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This redesign showcased the power of strategic, user-centered design leadership. The challenge was simplifying a complex system while personalizing it for clients and users. Building a scalable design infrastructure from scratch ensured consistency and business impact.
Experience complete and continuous family healthcare for every life stage, from the cradle to adulthood.
Key Challenges Uncovered
After deep-diving into stakeholder discussions, analyzing data, conducting heuristic evaluations, and listening to real customer calls, I uncovered five major design roadblocks
Fragmented
Experience
A patchwork of inconsistent interfaces and clashing interactions left users frustrated.
Complex
Workflows
Users struggled with convoluted processes, leading to confusion and high support requests.
Growth
Bottleneck
Underdeveloped
Design Team
The rigid design approach made scaling and iteration slow and resource-heavy
A small, inexperienced team of two lacked the expertise and structure needed to drive a high-impact redesign.
No Design
Backbone
Isolated Design
Team
Without a scalable system, maintaining consistency was slow and inefficient.
Business, product, tech, and support operated in isolation, causing misalignment and inefficiencies.
Key Outcomes
172%
growth in
daily active users
50%
faster booking
a service
20%
Effort saved on
Frontend Development
Start
Baseline
Advance Level
Viable Feasible Usable
Stability
Delight
All Stakeholders
Small Team
My Approach to Overcoming Obstacles
To balance constraints and creativity, I developed a UX Prioritization Model and split my role—30% as Head of Design for strategic alignment and 70% as an Individual Contributor to accelerate execution within tight timelines and limited resources.
How I managed stakholders
Securing design approval was a complex, time-intensive process involving design leads, product owners, legal, tech leads, accessibility, and security teams. While the diverse feedback added layers of complexity, it ensured a well-rounded, compliant design. This approach was particularly impactful in refining the signup process, making it more seamless, accessible, and secure.
Viability
Feasibility
Engage Stakeholders
Create Roadmap for design
Assess feasibility
Create user stories
Usability
User research
Design and prototype
UX Strategy and Content
Prepared Early: Did My Homework
I aligned with stakeholders upfront to anticipate concerns and minimize back-and-forth delays.
Kept Meetings Lean: Wasted No Time
I reduced unnecessary participants and assigned a coordinator to keep discussions focused and efficient.
Used the Right Channels: Communicated Wisely
I selected the best medium for each situation—quick chats for clarifications, meetings for critical discussions, and emails for documentation.
Prioritized Progress: Focused on What Mattered
Using the MoSCoW framework, I ensured we addressed high-impact issues first, avoiding delays caused by minor refinements.
Backed Decisions with Data: Showed, Didn’t Just Tell
I used research insights, usability data, and real-world examples to validate design choices and gain stakeholder confidence.
Built Trust: Strengthened Relationships
I established strong connections with key decision-makers, which helped resolve disputes quickly and speed up approvals.
This structured approach significantly improved the signup process,making it more intuitive, compliant, and user-friendly.
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The Process I Followed
To balance constraints and creativity, I developed a UX Prioritization Model and split my role—30% as Head of Design for strategic alignment and 70% as an Individual Contributor to accelerate execution within tight timelines and limited resources.
1 week
1 week
2 week
1 week
8 weeks Development
KickOff
Discovery
Implementation
Iteration
Handover
Production
Brief
Alignment
Research
Paper Drawings
User Stories
Lo-fi solution
Viability
Desirability
Feasibility
UI Kit
UX Design
Visual Design
Prototyping
Testing
Improvements
Feedback
implimentation
Handover to Dev
Support to Dev
Checkpoint
UAT
Feedback
Stakeholder Management
First 2 Weeks
We aimed to generate innovative ideas that elevate customer experiences and unlock new business opportunities, free from technical constraints.
Next 4 Weeks
We aimed to generate innovative ideas that elevate customer experiences and unlock new business opportunities, free from technical constraints.
Hypotheses
Key Insights
User Interviews (30+ users): Users struggled with navigation and lacked personalization.
Internal Surveys (100+ employees): 60% found the UI unclear, making support inefficient.
Shadowing Customer Support (50+ cases): 70% of queries were due to platform confusion.
Competitor Analysis (5 players): Rivals offered better navigation and personalization.
Analytics (500K+ interactions): 40% drop-off during complex onboarding.
Audit of Past Designs (20+ UX issues): Inconsistent patterns slowed user tasks.
Old App Screens
UI Kit (Foundation of Design System)
Established a scalable UI kit with reusable components, reducing design time by 50% and ensuring consistency across the platform.
UX Design
Simplified complex workflows, improving task completion rates by 40% and reducing user frustration through intuitive navigation and interaction patterns.
Visual Design
Created a modern, cohesive design system that reinforced brand identity, enhanced user trust, and improved readability, leading to a 25% increase in engagement.
Prototyping
Developed high-fidelity prototypes for rapid validation, enabling early stakeholder feedback and reducing costly iterations in development.
Testing
Conducted usability tests with real users, refining designs based on insights, which resulted in a 35% decrease in usability-related support requests.
Information Architecture
Lo-fi paper design
Personalized Health Insights – Tailored recommendations based on user data will boost engagement and proactive health management
Seamless Booking & Teleconsultation – A simple appointment system with 24/7 virtual care will increase consultations and reduce ER visits
Wearable & Health Data Integration – Syncing fitness devices and medical records will enhance monitoring and treatment adherence
AI Symptom Checker & Medication Reminders – Smart diagnostics and timely alerts will improve decision-making and prescription adherence
Community & Gamification – Peer support and rewards will drive motivation for healthier habits
Cost & Insurance Transparency – Clear pricing and coverage details will improve trust and decision-making in healthcare services.
UX Outcomes
Covering viability, desirability, and feasibility
Key Insights, Hypotheses, and UX Strategy
Three Lo-Fi Design Concepts
Journey Ends
This experience challenged me to adapt and stay focused, leading to personal growth in ways I never expected. Here are some key highlights.
Dual Role
Leader & Contributor – Balancing leadership with hands-on execution, I divided my role strategically—30% as Head of Design for vision and strategy, 70% as an Individual Contributor to accelerate execution and ensure high design quality.
Strategic Planning & Execution
Setting clear expectations and structured planning streamlined workflows, aligning cross-functional teams and enabling smooth decision-making. This approach minimized bottlenecks and ensured timely project delivery.
Driving Daily Engagement
Launched 10+ engagement features, including personalized dashboards, interactive reports, and gamification elements, ensuring users found daily value in the app. This significantly boosted retention and adoption.
Impact-Driven Decisions
Focused on data-backed design choices and rapid iteration, leading to faster approvals, better usability, and seamless integration with business goals.
Strategic Balance
Aligned high-level design strategy with detailed UI execution. Applied Jakob’s Law to enhance usability while refining typography and layouts for improved readability in medical reports and patient dashboards.
Innovating Within Limits
Worked within resource constraints and fixed scope by leveraging existing design systems, reducing development time while ensuring consistency in healthcare applications.
Adaptive Execution
Followed a structured approach to drive progress:
Divided my role between leadership (30%) and hands-on execution (70%) to accelerate delivery.
Conducted rapid stakeholder alignment through workshops and research sprints.
Established clear milestones and streamlined approvals to keep development on track.
Implemented design sprints for continuous iteration and improvements.
Key Highlights
Learning
Tiny Details. Big Impact.
I read a book “Refactoring UI” four years ago, and some of its strategies have helped me make faster design decisions. Its practical insights on layout, typography, and visual hierarchy have guided me in creating clean, user-friendly interfaces.
Leveraged video content to boost engagement, simplify complex health information, and drive better wellness awareness.
Health risk assessment tools for engagement
Instead of icons used real images for better identification of a speciality
Most important actions on the
first scroll of the app
Introduced filter and bigger images of a doctor with key details to make a fast selection
Introduced various wellbeing activities to make sure the daily usage of the app
