Oncology Consultants
Healthcare · USA · 2021
Scope: UX Research & Design
Role & Team: UX Designer at Frankly, working with a UI designer, strategist, and the OC team.
Impact: Improved clarity and reduced noticeable support calls about location and general information, previously 80% of total inquiries.
Problem and Hypothesis
OC is an oncology clinic with a patient community approach with several offices, in the process of digital transformation. Doctors and patients have been overwhelmed by scattered information and unclear communication in their website.
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Hypothesis: If we built a patient-centered platform shaped by real field insights, we could cut through the noise. We can reduce complexity, create clarity, and support care journeys.
Process
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Field Research: Went to Houston to interview patients, doctors, and staff at different OC offices, capturing both practical challenges and emotional needs.
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Mapping and frameworks: Translated findings into empathy maps, user journeys and content priorities.
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Design: Prototyped and iterated UX redesign of their website with OC core team until the user flows felt both clear and patient-centric.
Impact and Learnings
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I gave OC leadership visibility into real user needs, pains and gains. Not assumptions.
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Created a shared reference system starting point for communication across the practice.
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I learned field interviews uncover truths no survey ever could.
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In healthcare, trust and clarity matter more than features.
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Visual frameworks (maps, journeys) are powerful tools for aligning diverse stakeholders and really give direction for visual design.
