Case Study: SYNLAB creates customer-centric digital channels with Velvet

SYNLAB improves digital channels with Velvet, backed by 10 user interviews and 500+ products

Synlab, a leading laboratory service provider, approached vendor Velvet with the challenge of upgrading its fragmented and outdated customer-facing digital platforms in Estonia. These included an e-commerce site and informational portals, which had been outpaced by newer Covid-specific solutions. The main goal was to create more efficient workflows by combining these platforms into one and developing a centralized user management system.

Velvet implemented a customer-centric solution using a service design approach, conducting first-hand service safaris and user interviews to understand key pain points. This research informed the creation of a unified web platform featuring a streamlined self-service environment for purchasing tests and viewing results. The project had an enormous impact for Synlab Estonia and the wider group, serving as a blueprint for other countries and leading to increased customer satisfaction scores. The work also produced a set of UI design guidelines to unify all Synlab Group online platforms.

Synlab