Improving the B2B Referral Partner Experience
CASE STUDY
ROLE
UX Researcher
TIMELINE
2 Months
TEAM
1 Designer (me)
1 Senior Designer
SKILLS
Interviews
Mapping
Surveys
Synthesis
User Flows
BACKGROUND
My 1Health is a healthcare facilitation platform that connects patients to trusted hospitals and wellness clinics globally. It operates in both B2C and B2B spaces, serving individual patients as well as medical travel agents and facilitators. The platform supports treatments ranging from wellness check-ups to complex surgeries such as organ transplants.
As the platform looks to scale its network of agents, improving their experience became a critical priority. This case study documents a UX research project focused on mapping and improving the B2B agent experience.
Founded : 2018
Patients served : 50,000
Working with leading facilities : 357
Locations : UAE, Malaysia, Singapore, Thailand, Egypt, South Africa, Kenya, Nigeria and more
Operating in tourism space : 116B$
Overview
THE NEED
As My1Health expanded its partnerships, supporting medical travel agents became key to scaling its business. Agents needed an easier way to coordinate patient cases, manage hospital communication, and track bookings across countries all within a single system.
Who are these agents?
Small agencies
Independent agents
Agents expanding into healthcare due to industry disruptions
THE CHALLENGE
Coordinating medical travel required agents to manage patient details, treatment plans, and hospital communication across countries. The CRM made this workflow cumbersome, with unclear navigation, manual processes, a lengthy appointment-booking flow, and limited support for a global audience.
Research
PURPOSE AND GOALS
As part of My1Health’s ongoing effort to improve its CRM for medical travel agents, this project aimed to understand agent workflows, identify gaps, and define areas for improvement.
Research Goals
Understand the end-to-end agent workflow
Explore how agents interact with patients and the My 1Health team
Determine what tools and information agents need to better serve patients
Understanding the Business
Understanding Brief
I started by reviewing the initial brief and exploring the My 1Health CRM tool to understand the platform.
Affinity Mapping
Then I created affinity maps to identify themes and surface questions for stakeholder clarification.
Stakeholder interview themes
BUSINESS MOTIVATION
PROJECT OUTCOMES
PAINPOINTS
USERS
AGENT FOCUSED
INCENTIVES
COMPETITION
TECHNOLOGY
Key insights
Make the platform easy to use, mobile-friendly, and preferred over WhatsApp.
Quite a few of agents are like, ‘Oh, why do I need to use a system? Can I not just send you the bookings and inquiries on WhatsApp?
Automate routine tasks like form-filling and follow-ups. Support agents with onboarding, training, and certification.
No one enjoys paperwork. No one enjoys doing logging cases. We want to make that as seamless as possible.
USER SURVEYS
To better understand how individuals and organizations engage with medical tourism outside My1Health, a short survey with around 10 questions was conducted. A total of 15 respondents participated, offering both patient and facilitator perspectives. The questions covered background and eligibility, patient experiences, facilitator workflows, and wrap-up reflections to capture diverse viewpoints across the ecosystem.
Below are some of the questions-
Survey insights
Patients expressed the need for clearer guidance around pricing and treatment options.
Referrals and personal networks were emphasized as key trust factors.
Providers pointed to challenges with communication and financial transparency.
Managing medical tourism cases is still manual and fragmented, pointing to opportunities for My1Health
USER INTERVIEWS
I conducted interviews with users across different regions. Participants included both My1Health agents and professionals recruited externally through Askable who currently work in the medical tourism industry. Each session lasted about 1 hour, which focused on mapping day-to-day workflows, understanding the tools agents use, identifying limitations, and exploring how existing methods for tracking and managing information could be improved.
4 User Interviews
Agents based in Kenya, Bangladesh
Independent agents
Agent working for agencies
4 User Interviews
Agents based in USA
Independent agents
Agent working for agencies
User interview insights
Manual data entry slows work
Manually entering data from documents is time-consuming and feels outdated compared to consumer apps.
Need for mobile access
Using a laptop for simple tasks like uploading documents adds friction for agents who mostly work from their phones.
Research Findings and Recommendations
Insight 01
Language and currency integration for global agents
مرحبا
नमस्ते
User interviews revealed that although the platform serves a global audience, it is available only in English, creating limitations for agents based in other countries.
Offering languages and currency option support could provide a more personalized experience and make it easier for agents from different regions to navigate the platform effectively.
My 1 H can offer language and currency selection during Onboarding
Insight 02
A. Limited language and format support in marketing material
مرحبا
नमस्ते
Agents are currently using marketing materials from the My 1 Health portal to promote services on their own platforms. These materials are provided in JPEG format and only in English.
B. Enable multi-language, editable, and shareable resources
Current Steps (using 3 different tools)
Log-in
Resources
Download Poster / flyer (JPEG)
Go to external tool to translate
Go to external tool to re-design Poster
Share on social media
Recommended Steps (using 1 tool)
Log-in
Resources
Select Language
Edit within My 1Health
Share on social media directly from My 1 Health
INSIGHT 03
A. Patients trust agents / friends for treatment recommendations
B. Patient feedback system can capture real experiences.
C. This feedback can be integrated into the portal as ratings and info to support agents.
INSIGHT 04
Limited agent involvement beyond referral
Agents may not stay involved after referring patients on the platform, their role in the patient’s journey often ends there.
INSIGHT 05
Success stories don’t reach agents
Agents take pride in helping patients begin their recovery and often share success stories or positive reviews to demonstrate their impact, inspire confidence, and build trust with future patients.
“I was nervous at first, but the care I received was amazing. Thank you, Adam, for guiding me — I’m feeling so much better now!”
INSIGHT 06
Rigid and confusing appointment booking flow
“There is a lot of manual work, it is not advanced and user friendly system.” - agent
The appointment booking flow has ~13 steps, with confusing back navigation, no progress indicators, and no visibility into what’s being booked during the process. After submission, there’s no way to see package details or client information, and no changes can be made. Because of this rigid flow, agents often prefer sending documents over WhatsApp instead.
Current Booking Flow Analysis (Video)
Steps taken by an agent to book a wellness package
Current Booking Flow Analysis (Visual)
Step-by-step mapping with identified challenges and recommendations
Recommended Booking Flow (Video)
The booking flow was streamlined into two pages with logical grouping and clear steps, making it transparent what agents are booking at every stage. Filters were added to help agents quickly find packages, and automation now parses client details directly from uploaded passports. Agents can easily edit information at any step—even after submission—reducing errors, saving time, and building greater trust in the system.
*This prototype is not a reflection of the final design. It was created quickly to study the user flow and test a reduced number of steps.
WHAT iS NEXT?
While the current research focused on the desktop platform, user interviews highlighted a need for a mobile experience. The existing mobile version doesn’t sync with desktop, creating friction. Next steps include exploring a mobile solution that complements desktop, ensuring seamless access and supporting key workflows like appointment tracking, provider communication, and notifications.
IMPACT
Reduce appointment steps by 75%, condensing 10–11 screens into 2–3
Cut manual data entry by ~60% through document parsing and autofill
Improve agent efficiency, target a 40% reduction in time spent per booking
Boost completion rate for appointment setup by an estimated 30–35% due to a clearer, more flexible experience
Increase agent satisfaction and trust, with expected 25% growth in active agents over the next 12–18 months
Enhance patient confidence, with built-in tools for quality indicators, expected to increase conversion by 15–20%
