Customer Experience
Optegra
For Optegra, a leader in laser eye correction in Poland, the UK and Czechia, we helped build a competitive advantage based on patient experience. The project translated patient and employee needs into tangible business improvements – from service standards to new solutions designed to increase satisfaction, loyalty and recommendations.
Wyzwanie
Optegra is an international chain of ophthalmology clinics specializing in laser vision correction, holding a leading position in Poland, the United Kingdom, and the Czech Republic. As competition in the medical sector intensifies, high-quality services alone are no longer sufficient as a differentiator. To gain a competitive advantage, it is crucial to create unique patient experiences at every stage of their interaction with the clinic.
In collaboration with Optegra, our goal was to gain a deep understanding of patient expectations and actual experiences, and then design a comprehensive service standard that would not only enhance patient satisfaction but also turn them into active brand ambassadors.
Podejście
For this project, we applied Human-Centered Design and Service Design methodologies, leveraging our custom research and analytical tools. A key aspect was gaining an in-depth understanding of patient needs and their actual experiences at every stage of their journey—from the initial search for information, through the visit to the clinic, to post-treatment care and further interactions with the brand.
Recognizing that patient satisfaction is directly linked to employee satisfaction, we conducted research into employee needs, as well as evaluated internal tools and processes that impact the quality of patient service.
To gain a full picture, we:
- Reviewed patient experience assessment tools, including NPS surveys,
- Collaborated with the project team to develop hundreds of potential improvements—ranging from quick wins to complex systemic solutions,
- Used proprietary tools to prioritize key challenges and solutions,
- Analyzed global benchmarks and case studies to incorporate best practices in patient experience design,
Applied insights from other industries, using cross-sector analogies to inspire innovative solutions.
Rezultaty
Through extensive research, analysis, and workshops, we achieved significant and measurable outcomes:
- Conducted over 30 in-depth patient interviews, gaining valuable insights into their needs, concerns, and expectations,
- Designed a comprehensive patient experience map and service blueprint, establishing a strong foundation for a consistent and exceptional service approach,
- Trained key company employees, including C-level executives, clinic managers, patient service specialists, marketing, and IT teams, in Human-Centered Design and patient experience design,
- Developed over 100 solutions aimed at improving the patient experience at Optegra clinics,
- Created prototypes of three key solutions, which were tested and validated for implementation.
Our case study was presented at the Polishopa 2023 conference, where it was highly praised by industry experts and participants, confirming the effectiveness and value of the proposed solutions.