(Product Designer — Core App Experience)

BestDoctor is a digital health insurance platform. A foundational step for the company’s business model was expanding beyond corporate clients with its first direct-to-consumer (B2C) launch. This launch hinged on a key activation flow that allowed users to purchase and activate insurance policies for themselves and family members directly in the app.

My role

As the sole designer on a cross-functional team (PM, researcher, analysts, devs), I led the full design cycle — defining user journeys and edge cases, ensuring a cohesive experience through delivery and production.

Key Contributions:

Designed the policy activation experience for individual users, accommodating complex user roles (self vs. family activation). Collaborated closely with the product manager and engineering to align design decisions with technical constraints and business priorities. Collaborated with an external design agency and the in-house UX researcher to test new user flows. Conducted user testing sessions, analyzed feedback, and prepared structured usability reports summarizing key findings. Participated in refining and improving the tested flows based on research insights and user behavior patterns. Updated onboarding screens for the public launch. Created an “Intro to Design System” presentation and onboarding guide to help new developers, designers, and managers getting up to speed. Is used now by every fresh member of the dev team. Proposed and conducted an experiment replacing graphic icons on the home screen with photographic visuals. Result: +17% increase in clicks to service pages and +11% to blog materials.

Impact

Enabled the company to launch its first B2C product and reach a new audience segment. Improved the onboarding experience for individual users. Delivered quantifiable engagement growth through data-driven visual experiments.