New native app design for a prepaid healthcare company

The company

Swiss Medical Group is one of Argentina's leading healthcare providers, offering prepaid medical plans, operating multiple clinics, and delivering comprehensive health services nationwide.

The challenge

The challenge was to identify findability issues in digital channels and design a stronger IA to improve efficiency and effectiveness.

My role

I led and executed this project in under 3 months as the company’s lead strategic researcher, also redesigning key components to build an interactive prototype in under two weeks.

YEAR

2025

COUNTRY

ARGENTINA

SERVICES

PRODUCT DESIGN & RESEARCH

INDUSTRY

HEALTHTECH

COMPANY

SWISS MEDICAL

In the wake of a recent redesign, measuring the information architecture became key to grounding qualitative insights from surveys and interviews in objective findings

Context

Following a redesign launched in 2024, satisfaction and effort metrics were negatively impacted. User feedback revealed significant issues with findability, usability, and technical performance across the platforms.

Objectives

The goal was to assess the current IA and design a new one that would outperform all metrics identified in the initial diagnosis.

Hipothesis

The general hypothesis was that the main access points of the app and website were ambiguous, the commercial names of the features caused confusion, and there were affordance issues.

Process and methodologies

I designed a custom process based on Design Thinking, focused on measuring and objectifying issues in the current information architecture. The goal was to uncover users’ mental models and create a new architecture grounded in both evaluation results and those mental models.

ANALYZE

Understand the current state of digital channels by analyzing trends and available data.

Benchmarks
Trends
Channel usage data

DIAGNOSE

Identify and test the pain points in the current information architecture, and quantify the problem using custom metrics.

Guidelines
Tree testing
Metrics

EMPATHIZE

Uncover the reasons behind the data by actively listening to clients and members regarding channels and information architecture.

Contact lists
Contact guidelines
Segments
Interviews
Card Sorting
Preference Sorting
Analysis and insights

DESIGN

Develop a proof of concept (PoC) for the new architecture based on members’ mental models and preferences.

New architecture
UX Iteration
Interactive prototype

TEST

Evaluate the new architecture in terms of navigation, findability, and usability.

Tree Testing
AB Testing
Iteration
Refinement
Usability Testing
Interactive prototype

CONCLUDE

Transfer the new architecture to product teams for ideation, prioritization, and agile implementation.

Insights report
Testimonials
Evidence Report
Measurement Report
Prototype handoff

Measuring Success, "what" and "how"

I measured findability, directness, time on task, effort, and CES for both the current and proposed architectures to understand which one performs better and to quantify the success of the new solution - both in effectiveness and efficiency.

WHAT

HOW

Findability and Directness

Tree Testing across 8 exploration areas

Time on Task

Lysnna testing app across 8 exploration areas

Efford and CES

Evaluation questionnaire at the end of each exploration area

Devices

The initial project focused on the information architecture of both the private website and the native mobile app, but the final proof of concept was conducted solely on the mobile app.

Tools

To carry out the project, I conducted multiple experiments using tools like Lysnna and Optimal Workshop to evaluate both the current and proposed information architectures. I used Lysnna for card sorting and other testing methods, and Figma was essential for designing the interactive prototype. Artificial intelligence has become part of my daily toolkit—I used it to help quantify insights from interviews and surveys that had been conducted prior to developing the new architectural proposal.