CareZone.com

Funnel optimization and product market fit.

I joined CareZone in 2012 four months after the first product launch as employee number 12.

At the time CareZone was a project management app for adult kids (40ies-60ies) taking care of their elderly parents (80ies-90ies).

Over the next three years we iterated through many different ideas and business models and eventually became personal medication management and finally a pharmacy.
The examples from CareZone are all individual contributor work. I worked across Web, iOS, and Android. Most of the designs were hypothesis and data driven and focused on optimizing funnels or test product market fit.

A Project Management App

CareZone's first focus was to help with project management for caregivers. Caregivers typically struggle to keep in sync and to stay organized together. To that end CareZone introduced a set of modules like a journal, contacts i.e. doctors and pharmacies, a calendar and so on.

We struggled with convincing people they needed this structure and with getting them to continue to use the app. These specific screenshots are from a point in time when we were trying out a different navigation to see if we could change the focus of the app.


Medication Management

Our first real breakthrough came when we accepted that personal medication management should be our key focus. Once we had optimized our "Facebook -> download -> sign up" funnel we shifted to driving the "First use -> first medication -> continued use (reminders, more medications)" funnel.

These screenshots are from different points in time when we moved medication management from being just one of modules to be the place you land in the app after sign up.


iOS - Entering Medications

We got people to enter a few medications and set up reminders. However, entering medication information manually was cumbersome and people would frequently not enter all the information.

We had another breakthrough when we came up with the idea that people could take pictures of their medications and we would extract all the information from those pictures.

iOS was our flagship application and we spent a lot of time on optimizing instruction for how to take the best pictures and get all the information. Including intro videos, interstitials, and informational dialogs.


Android - Entering Medications

Despite all our guidance on iOS we still got blurry pictures, pictures that were too dark, and frequently did not get enough pictures.

Android usually followed iOS however we also used Android to experiment more with the experience.

I worked with the Android development team to prototype ideas for how we could take pictures automatically once the picture was in focus, and how we could get pictures that were not too dark.

The two videos below are prototypes. I recorded videos, then used Adobe Premier and After Effects to put UI on top to show some ideas. We implemented some of these ideas and did drive down the percentage of blurry pictures and pictures that were too dark.