Salu Health
Helping users better understand digital healthcare services and improving conversion through a clearer onboarding experience
The challenge
Salu Health is a digital healthcare provider that combines online and in-person medical services. After launching its new Health Coverage product, the company noticed declining conversion rates and an increasing number of customer support enquiries. Research suggested that many users struggled to understand the product offering, differentiate between available plans, and navigate the onboarding process confidently.
The challenge was to identify where users dropped out, understand why they hesitated, and redesign the mobile onboarding experience to better communicate the product’s value and improve conversion.
Methods
User Journey Mapping, Cognitive Walkthrough, Usability Testing, Semi-Structured Interviews, Think-Aloud Protocol, Thematic Analysis, Persona Development, Competitor Analysis, Copywriting, Low-Fi Prototyping, Hi-Fi Prototyping, Iterative Usability Testing
Team
Emmah Nembaware, Britta Kari, Hadiya Sarfraz, Mohamed Gamal
Duration
3 Months
Research
The research focused on understanding why users struggled throughout the onboarding journey and what prevented them from confidently subscribing to Health Coverage. By combining existing customer data, moderated usability testing, and interviews, the team identified where users became confused, what information was missing, and how clearer communication and a more structured user journey could improve the overall onboarding experience.
→ User journey mapping
Existing customer insights were analysed before conducting additional user research. Customer support enquiries, previous interviews, survey responses, social media discussions, and cognitive walkthroughs were synthesised into a user journey map. This revealed where users dropped out of the onboarding process, which stages caused the most friction, and where further research would provide the greatest value.
→ Usability testing & interviews
Moderated usability testing combined with semi-structured interviews examined how first-time users explored the Health Coverage website, understood the service, and decided whether it was relevant to their needs. Including locals, expats, freelancers, and digitally native users, the study captured a broad range of expectations, motivations, and decision-making patterns.
→ Persona development
The research revealed that the most significant differences existed between local residents and international users rather than demographic groups. The findings were synthesised into two research-based personas, capturing the distinct needs, expectations, and behaviours of these customer segments.
→ Competitor analysis
A competitor analysis explored how digital healthcare providers present their healthcare plans, explain key benefits, and support users throughout the subscription journey. The insights informed improvements to the information hierarchy, content structure, and onboarding experience.
Key Insights
→ Users struggled to understand the value proposition
Many participants could not clearly distinguish between Primary Care and Health Coverage, making it difficult to understand which product matched their needs.
→ Information architecture mattered more than missing features
The biggest barriers were not functionality but scattered information, inconsistent terminology, and unclear navigation that made important information difficult to find.
→ Clear communication builds trust
Although participants generally trusted Salu Health, inconsistent copywriting, unclear terminology, and unanswered questions created uncertainty and reduced confidence before subscribing.
→ Local and international users have different expectations
International users often saw clear value in the service, while local users compared it against existing healthcare options and expected stronger explanations of why they should subscribe.
→ Users wanted answers before making a commitment
Users often hesitated before subscribing because essential information about pricing, coverage, commitment length, and eligibility was presented too late or was difficult to find.
Design Solutions
The research revealed that the main barriers were not caused by a lack of functionality, but by unclear communication, fragmented information, and uncertainty throughout the subscription journey. These findings guided the redesign towards improving information hierarchy, simplifying the onboarding flow, standardising terminology, and helping users understand the value of Health Coverage before making a commitment.
→ Simplified onboarding journey
Problem – Users struggled to understand where to begin and how the subscription process worked.
Solution – The onboarding flow was reorganised into a clearer step-by-step journey that reduced uncertainty from the first interaction.
→ Improved information hierarchy
Problem – Important information was scattered across multiple pages and hidden inside FAQ sections.
Solution – Content was reorganised so users received the right information at the right stage of the decision-making process.
→ Clearer product communication
Problem – Users struggled to distinguish between Primary Care and Health Coverage.
Solution – The redesigned pages introduced clearer explanations, simplified copywriting, and stronger visual comparisons between products.
→ Consistent terminology
Problem – Multiple names were used for the same actions and products, creating unnecessary confusion.
Solution – Terminology was standardised to improve clarity and reduce cognitive load.
→ Better subscription guidance
Problem – Users hesitated before subscribing because payment terms and product limitations were unclear.
Solution – Additional contextual explanations and improved information hierarchy helped users make more confident subscription decisions.
Usability Testing
The redesigned prototype was evaluated through moderated usability testing with participants representing Salu Health’s target customer segments. The sessions assessed whether users could better understand the Health Coverage product, navigate the onboarding journey more confidently, and make informed subscription decisions.
The evaluation confirmed that clearer information architecture and improved content reduced confusion, helped users find key information more easily, and increased confidence throughout the onboarding process. Participant feedback also identified opportunities to further clarify subscription details, eligibility, and payment information, informing the final design iteration.
Outcome
The project demonstrated how user research and iterative design can improve the communication of complex digital healthcare services without changing the product itself. By simplifying the information architecture, refining the onboarding journey, and improving content clarity, the redesign addressed key pain points identified during the research and made the subscription process easier to understand.
The final outcome was a validated high-fidelity prototype supported by research-based recommendations for improving onboarding, UX writing, information architecture, and the overall user experience of Salu Health’s mobile website.