Bruno Amorim — Resume
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Earlier project · 2019
Doutor Já — Carteira Saúde
An appointment-booking product connecting affordable clinics to people without health insurance — designed to be sold by employers to their own staff as a flexible alternative to a traditional health plan.
30-second read
Problem
Neither the pitch nor the booking flow was built around employers as a sales channel.
Role
Sole UX Designer — ran field interviews and shaped both the research direction and the booking flow it led to.
What changed
4 field interviews reframed the pitch toward an employer-sponsored benefit
Journey map exposed where users dropped off (SMS, automated support, unclear site)
Booking flow redesigned around price/time/location, the info that mattered most
Outcome
The employer-benefit reframing was incorporated into the commercial pitch.
Research
Starting from why people avoid a health plan in the first place
Before touching the booking flow, I looked at why this category of product struggles: most Brazilians don't have a health plan, but the ones who do treat it as something to protect at almost any cost. That gap between want and access is where an employer-sponsored benefit made sense.
71% of the Brazilian population has no health plan
83% of Brazilians value, want, or fear losing the benefit
70% of employees rank a health plan as a top-priority benefit
Field interviews
Talking to the people an employer benefit actually reaches
I visited Super Rede, a supermarket chain that offered Doutor Já as a benefit to its own staff, and interviewed 4 people there — the owner who buys the benefit, and the employees who would (or wouldn't) use it. Those conversations became the personas above.
- The market owner ('Andrei') offers the benefit but never used it himself
- The cashier ('Wander') finds doctors complicated
- The manager ('Juliana') already takes care of her own health and uses it for her son
Key decision
Mapping the journey to find where people actually got stuck
The interviews fed into a journey map across five stages — Discover → Start → Use → Deepen → Leave — tracking real drop-off points: SMS with too little information, an automated support flow nobody understood, a site that was confusing without context.
That map, not a guess, is what pointed at the booking flow as the place to redesign.
Discover
Little information, low credibility on the first contact (SMS/ad).
Start
Doesn't understand the automated support or the site.
Use
Can't find the clinic, the specialty, or their own benefit card.
Deepen
Specialist doesn't respond; clinic doesn't apply the agreed discount.
Leave
Stops paying for something they don't use — the benefit's churn point.
Solution
A booking flow built around price, time and location
The redesigned flow leads with the three things the journey map showed people actually needed to decide: which clinic, at what price, and when. A help popup appears if the user stalls on a step — a direct response to the "doesn't understand the automated flow" pain point from the journey map.
Then, on mobile
Landing
Selling the benefit before anyone books anything
The landing page had to speak to two audiences at once — the employer deciding to offer it, and the employee deciding to use it — before either one reaches the booking flow.
Outcome
A research-driven reframing, not just new screens
The main result wasn't a shipped feature — it was a shift in the product's own pitch. The interviews at Super Rede surfaced the employer-sponsored angle, and that reframing was carried into the commercial pitch alongside the redesigned booking flow.
- 4 field interviews at a real client site, feeding directly into personas and a journey map
- Booking flow redesigned from journey-map pain points, not from a generic best-practice list
- Reframing toward an employer-sponsored benefit incorporated into the commercial pitch
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