CARE - Extend your healthspan
CARE is on a journey to make preventive medicine accessible to everyone by providing comprehensive health check-ups, with digital access to all data in a mobile app combined with medical and AI recommendations.
Design & Product Strategy・UX/UI Design・Content Design・UX Writing・Market research
Digital Solutions
Website・Forms・Booking flow・Mobile app
Role
Senior Product Designer, 2024-2025
Design Challenge
I helped CARE transition to a digital-first company by applying a design thinking and product discovery mindset to enhance their user experience and lay a solid foundation for their business to scale.
Key contributions include:
Rethinking the core offering: from traditional sales to a self-service model
Redesigning the website and establishing a new look & feel
Designing medical and lifestyle assessments
Optimizing the mobile app’s user experience and defining its future vision
Checkout the CARE Website and app or read the case study below.
Challenge
Rethinking the core offering
Shifting the service offering and operational model to increase revenue and scale.
From “Traditional retail sales” (2023)
Generating leads through free consultations booked online.
Selling Check-up memberships and drips at their Zurich store.
To “Asset light and digital first” (2024)
Shift its operational model to increase revenue, reduce costs and scale.
Digital touchpoints, partner locations, and efficient lead generation and customer acquisition.
Step 1: Research & Discovery
Understanding the problem
To kick-off the project, a gathered insights through customer satisfaction surveys and customer feedback from the store to identify how customers perceive the current offering, services and brand.
Some key questions I aimed to answer:
What data do we have on what did/didn’t work in past CARE offerings?
What do customers value? What are opportunities to improve? What would they like to see?
Who are our current customers? Are there any patterns? What target group shall we aim for?
What do others do well that we can get inspired from?
Step 2: Ideate & Prototype
Co-creating solutions
Offering workshop
Based on the research I led an offering workshop with the product team and co-founders to define the problem and ideate on the new offering packages to further test and iterate on.
Key points:
Review insights and target group
Analyse and discuss current offering
Define “How Might We” solve the problem
Ideate new offering models
Prototype and group feedback
UX driven additional health services
Alongside the core offering, I also ran a workshop with the medical team to restructure the additional tests CARE offered. While these services had a high revenue margin, they weren't selling well.
Key discussion points:
How do the existing additional services offering complements the Check-up?
What additional tests can we offer that make sense both medically and in terms of revenue? And which target groups would benefit from them?
Key deliverables:
Created the content strategy for add-ons across the website, app, and booking flow.
Now, there’s a foundation for ongoing evolution, allowing anyone at CARE to start projects using these frameworks and the CMS.
✨ Checkout the Add-ons offering on the CARE website.
Step 3: Design & Test
Fine-tuning the solutions to test
From the various ideas, we decided to test a refinement of the current offering tweaking it based on feedback over a 4-week period.
Key deliverables:
Designed different versions of the offering for the website pricing page and sales presentation.
The store team started doing online consultations. They also gathered feedback on how customers perceived these new offerings.
These feedback was iteratively incorporated every third day to get to the best performing offering.
Step 4: Iterating
Pivoting to a new offering
Although the new offering performed better than the old ones — especially with the combination of Check-ups and Add-ons — it was still heavily reliant on human resources, making it too costly for the output it generated.
Pricing wasn’t working with the current operational model
Too low for a human-dependent sales model but too high for an online check-out solution.
Online consultations weren’t performing as expected
Hard to sell subscriptions, and up-sell add-ons: only 30% show rate and a 25% conversion rate.
Solution
Online Checkout: from traditional sales to a self-service model
The new pricing was the entry point to test a new fully digital sales solution — the online checkout.
From a booking system
Previously, people could only book a free consultation (new customers) or a service appointment (existing customers) and pay on-site.
To an e-commerce platform
Now, people can instantly book and purchase CARE services online via both the website and the CARE app.
✨ Checkout the booking flow online at the CARE website.
The new offering
During 3 months we tested the new offering, and kept adapting it according to the company operational model, customer feedback and profitability.
CARE now offers a service that is not only sustainable for the company but also scalable to partner locations and aligns with the customer expectations. In a nutshell:
A base Check-up (only blood or full body) with a medical report (optional medical consultation).
Access to the results digitally in the app.
Optional add-ons: additional blood and cardio tests, treatments and lifestyle consultations.
✨ Checkout the new offering on the CARE website.
Measuring success
Key results from 6 months of the new offering
Based on key metrics like marketing spend, highest-paying customers, CPL, and the stability of delivered revenue, CARE saw the following results:
+91% analysis
Increase on number of analysis received, with a stable delivered revenue.
+65% sales
Increased sales performance since August, reaching record revenue in January.
< CHF 90 CPL
Significantly reducing CPL since early 2024, with more efficient performance marketing spend.
+5 partner locations
Present in 4 cantons, expanding to 2 more in spring 2025.
Challenge
Redesigning the website
A key part of making this transition successful was redesigning the website. Now that the new offering and pricing were working, it was time to update the rest of the site to match the new vision, support business goals, maintain consistency and scalability.
IA Workshop
To align on what needs to be redesigned and prioritize what and how to build the pages, I runned a information architecture workshop with the co-founders and product team to look into:
Current website IA
New website IA
Define high-level content design for most relevant pages
Prioritize & scope work
Information architecture & Wireframes
Define the sitemap to have an high-level overview of the pages and how they connect.
High-level wireframes with existing and new components.
Content writing and strategy, ensuring clarity and consistency across the site.
Look & Feel and Component Library
Tested different versions both on the web and in ads to see what look & feel performed better.
Moved from a dark and futuristic look & feel to a white, more medical oriented one.
To streamline the assembling of new pages in the future, a component library was created in collaboration with Miklos Barton.
✨ Checkout the the CARE website for the full design.
👩🏻💻 Other projects coming soon