The art of crafting a bridge between patients and therapists
Selia.co
Cloud-computing model:
SaaS
Business model:
B2B2C
Platform:
Web app
Status:
Shipped & live
The case
Accessible therapy
made easy
Selia's digital platform enhances therapy accessibility through a user-friendly interface. Two business models, B2C and B2B, cater to a diverse customer base, expanding growth potential.
My role in product design
As a product designer at Selia, my role was critical in identifying areas of improvement and developing effective solutions to enhance the user experience.
I conducted a thorough analysis of qualitative data collected via Typeform surveys, user interviews, and Hotjar recordings and heatmaps samples, as well as quantitative data obtained through data analysis tools like Amplitude and Metabase. Based on these findings, I made informed decisions and collaborated with cross-functional teams to implement improvements, driving exponential growth in the short and long term.
this case study is intentionally limited due to NDA. If you want to know more about my work in Selia, contact me
The challenges
- Implementing a design system to maintain consistency and scalability across various applications while ensuring that the design system meets the specific needs of each application.
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- Redesigning the patient app homepage while maintaining a balance between the user's needs and the business objectives of Selia.
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- Refining the scheduling flow in the patient app to ensure that the user experience is seamless, regardless of whether the user is accessing the app from a mobile or desktop device.
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- Optimizing design operations to streamline the design process and increase efficiency, while working with a rapidly growing and changing company like Selia. This challenge included finding ways to balance short-term needs with long-term goals, and ensuring that the design team remained agile and adaptable.
Relevant projects and
lateral productions
- Design, analyze, extend and maintain the design system to implement components and design tokens across other applications and back-office tools of the product.
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- Explore and analyze revamp options for the patient app homepage and therapist marketplace.
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- Refine the interface and user experience of the scheduling flow in the patient app, both for mobile and desktop versions.
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- Optimize design operations to streamline design processes and increase team efficiency.
Business impact
During my time at Selia, I had the opportunity to work on various projects and face numerous challenges. Through these experiences, I gained valuable insights into the business impact of my work. Here are a few examples:
- The refinement of the scheduling flow had a significant impact on the user experience. The frustration and confusion rate decreased from 8/10 to 5/10. Additionally, the optimization of the flow improved the user heuristic, resulting in a significant reduction in the time it takes for retained and power users to schedule an appointment with a therapist. The time range went from 5–40 minutes to 1–20 minutes. This improved user satisfaction, reduced churn rates, and increased revenue.
- Implementing design ops in an agile and growth-led context had a positive impact on team collaboration and information sharing. This approach reduced the frequency of blocker situations, which allowed the design team to work more efficiently with other teams, such as product, marketing, and data. This improved prioritization of projects, tasks, and tickets, which resulted in faster project completion, higher quality outcomes, and increased revenue.
- The home redesign exploration had a significant impact on the company's ability to validate and understand deeply the behavior, hierarchy and optimal modular distributions of the features and functions on the patient's app home.
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Reflections
- My time working as a product designer at Selia taught me the importance of thinking about design in the context of the company's overall business goals. Working with a growth-led mindset challenged me to constantly seek opportunities for optimization and growth.
- Balancing short-term needs with long-term goals was a challenge I faced frequently while working at Selia. This required me to prioritize projects that would have an immediate impact on the user experience, while also planning and implementing changes that would contribute to the company's growth in the long term.
- The limited resources and small design team at Selia required me to be agile and adaptable. Finding creative solutions to design problems and working collaboratively with other teams became second nature to me.
- Developing and implementing a design system to maintain consistency and scalability across multiple applications was a significant learning experience for me. I learned that building a robust design system takes time and requires buy-in from stakeholders across the company, but ultimately contributes to a better user experience and increased efficiency in the design process.
- Redesigning the patient app homepage and refining the scheduling flow taught me the importance of balancing the needs of the user with the business objectives of Selia. This required extensive research, collaboration with other teams, and iterations until we found solutions that worked for both, the user and the company. These challenges taught me valuable skills that I will carry with me throughout my career as a product designer.
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