The Context

Origin is a company that provides physical therapy for women and mothers. Around March/April during COVID-19, Origin was rebranding and looking for ways to improve their virtual offerings. I first worked with Origin to fine-tune the user interface of their homepage to make it more intuitive, and then helped them map out how to streamline their service. Below is a diagram of the cross-functional team:


Designing the Landing

I conducted an ux analysis of the landing and noticed that there were opportunities to make it more intuitive for users. A natural progression for a user would be to understand the value prop, to learn how it works, to learn about the services, get a deeper sense of the experience and then book an appointment. This in turn would help the business.

I first redesigned the navigation bar. I designed it to start from 'How it works' on the left to 'Book Appointment' on the right. I did this to mirror a user's mental model. I then changed the wording of some menu items. Previously, instead of 'Blog', the website said 'Learn'. From my previous testing in other projects, users generally don’t understand menu items that say things like “learn” or “education”. Additionally, the website said "getting started" instead of  'Book Now' or 'Book Appointment' which was not straightforward.

I then suggested that Origin make their value prop clear on their hero image and I added a CTA (book appointment). We want users to know what is being offered and what we want them to do about that.

I then redesigned their "What We Treat" section for clarity, and finally, I suggested they change the term “Testimonials” to “What our community is saying” to create a more intimate experience. Below are examples I mocked up for Origin.


Improving Touchpoints

After redesigning some of the elements on the landing, I dug deeper into the service as a whole to determine what obstacles both clients and stakeholders at Origin were facing. Carine and Holly had shared that their patient retention rate was lower than what is was before COVID-19. Below was my process for the service design aspect of this project.


Initial Research

Carine and Holly had conducted a survey with 22 clients and had internal discussions with on-boarding employees. The data showed that there were friction points in the back-end and the front-end in following areas:


1. Improve user acquisition among virtual care clients
2. Reduce operational burden for stakeholders


Two methods were used to gather more in-depth insights. The first was a contextual inquiry. This method enabled me to engage with the process the way a typical user would. I experienced scheduling, on-boarding, visiting a physical therapist and follow-up messaging. The second method was 1-on-1 interviews. We recruited a total of 6 participants for Zoom interviews. This included patients and stakeholders at Origin.


Research Wall

I created a research wall based on all the information that was gathered from my contextual inquiry, interviews with stakeholders, interviews with patients, and feedback from internal discussions. I then pulled out significant themes from these findings.


Client Insights

Stakeholder Insights


As I began to map out the issues, it became incredibly clear to me that the final product to deliver to Origin would be a service blueprint. This would enable the Origin to visualize how to coordinate the service in a way that works for both stakeholders and clients.

Recommendations for Clients

+ Provide patients with more clarity about how virtual care works. Patients can also schedule a 15 minute consult to learn more or seek out clarity through the help section.
+ Create clear, at-home pre-recorded exercise videos that patients can follow.
+ Create virtual group salons focused around community building or education.
+ Create branded equipment kits to send out to patients. This can include a guide on how to set up your space at home, an anatomy model diagram leaflet with key areas annotated, and a general plan of care leaflet which highlights milestone appointments 
Recommendations for stakeholders

+ Integrate Dr. Chrono and Luma in order to decrease the number of platforms being used. 
+ OnPatient form should be sent immediately after booking if possible. Also send patients a reminder to fill out form 15 -20 mins before appt if possible. 
+ Text patients reminders to reschedule, or have them reschedule during visit, or allow them to create recurring appointments when booking.
+ Talk to patients about their plan of care including milestone appointments, during the actual PT visit in order to encourage patients to reschedule.
+ Encourage patients to book online to avoid payment issues. If need be, guide them through online booking whilst on the phone with them.

New Developments

I presented my findings and the service map to the entire Origin team. The company is currently in the process of slowly implementing the recommendations. While things like the physical therapist filmed exercise videos are still on the roadmap, thus far:


Quote from the CEO:

“We implemented your recommendations regarding how to convey the value propositions of our work and have seen a very low customer acquisition cost (CAC) as a result. It's a fraction (25%) of the CAC I hear from competitors”.
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