In the year 2019 Maccabi Health already began the long journey to digitize all its healthcare services. Maccabi Health app has launched and now it was time for Maccabi Online, the web platform housing all available services, to evolve further. This update was essential to align with Maccabi's business goals, integrating new technologies and enhancing the digital experience for it's customers.
In my role as leader of Maccabi's digital studio, I spearheaded the transformation of our digital platform, overseeing a team of four designers. Together with another senior designer, we guided the project from its conceptualization to the final UI. This involved close collaboration with product managers across various departments within Maccabi, conducting extensive usability research using diverse methodologies to refine key user flows. Working hand-in-hand with development teams, we implemented a dedicated design system to ensure consistency and efficiency throughout the production process. Together with the team, we ensured that our digital platform meets the expectations of our users, delivering a seamless and intuitive experience across the board.
Booking appointments with doctors is the primary use case for Maccabi's digital platforms, with over 3 million appointments booked each month. Our challenge was to increase the number of online bookings, which stood at only 30%, and reduce the workload on Maccabi's call center. To achieve this, we aimed to create a simple and intuitive flow that could handle complex information hierarchies and offer a seamless experience between Maccabi Online and the service guide platform. We began by collecting quantitative data, conducting user interviews, and consulting with call center managers and representatives to identify pain points. Two concepts emerged: a wizard flow and a dashboard flow. Extensive usability research led to the selection of the wizard flow. Following its launch, all goals and KPIs were achieved, and we continue to analyze data and user flows while maintaining close feedback loops with Maccabi's call center to ensure continuous improvement.
Another critical use case for Maccabi's digital platform was the UX and UI design for viewing test results. This involved navigating an extremely complex data hierarchy and flow—from viewing results, monitoring and comparing different results, to accessing detailed information about specific tests and performing actions. We faced the challenge of presenting numerous test results in a way that made quick actions intuitively visible. With the Maccabi App already offering test result viewing, we had valuable data and insights into existing issues. Designing this feature for Maccabi Online allowed us to enhance usability significantly. Leveraging our prior analysis, we streamlined the process, ensuring users could easily access and understand their health information, ultimately improving their overall experience and the value they get from the platform.
The Maccabi Online project included sending requests to doctors, viewing prescriptions, purchasing medicine, and submitting refund requests. Spanning over two years, it accelerated during the COVID-19 pandemic, requiring rapid development to make all services accessible online. This expansion introduced new personas and flows for vaccination allocation, COVID testing, and maintaining user engagement. Adapting to these challenges was a unique experience and a privilege, allowing us to contribute meaningfully to the largest health service provider during a pivotal moment in history
