Work
Optimizing Oral's digital services
Utilizing design management to achieve measurable business outcomes
Design, development and optimization of Oral's digital services were implemented to meet business requirements and customer needs. I played an essential role in defining the design-driven project model that led to the successful execution of the project.
Background
Oral, Finland's largest private dental service chain, collaborated with Sangre to enhance the customer experience and sales across its digital channels. The project began with a UX Review of Orali.fi & OmaOral and continued with the incremental renewal of both services.
Project Model
The project was collaboration between three parties: the client, technical provider and myself as the concept owner. I leveraged my expertise in design management and digital service design to define and execute the project plan, focusing on enhancing the customer journey through design simplification and conversion optimization.
Visualization of the collaboration model among the three parties, as described in the original project plan.
Objectives
The following objectives were set for the project:
- Improve customer experience, measured by feedback sentiment and Net Promoter Score.
- Conversion optimization, measured by increases in traffic and sales.
- Reduce customer service contacts by directing customers to self-service channels.
Digital Service Design
Starting with a comprehensive UX Review, the project leveraged customer and market insights to envision the desired outcome. One important insight was the extensive use of mobile devices, which required a focus on responsive design. I was responsible for the overall customer experience, designing fluent user flows, intuitive interfaces, and leading the final visual design and technical execution to align with business objectives and customer expectations.
Visualization of the key themes guiding the UX Review process aims to gather insights from various perspectives. This process represents my standard methodology, based on the 3 C's model with an additional C for Creativity, making it a 4 C's model.
Outcome
The redesign of Orali.fi and OmaOral boosted customer satisfaction by 5 % and permanently increased conversion rates on digital channels by 15 %, translating to millions of euros more in annual sales. The successful implementation not only met business goals but also set a new standard for customer experience in the health care and well-being sectors, evident from competitors following our lead by copying some of our features.
Reflection
My deep understanding of design management and extensive experience in digital service design and conversion optimization were crucial to achieving positive results, demonstrating the effectiveness of a strategically led, systematic design approach in elevating digital services. ▪
Methodologies
Digital service design, customer experience design, conversion optimization and design & project management.