Healthcare · Wellness · Feb 2022–Present. Case study by Eugen Stoicov, Senior Product Designer in Vienna.
Leading design across the patient journey, from onboarding to the patient portal.
Built the design system from scratch and designed onboarding and the patient portal, informed by user interviews and usability testing.
Haelsi’s clinics were excellent and its website was not, which patients noticed before they ever walked in. Booking paths contradicted each other across pages, and onboarding lost people before they understood what was on offer or what it cost.
Healthcare buys attention on trust, and loses it fast. The service catalogue kept growing, the brand had to hold together across all of it, and none of the work could add steps to a clinical ops team that was already full.
People arrived with two questions. What does this cost, and who will I be seeing. I rebuilt onboarding around those and cut everything that answered neither. Usability testing settled the rest: when a decorative idea and the booking funnel disagreed, the funnel won. One design system underneath, so a new service could launch without a new set of patterns.
Booking flow conversion reached 11%. Bookings grew 110% year over year. The work brought research, onboarding and the patient portal into a shared design system.
Focus: Design system, Patient portal, Onboarding, Usability testing.