The Team
Christian Mtima: Senior UX/UI Consultant
James: Lead Product Designer
Silvana: Senior UI Designer
Vivek: Chief Technology Officer
Mark: Product Management Director
Challenge
Patient feedback is currently fragmented between SocialClimb (reviews and surveys) and RLDatix (R&S) (complaints and safety events). This disconnect prevents teams from seeing the full patient experience, identifying cross-platform trends, or escalating high-risk feedback efficiently.
Solution
I led the UX framing for an integration concept that connects SocialClimb and R&S to create a unified feedback ecosystem. The solution:
• Automatically escalates high-risk feedback into formal RLDatix cases
• Combines public reviews, surveys, and safety data in one dashboard
• Enables filtering by provider, location, or issue type to uncover trends
• Supports role-based workflows for marketing, compliance, and safety teams
Results
The integration empowers hospitals to respond faster to critical feedback, identify patterns across systems, and align teams around shared insights. Pilots surface safety issues earlier and validate strong cross-functional demand for a unified platform.
Discovery
Research and findings
Research revealed key pain points in healthcare feedback management, including fragmented systems for compliments and complaints, manual processes, lack of escalation pathways from surveys to formal complaints, and staffing challenges that delay responses. Staff often work reactively and outside existing systems, risking incomplete records. Opportunities include creating a unified Patient Center combining feedback, event data, and records, and using AI for drafting responses, analysing sentiment, and surfacing relevant history. Integrating feedback systems with EMRs could enable faster, in-hospital responses. As healthcare shifts to outcome-based reimbursement, leveraging both compliance-driven (Risk & Safety) and marketing-driven (SocialClimb) feedback is vital to improving care, compliance, and hospital reputation.
Risk & Safety Feedback Module User Flow
The current Risk and Safety Feedback Module is outdated and heavily reliant on manual input. Users are required to fill in forms by hand, which is time-consuming and inefficient. Positive feedback is often overlooked, as it’s not a legal requirement and staff are typically overwhelmed and understaffed. The user experience is further hindered by a series of nested modals that make the process feel never-ending. Overall, the system feels antiquated and does little to encourage meaningful engagement or ease of use.
Social Climb
SocialClimb is a healthcare reputation management system that collects and manages patient feedback from surveys and public reviews. It boosts online visibility, improves NPS, and supports both marketing and compliance. The goal is to integrate SocialClimb with Risk and Safety feedback modules to automatically flag high-risk feedback and trigger appropriate escalations.
Define
Problem Statements & HMW
We aligned with stakeholders on the core problem statements uncovered during our discovery and co-created a set of "How Might We" questions in a collaborative workshop. These problem areas were then prioritised by key stakeholders based on their alignment with the overall value proposition.
User Personas
We developed potential user personas based on our discovery findings, highlighting key pain points and opportunities. These personas will inform various workflows, particularly how different users submit feedback—such as via email, letters, or phone calls—helping us identify and account for a range of edge cases.
Develop
Ideation
We began ideating potential solutions based on the defined problem statements and "How Might We" questions. These early concepts were shared with key stakeholders for feedback and refinement. Through this process, we surfaced several important considerations and open questions that will guide the next phase of design and validation.
Final workflow
As part of the integration between Social Climb and the Risk & Safety Feedback module, we developed a comprehensive user workflow that maps out the end-to-end process. This workflow was iteratively refined based on stakeholder feedback to ensure clarity and alignment with user needs. The result is a seamless integration between the two products—enabling data to flow smoothly from patient feedback in Social Climb through to the Risk & Safety module, where it can be reviewed, escalated, and acted upon effectively.
Low-Fidelity Wireframes
We created low-fidelity wireframes to capture ideas and develop them from the initial ideation stage. Through ongoing contact, feedback, and iterations, we refined the designs—uncovering additional pain points along the way.
Form Input Structure
To better understand the structure of the feedback intake process, I created a mapping of the various form fields required when capturing issues. While these fields are typically presented in a modal, we chose to surface them directly within the form, as they contain crucial information that needs to be visible to other contributors.
Chatbot Feedback Capture
After discharge, patients receive an SMS or email inviting them to share their care experience via a friendly chatbot. Powered by LLMs, the chatbot captures both positive and negative feedback in natural language—making it easier for patients to speak openly.
It intelligently flags keywords or themes that may signal a risk or safety concern, automatically triggering a review or escalating to a formal Risk & Safety Event Form when needed.
This is a smart, scalable way to listen, respond, and act—right from the patient’s voice.
High Fidelity Wireframes
