Rethinking the website to meet business and customer goals
The old website had known usability problems One Medical wanted to address. The global navigation wasn’t working well, and the home page felt disjointed. It didn’t reflect the smooth experiences One Medical members have in person. It was difficult to learn about membership benefits, news, and the company itself. To appeal to new customers, the website needed to tell the story of what it’s like to walk into a local One Medical office, focusing on the benefits gained from a membership.
The website also needed to provide clear paths for 2 very different audiences: people who live or work near One Medical’s 60 locations, who might want convenient medical care, and businesses interested in great benefits for employees. To satisfy the needs of both audiences, Wordland leveraged the One Medical team’s expertise as we led the creation of customer journey maps.
Mapping the customer’s journey for more effective storytelling
We started with Post-Its and a strategic plan. In a series of workshops with the One Medical team, we prioritized target audiences based on business goals, then mapped out:
The steps a potential customer might take
Wants, needs, questions, and concerns at each step
Channels they’re interacting with (Google, websites, social sites, email, apps)
Content opportunities at each step
The journey maps—and more importantly, the discussions around them—helped One Medical take a step back and look at their customers’ experience more holistically. The maps showed the key moments on the website and in email that could be improved. With those moments identified, we felt confident that One Medical could increase conversions (new membership sign-ups) for both audiences.