Bemol Saúde – Digitalizing Healthcare Scheduling
Bemol, a leading retail and e-commerce platform, was expanding into healthcare services. The challenge was to bring the trust built in the physical clinics into a digital booking experience, integrating this new service directly into the Bemol app.
Company
Bemol
Scope
Product Design · Concept
Role
Senior Product Designer
Channels
App Bemol
Status
Concept · 2025
The Strategic and Business Challenge
Bemol was expanding into healthcare, building on its strong regional reputation to offer low-cost exams and consultations. The UX goal was clear: design a scheduling flow that could handle different service types and logistics, including an in-home collection service with specific time constraints, while keeping the experience simple and reliable for the user.
Logistics and Design System Innovation
The core design problem was solving a logistics puzzle that hadn't been tackled before in the Bemol app: building a reliable, scalable scheduling pattern. The main challenges were:
Service Differentiation & Timing
The flow had to handle two different service types — Medical Consultations (variable duration) and Lab Exams (fixed time) — without breaking the user experience.
The In-Home Collection Barrier
The "Atendimento Domiciliar" service coordinated mobile teams via Uber, requiring a mandatory 1-hour buffer between appointments for travel and service time.
The Solution
We developed an interaction pattern that hid the logistical complexity from the user. The system only showed time slots that had already factored in the 60-minute buffer and routing. This kept the experience simple on the surface, while the design logic handled all the scheduling constraints underneath — and added a new, reusable scheduling component to the company's Design System.
Expected Metrics and Business Impact
Success depends on reducing scheduling friction and driving real adoption. These are the KPIs defined for launch:
Primary Metric: Appointment Completion Rate
Target: 75% to 80%. Since this is the first complex scheduling flow in the app, the main goal is to validate that the UX pattern works — that users who start a booking actually finish it, without dropping off due to confusion or friction.
Secondary Metrics: Adoption and Trust
Two additional metrics matter here. First, in-home service adoption (target: 25% to 35%), which tells us whether users trust the convenience of the service. Second, the NPS score (target: above 50), which measures whether the experience is good enough to build loyalty and reinforce the Bemol Saúde brand.
Lessons Learned and Next Steps
The main learning from this project was turning complex internal logistics into a simple experience for the user. Building the new scheduling component also left a lasting contribution to the Design System, ready to support future service-based features.
If approved for development, the next steps would be connecting the scheduling platform to major health insurance plans (e.g., Amil) and building a post-booking tracking experience for in-home collections.
