Launched
LOG
A fintech app integrates healthcare data to offer personalized financial benefits.
ROLE
Product Design Lead
TIMELINE
Jan - Jun 2022 (6 Months)
Figjam
Figma
Protopie
Adobe Illustrator
Adobe After Effects
TEAM
2 Product Designers
6 Engineers
1 Information Security Officer
TOOLS
At GHC, I successfully led the design of a B2B-focused fintech/health app into a user-friendly platform by:
Managing the entire design process from start to finish.
Collaborating with cross-functional teams to align goals and deliverables.
Creating a new design system that improved usability.
CONTRIBUTION
GHC(GradeHealthChain) blends healthcare data with fintech to provide personalized financial benefits. Its HealthGrades system evaluates users' health checkups and medical records, offering better loan rates and insurance premiums for higher scores.
To secure Series B funding, I led the shift from a B2B-focused app to a user-centered experience. By simplifying the HealthGrades system and redesigning key user flows, I enhanced user engagement and reduced drop-off rates.
PROJECT OVERVIEW
PROCESS
I found that users dropped off due to complex terms, unclear scores, and slow processing.
PROBLEM STATEMENT
Insurance Agent
“ My customers struggle with long HealthGrade calculations and complex terms.”
“ User app retention rates are falling.”
“ 50% of users failed to submit health data
via the LOG app manually. ”
Company
How might we make HealthGrade more understandable for new users while maintaining credibility as a financial indicator?
I discovered UX insights through data analysis
USER RESEARCH & UX STRATEGY
Through UI diagnostic testing with 30 participants by a UX research team, which I led in communication, helped us identify pain points related to HealthGrade calculations and LOG app usage.
QUOTES
“ I exit the app due to the long time to calculate HealthGrade. ”
“ So many features in UI made it unclear what to do. ”
“ The difficult terms and health information difficult to understand the service. ”
INSIGHTS
Lack of engaging feedback during grade calculation caused user drop off.
Users find it difficult to focus due to multiple contents on a single page.
New concepts of HealthGrade, medical jargon, and unclear scoring methods lead to mistrust and disengagement.
SOLUTION
Adding animations during HealthGrade calculation
Streamlining each page for a single objective
Intuitive health data visualization and distributing a LOG UX Writing Guide
UI KEYWORDS
Lively
Friendly
Intuitive
ITERATION
01. Calculating HealthGrade
USER TESTING FEEDBACK
2. Engineering team told me that they cannot make the progress bar sync up with the actual calculations.
1. During Health Grade calculation, users exiting the app led to calculating failure.
KEYWORD
Lively
1. Added animations and HealthGrade explanations to the loading screen to reduce boredom.
INITIAL VERSION
2. Replaced the progress bar with a message asking users not to leave the app.
FINAL VERSION
02. HealthCare
1. The UI needs to be modified to focus on one content per screen.
USER TESTING FEEDBACK
2. With time left until deployment, the CEO requested additional engaging features to increase user retention.
KEYWORD
Focused
1. Moved numerous features into top screen icons for better organization.
INITIAL VERSION
2. Enhanced Health Guide with a character and level system for ongoing app retention.
FINAL VERSION
03. Main Home
1. Use easy terms or provide explanations for complex ones, unless legally restricted.
USER TESTING FEEDBACK
2. While conducting usability testeing, I found that the additional information was useful but overly text-heavy.
KEYWORD
Intuitive
1. Communicated with the legal team and simplified complex app terms or added explanations for clarity together.
INITIAL VERSION
2. Developed UI by minimizing text, and focusing more on graphics and visual effects.
FINAL VERSION
Before jumping into designing, I thought hard about how to make the app more accessible to our target users age at 50s and 60s
DESIGN ACCESSIBILITY
01. Increase the size of components
02. Utilize minimal design.
03. Be mindful of color usage.
Final Outcome
HEALTHGRADE CALCULATION
Pleasant Loading Experience
I created an engaging calculation process with meaningful animations and feedback.
MAIN HOME
Enhanced HealthGrade Visibility
The HealthGrade display is enlarged for better visibility, and complex jargon is simplified for user ease. Also, the health data is visually summarized to increase the visibility of their health values.
Intuitive Health Checkup Results
Used intuitive health status chip for users, with added explanations for medical terminology
HEALTHCARE
Enhanced User Clarity and Engagement
To relieve user’s confusion, all functions are put at the top with icons.Additionally, we have added gamification to the Health Guide to increase user engagement and retention with a character system.
HEALTH SECRETARY
Personalized Health Recommendations
A feature recommending health supplements, exercise, and health videos tailored to individual needs has been added, providing seniors with easy-to-find, suitable content within the app.
IMPACT
Increased userbase by 10,000X
I contributed to boosting the user base from 30 to 300,000 of the LOG app in three years by collaborating with multiple stakeholders and leading the design process as a UX/UI design lead.
This project's achievements over 6 months
Takeaways
Utilized the LOG Design system, which not only unified the app's tone and manner but also significantly saved the design team's UI workload time during this project.
Gained a deeper insight into user behavior and psychology of seniors, enhancing a data-driven strategy through market research and user research outcomes.
Learned the importance of clear communication in project success when communicating with engineers, legal, and information security teams.
Developed expertise in adjusting task priorities amidst a multitude of responsibilities.
Next Steps
I planning to more expand the functionality of the LOG app to cater to seniors and users who may have difficulty accessing the app. As seniors often struggle to differentiate between similar colors, I plan to take the time to ensure that the whole text and image colors of the LOG app have a contrast ratio of 4.5:1. Additionally, I will consider those who are colorblind and make necessary adjustments such as changing the font thickness for components that use green and red simultaneously.