The Saude iD platform by Fleury Group initially faced low B2C adoption, reaching only 2.6% of the target. In two months, user research and strategic adjustments boosted conversions from lead to customer by 56%, aligning the offering with customer needs and improving platform viability.
Role:
Product Designer
Duration:
4 months
Responsabilities:
Research, cross-team collaboration, prototyping & continuous iteration
Challenges
Low adoption: B2C subscription rate was much lower than expected.
Customer disconnect: The platform wasn't resonating with the target audience.
User understanding: Needed to uncover unmet needs and identify why the current offering wasn’t engaging.
Strategic realignment: Focused on improving the user experience and aligning the product with customer behavior.
Impact
Low adoption risked the platform's viability and ROI for Grupo Fleury. Enhancing user experience and aligning the offering with customer behavior were key to its success.
56%
increase in lead-to-customer conversion
My Approach
Problem Exploration
One of the key challenges was the low number of subscribers. To understand the reasons behind this, I started by diving into the user flow analysis, comparing the product in production with the final design. This helped me identify discrepancies and raised several hypotheses on where things might be going wrong.
I knew that to truly understand the problem, I had to collaborate with various teams—Customer Support, Sales, Marketing, and others. We gathered insights from all sides, which allowed us to map uncertainties and generate hypotheses about what might be causing the low subscription rates.
Interviews
To further investigate, I conducted in-depth interviews with 10 clients. These conversations helped uncover key pain points, as well as the motivations behind the users' decisions. Through this research, I defined customer profiles and built personas, clustering the insights to map the problems.
Some major findings included confusion around family medicine offerings, technical issues within the platform, and the appeal of discounts that weren’t fully leveraged. These insights were critical in defining what to focus on next.
Findings & Problem Definition
After gathering insights from user research, I compiled a findings report with recommendations and next steps for the team. One key insight was that adding more specialties would better align with what users were looking for, while simplifying how they scheduled services could reduce confusion and friction. These insights became the foundation for the solutions we designed later on.
Solution Design
With the research and hypotheses in mind, I began analyzing industry practices, competitor features, and pricing models through benchmarking. This competitive research helped inform our strategic decisions and highlighted areas where we could improve.
Next, I created a user flowchart that reflected the necessary improvements in the product experience, ensuring clarity and consistency throughout the interface. I facilitated discussions with the team to review the technical, UX, and business aspects of the solution, clarifying any doubts and aligning everyone on the direction.
Prototyping
During the prototyping phase, I led the team through ideation sessions, using methods like Crazy 8s and solution sketches to explore various ideas. This collaborative approach helped us refine the direction.
I then developed UI designs and prototypes, incorporating the necessary brand modifications and fine-tuning the user flows based on the insights we gathered earlier in the research phase.
Review & Iteration
After completing the prototype, I worked with the team to sequence the features, ensuring they were aligned with both business and technical needs. We conducted multiple feedback loops, where the team provided input, allowing us to make necessary adjustments and refine the solution. This iterative process ensured we were heading in the right direction and addressed any lingering issues.
Results
56% Increase in Adoption: By addressing user needs and improving the overall experience, more users were motivated to engage with the platform, leading to higher adoption rates.
22% Reduction in Customer Service Complaints: By resolving key usability issues and clarifying confusing features, users had a smoother experience, leading to fewer complaints.
Improved Task Success Rate: Streamlining workflows and reducing friction points made it easier for users to complete tasks successfully.
Valuable Insights for Marketing and Business Teams: These insights led to a clearer understanding of the target audience and guided adjustments to the business model and marketing strategies.
Development and QA Efficiency Gains: By improving the usability of the Figma files and reducing ambiguities, the need for back-and-forth communication was minimized, streamlining development and QA tasks.
Future Plans
Ongoing user feedback: Regular surveys and interviews to keep improving based on user needs and feedback.
Feature expansion: Prioritize new features and improvements based on user insights to keep the product competitive.
Performance monitoring: Track KPIs (engagement, retention) to guide product updates and optimizations.
Scalability plans: Prepare for scaling and internationalization to reach new markets.
Conclusion
The project successfully addressed critical challenges in user adoption by conducting thorough research and aligning the product with user needs. As a result, adoption rates increased significantly, and user satisfaction improved across the board. By focusing on cross-team collaboration and continuous user feedback, the platform has become more user-friendly and efficient, setting a strong foundation for future growth.
