Led the redesign of the main page and improved user engagement by 10%

About

THED is a one-stop, patient-centered platform offering value-added medication services. It enables pharmaceutical and medical device companies to effectively reach and engage targeted patients, build private-domain operations, and drive digital brand marketing.

At the same time, by providing users with features like drug information, medication management, and educational resources, THED enhances the overall healthcare experience and boosts patient satisfaction.

THED is a one-stop, patient-centered platform offering value-added medication services. It enables pharmaceutical and medical device companies to effectively reach and engage targeted patients, build private-domain operations, and drive digital brand marketing.

At the same time, by providing users with features like drug information, medication management, and educational resources, THED enhances the overall healthcare experience and boosts patient satisfaction.

Role

Research
Product manager

Timeline

Jun. - Aug, 2024

Team

3 Designers
1 Product manager
Engineers

Tool

Figma

Projects

01 / Decline in page views after redesign

Following a redesign, engagement on the medication page declined, resulting in fewer page views. Users were less likely to interact with elements or continue exploring the mini app after scanning the code.

02 / Need for accessibility features

In response to government policies promoting greater tech accessibility for older adults, we aimed to introduce features that make it easier for elderly users to navigate and use our app effectively.

My contribution

Collaborating closely with product managers, engineers, BI teams, and designers, I investigated the causes of the decline. Additionally, I conducted stakeholder interviews and user research focused on accessibility needs, which informed the solutions.

I led a second redesign of the medication page to improve engagement and increase page views.
I streamlined the user workflow and developed three feature solutions to address diverse user needs.

The redesigned medication page successfully launched in September 2024.

👀 10%+

page engagement

🤳 8%+

User retention rate

Project 01 / Decline in page views after redesign

Problem

We cannot ask users directly

Due to medical privacy concerns, it was not ethically permissible to contact users directly, and we faced significant time and resource constraints that limited our ability to conduct user research.

Address the issue step-by-step

Use Business Intelligence to inform design decisions

01 / Let the data tell the stories

Although direct user recruitment was not possible, we leveraged BI data to observe and analyze user behavior within our app.

02 / Analyze the reasons

I analyzed the underlying reasons using my academic knowledge of general human behaviors and design methodologies.

03 / Meet with design teams

I led an initial meeting with the design team to analyze the problems and align on design requirements.

04 / Communicate design priorities

Since we offer different medication page plans for enterprises based on subscription levels, the priorities vary accordingly. Therefore, we established distinct priorities for each plan and review with the design team.

05 / Meet with design teams, review designs and adjust

We reviewed the designs with the design team and made multiple rounds of adjustments to ensure compliance with policies.

Analysis

UI update leads to lower user interaction

I reached out to our BI team and analyzed user data before and after the UI update to identify changes in behavior and engagement.

After the UI update, certain medication pages saw a significant drop in unique visitors—particularly in interactions with the "Set Medication Reminder" and "Add to My Meds" buttons. These two key features are essential for delivering value to users and encouraging return visits to our mini program. This trend is particularly noticeable in the Basic Version.

Pain points

Unclear visual cues leave users unsure of where to click or what to do next

01 Buttons are too small and low contrast leads to poor visibility.

02 Visual cues are too weak to clearly indicate which areas are clickable.

03 The icons share similar colors, which reduces their distinguishability and can confuse users.

01 / Iterations

Evaluating design solutions for key action buttons

Plan A

✖️ Action buttons blend into the interface.

✖️ It's hard to tell that it's clickable.

Plan B

✔️ Differentiate actionable areas from informational content

✔️ Easily draw user attention to encourage clicks

Due to low contrast among buttons, we iterated again to emphasize “Add to My Meds.”

Plan C

✖️ The buttons appeared visually inconsistent and clashed with the blue background for the Basic Plan.

Plan D

✖️ Overly large buttons containing too much text take up valuable space and distract from highlighting key content.

Selected plan

✔️ Visually harmonious with large interactive areas

Negotiating with stakeholders

Navigating conflicting priorities in page design

Clients have varying perspectives on the design of enterprise medication plan pages, often prioritizing having their banners displayed prominently at the top. This feature is especially important to them. However, our main goal is to encourage users to return to the app after their initial scan.

“We want to drive traffic to our private domain, which is one of the most important features for us and the reason we chose your platform."

—Judy L., Client from a Pharmaceutical Company

For this specific company, we couldn’t place banners at the top due to the need for overall design consistency. Instead, we explained our rationale—highlighting the importance of encouraging users to return to our app after scanning, so they can continue exploring and engaging with the platform. Placing a banner at the top would likely direct first-time users away from the app too early, increasing the risk of drop-off. Ultimately, we successfully persuaded the client to align with our approach.

02 / Iterations

Evaluating design solutions for medical instructions

We chose the final option because it provides clear visual cues that indicate clickability by mimicking the familiar feel of paper instructions. Additionally, it offers a well-balanced layout that effectively presents key information while fulfilling the legal requirement to display the first three lines of medication instructions.

Reflection

What did I learn?

01 Solving the right problems

Start by clearly identifying the problem the product feature is meant to solve—who it serves, and what specific user needs or scenarios it addresses. Once the overall direction is set, focus on refining the details and considering how the feature will perform across different real-world use cases.

Changing habits is hard. But solid psychological theories and best practices can become powerful tools to help our designs support users on their journey—making progress feel easier and more achievable.