Hossein Tabandehpour

Work

About me

My CV

Hossein Tabandehpour

About me

My CV

Test Result Platform

Health App

Custom B2B Apps 🔒

E-commerce Website

WORKS

overhaul the app

Product Experience & Engagement Optimization (Health App)

COMPANY

Cerascreen

Cerascreen

Cerascreen

ROLE

Product designer

Product designer

Product designer

YEAR

2023 - 2024

2023 - 2024

2023 - 2024

Project description

I led the product experience redesign of a healthcare mobile app focused on test results, personalization, and long-term user engagement. The core challenge was low clarity, fragmented navigation, and limited feature discoverability, which reduced user trust and daily engagement. My goal was to simplify core user journeys, improve result accessibility, and introduce scalable personalization features (symptom guidance, wearables, AI insights) to support long-term product growth and engagement.

Impact

Impact

38%
38%

Fewer navigation errors

Fewer navigation errors

45%

Faster time to access results

Faster time to access results

0X

Expected conversion impact

Expected conversion impact

Core Problems

  • Users struggled to locate their latest test results

  • Overloaded dashboards created cognitive friction

  • Low engagement due to lack of personalization

  • Limited monetization pathways beyond test activation

  • Inconsistent UI and unclear information hierarchy

Research & Analysis

To understand users’ needs and improvement areas, I combined three inputs:

  • Competitor analysis of 5 major health apps

  • Survey of 50 active users

  • Customer support tickets review

Research & Analysis

To identify engagement and usability gaps, I combined qualitative and behavioral insights:

  • Competitor analysis of leading health and wellness apps

  • Survey of 50 active users

  • Customer support ticket analysis to identify recurring friction points

    This helped connect user confusion, trust gaps, and feature discoverability issues to concrete product design opportunities.

Key Findings

  • Navigation issues: 58% of new users had difficulty finding lab results → hierarchy needed to be clearer.

  • Feature requests: 25% wanted wearable integration (Fitbit, Apple Health) to see all health data in one place.

  • Upsell opportunities: Strong potential for product recommendations within symptom checks and reports.

  • Consistency gaps: App UI was out of sync with brand guidelines, causing confusion.

  • Engagement drivers: Users responded positively to the idea of AI-powered, personalized recommendations.

Challenges

  • Users struggled to find results

  • UI issues and inconsistencies

  • Engagement was low due to lack of personalization

  • No clear monetization path only test activation and result report view

Key Product Decisions & UX Improvements

Key Findings

  • Redesigned dashboard to prioritize results, status, and next actions

  • Introduced guided symptom flow to improve product discovery

  • Improved result tab clarity with status indicators and history tracking

  • Added personalization via AI insights and wearable integration concepts

  • Simplified navigation and grouped related content for faster orientation

  • Established UI consistency through scalable design system foundations

  • Navigation issues: 58% of new users had difficulty finding lab results → hierarchy needed to be clearer.

  • Feature requests: 25% wanted wearable integration (Fitbit, Apple Health) to see all health data in one place.

  • Upsell opportunities: Strong potential for product recommendations within symptom checks and reports.

  • Consistency gaps: App UI was out of sync with brand guidelines, causing confusion.

  • Engagement drivers: Users responded positively to the idea of AI-powered, personalized recommendations.

Challenges

  • Users struggled to find results

  • UI issues and inconsistencies

  • Engagement was low due to lack of personalization

  • No clear monetization path only test activation and result report view

Design Solutions

  • AI Consultant → guided exploration, trust via transparency

  • Symptom Check → guided flow, smarter product matching

  • Wearable Integration → daily summaries, subscription potential

  • Result Tab Improvements → clearer report status, faster access

  • Dashboard Redesign → easier navigation, grouped reports

  • UI Consistency & Flow Redesign → aligned with brand, reduced friction

Key Product Decisions & UX Improvements

  • Redesigned dashboard to prioritize results, status, and next actions

  • Introduced guided symptom flow to improve product discovery

  • Improved result tab clarity with status indicators and history tracking

  • Added personalization via AI insights and wearable integration concepts

  • Simplified navigation and grouped related content for faster orientation

  • Established UI consistency through scalable design system foundations

AI Health Consultant

Designed a guided AI-assisted discovery flow to help users explore symptoms and understand relevant diagnostic options. The feature improved orientation, reduced uncertainty, and supported more informed product decisions by combining categorized overviews, personalized insights, and transparent guidance.

Symptom Check (Guided Product Discovery)

Introduced a guided symptom flow to help users navigate from vague health concerns to relevant diagnostic tests. This reduced decision friction, improved product relevance, and showed ~2× higher add-to-cart compared to direct product page visits (prototype validation).

Wearable Integration (Personalization & Retention)

Designed device syncing (Fitbit, Oura, Apple Health) to enable personalized insights and continuous engagement. This shifted the product from a one-time testing tool to a more longitudinal health experience with higher daily relevance.

Result Experience Optimization

Redesigned the result tab with clearer status indicators, grouped test history, and improved hierarchy. This significantly reduced cognitive load and helped users access and understand their results faster.

Dashboard & Information Hierarchy

Reworked the dashboard to prioritize results, notifications, and personalized insights. The new structure improved orientation, reduced confusion, and strengthened user trust in the platform.

Results & Product Impact

The redesigned experience significantly improved key product journeys, especially result access and symptom discovery. Validation showed a 38% reduction in navigation errors and 45% faster access to results, indicating stronger usability and engagement. By simplifying complex health data into guided and transparent flows, the redesign increased user trust and established a scalable foundation for future personalization and monetization features.

User Flows & Scalable Design System

To support a growing product ecosystem, I redefined core user flows and established scalable design foundations across onboarding, testing, and result management. By aligning components and interaction patterns across mobile, web, and reports, the redesign improved consistency, reduced cognitive load, and enabled faster iteration for future product features.