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Document overview
1. INTRODUCTION
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Role
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About Bourn Hall
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Project description
& context setting
2. SCOPING & DISCOVERY
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Kick-off meeting
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Week 1 - discovery
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Week 2 - discovery
3. WEBSITE RE-DESIGN
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Planning and initiation
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Information architecture
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Wireframes
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Visualisation
My role in the project
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​As the Experience Design Lead at Concentrix Catalyst, I played a key role in the website overhaul of Dubai's Bourn Hall fertility clinic, aligning it with Mediclinic's acquisition strategy.
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I was involved with leading and facilitating discovery workshops, client meetings, and presentations, managing roadmaps, timelines, drafting SOWs, and resourcing while ensuring successful project execution. This case study includes a step by step documentation of my contribution to the project
About Bourn Hall
Established in 1980, Bourn Hall is the world’s first IVF clinic, offering a wide range of fertility tests and treatments. Located in Dubai, Abu Dhabi and Al Ain
Project description and context setting
This project was executed in two parts (two SOW’s):
01
Scoping sprints
To gather client requirements and achieve stakeholder alignment on the same, we set-up a two week workshop - one week in-person and second week of virtual workshop
02
Website re-design
This part involved the execution of the vision for the website defined in the aforementioned scoping sprint
Additional Context
The client requested a visit to Dubai to conduct a discovery workshop. The objective was to interview key stakeholders from sales, marketing, and design to gather requirements for the website redesign. The goal was to align the site with Mediclinic's standards, enhancing its perception as a high-quality brand. Subsequently, a pitch based on a feasible feature list within the budget and timeframe to be presented, along with findings and analysis. This was aimed to guide the client in determining the primary problem to address and outlining the next steps. 


Scoping sprint
and discovery workshop
Planning & Virtual kick-off meeting
After understanding the clients initial ask, we setup a deck to present the day wise plan and set expectations for the two week discovery / scoping workshop and introduce the delivery model, outcomes and ways of working. We also took this opportunity to introduce ourselves and get acquainted with the key stakeholders through a fun ice breaker.
Team Introductions
Concentrix team
Bourn Hall <> Mediclinic team
Scope and timelines
Day wise plan
Day 1
Day 2
Week 2
Day 1
1/5
Week 1 - Onsite discovery
workshop & outcomes
The two week workshop was divided into - one week of on onsite and next week of virtual worshipping. I was responsible for planning, facilitating, requirement gathering and analysing what we heard. We referenced IDEO framework to gather insights, find the problem statement and prioritise features.
A peak into the onsite discovery
Stakeholder insights, themes and design challenge
After the initial round of interviews, we additionally we setup time for all workshop participants to fill out design challenge questionnaire. This helped gain a understanding by identifying themes and aligning on the common goal and establish a north start for the project
Identified personas and customer journey map
Design direction
We designed three distinct options, referencing the existing Bourn Hall design language to get the conversation started and get a direction for the visual language as well at an early stage
Week 2 - virtual discovery
workshop & outcomes
MVP feature list prioritisation
Feature ideation and validation - key screens and flows
Once we received approval on the final feature list, we drafted key screens and flows. We then validated these with stakeholders to gauge their initial reactions to the transition from features to screens.
Digital sketches
Post feedback and a round of iteration we design digital sketches in the form of version 2 using InVision freehand
Website re-design
Planning and initiation - estimations, resourcing, drafting SOW and roadmap
Based on what we heard we proposed two options - MVP Lite and MVP with all features, prioritised for the first phase. The client agreed on the all feature and accordingly we setup a team structure, ways of working, delivery model, roadmap, project timelines and in collaboration with sales drafted an SOW as well.
Design and development implementation options
Team structure
Project Plan
Sprint Plan
Information architecture,
sitemap
 & navigation
Using the personas and customer journey maps as a reference, we collaborated with key stakeholders to delve deeper into user taxonomy and mental models. To determine the most fitting terminology for the demographic, we conducted a card sorting activity using Optimal Sort. Based on the outcomes, we iteratively designed the information architecture, which in turn informed the website's navigation.
Card sorting results
Wireframing
We engaged in rapid iterations, collecting quick feedback from cross-functional teams on each user flow and screen during our bi-weekly syncs with key stakeholders. On the parallel, we collaborated with the content team on copy, media, and any necessary licensing or permissions for specific website content.
Snippets from the InVision freehand sketches / wireframes
Visualisation - UI style guide, design system & visual design
Upon receiving approval for the final wireframes and user flows, we established the style guide and components for the design system. This was followed by the development of the final visuals for the responsive screens, aligning with the design direction determined in the project's earlier phases.
Style guide
Key screens - visual design
Homepage
Considering the value proposition and pertinent information for patients, we integrated personas to shape specific user journeys based on their needs and motivations when visiting the website. This approach guided the design of the homepage to offer tailored user flows that address those needs effectively. As part of the MVP, we incorporated features like the fertility calculator onto the homepage to enhance user engagement and provide immediate utility.
Menu Items
The card sorting process played a crucial role in shaping the website's navigation by informing us about common taxonomy and nomenclature preferences among users. This understanding guided the organisation of menu and sub-menu items, resulting in a more user-friendly structure. Importantly, this approach marked a significant pivot from the brand's original framework, aligning the website more closely with user expectations and preferences.
Lead Management
TBased on user or patient inputs, the journey would dynamically redirect based on various factors such as location (UAE or international) or specific needs, whether they seek a virtual consultation for preliminary discussions. This personalised approach ensures that individuals are directed to the most relevant solution, enhancing their overall experience and equipping the clinic / doctors with the right information for the most optimised approach.
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In conclusion...
Challenges, limitations and learnings
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The internal development team lacked adequate WordPress expertise; hiring external contractors might have been more beneficial
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At one point, we devoted significant hours assisting the client with image selection, which was beyond our initial scope. This should have come through a change request and the leadership / project management team could have chimed in sooner
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Overall, leading this project was enjoyable. I had an exceptional team and gained numerous insights throughout its duration
Tools used
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