Douglas Jordy
Doutor24h
2019
The Challenge
The main challenges included:
Positioning the product to resonate with different user personas;
Understanding the profiles of digitally curious and health-conscious users;
Personalizing communication and user flows to increase engagement;
Identifying the most efficient business model and funnel structure to drive qualified leads and boost sales.
Process
To address these goals, we followed a comprehensive and collaborative approach:
Conducted desk research and benchmarking across healthcare systems, product competitors, and the app’s early versions;
Developed six data-backed user personas through interviews, analytics, and team workshops;
Led focus groups with a Product Manager and real users to validate motivations, pain points, and content expectations;
Designed a personalized communication funnel, including:
Six tailored landing pages
Six targeted email flows
Ensured content and UX aligned with each persona's behaviors, improving clarity, trust, and conversion potential.
Solution
We delivered an end-to-end service design solution that connected UX, content strategy, and marketing performance:
Each persona was mapped to a dedicated landing page and email sequence, designed to highlight relevant benefits and guide decision-making;
The full funnel—from discovery to purchase—was data-driven and performance-optimized, providing a consistent and personalized user experience.
Outcome
The strategic integration of UX and marketing efforts led to strong business results:
20,000+ visitors reached the conversion funnel;
580 qualified leads, with a 90% lead qualification rate;
1.2% visitor-to-sale conversion rate, and 28% lead-to-sale conversion;
142 total sales, averaging 4 per day (peaking at 10);
82% of sales were individual plans, priced at BRL 45.00/month;
Low cost per lead (BRL 10.00) and CAC of BRL 42.00, through smart budget use and funnel optimization;
35% sales recurrence rate, with just 15% churn, signaling strong user retention.
This project demonstrated how combining tailored UX design with marketing strategy can unlock meaningful engagement and measurable growth—even in highly regulated sectors like healthcare. The Doutor24h case stands as a successful example of human-centered design driving real business impact.