User Experience
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User Experience •
Responsibility
Senior Brand Experience Designer
Wellster Healthtech Group
2021 - 2025
Summary
Wellster, a telemedicine company in Germany, provides products for stigmatized subjects by combining medicine and digitalization. Through research, design, and testing, I created user-friendly digital environments that enhanced the conversion rates for its associated brands.
Project: Mental Health
Challenge
HelloEasy, a mental health brand from Wellster’s ecosystem required reassessing due to low conversion rates. Research identified key user pain points, including fear of vulnerability, stigma, confidentiality concerns, negative experiences, trauma, genetics, and low motivation aggravated by waitlists in traditional medical settings. The central issue concluded as lack of safe and easily accessible mental health spaces.
Solution
Extensive research, including medical articles and user interviews led to several UIUX improvements. A revised colour palette with lighter tones was implemented to create a sense of safety and reduce stigma. Authentic and emotional imagery was selected to enhance relatability and trust. To address the conversion metric, A/B testing was conducted on various landing pages. This resulted in increased patient and therapist consultations. My final contribution to the brand was a creative concept to expand into a mobile application. I hypothesized that adding an on-the-go safe space for acquired patients could increase retention, and increase new users.
Project: Product Selection
Challenge
Wellster’s e-commerce experience had drop-offs prior to check-out. Heat maps revealed that users struggled in the funnel and clicked in unintended places. I hypothesized the problem to be low trust, loss of hierarchy, and lack of visual structure. A comprehensive restructuring of the product purchase interface was necessary for registered and non-registered users.
Solution
The re-design process began with research, followed by wireframes. The updated strategy emphasized on medical credibility, incorporating trust elements such as doctor’s quotes, medical badges, recommendations for medications, and a concept for a user account. Layout structures were redesigned to align with familiar steps users take in an e-commerce journey. A/B testing confirmed that the new design's improved performance, resulting in higher conversion rates for new users and retention of existing users.