Healthcare / Mobile App

Simplifying healthcare booking across a complex patient platform

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 providers, understanding pricing, and booking appointments often required switching between multiple platforms with little clarity.

Viveo set out to unify this into a single booking experience. As Lead Designer, I helped evolve the platform from a B2B foundation into a patient-facing product, working closely with leadership to shape both the user experience and product direction.

Research findings

Key usability and trust barriers

Lack of trust at first contactUsers hesitated to book through Viveo due to low brand recognition in a sensitive healthcare context, where trust is critical from the first interaction.

Unfamiliar payment methodsThe available payment option did not align with Estonia’s widely trusted bank-link standard, creating friction and reducing confidence at checkout.

Location visibility was unclearUsers couldn’t easily understand which services were available near them, making it harder to choose relevant providers with confidence.

Difficult service comparisonInconsistent naming across providers made similar services hard to compare, slowing decision-making and increasing cognitive load.

Unclear paths to the right treatmentUsers lacked guidance in identifying the most relevant services for their needs, leading to uncertainty and hesitation during the booking process.

The process

Iterative, data-driven phases

Instead of a single large redesign, the platform was improved in focused, iterative phases. Each phase was validated through FullStory session recordings to ensure real user impact before moving forward. The work was shaped by evolving product direction and existing technical constraints, which required careful prioritization of features and design decisions.

Phase 01

Establishing a functional brand identity

Problem

The whitelabel B2B interface lacked a clear brand presence, leaving patients without trust signals at first glance.

Designed a hero section with empathetic messaging to reassure and engage users immediately

Added an “In partnership with” section to highlight reputable healthcare providers

Simplified service blocks and redesigned treatment cards for clarity and scannability

Impact

- Brand trust improved noticeably

- Landing page bounce rate decreased

- Users engaged with services more confidently

Phase 02

Reducing cognitive load for users

Problem

Duplicate and inconsistent service names across providers made the selection process confusing and overwhelming, increasing the risk of user drop-off.

Consolidated similar services into grouped entries to simplify choices and reduce cognitive load

Moved provider selection to a dedicated, location-aware clinic screen for clarity

Collaborated closely with the co-CEO and Product Lead to validate the revised information architecture

Impact

- Users reached checkout faster

- Drop-off during service selection decreased noticeably

- Decision-making became more intuitive and efficient

Phase 02: Reducing cognitive load for users

Phase 03

Improving payment and service visibility

Problem

Checkout was a major conversion bottleneck, and key services were difficult to find within the navigation, limiting user engagement.

Integrated Estonia’s widely trusted bank-link payment method as the primary checkout option to reduce friction

Reintroduced the top three service categories on the home screen, using clear visual hierarchy to improve discoverability

Validated all changes through FullStory session analysis before final implementation

Impact

- Payment completion rates improved immediately

- Engagement with top services doubled

- Users navigated and completed bookings more confidently

Phase 03: Improving payment and service visibility

Phase 04

Search-driven booking redesign

Problem

Users continued to struggle with finding location-relevant services efficiently, and the hero section was not effectively guiding their actions.

Replaced the passive hero with a functional search-style booking form combining location and service type for immediate action

Benchmarked against familiar interfaces from travel and food delivery apps to leverage existing user mental models

Shipped iteratively and monitored improvements using FullStory session recordings to validate impact

Impact

- Conversions increased significantly

- Session recordings confirmed the search form as the primary driver of improved engagement

- Users were able to find and book relevant services more efficiently

Phase 04: Search-driven booking redesign

Reflection

Key learnings and impact

This project highlighted how critical early alignment with engineering is. Limited feedback loops made iteration slower, so I focused on simplifying decisions and validating through outcomes rather than continuous input.

Ship fast, learn faster

Pre-launch testing wasn’t enough in this environment. Shipping to real users with FullStory provided more actionable insights than controlled usability tests, allowing us to validate decisions quickly and iterate based on actual behaviour.

Bridge the team gap early

Limited feedback loops with engineering made early alignment critical. Establishing phased releases, clear documentation, and shared expectations reduced friction and improved delivery speed.

Planning enables pivoting

The absence of a clear structure early on made it difficult to respond to changing priorities. It reinforced the importance of planning as a foundation—enabling teams to pivot with confidence rather than reactively.

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