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Publication
Criação de serviço orientado para a experiência do utilizador no ambiente médico-estético
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Advisor(s)
Abstract(s)
O tema deste estudo compreende a melhoria da jornada do
utilizador nos serviços prestados por clínicas de Medicina
Estética Avançada (CMEA), que se justifica em função da
crescente procura por procedimentos estéticos e a
necessidade de proporcionar uma experiência de qualidade
e personalizada aos clientes, procurando aumentar a
satisfação e a fidelização. Por isso, a presente pesquisa tem
como objetivo geral melhorar a jornada do utilizador nos
serviços prestados por CMEA. Para alcançá-lo, foram
estabelecidos objetivos específicos: a) Mapear a jornada do
utilizador (user journey) durante a prestação de serviços
realizados por CMEA; b) Identificar as dores dos
utilizadores antes, durante e depois da prestação deste tipo
de serviço; c) Apontar os principais requisitos de projeto
para melhorar a experiência do utilizador em serviços
prestados por CMEA; d) Desenvolver a marca Touche,
alinhada com as principais dores dos utilizadores, antes,
durante e depois da prestação deste tipo de serviço. A fim
de viabilizar tais discussões, a investigação foi delineada
através de uma pesquisa aplicada, de natureza explicativa,
recorrendo a métodos qualitativos e quantitativos e recolha
de dados assente numa pesquisa de campo e estudos de
caso. Os resultados obtidos permitiram descobrir que a
experiência do utilizador nas CMEA pode ser
significativamente melhorada ao implementar tecnologias
modernas, como aplicações móveis para agendamento e
acompanhamento pós-tratamento e ao adotar práticas de
comunicação eficientes e transparentes. Especificamente, a
análise revelou que os painpoints mais comuns se
relacionam com dificuldade de agendamento de consultas,
falta de informações claras sobre procedimentos e
comunicação inadequada após os tratamentos. A introdução
de um sistema automatizado para lembretes de consultas e
instruções de cuidados pós-tratamento, além de um canal de
comunicação direta entre clientes e profissionais de saúde,
resultou numa maior satisfação do paciente, maior
eficiência operacional e melhor fidelização de pacientes.
Além disso, a personalização dos serviços e a abordagem
empática dos profissionais foram cruciais para atender às
expectativas e necessidades individuais dos clientes.
The theme of this study comprises the improvement of the user journey in the services provided by Advanced Aesthetic Medicine (CMEA) clinics, which is justified due to the growing demand for aesthetic procedures and the need to provide a quality and personalized experience to customers, seeking increased satisfaction and loyalty. Therefore, this research has the general objective of improving the user journey in the services provided by CMEA. To achieve this, specific objectives were established: a) Mapping the user journey during the provision of services carried out by CMEA; b) Identify users’ pain points before, during and after providing this type of service; c) Point out the main project requirements to improve the user experience in services provided by CMEA; d) Develop the Touche brand, aligned with users' main pain points, before, during and after providing this type of service. In order to facilitate such discussions, the investigation was designed through applied research, of an explanatory nature, using qualitative and quantitative methods and data collection based on field research and case studies. The results obtained allowed us to discover that the user experience in CMEA can be significantly improved by implementing modern technologies, such as mobile applications for scheduling and post-treatment monitoring and by adopting efficient and transparent communication practices. Specifically, the analysis revealed that the most common painpoints were related to difficulty scheduling appointments, lack of clear information about procedures and inadequate communication after treatments. The introduction of an automated system for appointment reminders and post-treatment care instructions, as well as a direct communication channel between customers and healthcare professionals, has resulted in greater patient satisfaction, greater operational efficiency and improved patient loyalty. Furthermore, the personalization of services and the empathetic approach of professionals were crucial in meeting clients' individual expectations and needs.
The theme of this study comprises the improvement of the user journey in the services provided by Advanced Aesthetic Medicine (CMEA) clinics, which is justified due to the growing demand for aesthetic procedures and the need to provide a quality and personalized experience to customers, seeking increased satisfaction and loyalty. Therefore, this research has the general objective of improving the user journey in the services provided by CMEA. To achieve this, specific objectives were established: a) Mapping the user journey during the provision of services carried out by CMEA; b) Identify users’ pain points before, during and after providing this type of service; c) Point out the main project requirements to improve the user experience in services provided by CMEA; d) Develop the Touche brand, aligned with users' main pain points, before, during and after providing this type of service. In order to facilitate such discussions, the investigation was designed through applied research, of an explanatory nature, using qualitative and quantitative methods and data collection based on field research and case studies. The results obtained allowed us to discover that the user experience in CMEA can be significantly improved by implementing modern technologies, such as mobile applications for scheduling and post-treatment monitoring and by adopting efficient and transparent communication practices. Specifically, the analysis revealed that the most common painpoints were related to difficulty scheduling appointments, lack of clear information about procedures and inadequate communication after treatments. The introduction of an automated system for appointment reminders and post-treatment care instructions, as well as a direct communication channel between customers and healthcare professionals, has resulted in greater patient satisfaction, greater operational efficiency and improved patient loyalty. Furthermore, the personalization of services and the empathetic approach of professionals were crucial in meeting clients' individual expectations and needs.
Description
Keywords
Design thinking Design de serviço Marca Experiência do utilizador Estética avançada