Less friction for the user, more autonomy for the business. Learn how we transformed a constrained white-label setup into a clear, measurable product built to scale.
Industry
Health Tech
Brazil
Outsourcing
Deliverables
Mobile App
Backoffice Web App
Product Strategy
UI/UX Design
Design System
Technologies
AI-driven delivery
React + Shadcn/ui
Expo
Nest
PostgreSQL
Accessible healthcare must be simple from the very first touchpoint.
Bom pra Você connects people to affordable healthcare services through digital and in-person care. For this value proposition to resonate, the experience needed to convey clarity, trust, and ease of use.
However, the product had been built on a white-label telemedicine solution. While this accelerated its initial market entry, it restricted product evolution, experience customization, and full ownership of data and operations.
The challenge was taking control and gaining the autonomy needed to scale the business.
Four interconnected problems amplified the business complexity: a journey that increased friction during onboarding, low operational visibility from disconnected third-party services, users relying on support to complete basic tasks, and technical dependencies that restricted customization, integrations, and product evolution.
All of these factors increased drop-off rates, hindered decision-making, created hidden operational costs, and elevated both governance and business risks for the solution.
“Novatics quickly understood our operations and transformed a fragmented journey into a clearer product for our customers and a far more manageable platform for our team. The delivery went beyond the interface, it built a better foundation for us to scale.”
— José Carlos
Chief Commercial Officer @ Bom pra Você
02. What was at stake: Seamless redesign during active operations
Bom pra Você needed to evolve its product experience while keeping services online and working within existing platform constraints. The challenge was to simplify the user journey, boost user autonomy, and increase operational visibility, all without risking business continuity
More than just redesigning interfaces, we needed to build a reusable foundation ready for future growth and a smooth transition from a white-label setup to a proprietary experience. This balance between user experience, technical feasibility, and operational continuity guided every project decision.
03. Our approach: Understanding before building
The work began with an audit of existing user journeys, operational rules, and technical platform constraints. Design, engineering, QA, and technical leadership worked in short cycles alongside the Product Owner to ensure full alignment with business goals.
This approach combined discovery, prioritization, validation, and integrated development to deliver more than just new interfaces, it established a safer, more predictable foundation for continuous product evolution.
04. Checkout and onboarding: A seamless journey from selection to activation
Onboarding was restructured to guide users through a clear sequence of decisions, from plan selection to account activation. Electronic signatures were moved to the end of the journey, minimizing drop-offs during the sign-up flow.
Beyond creating a smoother user experience, the new flow improved onboarding traceability, eliminated manual workarounds, and established a cleaner setup for tracking conversion rates and identifying drop-off points.
05. Backoffice: Operational visibility to support growth
To reduce reliance on multiple tools, we built a centralized backoffice for managing customer data, payments, documents, plans, dependents, and onboarding progress.
With a single operational source of truth, the team gained better visibility into customer activity, faster bottleneck detection, and richer context for driving product and operational decisions.
06. Mobile app: UX designed around user tasks
The mobile app was restructured starting from its information architecture, prioritizing high-value user actions like scheduling consultations, accessing digital ID cards, searching accredited networks, exploring benefits, and reaching support.
This new layout delivered clearer, more consistent navigation while opening up space for new services, personalized messaging, and future product evolution.
07. Scheduling and business logic: Aligning user experience with operations
Appointment and cancellation flows were redesigned to surface business rules that previously caused confusion, such as available specialties, plan limits, cancellation policies, and support channels.
By aligning the UX with operational constraints, the product eliminated friction points and kept users from getting stuck in dead-end paths.
08. Design System and AI-driven delivery: Turning consistency into delivery speed
We built a shared component library spanning the mobile app, onboarding, and backoffice. This established a unified design and engineering system, drastically reducing friction and UI inconsistencies across releases.
We integrated AI tools to automate repetitive execution and documentation tasks, keeping the core focus, strategic product decisions, accessibility, and high quality, in the hands of the team.
TOKENS
"By leveraging AI through MCPs, Novatics now builds design systems dramatically faster. What used to take weeks to structure can now be accomplished in just a few days, delivering a consistent product completely free of technical debt."
— Marina Alves
Senior Product Designer @ Novatics
09. Constraints and choices: Turning technical limitations into predictable experiences
Not all existing platform limitations could be eliminated immediately. Instead of masking them, the user experience began communicating these constraints clearly, reducing user friction and guiding users whenever an action required support intervention.
This approach improved the experience in the short term while paving the way for a smooth transition toward a more flexible, scalable in-house platform.
10. Impact: What changed for the product and operations
The project established a structured acquisition journey, a centralized backoffice, a clearer user experience, and a modern tech stack built for future growth.
Far beyond a simple visual refresh, Novatics helped Bom pra Você remove product friction, gain operational visibility, and regain the strategic agility needed to scale with confidence.
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Novatics is a consultancy firm specializing in software design and development. We support companies globally in delivering innovative projects on time and on budget.
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