Homedoctor App
Business Model Restructuring Proposal for Homedoctor Smart Medicine through its App
Client
Homedoctor Smart Medicine
Date
February 2025
Category
Strategic Design
Role
Designer
Is it better to sell sneakers in a world where no one knows what a sneaker is, or in a world where everyone wears them?
đź“ť Context
Homedoctor is a company that markets medical measurement devices, but its initial business model faced challenges in closing sales. Based on my prior knowledge of the industry and past experiences, I proposed—together with my team—a strategic restructuring focused on the App as the core of the business model. This solution would help users better understand the value proposition and encourage adoption.
🎯 Objective
The main challenge was to better connect with an audience that neither knew nor understood the solutions offered by Homedoctor. Selling innovative medical devices requires a sustained investment in education and marketing—something complex for a growing company. In contrast, mobile applications are products that are more easily accepted by end users.
The proposal was to place the App at the center of the experience, using it as the access point to Homedoctor's services, features, and values, enabling better market entry, stronger user loyalty, and a long-term scalable strategy.
The idea is for the App to serve as the medium to upgrade users and increase their monthly spend, thereby boosting the customer’s lifetime value over time.
New business model proposal esqueme
👨‍💻 Mi rol
In this project, I was in charge of the full design of the new App, aligning every decision with the proposed business strategy. My responsibilities included:
Research of similar apps and success cases in SaaS, HaaS, freemium or hybrid models
Conceptual and functional definition of the digital product
Visual and user experience design in Figma
Creation of the design system and MVP prototyping
🔄 Workflow
In this project, I was in charge of the full design of the new App, aligning every decision with the proposed business strategy. My responsibilities included:
🧠Investigación
I conducted two types of research:
Internal, to identify weaknesses in the current business model and understand what was preventing successful sales
External, focused on how users perceive digital health, what formats generate trust, and how they interact with similar solutions
đź’ˇ Ideation
Based on the research insights, I defined a functional architecture based on three layers:
Core features, to solve basic needs and demonstrate the app’s value from the start
Upgrade features, allowing monetization of extra services or tools
Retention features, designed to keep users engaged over time
Esquematicémosla definition of the functionalities
🎨 Design
I designed wireframes for all key MVP screens, defining visual hierarchy, copy, and navigation flows. I then developed a consistent and flexible visual design system and built the full high-fidelity interface in Figma.
Wireframes
Design system and components
📱 Screens
🤔 Personal Reflection
This project was a great opportunity to apply strategic knowledge from previous experiences, combining product design with business vision. It reaffirmed my approach as a results-driven designer who doesn’t just focus on aesthetics, but on how each decision impacts the business model.
If I were to tackle this project again, I would dedicate even more time to user testing to validate prioritized features earlier in the process.