Bioniq
+40% faster development handoff
Improving subscription clarity, scaling design consistency, and reducing friction in a healthcare product
September 2022
— Bioniq is a personalized health platform that helps users improve blood test indicators through tailored nutrient programs and ongoing progress tracking inside a mobile app.
SERVICES
product design, Product UX, UI Design, Design System, User Flow
Context
The product already had strong medical value, but the mobile experience contained several usability issues that directly affected conversion, retention, and support load.
The biggest friction areas were:
- subscription management - unclear plan status - confusing payment-related actions - inconsistent interface patterns across screens - duplicated UI solutions created during rapid scaling - Lack of a design system
Approach
Flow
After mapping the flow, we realized that we could:
- reduce confusion - simplify decision-making - make account status instantly understandable - improve design system
Analytics
The subscription flow evolved over time without a unified structure. Users struggled to understand: - whether their subscription was active - when the next delivery would happen - how to change or pause their plan - which actions were reversible - how billing logic worked
Research & Discovery
I started with support team insights because they had direct exposure to real user pain points. Main Inputs: - support ticket patterns - recurring user complaints - behavioral analytics - competitor benchmarking in healthcare & subscription products
Discovery Outcomes
- Critical actions were buried. Users needed too many steps to, pause subscription, change delivery, manage payment, review active plan status - The information hierarchy was weak. Important information visually competed with secondary elements. - Different screens used different interaction logic. The same actions behaved differently across the app: This increased cognitive load and reduced user confidence.
Solution
1. Rebuilt Subscription Architecture
I simplified the structure of the subscription section into clear functional blocks:
2. Building sustainable design system
We built a UI kit with all components and defined typography and color styles.
3. Simplified User Decision-Making
A major issue in the original flow was decision fatigue. I improved this by: - reducing visual noise - grouping related actions - creating clearer spacing logic - limiting competing CTAs - introducing more predictable layouts
4. Reduced Error-Prone Interactions
Subscription products are sensitive because mistakes directly affect payments and deliveries. To reduce accidental actions, I redesigned: - confirmation logic - destructive action states - edit flows - plan modification interactions
Impact
Product Improvements: - subscription interactions became significantly clearer - reduced friction in account management - simplified navigation through critical flows - improved visibility of subscription status and delivery information System-Level Improvements: - introduced a scalable mobile design system - improved visual consistency across the app - 40% faster design-to-development handoff - 70% reduction in UI inconsistencies across apps - reduced duplicated UI solutions - accelerated future feature production - Shared culture of collaboration between design, product, and engineering teams
Final design
My role
- Framing and defining the problem - Discovery phase - Lo-fi design and hypothesis generation - Hypothesis prioritization and scoping in collaboration with the product manager - Hi-fi design, edge cases, animations, and prototyping - Collaboration with QA engineers during testing - Design review before release and logging design-related bugs - Post-release metrics review
Key Takeaway: The biggest value of this project was not creating “better-looking screens”. It was reducing friction in a high-trust healthcare product where clarity directly impacts retention, support load, and user confidence. The redesign improved usability at both: - feature level (subscription management) - system level (design consistency and scalability)
