top of page

The launch of tele consultations lifted the revenue from care.fit by 371% when launched. Further, the month on month revenue increased at a rate of 57%. Features were rolled out over 2 quarters post launch and success metrics were tracked over 6 months. 

48.3%

Month on month AOV increase

92%

Increase in repeat consults

27.8%

Month on month CVR for covid-19 packs

3.74

Consultation rating

Outcomes

Background

Care.fit is an integrated health platform for mental wellness and primary healthcare provided by cult.fit. The two main offerings by care.fit include:

  1. Doctor Consultation: 
    Doctors with clinical expertise to provide care from common issues to complex illnesses. There is also an added sub-offering for nutrition & lifestyle consultation where one can get a personalised diet, fitness and mindfulness plan to help achieve health goals.

  2. Health Check Ups: 
    Full body checkup with comprehensive tests both at home & in centre, with all medical records on the cult.fit app, followed by a consultation with a doctors that gives the right care plan based on the outcome of reports.
    Incase an individual does not require/want a full body checkup, there are also Diagnostic Screening Packs for Diabetes screening, Liver screening, Vitamin profile among others. The samples for these tests can be collected either at home or the center. 

  3. Skin and Hair:
    This includes consultations with dermatologists and trichologists, as well as procedures like Laser Hair Removal, Hair Growth Therapy, Acne Treatment, among others.

​

I individually owned all the design for care.fit between Dec 2019 and Sept 2020. A bunch of projects were undertaken across the user app and the doctor's EMR in the time span. My responsibilities included leading and owning all of the research and design for the product, collaborating with the PM on strategy and direction and hand-overs to the development team. Noteworthy and high impact projects included care.fit going digital (tele-consultations), CLP (customer landing page) re-design, diagnostic booking journey re-design, Covid-19 care. 

Tele-consultations

With the onset of Covid-19, all on-ground operations for care.fit shut down. This in-turn meant a massive crippling of revenue. There were no more doctor consults and no more diagnostic tests. 
In this scenario, care.fit introduced tele-consultations. 

​

People could now book doctor consultations across various specialities, follow-up with their doctors and get digital prescriptions.

 

Creating the entire tele-consultations product from scratch was a tedious but short journey. Product thesis and design were completed within a month and the solution was launched within 2 months from conceptualising. 

Considerations

One of the first steps towards building a digital care platform was looking the various facets that would add as considerations while building the product, design, business and operations. 

Frame 2-2.png

The output of brainstorming and solutioning towards these considerations led to specific product and design directions:

  1. Scheduling appointments and creating online interaction chances such as one-on-one chat between the doctor and the patient.

Frame 3-4.png

2. Video chat between doctors and patients through Twilio within the consultation app to make it cost-effective. Also giving patients the choice between audio/video consultations based on their level of comfort with an online system.​

Frame 4-5.png

3. Adding trust and ensuring legalities, giving doctor information like their registration number, degrees and information relevant to their speciality.​

Frame 5-3.png

4. Onboarding doctors not just with individual clinics but from hospital chains to increase trust as well as footfall.​

Frame 6-3.png

5. To improve the treatment process, the sharing of formal prescriptions to patients after the call.​

Frame 7-4.png

6. Enabling patients to share X-rays, prescriptions, medical reports while maintaining HIPAA regulations.​

Frame 8-2.png

7. Using push notifications to ensure no consultations get missed, allowing for rescheduling.

8. Allowing to book appointments on behalf of a patient and making it easy for the patients to then attend the consultation.​ Managing different patients from one account (for users who consult for multiple family members).​​

Frame 9.png

9. Creating a full loop with diagnostics support and medication delivery in case a doctor prescribes any diagnostics or medicines.​

Frame 10-2.png

10. Easy consultation slot selection between patients and doctors, keeping in mind both their schedules.​

Frame 11-2.png

11. Making following-up with the same doctor easy and efficient with past data being retained, simple context sharing, and reminders for the repeat consult.​

Frame 12.png

12. Symptom checker to help patients understand which speciality they need to consult with, along with speciality specific descriptions to help understand what different specialities deal with.​

Frame 13.png

13. Special COVID-19 consulting, tracking and treatment, along with supply of essential items for care like pulse oximeters, thermometers, blood pressure machines.​

Frame 14.png

14. Instant appointments and pay later features for emergencies.​

Frame 15.png

Areas of Improvement

Due to extremely tight timelines, there was not a lot of design innovation done in the product. Getting to the market first was our top priority and led to fast-paced execution and rapid iterations of UI. Not a lot of time was spent on Information Architecture. Wireframing was done solely on paper, only for complex screens (for e.g., the covid-19 consultation flows). There can be massive increase in CVR with more intensive design research and strategy.

Testing

Post the initial launch, several rounds of usability studies and user testing was performed to ensure the next set of releases accounted not just for business goals but also for user needs and user experience.

Frame 16.png

Usability Testing

Frame 17.png

Unmoderated User Testing

Care.fit digital re-design

A few months after the launch of the online tele-consultation platform, a bunch of changes were made in the UI for better CVR and AOV. These included changes on the CLP (Customer Landing Page), checkout flows and a new feature launch for a-la-carte diagnostics.

From the learnings post launch of the tele-consultation platform, the following changes were made:

  1. Change in the visual design of the speciality and super speciality cards to ensure better visibility of price of consultation and to make the page less visually heavy. For this, a visual design studio was hired and designs were co-created.

  2. A/B testing the grouping of speciality and super speciality cards for higher conversions.

  3. Bringing trust makers upfront to ensure potential users trust the platform.

  4. Making a person's care profile (medical history) easily accessible.

  5. A/B testing to slowly move away from the tab structure of navigation for different aspects of care (consultation, diagnostics, skin and hair, etc.)

  6. The checkout page was redesigned to ensure faster scanning of information and quick and better CVR.

Frame 18.png
Frame 19.png
Frame 21.png
Frame 20.png
bottom of page