Hospital Albert Einstein
Client
Service Design, Product Design
Services
2023
Einstein was preparing to launch a new premium care service, but lacked a cohesive onboarding experience to match the high standards of its medical offering. Internally, teams were misaligned on service flows, creating friction between operations, clinical touchpoints, and digital interfaces — all of which risked delaying the launch and diluting the value proposition OUTCOME By aligning teams around a unified blueprint and prototyping the full onboarding journey, we accelerated implementation planning, reduced time-to-pilot by 40%, and ensured a smooth, consistent patient experience across all entry points.
My Role As Head of Design, shaped the project's strategic direction by ensuring narrative coherence with business goals, and managed executive presentations and stakeholder alignment. Credits Alexandre Paranaguá (Head of Design) Priscila Costa (Design Lead) Veronica Portugal (Service Designer) Dudu Friedich (Visual Designer) Project develped at No One, design transformation
THE CHALLENGE: This project focused on designing a continuous onboarding experience that would help patients and care teams activate relationships, reduce friction, and reinforce Einstein’s unique model of integrated, human-centered care. OUR APPROACH: 1.Context Framing The healthcare system in Brazil faces challenges with continuity of care, digital adoption, and patient education. We mapped key user pain points and dropout moments during the first steps of the journey, revealing: • Up to 74% churn linked to poor onboarding experiences • Users often misunderstood the care model and their roles within it • Early engagement is key: 90% decide to stay in the first 90 seconds 2.Behavioral Segmentation & Personas We developed 4 behavioral user profiles based on: • Autonomy in health decision-making • Trust in care professionals • Openness to integrated care • Self-awareness of body and mental signals These behavioral archetypes guided how we designed nudges, messaging tone, and onboarding personalization. 3.Service Blueprinting We co-created a full blueprint of the onboarding system, connecting digital and physical touchpoints across: • App sign-up and feature walkthrough • Profile completion (Saúde Profile) • Welcome email, WhatsApp, and clinic visits • Selection of care teams and guided plan activation The blueprint mapped user actions, backstage processes, and platform integrations — enabling Einstein to plan for scale and consistency. 4.Service Concepts & Prototype Features We designed a set of onboarding features and experience concepts, such as: • Health Profile Journey: a smart questionnaire and progress-based activation • Educational Modals & Microtasks: small victories to encourage behavior change • Team Introduction Video: humanizing the care team before first visits • Walkthroughs & Nudges: embedded flows to reduce friction and increase retention • Preference Configuration & Data Integration: enabling personalization via external health platforms 5.Measuring Experience Success The strategy included a full set of onboarding KPIs: • Time-to-Value (TTV) • Drop-off rate per step • Retention post-onboarding • Customer Effort Score (CES) • Activation of care plan steps OUTCOME & IMPACT • A validated end-to-end onboarding system ready to support Einstein’s primary care rollout • Designed for both users and professionals, ensuring operational feasibility • Strategic recommendations for engagement nudges, gamified progression, and multi-channel support • Implementation-ready features delivered for future development cycles • Set of metrics and analytics to monitor onboarding effectiveness across time
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