UX & UI Design for Health & Wellness Company
- $10,000 to $49,999
- May - Sep. 2022
- Willing to Refer
“Working with CrossComm was a very rewarding experience.“
- Hillsborough, North Carolina
- 11-50 Employees
- Phone Interview
CrossComm provided UX/UI design services to a health and wellness company. The team redesigned the client’s app for mobile and desktop. They used Figma to share designs.
CrossComm’s design efforts made the client’s app more consistent with their branding. Now that the client has implemented the new designs, the app flows better, and users can more easily schedule coaching sessions. The app has also seen increased user engagement.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the president and COO of dooable health. We’re a health and wellness company for employers to offer benefits to their employees. We offer a health and wellness platform for companies to offer their employees.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with CrossComm?
Essentially, we were trying to increase our user engagement. We offer one-to-one health coaching, but we utilize our web app and mobile app to get employees to schedule a call with our coaches, and we wanted to make it more seamless. Our web and mobile app was outdated, and we wanted to improve the UX and decrease the friction that it took for users to schedule a session with one of our health coaches.
We had actually gone through our company and realized that we had design debt, meaning that a lot of previous design was done in-house. We needed a third party with a fresh pair of eyes and a UI/UX expert, particularly within the mobile space, to give us unfiltered feedback.
What was the scope of their involvement?
We had an initial discovery call for us to explain our program, existing technology stack, and some of our challenges. CrossComm facilitated the conversation through a discovery session. Afterward, they recapped it for us and recommended that they do a brand and app audit.
They reviewed our existing app’s UI/UX design and compared it with the landscape of our competitors and similar health and wellness platforms. Then, they came back to us with user personas and what they’d need within our app. They also made recommendations about which features to prioritize. Through the collaborative effort of the UX/UI audit, we were able to identify the core needs of our users based on a couple of personas, which led us to the next phase.
The following phase was a complete redesign of the app, which they executed via Figma. We’d gone through a rebranding process, so they accommodated our new style guide. We also asked them to highlight the section for users to schedule a coaching session as the first action within the app. Outside of that request, we trusted them to recommend all other features and functionalities.
Once CrossComm delivered the redesign for desktop and mobile, our development team took over for the implementation phase.
What is the team composition?
We worked with the CEO during the discovery phase and a project manager throughout the project. We also worked with two designers.
How did you come to work with CrossComm?
CrossComm was recommended to us, and we did some research. It was important for us to work with a local team, so we appreciated that. We also liked that they had experience in the healthcare field. They’d done projects for healthcare facilities and seemed to have a long history in the mobile space, which we were looking for.
We only used their UI/UX team, but it was nice to know that they had developers on staff. We felt confident they could make the designs for our internal development team to implement rather than just designing to achieve a pretty look and feel.
How much have you invested in them?
We spent about $30,000.
What is the status of this engagement?
We worked with CrossComm from May–September 2022.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
We wanted to rely on CrossComm’s expertise and give our app users a seamless experience. Our goal was for users to log into the newly designed app and feel comfortable, thus, making it easier for them to progress on their personal health journey without the technology getting in the way. CrossComm created an all-new UX/UI, and the redesign has been a huge win for us.
They honored our brand design, guidelines, and style guide while creating a completely new user flow and UI. Before engaging CrossComm, it took up to four clicks to schedule a coaching session. Now, users can schedule a session with one simple click, which is one of the most significant outcomes we’ve achieved.
Additionally, they designed the app to reflect our brand, which sounds simple, but there was a disconnect before we started working with CrossComm. Before, app users didn’t necessarily associate it with the doable brand. Now, it seems like we’re all part of the same company because the brand and app reflect the same style guide.
The redesigned version of the app has only been live for one month. Since implementing their designs with our user base, we’ve seen an increase in coaching sessions, which has been encouraging. We’ve experienced a 20.2% increase in the coaching sessions scheduled which is what we were hoping for. Although it’s only one month’s worth of data, we’re pleased by the increase.
Working with CrossComm was a very rewarding experience. It was nice to work on a project with the end user in mind rather than focusing on the internal plumbing necessary for a successful app and platform. The project has positively impacted our UX, and our user engagement and number of scheduled coaching sessions have increased.
How did CrossComm perform from a project management standpoint?
CrossComm made the whole process collaborative, which was nice. They honored our style guide and our priorities, and we were able to work through the nuances. They were also very flexible. At the end of the project, we made a last-minute request because we were going to change the name of the app. Rather than being defensive about it, they worked on it with us; I really appreciated that.
They used an internal project management tool, but I asked them to send us email updates with Figma links to review the designs, which they did. We communicated through Google Meet and email.
What did you find most impressive about them?
From what I gathered, they seemed to have an extensive history in the app industry, which was helpful. They had an appreciation for apps from when the App Store was launched, which evolved into actually having the technical skills to implement designs for other clients.
They also had experience with our specific technology stack, which put me at ease that they were orchestrating the redesign with our technology in mind. I also liked that they had in-house designers. It was nice to know that their core internal team focused on UX/UI rather than outsourcing it.
Are there any areas they could improve?
I could only think of one area for improvement, which I communicated with them. They gave us a list of hours we had to use during the course of the project, but it wasn’t clear if the hours were outside the budget. They provided the total hours but not in relation to the budget, which would have been helpful. For instance, they’d say they’d used 500 hours, and it would’ve been nice to know if it was 500 or 600 hours, so that I had an ongoing report.
We were ultimately within budget, but it would have been beneficial because, as a client, I forget those details. I had a general idea it would be within the range, but sometimes I got lost in the weeds with the number of hours.
Do you have any advice for potential customers?
I recommend sharing your brand style guide with CrossComm so that they can use it as inspiration to redesign your UX/UI. Using the style guide as a starting point enabled us to kick off the project quickly and maximize our ROI. Also, make sure to leverage their expertise.
Additionally, it’s helpful to approach the project with a clear goal. For example, we needed to make sure that users could more easily schedule a session with our coaches. Design projects require you to make several decisions, and having a clear goal from the start will keep you on the right path.
Service & Deliverables
On time / deadlines
"We told them we wanted it by the end of the year, and they were able to deliver it in September. "
Value / within estimates
"They gave us a range, and they were on the lower end of the range, which was a huge win and relief."
Willing to Refer5.0
"I have already recommended them, and I was super willing to leave them a review as well.