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UNDER CONSTRUCTION
Department of Anthropology
University of California, Los Angeles
I am a User Experience Researcher and Designer. I endeavor to have an in-depth understating of people, their habits, goals, motivations, and (dis)satisfactions.
My expertise is reverse engineering human emotions in their decision-making processes. My anthropological background assists me in analyzing how emotions appear in social life and what these emotions do in choosing and using a product.
My approach to UX Research and Design is connected to the quote by Aristotle: "The guest will judge better of a feast than the cook."
Users are always the priority.
Hi, I'm Zia Khoshsirat.
Invigorate . Revitalize . Transform
Reflection of the practice approach and patients' needs on the UX research and design
Case
Study
Anchor 1
EXPERIENCE
Over 20 years in Functional, Holistic,
and Anti-Aging Medicine
PROJECT TIME
Dec 2021-present
LOCATION
Los Angeles, CA
EXPERTISE
Finding the root causes of ailments and resolving chronic diseases
MAIN GOAL
Optimizing users' interaction with the company by understanding their needs and formulating strategies to increase the conversion rate up to 5%
MY ROLE
Lead UX Researcher, Design consultant, Product Manager
BACKGROUND
Founded by Dr. Shiva Lalezar in 2008, Health and Vitality Center, experiencing a significant revenue loss, needed to rebrand the company and revamp its website. Being one of the top Functional Medicine specialists in Los Angeles, Dr. Lalezar asked me to help her strengthen her relationship with her present patients and build trust with online inquirers.
After a heuristic evaluation of the company, its patients, and online visitors' habits, goals, and motivations, I envisioned strategies to approach the issues and created plans or methods to achieve our main goal.
WHEN QUAL ENTANGLES WITH QUANT
Building on my anthropological expertise in human emotions, ethnography, quantitative data, and Dr. Lalezar's invaluable longitudinal experience, I tried to comprehend users'/patients' behavior in making certain decisions during their interactions with the first point of contact and understand what they do.
However, we needed to better understand Health & Vitality's audience and current patients. I used the term "the silent majority," referring to the roughly 75% of new users whose interaction does not go beyond a few seconds of browsing the website. Less than 5% of them make a call, and less than 1% inquire about an appointment.
Is there a correlation between these quantitative data, the company's brand identity, website design, and marketing strategies directly impacting users?
STARTING THE JOURNEY
Our thorough UX research helped to observe a constellation of weaknesses. Considering the fieldsite multiple (physical and virtual), I started by observing staff-patient interactions and conducting unstructured interviews to strategize our plan.
Moving to the virtual fieldsite, I ran 17 Usability Testings on the (old) website to understand what users need and their perceptions.
We initiated the rebranding process and structured the website based on the analysis of the collected qualitative and quantitative while having customers' demographics (35-55 professionals) always in mind.
Rethinking the Dialogue with People
& Expected Results
We realized a few issues with how the center communicates its specialties, goals, and approaches with people. For example, most people do not know what functional medicine and holistic approach can do for them or how Health and Vitality Center differs from regular vitamin therapy places and spas.
Based on users' demographic stats, we decided to focus on regular blog posts to educate people alongside the newsletter that the company has been doing sporadically. Moreover, all the social media platforms (prioritizing Instagram and Facebook) will support publicizing the content.
By invigorating the content creation (blog articles, social media posts, educational posts, recent medical studies, and personal posts by Dr. Lalezar), and revitalizing the dialogue with people, we will expect a significant transformation in the company:
INCREASE IN TRAFFIC
triple in 2 years
LOWER BOUNCE RATE
25-35% in 1 year
INCREASE IN INQUIRIES
up to 30% in 1 year
CONVERSION RATE
up to 5% in 2 years
SOCIAL MEDIA FOLLOWERS
1000% in 2 years
CONTENT ENGAGEMENT
up to 300% in 1 year
GROWTH REVENUE
up to 35%
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