Role

Sr. Product Designer (2024-2025)

Teams involved

Product・Marketing・Engineering・Management

Platform

Website・E-commerce・Forms・Mobile app

Contribution

Design & Product Strategy・UX/UI Design・Content Design

 

Project Overview

CARE is on a journey to make preventive medicine accessible to everyone — comprehensive health check-ups, digital access to all data and medical and AI recommendations.

I helped them 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:

  • Rethink the core business offering

  • Redesign of website and e-commerce platform

  • Redefine Medical and Lifestyle assessments

  • Optimize the Mobile App’s UX and defining its future vision

Checkout the CARE Website and app or read the case study below.

 

Problem context

Rethink the core business 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, I 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

Workshop 1: New Offering

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 discussion 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

 

Workshop 2: Additional services

CARE also offered additional tests, with high revenue margin but low conversation to buy. I ran a workshop with the medical team to restructure and redefine them.

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?

 
 
 

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.

1. 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.

2. 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 & key results

During 3 months we tested the new offering, and kept adapting it according to the company operational model, customer feedback and profitability until reaching a sustainable model that is scalable to partner locations and aligns with the customer expectations.

Key metrics: marketing spend, highest-paying customers, CPL, and the stability of delivered revenue.

+91% analysis

Increase on number of analysis received, with a stable delivered revenue.

+5 partner locations

Present in 4 cantons, expanding to 2 more in spring 2025.

+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.

 
 

✨ Checkout on the CARE website the new offering and Add-ons.

 
 

Problem context

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.

 

Design audit & Alignment

Workshop: Defining IA & Content Design

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

 
 

Solution

Building the solution step-by-step

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.

 

Redefine Medical and Lifestyle assessments

👩🏻‍💻 Coming soon

 
 
 

Optimize the Mobile App’s UX and defining its future vision

👩🏻‍💻 Coming soon