Clafiya helps people in Nigeria save for and pay for healthcare. Its Health Savings Account (HSA) lets users set money aside, earn 7% interest a year, and spend it on care and wellness for themselves and their loved ones.
When I joined, the company was growing fast, launching new services and rebranding. The website and product had not kept up. I redesigned the website, the web app and the admin dashboard so they told one clear story and worked as one system. The redesign contributed to a 20%+ increase in conversion.
Role: UI/UX Design, Information Architecture, Art Direction, User Interviews Duration: 2 months Scope: Website, web app, admin dashboard, design system Collaborators: Illustrator, Marketing Lead, Product Manager, in-house Doctors & Nurses
Clafiya was growing as a health service provider. New services were launching and the company had just rebranded. The website and product needed to capture and communicate those changes.
Three problems stood out:
The goal was therefore; to communicate Clafiya's growth and new services clearly, improve how existing information is presented, and raise the visual and usability standard of the website and product, using the new brand guide.
I joined the meetings where everyone shaping the company's new direction came together: in-house doctors and nurses, customer representatives, the marketing lead and stakeholders. We documented and refined our message until we were confident about what stage the company was at and who we were designing for.
I also interviewed users we reached out to directly. That included people who use Clafiya for themselves, and people who use it to look after elderly parents and younger relatives.