The ASA Group, a subsidiary of Prevent Group, wanted to create a unified digital user experience that integrated their personal healthcare and financial services into a holistic approach to health & wealth management management. As the sole designer, I led the entire 0>1 process from research & validation to design & delivery, overcoming many infrastructure and organizational challenges.
The result: a pivoted digital healthcare product improving the patient experience while laying the foundation for future financial integration
My Role
Led the full end-to-end product cycle
Developed and validated a unique product vision that positions the product at the cutting edge of innovation in the region
Managed collaboration between stakeholders, medical teams, external technical consultants and development teams
Delivered an innovative digital first mobile patient experience
The Challenge
ASA Group's services operated in silos. The lack of collaborative infrastructure, in-house product teams, and reliance on physical interactions created inefficiencies and high staffing costs across the group. The goal was to streamline access to group services and create more integration for the end-users for future unification of services.
Research & Insights
Market Audit: No direct competitors combining health and wealth management
User Discovery: Patients struggled with manual appointment booking and insurance claims, indicating a clear opportunity for digitization
Pivoting to a digital healthcare first approach
Originally, ASA envisioned a fully integrated health and wealth platform, but research exposed critical roadblocks: outdated backend systems, siloed data, and a lack of digital infrastructure to support a multi-service product. A fully unified solution was simply not feasible without significant investment in backend infrastructure. To move forward strategically, I proposed a pivot to a healthcare-first approach, solving the most pressing user pain points of communication frustrations while laying a scalable foundation for future financial integration.
Strategy validation
A patient survey with over 500 respondents validated this approach:
72% of patients prioritized digital appointment booking as the most valuable feature
45% expressed interest in a health tracking tool to monitor their well-being
Preventative health programs were widely supported, especially among patients managing chronic conditions
These insights reinforced that a healthcare-first strategy would provide immediate impact while setting the groundwork for a broader financial integration in the future.
Initial Design & Feedback
The first iteration aimed for simplicity, but it did not provide enough control for users:
Patients could book appointments but had limited options to filter by doctor, department, or time
The interface focused on quick booking but lacked flexibility for different user needs
Feedback revealed that patients preferred more personalization and control in the process
Refined Design & Improvements
Based on feedback during studies conducted with patient experience teams, the second iteration introduced more control and flexibility:
Search and Filtering: Users could select doctors, departments, and appointment times
Step-by-Step Booking: Improved navigation made it easier for users to follow the process
Quick-Edit Features: Bottom-sheet UI allowed users to modify details without starting over
Projected Impact
The project is still in development, however the patient experience is projected too:
50% reduction in customer service workload within three months
Cost savings in staffing while improving patient experience
Faster, more efficient healthcare access, positioning ASA as a regional leader
Final thoughts
The projected success of ASA Health was driven by a research-first approach that enabled strategic pivots based on real user needs. By leveraging prototypes, I was able to effectively communicate the vision, ensuring alignment across the various stakeholders on the project. A focus on scalability allowed for the seamless integration of future financial services without disrupting the healthcare experience.
This product is set to transform regional healthcare by improving accessibility and efficiency while paving the way for financial service integration.
A tailored solution
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