Curalie is a digital health startup that offers individualized health coaching, self-management tools, and educational materials to support patients in managing their own health more actively. They do it through their app, utilizing telemedicine consultations, remote monitoring, self-guided programs, and health data tracking. They emphasize providing a holistic platform to help patients better understand and manage their medical conditions.
Curalie is part of Helios (125,000 employees and 10.9 billion in revenue in 2021). Together, they decided to scale Curalie internationally, focusing on low and middle-income countries (Kenya, Columbia, and Vietnam) to make healthcare more accessible and affordable while improving our offering in Germany.
In June 2022, we joined Curalie as interim Outbound Product Managers. We were needed because the Product Manager was going on maternity leave. Curalie had been preparing an international expansion into low- and middle-income countries, and the product's complexity was increasing. Our mandate was to support the team in identifying and implementing initiatives to increase user engagement in the app. The team was comprised of 25 developers, 2 designers, 2 UX researchers, 3 tech leads/engineering managers, 2 Digital Therapeutics specialists, and also stakeholders from the Marketing and Business Development departments.
A significant milestone was to launch of recurring research activities to test assumptions and opportunities. Our main focus was to increase activation, engagement, and retention within the overall user journey.
Initiative 1 - Optimized Sign-Up Flow
We saw that many users downloaded the app but didn’t finish the sign-up, which meant a high bounce rate that wasn’t beneficial for the company. Additionally, from user interviews, the core concept of the app was lost to the user during the sign-up.
Our goal was to tackle the high bounce rate and communicate clearly the value proposition of the app during the sign-up.
What We Did:
First, we conducted user surveys to gather empirical evidence of the problem. The next step was to review the existing user flows with Designers and Developers to identify and map the main pain points.
Once this was finished, we aligned with the legal team to adapt the user flow to local legal requirements (Vietnam, Kenya, Columbia), and to be compliant with GDPR in Germany, which is a very important step. This required assembling additional requirements for country-specific sign-up.
Then, we aligned with the designers and UX researchers, and they created and validated country-specific sign-up flows.
Initiative 2 - Homescreen redesign
Many features had been implemented within different parts of the application and the navigation for users was hindered. So, we decided to run user tests for the app. Thanks to this initiative, we confirmed that users had a difficult time navigating through the app.
To tackle this, we focused on our OKRs, as we wanted to highlight our main features and drive engagement to the app.
What we did:
Before starting any initiative, we did a preliminary usability check to establish a benchmark. We also reviewed user’s main pain points and cross-checked with the features/KPIs we wanted to highlight/increase in ideation workshops
Then, we established preliminary designs after gathering the main requirements and conducted user tests to reshape the home screen from a user-centric approach. This required designing iterations from user tests and validating the mentioned designs.
As a last step, we implemented tracking to monitor the usage and prorated the most essential changes to be made. That’s when the development began.
Initiative 3 - Health-Check
One of the main features/experiences Curalie aimed for was providing a personalized health check with tailored recommendations (exercise plan, diet, etc..). This personal experience was meant at driving conversions towards video consultation (a paying feature) for users with health concerns ranging from mild to severe. The initiative was a legacy from the previous PM and the scope was broad.
What We Did:
We defined priorities with the medical and digital therapeutics team for the overall initiative. As the health-check initiative was quite broad, we prioritized its most impactful parts and established a release plan with two smaller versions. Then, we added tracking to the feature so that KPIs could be monitored and improved upon.
💡 Optimized Sign-up flow to increase conversation rates.
💡 Conducted a Homescreen redesign to ease usage.
💡 Implemented a personalized Health-Check for users.