What I Did

One of our first actions was to gather customer feedback to build shared understanding of who our patients were. This initiative was pivotal in helping the team gain a deep understanding of our clients' needs, which in turn informed our design decisions and strategy alignment.

We identified that the company was focusing on vanity metrics¹ that did not accurately reflect our performance or customer satisfaction. To address this, we introduced new Key Performance Indicators¹ (KPIs) that offered genuine insights into our business operations and customer engagement. Plus, recognizing the limitations of an ad-based marketing approach, I spearheaded a shift towards a product-led strategy. This change was aimed at leveraging our products' strengths to drive marketing efforts, rather than relying solely on advertising.

Part of my approach as a designer is to think holistically, not only on parts I'm directily in charge but anything that could improve further the product's experience.To better align with our company values and resonate with our target audience, I initiated a brand refresh; this involved updating our visual identity and messaging to more accurately reflect who we are and what we do.

Next we set on a big change of our e-commerce platform. The focus was on improving the checkout flow and integrating modern features.