Improving the CRM experience for medical agents through UX research and redesign.
My 1Health connects patients with global healthcare and wellness clinics, supported by medical travel agents who guide them through the journey. This project focuses on improving the agent experience by identifying key friction points and helping them serve patients more effectively.
2018
Founded in
50,000
Patients served
387
Wellness Partners
116B$
Tourism space
Role
UX-UI Designer
Time
Apr 2025 - Ongoing
Team
1 Lead, 4 Designers
Responsibilities
User research , Stakeholder and User interviews , Tool Mapping, Heuristic Evaluation
Tools Used
Figma
Askable
Figjam
Miro
Approach
The approach for this project is to deeply understand agents’ experiences by gathering insights directly from users. This involves identifying pain points, behaviors, and needs through user research to inform thoughtful design improvements that enhance their efficiency and satisfaction.
Research Goals
Identify agent's pain points and experiences with the My 1Health platform to find opportunities for improving their overall experience.
Understand agent’s workflows to discover ways to better integrate these processes into the system and create smoother, more efficient flows.
Research Methods
Initial Research
Reviewed the My1 Health website and client-supplied data to ground myself in the product and its context.
Affinity Mapping
Turned early findings into key themes that shaped our stakeholder interview guide.
Stakeholder Interviews
Met with business leads to surface priorities and pain points they needed addressed.
User Surveys
Reached medical-tourism professionals on LinkedIn and Facebook to understand real-world workflows.
User Interviews
Interviewed 3 My1 Health agents and 4 adjacent-industry participants recruited through Askable, 7 sessions in all.
Tool Mapping
Mapped current user flows while interviews were underway to spot friction and redundancies.
Competitive Analysis
Studied similar industries to see how they streamline comparable tasks.
Research Synthesis
Distilled everything into clear, achievable short-term wins and longer-term roadmap goals.
JOURNEY MAPPING - BOOK A HEALTHCARE AND WELLNESS PACKAGE
Research Insights
Rigid and Overly Complex Booking Process
The current appointment booking flow is rigid and step-heavy, requiring agents to go back and forth across multiple screens. Every step is mandatory, even when it shouldn’t be, leaving little flexibility to make edits at different stages. This makes the process time-consuming and frustrating.
Excessive Manual Data Entry Causes Inefficiency
Agents spend a lot of time filling in patient details manually, even when documents like passports are uploaded. The system doesn't automatically extract or save relevant information, leading to repetitive work. Agents described the platform as not advanced or user-friendly due to this inefficiency.
Enhancing User Comfort Through Language Personalization
User interviews revealed that although the platform serves a global audience, it is only available in English. Offering multilingual support could provide a more personalized experience and make it easier for agents from different regions to navigate and use the platform effectively.
Set up Patient Feedback System and Use Social Proof for Trust
Patients often travel to unfamiliar countries for medical care and rely on agents to guide them. Agents share hospital options based on patient preferences, like destination, specialist type, and doctor gender, after consulting with My 1Health. While patients generally trust their agents, they still seek added assurance, especially when making decisions about serious treatments. Having feedback from past patients could help strengthen their confidence in the final recommendation.
Post-Treatment Hospital Feedback Can Support Agent Credibility
In some cases, agents are no longer involved once the patient arrives at the hospital. However, having visibility into how patients were treated, through reviews, outcomes, or experience data, can help agents build trust with future clients and strengthen their marketing efforts.
Limited Language Support in Marketing Materials
Agents promote My 1Health services using marketing materials from the website, but these materials are only available as JPEGs and exclusively in English, limiting accessibility for a diverse global user base.
The redesign reduces the user flow from about 10-11 screens to just 2 screens, offering greater control over appointment booking and package selection while providing clearer, more straightforward navigation.