I Reduced Drop-Off From 35% to 16% by Helping Patients Choose Doctors With More Confidence
I Reduced Drop-Off From 35% to 16% by Helping Patients Choose Doctors With More Confidence
Patients struggled to confidently choose an online doctor, leading to repeated comparisons and a significant drop-off before booking.
About this cross-functional collaboration
Year: 2025
Duration: 14 working days
Role: solo end-to-end product designer
The Team: 2 front-end developers, 2 back-end developers, 1 technical engineer lead, 1 product manager, 1 product design lead, 1 product designer
Context: Online consultations were the company’s second-largest revenue source
Dr. Saina is a telehealth or an online health service app with two main services at a time: home blood test, and online medical consultation.
Patients couldn’t confidently decide which online doctor & telehealth platform lost 35% of patients due to unnecessary friction
| Design challenge |
About this cross-functional collaboration
Year: 2025
Duration: 14 working days
Role: solo end-to-end product designer
The Team: 2 front-end developers, 2 back-end developers, 1 technical engineer lead, 1 product manager, 1 product design lead, 1 product designer
Context: Online consultations were the company’s second-largest revenue source
Dr. Saina is a telehealth or an online health service app with two main services at a time: home blood test, and online medical consultation.
Patients couldn’t confidently decide which online doctor & telehealth platform lost 35% of patients due to unnecessary friction
| Design challenge |
Users struggled with making a choice: they moved between the listing and doctor profiles ~4 times on average!
| Finding |
Out of the user researcher finding, heatmap analysis, and user recordings, I traced the lack of trust elements in doctor’s card in the listing.
Research from our user researcher showed that patients relied heavily on other people’s experiences when choosing a doctor.
Users need to trust and choose with confidence without getting confused
| Insight |
Patients didn’t find enough trust and comparison information on the doctor cards to choose confidently.
Users struggled with making a choice: they moved between the listing and doctor profiles ~4 times on average!
| Finding |
Out of the user researcher finding, heatmap analysis, and user recordings, I traced the lack of trust elements in doctor’s card in the listing.
Research from our user researcher showed that patients relied heavily on other people’s experiences when choosing a doctor.
Users need to trust and choose with confidence without getting confused
| Insight |
Patients didn’t find enough trust and comparison information on the doctor cards to choose confidently.
Data backed up two hypothesis for possible solutions
| Solution phase |
trust elements
content overload with doctor cards
Reviews built trust
Users paused to read and expand patient reviews, confirming their importance in choosing a doctor. So, we kept them in the final card.
Easier to scan, easier to choose
Removing unnecessary information and adding badges made the cards easier to scan and compare. Users preferred doctors with badges, especially those with two.
I suspected the data inside cards was creating cognitive overload
I reviewed session recordings, which showed signs of confusion and users overlooking content. I then ran guerrilla usability tests with several colleagues, and their behavior further supported the hypothesis.
Data backed up two hypothesis for possible solutions
| Solution phase |
trust elements
content overload with doctor cards
Reviews built trust
Users paused to read and expand patient reviews, confirming their importance in choosing a doctor. So, we kept them in the final card.
Easier to scan, easier to choose
Removing unnecessary information and adding badges made the cards easier to scan and compare. Users preferred doctors with badges, especially those with two.
I suspected the data inside cards was creating cognitive overload
I reviewed session recordings, which showed signs of confusion and users overlooking content. I then ran guerrilla usability tests with several colleagues, and their behavior further supported the hypothesis.
Which badges should be defined & added to doctor card?
| Design Creativity |
Recommended by patients
Trusted by patients
Experienced on the platform
Designing the badges meant balancing user language, medical credibility, and technical feasibility.
Which badges should be defined & added to doctor card?
| Design Creativity |
Recommended by patients
Trusted by patients
Experienced on the platform
Designing the badges meant balancing user language, medical credibility, and technical feasibility.
Results in overall 3-phase of test:
| Results |
Average back-and-forth
from listing to doctor profile and back:
4 → 2 times
Drop-off rate decrease
from listing page to prepayment page:
35% → 16%
Drop-off rate reduced 16% from doctor listing page to prepayment page
Phase 1: -4.5% reduced drop-off rate
Phase 2: -8% reduced drop-off rate
Phase 3: -5% reduced drop-off rate
Results in overall 3-phase of test:
| Results |
Average back-and-forth
from listing to doctor profile and back:
4 → 2 times
Drop-off rate decrease
from listing page to prepayment page:
35% → 16%
Drop-off rate reduced 16% from doctor listing page to prepayment page
Phase 1: -4.5% reduced drop-off rate
Phase 2: -8% reduced drop-off rate
Phase 3: -5% reduced drop-off rate
Results in overall 3-phase of test:
| Results |
Average back-and-forth
from listing to doctor profile and back:
4 → 2 times
Drop-off rate decrease
from listing page to prepayment page:
35% → 16%
Drop-off rate reduced 16% from doctor listing page to prepayment page
Phase 1: -4.5% reduced drop-off rate
Phase 2: -8% reduced drop-off rate
Phase 3: -5% reduced drop-off rate
Phase#1
Phase#2
Phase#3
What I Learned
01 Validate Feasibility Early
Involving technical stakeholders early saves time and helps me design within real constraints.
02 Small Changes Can Have Meaningful Impact
Not every problem needs a big redesign. Sometimes a few thoughtful changes can make the experience much better.
03 Balance Ideals With Constraints
Good design is also about knowing what is possible and finding the best improvement within those boundaries.
What I Learned
01 Validate Feasibility Early
Involving technical stakeholders early saves time and helps me design within real constraints.
02 Small Changes Can Have Meaningful Impact
Not every problem needs a big redesign. Sometimes a few thoughtful changes can make the experience much better.
03 Balance Ideals With Constraints
Good design is also about knowing what is possible and finding the best improvement within those boundaries.
What I Learned
01 Validate Feasibility Early
Involving technical stakeholders early saves time and helps me design within real constraints.
02 Small Changes Can Have Meaningful Impact
Not every problem needs a big redesign. Sometimes a few thoughtful changes can make the experience much better.
03 Balance Ideals With Constraints
Good design is also about knowing what is possible and finding the best improvement within those boundaries.