● Launched
LOG
Designed a 0-to-1 platform rewarding health management with financial benefits.
ROLE
Product Design Lead
TIMELINE
Jan - Jun 2022 (6 Months)
Figma
Protopie
Adobe Illustrator
Adobe After Effects
TEAM
2 Product Designers
6 Engineers
1 Information Security Officer
TOOLS
As a product design lead, 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
PROBLEM STATEMENT
I found that users dropped off due to complex terms, unclear scores, and slow processing.
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?
FINAL OUTCOME
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
Increased trust through transparent calculation process
I ensured full transparency in HealthGrade calculations and provided a clear, consolidated view of health data.
Pleasant Loading Experience
I created an engaging calculation process with meaningful animations and feedback.
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
Journey to find an answer
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.
USER RESEARCH & UX STRATEGY
I discovered UX insights through data analysis
ITERATION
01. Making Health Grades Clear
02. Transparent Health Data
03. Create Engaging Loading Experience
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.
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.
Takeaways
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.
