La Santé: Designing a new digital customer journey

Project summary

La Santé is a Sydney-based medispa clinic, focused on luxurious treatments and a sense of tranquility. They have two clinics in Sydney that offer customers customised cosmetic and beauty treatments.

They approached Whitehat Agency to do a complete rehaul of their brand, website, and marketing. They were aiming for a complete digital transformation.

Within our design team, a senior consulting UX Designer was leading the redesign of the website, while our graphic designer was creating the new La Santé brand.

My role was to be the UX Designer + Researcher for the project. I designed a completely new customer journey map for La Santé, with the aim to provide them with an extensive reference for their evolving customer management needs.

What I did

• UX research: I did on-site reseach in La Santé's clinics, understanding their business model and current customer service model.
• UX workshops: I designed and conducted workshops with La Santé business owners, to really understand what their goals are for a new digital experience and CRM, as well as understand theit customers.
• Affinity mapping: After collating all the information, I did affinity mapping for all the data points, to help segment the customer journey map.
• User flow design: Increasing customer bookings was recognised as a central aspect of the new digital presence and CRM. I designed the user flow for La Santé's new booking system, mapping out how it would work across the new website and CRM.
• Customer journey mapping: Putting together everything, I designed a complete customer journey map.
• Cross-team collaboration: I collaborated closely within our design and development team, to make sure that the customer journey map aligns with the new website launch and bespoke CRM integration.

Designing a customer journey map

I started off the process of designing the customer journey map by conducting on-site research.

La Santé was very welcoming to our team (consisting of the web project lead, 3 designers including myself, and the copywriter). They showed us around the clinic, and discussed the services they offered, and the most common reasons their customers approached them for services.

This on-site research gave me context of the business and their goals. It emphasised even more the importance of the customer journey map, as currently customer data was across different systems with nothing connecting them together.

La Santé was also able to provide us with anonymised customer quotes from feedback forms or simply the reception. This allowed me to really put myself in the mindset of the customers, and design a journey map that filled in all the gaps in their interaction with La Santé.

Furthermore, I held UX workshops with La Santé at Whitehat Agency, to gain further insights into customers and business goals in a controlled environment. I used the on-site research to find aspects that I wanted to dig into deeper.

User flow of customer bookings

To facilitate a seamless booking experience for La Santé customers, I created a booking user flow.

This was more for our development team's reference than purely for the client. Through this flow, I mapped out how customer bookings would work across the new website, CRM, and La Santé's clinics.

Complete large version of the booking user flow map:

Customer journey map

Putting together all the research and booking user flow, I designed a complete customer journey map.

During its design process, I worked closely within our design and development team, as well as the client-side, to make sure that the customer journey map aligns with the new website and CRM.

Results / Outcomes

Complete large version of the customer journey map:

• I delivered the completed customer journey map to La Santé via a presentation, during which I explained each step and how it corresponds with the new CRM.
• The clients were happy with the customer journey map, and were excited to have a keepsake document that they could reference again and again in their digital transformation journey.

Reflections & lessons learned

• On-site research can be really helpful in getting a full understanding of how a business functions and their service offerings.
• Next time I would break down the customer journey map into separate pages, so that it is easily printable with a standard A4 printer. The design I created was more in the style of a large poster, as this was the best way to showcase the various interactions across the journey map. While this is easy to reference as a digital copy (one can simply zoom in and out in the PDF), it is difficult to print out without a specialised printing service.