Customer research and testing for a new digital insurance experience
Targeted support for key phases
Ongoing UX partnership
Strategic UX guidance for a family-run medical practice
- Client: Medical practice specializing in functional recovery and physiotherapy
- Timeline: Ongoing since mid 2024
- Role: Strategic UX consultant on retainer
- Scope: Ongoing UX strategy, team alignment, content direction, and feedback on usability, IDIs
- Deliverables: Content strategy
- Lenguages: Spanish, German
TL;DR
Challenge
The website was outdated and misaligned with patient needs and business priorities.
Approach
Provided ongoing UX strategy, coordinated with the SEO agency, and helped define blog and content and design direction.
Insight
Used patient interviews and stakeholder input to clarify user journeys and highlight key friction points to inform the website redesign.
Impact
Set the foundation for a structured, user-informed relaunch — focused on clarity, accessibility, and long-term relevance.
In more detail
Context
A family-run business in the physiotherapy space was preparing to relaunch their outdated website. The current site no longer reflected their expertise, services, or goals — and lacked clear structure.
Rather than jumping into rebranding, they wanted lightweight, ongoing UX support to realign the site with user needs and business priorities.
Approach
Working within a small team and lean monthly scope, I provided:
- Strategic definition of target users and core use cases.
- Content guidance and simplification of legacy site material.
- Collaboration across SEO, backend, and blog contributors.
- Direction on homepage focus, messaging, and blog structure.
- Regular check-ins to maintain momentum without overreach
Outcome
- A streamlined, user-focused site structure aligned with SEO and content goals.
- Cross-team clarity on audiences, purpose, and priorities.
- Light, scalable processes in place to support future growth.
- Strategic decision-making replaced previous ad-hoc changes.
Reflection
Strategy isn’t just for big companies. This project showed how even lean, resource-conscious teams benefit from UX thinking — not as a layer, but as a core way of working.
Visuals
Check out my other projects
Creating personas and customer journeys for a new online skincare brand
End-to-end experience & service design
Not sure what you need
Understanding your users, testing ideas, strategic guidance — it’s all on the table. Let’s talk and see what fits.
Let’s connect?
Whether you just want to say hi, need someone to jump into a specific phase, or are thinking about a bigger project — feel free to reach out.
I’ll get back to you soon.