Project Overview.

The telemedicine feature of the Humana Saúde app was facing severe friction, leading to a critical 47% patient drop-off rate and negatively impacting the brand's digital presence. Acting as the Staff Product Designer, I led a comprehensive end-to-end redesign strategy. By restructuring the software architecture, integrating a scalable Design System, and optimizing the cross-functional workflow, we successfully turned a complex, underperforming feature into a highly efficient and accessible healthcare experience.

Challenge

The telemedicine feature within the mobile app was experiencing critical user drop-off rates, averaging 47% and peaking at 60% during high-demand hours. This severe churn directly impacted patient care capacity, operational efficiency, and overall brand perception, leading to low ratings on major app stores.

The business set a strict target to reduce drop-off rates to 30%. Furthermore, development cycles for new features were inefficient, taking up to 60 days per release cycle due to the lack of visual and architectural standardization

Action

As Staff Product Designer, I spearheaded the end-to-end design strategy to overhaul the telemedicine journey:

• User & Technical Discovery: Led qualitative research to identify patient drop-off friction points while auditing the software architecture to understand technical constraints in real-time communication flows.

• Design System & Lean UX: Integrated standard components into the Design System using Figma, applying Lean UX methodologies to rapidly prototype, validate, and scale branded interfaces.

• Cross-Functional Workflow Optimization: Established a structured cross-functional workflow comprising business alignment, technical feasibility reviews with engineering, stakeholder validation, structured handoff, Design QA, and post-launch metric tracking.

Result

Lessons Learned.

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