Role
Product Manager
Industry
Healthcare
Duration
3 months
Healthcare App Onboarding Renewal
Project Overview
About reemarc
Digital Healthcare Platform: B2B2C service enhancing orthodontic treatment accessibility
Patient Value: Convenience for people facing barriers to starting orthodontic treatment
Hospital Value: Improved patient management efficiency + digitalized booking-treatment management
Project Background
Existing Onboarding: Single page collecting only basic information → signup completion
Core Problems: Incomplete data collection + forced information input without service value understanding
Project Trigger: PM identified user experience issues and proposed onboarding renewal
Strategic Importance
High-Involvement Service: Orthodontic treatment requires long-term, high-cost medical commitment
Trust Starting Point: Onboarding = first step in building patient - clinic trust relationship
Entire Journey Impact: Incomplete onboarding → quality degradation across booking-consultation-treatment process
Project Impact
Key Achievements
B2B2C Balance Achievement: Designed onboarding flow that simultaneously satisfies patient user convenience and hospital user trust requirements
Complex Stakeholder Alignment: Successfully integrated requirements from CEO (medical background) + Legal team + UX principles
Global Compliance Solution: Built scalable onboarding structure that meets country-specific legal requirements
Stakeholder Feedback
Clinic Users (Medical Staff): Positive evaluation for "reliable patient information collection + convenient communication environment"
CEO: Satisfied with compromise between medical practitioner perspective and user experience
Legal Team: Confirmed stability of compliance process for each country's regulations
Strategic Value
Stable Service Foundation: Completed long-term onboarding process that both patient and hospital users can trust, prioritizing sustainable value over short-term metrics
Challenge & Solution
Complex Stakeholder Challenges
1. CEO (Medical Background) vs PM (UX-Focused) Perspective Conflict
Problem: Hospital trust priority vs user drop-off prevention dilemma
Solution: Redefined essential information + established common goal of "healthcare KPI is visit completion"
2. Country-Specific Legal Requirements for Global Service
Problem: Identity verification methods, terms language, and personal data collection standards vary by country
Solution: Priority service region confirmation → country-specific customized compliance process
3. Balancing Patient-Hospital Needs in B2B2C Model
Problem: Conflicting demands between patients (want simplicity) vs hospitals (want complete information)
Solution: 8-step psychological journey design for trust building followed by complete information collection
Process & Insights
Research & Validation
Patient User In-depth Interview: 1 participant, extended to 30 minutes
Pain Point 1: "Too much information input required on single screen → creates overwhelming feeling"
Pain Point 2: "Re-entering missing information during hospital visit → duplicate work"
Design Insight: Need balance between quick progression and complete information collection
Competitor Benchmarking: Analyzed onboarding flows of 5 healthcare apps
Stakeholder Alignment: 3 sessions with CEO and Legal team to integrate requirements
Critical Decisions
Resolving CEO Conflict: Product vs. Medical Perspective Clash
Background: CEO (dentist background) prioritizes hospital trust, PM concerns about user drop-off
Plan A: Collect all information during onboarding → Expected user overwhelm
Plan B: 50% onboarding + 50% during booking split collection → CEO's anxiety persisted
Plan C (Final Adoption): Redefine truly essential information + complete collection during onboarding
Logic: "For healthcare, actual visit completion is core KPI, not user acquisition"
Result: Successfully convinced CEO, solved both user fatigue and trust issues
Resolving Global Compliance Issues
Dilemma: High security (identity + phone verification) vs user entry barriers
Concern: Excessive commitment demands for early users without service confidence
Country Differences: Identity verification methods vary by country → need for flow branching review
Legal Team Consultation Results:
Required: Terms agreement in service country language + personal data collection notice
Solution: Place service region question at onboarding front-end
Final Decision: Maintain security while building region-specific authentication processes
Final Solution
Strategic 8-Step Flow Design
Phase 1: Trust Building & Value Communication
Purpose Assessment → Identify orthodontic treatment concerns
Options: "Hospital selection difficulty" "Cost issues" "Relocation situation" etc.
Strategy: Present common industry pain points → naturally appeal service value
Service Region → Legal compliance + region-specific terms preparation
Phase 2: Legal Foundation
3. Terms Agreement → User region-customized terms consent
4. Email Entry → Integrated login/authentication foundation
Phase 3: Security Layer
5. Phone Verification → Security enhancement (region-specific authentication methods)
Phase 4: B2B2C Balance (Both Patient-Hospital Satisfaction)
6. Gender Selection → Accurate patient information collection for hospital user (medical staff) decision support
7. Date of Birth → Essential data provision for hospital user (medical staff) treatment planning
8. Name Entry → Complete trustworthy communication foundation between patient-hospital users
Design Rationale
B2B2C Strategy: Simultaneously meet patient user convenience and hospital user trust requirements
Value-Based Start: Imprint service differentiation to patient users in first onboarding step
Trust Building Before Request: Collect sensitive information after service value delivery completion
Psychological Burden Minimization:
One Question Per Page: Distribute patient user cognitive burden
Exit Freedom: UX allowing pause/return anytime
High-Risk Step Protection: Prevent patient user drop-off through sufficient value delivery before authentication requirements
Next Steps
Data-Driven Optimization Plan
Log Event Collection Design: Build user behavior data tracking for each onboarding step
Core Metrics Definition: Set measurement indicators for step-by-step completion rates, drop-off rates, and time spent
Real User Data Analysis: Data-driven UX optimization for hypothesis validation
A/B Testing Roadmap: Continuous improvement through priority experiments on high-risk steps (authentication process)
Long-term Vision
Transition to data-driven decision making on the stable onboarding foundation built to optimize both user experience and business performance
Key Learnings
Critical Mindset Shifts
1. "I'm Always Right" → "Finding Optimal Solutions from Multiple Perspectives"
Before: Confidence that UX best practices are always the answer → dismissed CEO opinions as "ignorance"
After: Understanding CEO's medical practitioner perspective concerns → derived stronger solutions
Lesson: Understanding counterpart's logic core takes priority over persuading them
2. "Predictable Projects" → "Unexpected Risk Response Capability"
Unexpected Challenges: Legal regulations, conflicts with domain experts, global expansion issues
New Approach: Early risk identification process + early involvement of diverse stakeholders
Growth: Acquired practical sense to bridge gap between school theory and reality
3. "Solo Design" → "Collaborative Product Creation"
Realization: Most dangerous thinking is "only my arguments are correct" monopolistic thinking
Action Plan: Collect concerns from each stakeholder at project beginning for next projects
Future Value: Become PM who uses conflicts as ingredients for better solutions rather than avoiding them