Overview

Designing a Platform for Healthcare providers: Kiwihealth.com

An all-in-one platform empowering healthcare providers to grow their independent practices

MY ROLE
Lead Designer

TOOL
‍Figma
Adobe Creative Suite

DURATION
May 2023 - Present
(Ongoing Interaction)

TEAM
Designer (Me)
1 Graphic Designer
1 Product Manager
2 Developers

About

I designed a platform from scratch to help independent practitioners grow their practices. Launched in June 2023, it now supports 1.5k healthcare providers.

Open live project

Problem

Healthcare providers struggle with expanding and effectively managing their practices due to a lack of tools and strategies.

Project goal

Business goal

Assist providers in managing practices by showcasing our internal tools' capabilities.

Enhance user registrations, fostering both initial sign-up and sustained engagement.

Process overview

Outcomes

I. Final deliverables

My high-level deliverables include a concept for skill-building UX flow, a foundational design system, and hifi-wireframes putting these together.

II. User feedback

III. Results

30%

increase in customer registrations post Sprint 3

21%

user conversion rate reached by Q4 2023

Pain points for two different groups of independent practitioners

Design from 0 to 1

STEP 1: High-level structure planning

• Analyzed competitors' SaaS structuresDesigned and refined
• KiwiHealth.com’s sitemaps with the product team

STEP 2: Establishing the design foundation

• Created the basic design system (typography, colors, CTAs, logos)
• Set the platform’s visual tone

STEP 3: Defining detailed interactions

• Finalized UI and interaction design
• Focused on usability and user engagement

User feedback and iteration

After launching KiwiHealth.com's essential version in Q2 2023, I actively gathered and analyzed user feedback, leading to several key iterations:

I. User onboarding update

II. Channel listing enhancement

III. Pricing structure revamp

Final design

Simplified onboarding experience

Two User Flows:
1. Contact sales for new providers.
2. Direct product exploration for established providers.

Clear product feature pages

Individual pages for each internal product feature.

Enhanced channel search with filters

Listings on major medical platforms with tailored filters.

Plan and service comparisons

• Toggle feature
• Price comparison table

Blog design for resources

Dedicated blog for medical resources.

Responsive mobile design

• Offered two initial UI designs, but feedback highlighted excessive scrolling.
• Improved by keeping filters fixed at the top during scrolling for easy access.

Basic design system

• Used research and testing to mix real images and illustrations for a user-friendly experience.
• Conducted interviews with competitor screenshots to gather insights and preferences.

Interview results on how users perceive the visual style of sample UI

Logo, font, and color

illustrations, and graphics

Basic design elements, including buttons, navigation, footer, dropdown menu, and cards

Takeaways

Leading this end-to-end project, collaborating with developers, and integrating feedback improved my project management and problem-solving skills, significantly enhancing user engagement and meeting business goals.