Human-Centered
Human-Centered
Senior Brand Experience Designer
Wellster Healthtech Group
2021 - Present
RESPONSIBILITY
SUMMARY
Wellster, a pioneer of telemedicine in Germany, provides healthcare for stigmatized subjects by joining forces between science and technology. The goal of user-friendly environments that increase conversion for Wellster’s brands is approached with research, design and testing.
Project: Mental Health
Upon research, user pain points narrowed down to fear of vulnerability, confidentiality concerns, negative experiences, trauma, genetics, and low motivation in combination with being wait-listed. User problem concluded as lack of safe and accessible space for mental health. This also clarified the business problem of users being intrigued by the brand but not converting.
CHALLENGE
SOLUTION
Research took place through medical articles and user interviews. Based on learnings, the colour scheme was addressed to create a sense of safety and minimize stigma. The imagery chosen was emotional and authentic for relatability. The business need of conversion was addressed by AB testing various landing pages. This resulted in the beginning of the mental health brand: HelloEasy with increasing patients and therapist consultations. The last contribution from my end for the brand was a mental health App concept.
Project: Product Selection
Heat-maps highlighted that users struggle in the e-commerce stage of the funnel, which also explains the low conversion rate. Re-structuring of the product purchase experience as a whole was required, for registered and non-registered users.
CHALLENGE
SOLUTION
Designs began with research, followed by wireframes of proposals. The updated strategy emphasized on medical advice, resulting in addition of medical trust elements. Features such as Doctor’s quotes, medical badges, recommended medication and user account were initiated. Layouts were addressed in relation to steps a user is likely to take in consecutive order. In the AB test, it was confirmed that the new design outperformed the previous. New users began converting and previous users were retained. As a result, the sales of products began increasing as well.