Reimagining Medical Ordering

How a New User Experience Reduced Call Center Volume by 25%

Primitive Logic helped this healthcare client to optimize the user experience in their order center and reduce call center volume by 25%.


A steady stream of customer complaints convinced a major healthcare enterprise that the user experience on their online order center needed an overhaul. That’s why they contacted Primitive Logic.

The Challenge

A Fortune 100 healthcare company was receiving customer complaints about the functionality and user experience of their online order center as compared with those of their competitors. Stakeholders realized that frustration with the site was causing an additional burden on their call center as well as a loss of customers, which had a negative impact on revenues.

Our client’s leadership identified a series of goals, including

  • Increasing average order value
  • Reducing call center volume
  • Providing a more robust reporting experience
  • Increasing customer satisfaction

We determined that the key to meeting all these goals and delighting our client's customers was providing an enhanced user experience.

Why They Chose Primitive Logic

This client had maintained a successful relationship with Primitive Logic for more than a decade, during which we had repeatedly demonstrated our ability to deliver complex projects with top-quality work. This positive track record, combined with our expertise in user experience and creative design, made us an ideal choice to take on this project.

The Results

We started by interviewing internal stakeholders and current users to establish the requirements for the future state of our client’s order center. From these requirements, we created a more comprehensive and intuitive user experience to give their customers the enhanced functions they were asking for.

Primitive Logic developed an interactive prototype of new features and iteratively tested it with users. We incorporated their feedback into the prototype to ensure that the experience met user needs and exceeded their expectations. We also worked closely with our client to ensure that everything we designed for them could be developed using their existing resources.

We successfully completed this project, and it delivered numerous benefits to our client, including

  • 25% reduction in call center volume
  • Improved customer satisfaction with the ordering system
  • Increased order volume
  • Reduction in customer loss
  • Enhanced and dynamic reporting

The new customer experience we created for our client has helped reaffirm their position as an industry leader and increased overall customer satisfaction — helping them leapfrog their biggest competitors along the way.

We Can Help

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