Optimizing the learning experience: UX flows that increased course registrations
Overview
Danny Pazos
Year: 2018
Tools: Photoshop, Illustrator, After-effects, Premier Pro, ClickUp, inDesign, Zappier, WhatsApp, Slack, WordPress CMS
Goal: Establish Danny Pazos as a medical influencer to sell medical courses and increase monthly revenue.
Navigation
Establishing Trust Through Design for a Medical Institution
In 2018, Danny Pazos approached the agency I worked at the time to create a solution to augment the selling of ambulatory medical courses. Specifically, he wanted to teach minimally invasive maxillofacial treatments such as rhinoplasty, bichectomy and botulinum toxin (botox) injections to other medical professionals.
Within six months we worked on various touch-points that highlighted the benefits of his courses, created consistency across visuals and improved his communication style. With a newly created website, I created a UX flow that consistently replicate interest and signups.
Problem
- Courses were popular at the time but no known course existed for medical professionals
- No trust established in the market
- Inconsistent branding
- No consistent touchpoint or means of contact
Goal
- Create a new brand system that can be replicated across multiple touchpoints
- Create an audiovisual tune
- Create a standard point of contact that can establish trust, get medical participants details (leads) and patients willing to be operated—free of charge.
Hypothesis
Medical professionals want to expand their tool-kit to
- gain new customers,
- get more money from existing customers,
- test new industries to transition into.
Reflections and outcomes
Within six months, I worked on various touch-points that highlighted the benefits of ICROM courses, created consistency across visuals and improved communication style. With a newly created website, I created a UX flow that consistently replicates interest and signups not only for course but also for creating a database of interested patients.
In the end, this led to the creation of a new logo, website, printed materials, social media, sound, and feel for this institution, increasing their sales by 650%.
We made Danny Pazos a trust-worthy influencer in the medical community. A year after our working together, he was able to stop selling courses and created his own certified academy.
Lessons learned and insights
- At first, we tried to manage the communication and realized how time-consuming this was. It became important to start thinking of ways to manage communication with Zappier and slack integration. Since our client wanted to answer people individually, we also sought to integrate WhatsApp business to this flow.
- Medical professionals like to see images of the operations, this often led to issues with social media changes such as facebook interpreting needles as “violent images”. We opted to be more esthetically pleasing. Showing the areas where we would “operate” and utilizing black/white images made it easier to pass the image guideline restrictions.
- This project was the first of our experience with Zappier. Though I do not have exact metrics, I can confidently say it saved us hours–days of work and follow-up with it automating features.
- Fine-tuning our website to accommodate medical professionals was a challenge. At first, we received many interest from actors, entertainers, and spa professionals. This interest, led us to re-evaluate our messaging to always include the phrase “only for medical professionals”. We also needed to double check they were registered in SENESCYT (national professional accreditation system).
