HEALTH-TECH
TELEMEDICINE
FLAGSHIP
BetaCare: The Healthcare Decision Interface
Transforming BetaCare from a telemedicine platform into the intelligent interface guiding every critical healthcare decision.
ROLE
Product Designer & CPO
PLATFORM
Web App, Mobile App
DURATION
March 2024 – Present
DELIVERABLES
End-to-end Product, Design System
The Stigma
In markets like Nigeria, mental and sexual health are often shrouded in deep-seated social stigma. Traditional medical interfaces cold, blue, and overtly "clinical" can feel intimidating or exposing.
Cold Clinical Language
Standard onboarding often feels like a police interrogation. We needed to bridge the gap between "Clinical Precision" and "Human Connection."
The Trust Gap
Users avoid "sterile" interfaces when seeking help for vulnerable issues. They seek warmth, anonymity, and immediate validation.
The Starting Point
The legacy platform was a cluttered marketplace of doctors, leading to decision paralysis and patient anxiety.
LEGACY: "THE MARKETPLACE"
NEW: "THE DECISION ENGINE"
Strategic Decisions
How we balanced medical necessity with editorial design craft to create a high-conversion healthcare ecosystem.
Decision 01: Make the homepage a working product, not a marketing page.
"The homepage isn't a landing page anymore; it's the first diagnostic step."
Decision 02: Slow the user down on purpose.
Decision 03: When stakes rise, show less.
Low Severity
High info density, multiple options.
Medium Severity
Filtered options, guided choice.
High Severity
Primary CTA only, urgent tone.
Urgent
Single-action interface: Call 911/Emergency.
The Design System
I built BetaCare's design system from scratch in Figma — variables, responsive typography, full component library, and documented specifications for engineering handoff.
Components Built
Button
Label
Field
Dropdown
Tag
Tag Bar
Checkbox
Toggle Switch
Avatar
Loader
Badge
Loader
Progress Bar
Snackbar
Carousel Navigation
Table
COLOR TOKENS
PRIMARY
#1F56C3
ACCENT
#FAA61A
NEUTRAL
#808080
TYPOGRAPHY
Sora Bold
Display & Headlines
Inter Regular
Body & Technical Copy
Expected Outcome
Re-positioned
Brand perception moved from 'Vendor' to 'Guide' across 3 markets.
2x
Increase in high-intent clinical conversion for specialists.
40%
Reduction in support tickets regarding 'What do I do next?'
1
Unified global design system serving CA, NG, and GH regions.
Reflection
BetaCare confirmed something I suspected coming from medicine into design: the most important UX decisions in healthcare aren't about usability. They're about psychology. A patient who doesn't feel safe won't engage with the most usable interface in the world. Designing for trust is harder than designing for clarity, it requires understanding what people are afraid of before you can design the thing that puts them at ease. The MD + Design combination wasn't a credential on this project. It was the methodology.
Next Project
View BetaCare Pharmacy