process;
- Information Gathering.
- Evaluating Solutions.
- The Post-Purchase Phase.
Then using an irritation or rageclick check to test and optimize the survey before sending it out. Creating a high converting survey.
![4. Research the competition Benchmarking presentation slide showing charts, tables, and website screenshots for marketing analysis.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
![5. Customer Journey and Touchpoints Marketing strategy presentation slides featuring touchpoints, customer journeys, and psychological tactics with text and flowcharts in orange and purple color scheme.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
![6. Custom Flow Custom flowchart design for user interface of a medical therapy website featuring steps like treatments, appointments, and therapist information with Dutch text.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
Structuring and presenting
Research only goes so far! To make the conclusions more actionable i created a visual design format which shows how the wireframe could be interpreted to inspire.
Infusing the customer journey with the buying process
I approached as if the customer journey was a way to help the target audience to progress in their fases of the buying process. This gave a clear path which swept all the hesitations and thresholds by providing their needs proactively.
Final step:
Making a expandable and adaptable design format
![7. Swappable sections Wireframing concept for a swappable system website layout showing core section elements and call-to-action features.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
![8. Swappable sections Website design concept featuring 'Creating section prototypes' header with professional team profiles for physical therapy clinic.](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
![9. Cracking the code Man leaning over with text overlay stating "The result: A data driven design format"](https://www.camielbos.nl/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)