This project was a part of "Closed Loop Feedback" functionality. In common sense, “closed loop” is when you are able to respond directly to customer feedback. It's an opportunity for a company to demonstrate to customers in a much more direct and personal way that their feedback is important and you care about the outcome.

Target Audience

Practice Manager

Job responsibilities

Maintain the professional practice standards, customer relations, compliance with accreditation/licensure requirements, personnel and practice in the institution.

Related to the Use Case

  • Monitors staff performance

  • Manage incidents 

Patient Experience Officer

Job responsibilities

Plans, directs and coordinates the activities of the Patient Experience Department. Assist leadership in the development of action plans based on report data and responsible for monitoring the results of the plan.

Related to the Use Case

  • Interprets and analyzes patient satisfaction data

  • Respond to and manage patient and family complaints,
    concerns and suggestions for improvement  

Business Opportunity

In May 2005, the National Quality Forum (NQF), an organization established to standardize health care quality measurement and reporting, formally endorsed the CAHPS® Hospital Survey. HCAHPS allows valid comparisons to be made across hospitals — locally, regionally and nationally.  The survey was nationally implemented in 2006 and public reporting of hospital scores began in 2008.  Since 2012, HCAHPS scores have played a role in hospital payment through the Hospital Value-Based Purchasing program.

Improving the feedback gathering process can benefit the clinic to get higher HCAPS score and standout among the competitors.

  • It can be used for preventing unhappy customers from becoming detractors

  • It’s equally useful to follow up with neutral customers and turn them into promoters

  • Some use closed-loop to follow up with promoters too, motivating happy customers and inviting them to share the product or service with friends or family


Improve patient satisfaction collection and processing for Clinic Practice Manager and Patient Experience Officer by introducing real time feedback collection platform based on existing survey capabilities.  


  • Alerts delivered to providers

  • Average time of response

  • Average time to acknowledge

  • Patient Satisfaction metrics


Phase I

For the research it was important to put oneself in the shoes of someone who receives an alert. So we took a small test in the office. The purpose of the test was to receive and process the feedback.

We created a banner and put it on the wall in the kitchen. Next to the banner there was an iPad on a stand which imitated kiosk mode. Our colleagues would answer a few questions regarding their experience with the office kitchen and leave their feedback.

If the feedback was bad, the alert was triggered, and I received it by email. After the test I organized all the alerts and comments into a spreadsheet in a way that was easy for me to navigate and explore.

In 5 days we received 23 alerts and 19 comments with suggestions for improvements for the kitchen environment. 

This exercise helped me to get the ideas of what the alert reports interface could look like for our target users.

Phase II

The study was conducted in the real orthopedic clinic:

  1. Before visiting a doctor, a patient completed a questionnaire with the researcher about their demographics and medical conditions. After that, the patient gave their overall feedback of the questionnaire design and proceeded to the doctors’ office

  2. After visiting a doctor patients left their feedback of the visit

All their feedback was gathered into a document and sent to the practice manager.

During the study, it was beneficial to hear the feedback on a visual design questionnaire from patients as well as the feedback from the practice manager of how the report interface could look like.

Design Sprint


Day 1

  • Set project goal

  • Outline user flow

  • Interview experts

  • Share  How Might We notes

Day 2

  • Agree on focus area

  • Get inspiration

  • Share references

  • Sketch ideas

  • Sketch solutions

Day 3

  • Review solutions

  • Outline Hero Flow

Day 4

  • Create Mockups

  • Assemble prototype

Sprint Ideas and Focus


  • Inspire hospital staff to collect feedback

  • Motivate patients to share positive feedback


  • Provide templates

  • Setup system to have insites related to organisation units

  • Support effective accident management

  • Follow up with patients 

Analysis and future use

  • Generate meaningful reports

  • Add benchmarking 

  • Reuse results for marketing reputation management purposes

Hero Flow Storyboard

  1. Chief Patient Experience Officer Receiver CAHPS results from the last year 

  2. He gathers a committee to build an improvement strategy for the upcoming year

  3. The committee agrees on setting up a real-time patient satisfaction collection system

  4. The system is set up to deliver P-Sat surveys automatically right after the appointment with a doctor.

  5. Results are aggregated in several types of reports:

    1. Follow-ons to patient (negative) feedback

    2. Global statistics for C-Level management

  6. User feedback can be reused for reputation building purposes


During the ideation sessions, the Design Sprint team participants created a few sketches of the future Patient Sat Dashboard. Then we voted with colored stickers on the ideas we found valuable.


Set Up

  1. Practice Manager reviews Patient Sat templates and selects Real-Time Patient Feedback survey.  They can customize the portion of survey that is customizable within the platform.

  2. Practice Manager specifies the delivery options and launches the survey.

Get Alert

  1. Patient completes survey before they leave clinic or on the go, the next day. They provide feedback and rate the practice.

  2. Practice Manager reviews and responds to daily feedback. They receive alert that a low rating has come in.

See Dashboard

Practice Manager clicks on alert and is taken to the Patient Sat Dashboard, where they see the review, select the low response and take action.

Check Historical Data

Receptionist will also see patient feedback next time they visit the clinic.


Alerts functionality started to be used by a large number of clients.

  1. Alerts delivered to providers increased from 12 to 100 a week

  2. Average time of response was different for each client, but on the average, it was 15 minutes

  3. Average time to acknowledge was reduced from 30 to 2 hours