Healthcare / Mobile App / Desktop App

Designing a B2B product suite connecting insurers, providers, and patients

CompanyViveo Health
RoleLead Product Designer
ScopeUI/UX Design & Product Management
DurationApril 2023 - Ongoing
Viveo Healthcare app designs across multiple devices
3 appsInsurers, Clinics, Patients
100% suite builtFull B2B platform design
Core workflowsBooking, claims, appointments
Ongoing testingIterative user improvements
Overview

The challenge

Patients, insurers, and healthcare providers were operating in disconnected systems. Patients paid upfront without knowing what was covered, providers managed services without visibility into insurance requirements, and insurers handled claims with limited context from either side.

Viveo set out to bring these parts together through a connected B2B platform that could support the full journey. As Lead Designer, I worked closely with the CEO and engineering team to define and design a suite of products that allowed each group to manage their role while keeping the overall experience aligned.

Research findings

What wasn't working

Lack of clarity around coveragePatients did not know if a service would be reimbursed before booking, leading to hesitation and uncertainty
Disconnected systems between stakeholdersInsurers, providers, and patients were working across separate tools with no shared source of truth
Manual and slow claims processesProviders and insurers relied on fragmented communication and document handling, which delayed decisions
Limited control for insurersInsurance teams had no simple way to define coverage rules or influence what patients could see and book
High friction in provider workflowsClinics had to manage bookings, payments, and insurance requirements across different processes, increasing operational overhead
The process

Iterative, data-driven phases

Rather than a single big redesign, we shipped in focused phases -- each monitored through FullStory session recordings to validate impact before moving on.

Phase 01

Defining the system

Problem

The product direction had shifted, but there was no clear definition of what the B2B platform should be or how the different users would interact.

Mapped the full journey across patients, providers, and insurers
Identified where responsibilities started and ended for each group
Defined the need for separate but connected applications
Aligned early thinking with the CEO and engineering leads
Impact

Created a shared understanding of the product as a system, not a single tool, which helped guide all future decisions.

Phase 01: Defining the system
Phase 02

Designing the first product

Problem

We needed a clear starting point to validate the direction, but the full system was too large to design at once.

Focused on the patient booking experience as the entry point
Defined core flows for booking, pricing visibility, and appointments
Designed high fidelity screens quickly to test usability
Iterated based on internal feedback and early assumptions
Impact

Established a tangible product that made the overall vision easier to understand and validate.

Phase 02: Designing the first product
Phase 03

Expanding into back office tools

Problem

The patient experience could not function without tools for insurers and providers, but requirements for these were unclear.

Translated internal discussions into flows and interfaces
Used design to expose missing logic and edge cases
Ran regular review sessions with stakeholders
Iterated quickly based on feedback and new inputs
Impact

Uncovered key requirements through design, allowing the product to evolve without needing fully defined specifications upfront.

Phase 03: Expanding into back office tools
Phase 04

Working without direct user access

Problem

We had limited access to real users in the early stages, making validation difficult.

Prioritised shipping early versions over waiting for perfect validation
Used internal knowledge to guide initial decisions
Planned for user testing as clients were onboarded
Accepted uncertainty and focused on progress
Impact

Maintained momentum and avoided blocking development, while creating a foundation for future user validation.

Phase 04: Working without direct user access
Phase 05

Aligning the product suite

Problem

As more tools were developed, inconsistencies started to appear across products and user experiences.

Standardised flows and behaviours across applications
Simplified interactions between different parts of the system
Ensured consistency between web and mobile experiences
Reduced friction across the full user journey
Impact

Created a more cohesive product suite where each tool felt connected and easier to use across different user groups.

Phase 05: Aligning the product suite
Reflection

What I took away

01

Ship before everything is defined

Progress came from making decisions visible. Designing flows and screens helped uncover gaps faster than waiting for full requirements.

02

Use design to drive clarity

When direction was unclear, design became the tool to shape conversations. Showing something concrete made it easier for the team to react and align.

03

Consistency matters across systems

Designing multiple products is not just about individual usability. The real challenge is making everything feel connected and predictable across the full journey.

Next projectViveo Health B2C