Case Study: Easy Store

Create a digital store within Easy Health, a management software for healthcare professionals, that is functional, intuitive, and aligned with the needs of the paying audience. The store should allow the sale of multiple products, with the sales model (one-time purchase or subscription) still under discussion.

• Lack of understanding of the target audience by stakeholders

• Isolation of the e-commerce team within the company

• Technical architecture of the software limited purchases to clinics, not individual users

• Risk of rejection by the free user base

• Confusion regarding the sales model (Jira-like vs. Netflix-like)

• CSD Matrix

• Benchmarking

• One-on-one interviews

• Online surveys

• Data-driven personas

• Competitive audit

• SWOT analysis

• MoSCoW method

• User flow

• Information architecture

• A/B testing

• Misalignment with the ideal audience: experienced doctors (over 35 years old) and clinic owners did not use the free product because they perceived it as "cheap = low quality."

• Status and simplicity: this audience values status, aesthetics, and ease of use; many would purchase the most expensive plan just for prestige.

• Segmentation by profession: doctors and nutritionists have very different needs and budgets.

• Payment methods: diversity is essential (credit card, Pix, debit), but credit card stood out as the best initial option.

• Sales models: a "simple like Netflix" approach would work better than the Jira-like proposal.

• Basic plan (nutritionists)

• Intermediate plan (beginner doctors)

• Premium plan (clinic owners)

• Subscription models: monthly and annual (with a 15% discount)

• Payment methods: credit card, debit card, and Pix

• Familiar layout: inspired by major e-commerce platforms (Amazon, Netflix, Americanas)

• User-centered design: simple flow focused on few clicks and high visual clarity

• A/B tests with different versions of the store for doctors in the test group

• Adjustments to structure and communication based on feedback

• Behavior analysis using Microsoft Clarity (heatmaps) and Google Analytics

• Conversion: 17% of free users migrated to paid plans within the first 30 days, without any marketing campaign

• Qualified interest: 32% increase in traffic from doctors who own clinics

• Engagement: 68% of free users started using the store

• Cart abandonment rate: 60% (vs. national average of 82%)

• Cancellations:

•   38% within 30 days

•   16% within 90 days

•   12% after 90 days

• Having data and insights is not enough — it is necessary to know how to communicate and sell the idea.

• Storytelling, trust, and data are powerful tools in discussions with stakeholders.

• Customer-centric culture must permeate the entire team — recurring presentations help achieve this.

• Status and aesthetics are decisive for the premium audience.

• A/B testing helped eliminate internal biases and increased conversion rates.

• Design needs to consider the non-technical profile of the medical audience.

• Personas

• User journey

• User flow

• Benchmarking

• Product Requirements

• Research Report

• User Flow

• Interactive Prototypes

• Guidelines Visuais

• Reusable Components (UI Kit)

• Responsive Layout Table​