User Journey Mapping
Strategy
Web Design
Development
Year
Client
Centric Health’s website was no longer fit for purpose:
• Overly complex booking flows: Patients along with clinic partners and job applicants faced messy navigation, confusing clinic selection, and fragmented journeys.
• Back-end friction: Intricate internal booking systems made integrating front-end UI and workflows a serious usability challenge.
• Scalability needs: With over 70 clinic profiles to manage, the site needed robust search tools to deliver accurate results and seamless access to services.
This digital friction threatened patient satisfaction and hindered Centric’s ability to promote emerging services like online doctor consultations.
We began by mapping the diverse user personas: everyday patients, clinic partners, and prospective employees. By understanding their goals, pain points, and needs, we clarified how to architect intuitive user journeys through complex booking tasks. This diagnostic phase shaped our strategic priorities: simplify navigation, unify clinic search, and future-proof for expanding services like online doctor access.
With strategy as our foundation, we redesigned Centric’s web experience:
• User journey mapping: Defined every interaction from homepage to booked appointment across user types.
• Persona-driven UX design: Modeled flows tailored for patients, partners, and career seekers, ensuring clarity and ease.
• Advanced search implementation: Built scalable search and filtering tools to navigate 70+ clinic profiles and services while maintaining performance and accuracy.
• High-function booking flows: Streamlined workflows for patients, redirecting them to their clinic, applicable services, or online consultation options efficiently.
• CMS-integrated build: Delivered the design and development through a specialised CMS, working closely with Centric’s internal team to align design, development, and deployment.
Transitioning this project into real-world impact, we supported Centric in fully launching the revamped site:
• Internal collaboration: Aligned stakeholders across digital, operations, and clinic teams to ensure smooth rollout and adaptation to the new system.
• Service expansion enablement: The improved booking architecture now supports seamless online doctor appointments, enabling Centric to scale their virtual care offering.
• Performance uplift: Early evidence indicated smoother booking flows and improved user engagement, creating operational efficiencies and better patient satisfaction.
/KEY OUTCOMES/
Our work with Centric Health delivered a modern, user-centered digital experience. Complex systems now operate with elegance, enabling patients and partners to engage, whether booking an appointment, joining the team, or connecting to online care, with confidence and speed.
Clinic profiles made easily discoverable via improved search and filtering
Core user journeys optimised for patients, partners, and careers
Online doctor service enabled through enhanced booking architecture and seamless navigation
/Testimonial/
