Healthcare / Mobile App

Designing a seamless solution for patients to book the care they need

CompanyViveo Health
RoleLead Product Designer
ScopeUI/UX Design & Product Management
DurationMay 2024 - July 2024
Viveo Healthcare app designs across multiple devices
40%fewer booking steps
+25%more services discovered
25%increase in completed bookings
20+users tested for opimal flow
Overview

The challenge

Patients across Estonia were navigating a fragmented healthcare system. Finding the right provider, understanding pricing, and booking an appointment often meant jumping between multiple platforms with little clarity or consistency.

Viveo set out to simplify this experience with a single booking platform that brings services, providers, and transparent pricing into one place. As Lead Designer and core member of the product team, I helped evolve the platform from its B2B foundations into a patient-facing B2C product, working closely with the CEO and engineering leadership to shape both the experience and the product direction.

Research findings

What wasn't working

Lack of trust at first contactUsers were hesitant to book through Viveo because it was an unfamiliar name in an already sensitive healthcare journey
Payment methods felt unfamiliarThe available payment option did not align with Estonia’s widely trusted bank-link standard, creating unnecessary friction at checkout
Location wasn’t clearly consideredUsers had no intuitive way to see which services were available near them, making it harder to choose confidently
Services were hard to compareSimilar service names across providers caused confusion and slowed decision-making
Unclear paths to the right treatmentUsers struggled to understand which services were relevant to their needs without guidance.
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

Creating a functional identity

Problem

The whitelabel B2B skin offered no clear brand presence, leaving patients without trust signals at first glance.

Designed a hero section with thoughtful messaging to create an empathetic, reassuring first impression
Added an “In partnership with” section to highlight recognised healthcare providers
Simplified service blocks and redesigned treatment cards for clarity and scannability
Impact

Brand trust improved immediately, and landing page bounce rate dropped noticeably.

Phase 01: Creating a functional identity
Phase 02

Less decisions for the user

Problem

Duplicate service names across providers made the selection stage confusing and overwhelming.

Consolidated similar services into grouped entries to reduce cognitive load
Moved provider selection to a separate, location-aware clinic screen for clarity
Worked closely with the co-CEO and Product Lead to validate the new information architecture
Impact

Users reached checkout faster, and drop-off during service selection decreased noticeably.

Phase 02: Less decisions for the user
Phase 03

Native payment methods & service visibility

Problem

Checkout was a conversion bottleneck, and key services remained hidden in the navigation, making it hard for users to engage.

Integrated Estonia’s bank-link payment method as the primary checkout option
Re-introduced the top three service categories on the home screen with clear visual hierarchy
Validated improvements through FullStory session analysis before finalizing changes
Impact

Payment completion improved immediately, and engagement with top services doubled.

Phase 03: Native payment methods & service visibility
Phase 04

Search-driven booking redesign

Problem

Users still struggled to find location-relevant services efficiently, and the hero wasn’t guiding them effectively.

Replaced the passive hero with a functional search-style booking form combining location and service type
Benchmarked against familiar booking interfaces in travel and food delivery to leverage existing mental models
Shipped iteratively and tracked improvements through FullStory session recordings
Impact

Conversions increased significantly, with session recordings confirming the search form as the primary driver

Phase 04: Search-driven booking redesign
Reflection

What I took away

01

Ship fast, learn faster

Pre-launch usability testing isn’t the only way. Shipping to real users with FullStory in place gave us richer, more contextual insights than any lab test could.

02

Bridge the team gap early

Building shared agreements with engineering—phased releases, clear documentation, and aligned expectations—improved velocity and reduced friction.

03

Planning enables pivoting

A strong plan isn’t rigid. Having structure gave us the confidence to adjust when data showed something wasn’t working, without derailing the roadmap.