In the world of healthcare, User Experience (UX) is more than a friendly receptionist at your GP, or an easy-to-process claim with your medical aid – it can save lives.
Image: Supplied
In the world of healthcare, User Experience (UX) is more than a friendly receptionist at your GP, or an easy-to-process claim with your medical aid – it can save lives. It’s that critical.
“A patient who feels well-cared for by a doctor will share more crucial, even if its vulnerable, information. A doctor who has full-proof technology, can pick up irregularities in patient results, and a medical aid that keeps their members central to every process and interaction, can ensure the best care is provided,” says Sharon Klein, senior manager of Digital Innovation and Stakeholder Experience at Medihelp Medical Scheme.
“UX is the overall experience a person has when interacting with a product, system, or service. This encompasses all aspects of the interaction, including ease of use, accessibility, and satisfaction. UX is not limited to the visual design but includes functionality, usability, performance, and the emotional response elicited from users. It is a holistic approach that ensures that every touchpoint with the user is optimised for a seamless, enjoyable, and effective interaction.”
UX plays an important role in the medical aid industry as patients and healthcare professionals rely heavily on medical aid systems for access to essential services, information, and support.
A well-designed UX in this sector can significantly impact:
How UX plays a role in the medical aid industry
Image: Supplied
Says Klein, “When designing user experiences, both function and aesthetics play crucial roles, but their importance can vary depending on the context.”
Functionality is about ensuring that a system works effectively and efficiently. This includes intuitive navigation, clear labeling, and logical workflows. In the medical aid industry, functional design is critical as it directly impacts the user’s ability to perform essential tasks accurately and swiftly.
Aesthetics enhance the overall experience by making interactions more pleasant and engaging. “They should complement rather than overshadow functionality. Aesthetically pleasing designs can improve user engagement and satisfaction but must not compromise usability. The two should be balanced,” says Klein.
Investing in UX requires a significant allocation of time, effort, and resources. “This investment includes hiring the right people, enabling them with the latest tools and technology, and encouraging a research mindset. While the initial investment may seem substantial, the long-term benefits often outweigh the costs, as a well-designed UX can lead to greater user satisfaction and efficiency as well as retention and reduced queries and complaints.”
UX is becoming less of a nice to have, and more of a basic customer expectation. Investing in UX is investing in delivering on customer expectations. The results will be a competitive advantage, increased operational efficiency with reduced errors and more efficient operations, revenue growth and increased customer satisfaction. “A happy customer is a loyal customer,” Klein concludes
User experience design is not just digital, and its not just for creatives designing apps. Every person who has a contact point with a member impacts their experience. If a member is central to what we do as Medihelp, then everyone from Product Solutions designers, to Marketers, to Financial Advisors play key roles in delighting members and creating exceptional experiences.
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