ALODOKTER • SHIPPED 2021
From Underused to Unmissable: Elevating Alodokter’s Premium Chat through UX
TIMELINE
2021
ROLE
Lead UX Designer
SCOPE
Design Sprint Facilitator, UX Advisor
Overview
Alodokter, one of Indonesia’s leading health tech platforms, offers a 24/7 Chat with Private Doctor service as part of its premium membership.
Despite its convenience, engagement was surprisingly low: out of over 1 million premium users, only a small fraction ever used the feature. This gap pointed to a disconnect between the feature’s perceived value and its actual availability or visibility.
Alodokter’s membership landing page before redesign.
Initial findings
Our research uncovered two main issues: limited awareness and unclear workflows led to poor feature adoption and retention.
- Only 16% of members had ever tried the feature
- Just 7% became repeat users
The users interview revealed the recurring issues: users didn’t understand the benefit, couldn’t find their assigned doctor, and were confused about how the system worked.
Challenge
How might we improve discoverability and clearly communicate the value of Chat with Private Doctor to boost user adoption and retention?
Approach
I led a 5-day design sprint with product managers, engineers, and stakeholders. Together, we identified quick wins and scalable improvements:
- Make the feature visible and easy to access.
- Set expectations through clear onboarding.
- Show users their assigned doctor upfront.
Alodokter’s membership landing page after redesign.
Prominently showcased Chat with Private Doctor to boost engagement and increase chat visits.
Improved affordability by providing a clear entry point to view the assigned doctor.
A guided onboarding page introduces Chat with Private Doctor to first-time users—crucial for driving initial adoption.
Impacts
Within five months, the redesign drove measurable improvements in engagement:
10
Increase in new users accessing the feature
5
Boost in overall user retention