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The Doctors Laboratory

Designing a market leading onboarding experience for a clinical pathology lab

The Doctors Laboratory (TDL) is the largest independent provider of clinical laboratory diagnostic services in the UK. LION+MASON were tasked with helping TDL develop the best client onboarding experience in the pathology industry - making it quick, easy and intuitive for new pathology clients to get set up, order tests, and receive results.

Client
The Doctors Laboratory
Industries
Healthcare
Duration
9 weeks
Services
Service Design
Journey Mapping
User Research
The Doctors Laboratory

Our Approach

We approached TDL’s challenge using our Service Design & Analysis Framework:

Internal Discovery
A range of activities exploring factors within TDL that shape the onboarding experience: workflows, processes, systems and documents.

External Discovery
Interviews with a representative range of TDL clients to get an external perspective on the onboarding experience.

Analysis & Recommendations
Synthesised findings from across all discovery activity, with tangible recommendations for how to deliver significant improvements.

User Journey Review

Early onboarding process

We reviewed the initial onboarding process from a customer experience perspective, up until the point of requesting tests. This included:

  • Steps/touchpoints between TDL & clients during setup
  • Client-facing setup docs and welcome materials
Pain Point Mapping - Client Setup Process
Pain Point Mapping - Client Setup Process

Document Analysis

Analysis of pathology request forms

We reviewed a range of different form types & formats accepted by Sample Reception, highlighting the location of key info (source code, test info, clinician details). The exercise helped to document and validate anecdotal stakeholder feedback about the challenges associated with interpreting & processing forms.

Document Analysis Snapshot - Manual Request Form Analysis
Document Analysis Snapshot - Manual Request Form Analysis

UX Review

TDL Pathology Ordering System

We conducted a systematic review of the current ordering system based on best practice usability criteria, focussing on navigation, content design, clarity of instructions and interaction elements. We made actionable recommendations designed to improve the customer ordering experience.

UX Audit Snapshot - View Pathology Results
UX Audit Snapshot - View Pathology Results

Competitor Analysis

Practice Management Systems

We completed a high-level review of the top Practice Management Systems that TDL integrate with (Semble, Meddbase, Pabau), focusing on how easy and intuitive it is for users to:

  • Connect a lab account
  • Upload/remove lab lists (pricing)
  • Request a test
  • View, process & print results
Competitor Analysis Snapshot - Semble
Competitor Analysis Snapshot - Semble

User Research

Interviews with TDL clients

We conducted interviews with TDL clients designed to explore their:

  • Current setup with TDL
  • Experience of onboarding
  • Approach to requesting tests
  • Approach to receiving results
User Research Snapshot - Onboarding Experience
User Research Snapshot - Onboarding Experience

Analysis & Recommendations

Synthesised Findings

We made a series of wide-ranging recommendations touching on processes, workflows, systems, software, documentation & client communications. This offered a blueprint of ‘next step’ activities to deliver a first-class client onboarding experience.

Recommendations Snapshot - Recommended Internal Workflow
Recommendations Snapshot - Recommended Internal Workflow

Outcomes

The work was well received, with LION+MASON complimented for their comprehensive approach, attention to detail, and ability to quickly grasp the complexities of the pathology industry, its systems and processes.

The recommendations led to a number of internal programmes of work being actioned in the following areas:

  • Internal workflow redesign
  • Internal team structure redesign
  • UX & Design improvements
  • New & improved client-facing comms