The Medical Defence Union

33% Incrase in membership sign ups

The client

The Medical Defence Union is a medical indemnity insurance provider for their doctor members. They wanted to identify a list of quick win opportunities to increase the engagement and conversion of their website in advance of a wider design refresh. We helped them deliver improvements across their site without the need for a full website redesign.

The challenge

Medical Defence Union wanted to identify a list of quick wins that could be quickly implemented on to their website.

The main objectives of the project were to:

Identify the main customer journeys and persona types that needed to be the points of focus.
Undertake an heuristic analysis/expert review of the website user journeys to identify user experience problem areas.
Transfer these elements in to a list of actionable insight that could be implemented by the core team..
Aid the implementation with a team presentation and additional consultancy days.

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Our approach

We had two Channel Dynamics UX consultants examine the MDU site on a detailed basis over three days. We find that it is always best to have 2-3 internal consultants examine a website to identify the maximum number of potential issues. They then underwent a peer review to agree on the priority of the issues to make sure the maximum benefit is received by the client.

We examined a range of elements from signposting, calls to action, information architecture to general design to ensure that the site was fully audited.

Channel Dynamics then turned this is to an actionable insight report and aided the implementation of the quick win list through some additional UX consultancy days.

“Channel Dynamics worked with us to deliver some quick-win improvements to the MDU website. We found that the changes were easy to implement and they had taken our technical limitations in to consideration when developing the actions. Their follow up support was also very useful as they were always on hand to answer any questions we had.”UnionHead of Digital at Medical Defence

The results

The Medical Defence Union saw an immediate benefit as a result of the website changes with improved customer engagement, website dwell time and a 33% improvement in the membership sign up area. The MDU we pleased that their main objectives for the work had been delivered.

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