Rethinking the digital health experience.
Lead UX/UI Designer
Digital Health
Mobile App & Web
UX/UI
Product Design
Conversion
2024
Outcome
From a free health app to a focused product experience with a clear path to premium.
The challenge
DoctorBox already helped users manage their preventive healthcare, but both the app and website had grown over time and lost focus. Information and features needed to be restructured, while the experience had to feel modern, approachable and easy to navigate for a target group aged 40 and above.
At the same time, the business model was changing. Features that had previously been available for free were becoming part of a premium membership. The challenge was to introduce monetisation without turning the product into a constant sales funnel or making users feel that existing value had suddenly been taken away.
The redesign therefore had to connect product experience and conversion. The free experience needed to remain useful, while premium benefits had to become visible at the right moments — both inside the app and across a radically simplified marketing website.
How might we create a natural path from free health support to a premium membership people understand and trust?
Context
Users
- Health-conscious adults aged 40+
- Users seeking support with preventive care
- Users managing personal health histories and documents
- Members using premium preventive healthcare features
Complexity
- Personal health histories and documents
- Preventive care recommendations and recurring intervals
- Free-to-premium conversion
- Connected app and marketing website experience
My role
- UX/UI direction
- Information architecture
- Mobile app redesign
- Marketing website design
- Premium conversion flows
- High-fidelity UX/UI design
Approach
Understand
- Research
- Workflows
- User Needs
Structure
- Information Architecture
- User Flows
- Product Concepts
Design
- Wireframes
- High-Fidelity UI
- Design System
Validate
- Interactive Prototypes
- Feedback
- Iteration
Deliver
- Developer Handoff
- Design QA
- Release Support
Key design decisions
Turn preventive care into clear next steps
Preventive healthcare can feel overwhelming because users need to understand different recommendations, intervals and personal health tasks.
Instead of presenting preventive care as a complex medical record, we translated relevant information into personalised and actionable next steps.
Users could quickly understand what required attention and move from health information to concrete action.
Design conversion as part of the product
Users had previously received the product for free, so a premium model could easily feel like a barrier rather than additional value.
We designed a conversion journey that connected the free experience with premium benefits and surfaced upgrade opportunities when their value was relevant to the user's current context.
Premium became part of the product journey rather than an isolated sales interruption.
Product experience
Reflection
One of my biggest learnings from this project was that monetisation does not begin at the paywall or checkout.
When an existing free product becomes a premium offering, the entire experience needs to communicate value long before the user is asked to pay. That affected how we structured the information, prioritised features and designed the journey across both the app and the marketing website.
Looking back, I learned that conversion works best when it feels like a natural continuation of user value. The goal was not to push users towards a subscription, but to make the difference between free and premium understandable at the moments when that additional value became relevant.