A bite-sized overview
For case studies and the full feast, get in touch at isa.jokela.gomes@gmail.com
Lloyds Direct
B2C • 2022
Health Tech
Web and Native • Data-Driven Discovery
Exploring and validating new revenue streams for a leading digital pharmacy
LloydsDirect is an online pharmacy serving over half a million NHS patients, delivering prescriptions directly to homes, reducing the need for frequent pharmacy visits.
In early 2022, I led design on a squad focused on evaluating new revenue opportunities to drive business growth.
Mapping out assumption and research findings on the user journey for buying Vitamins and Supplements.
Approach and impact
One of the business ideas we pursued was offering vitamins and supplements alongside repeat prescriptions.
I led the discovery phase, collaborating with a Product Manager and User Researcher. We analyzed market trends, identified business constraints, and ran two rounds of patient interviews to map the customer journey and highlight pain points.
To validate the concept, we ran a few lean “fake-door” tests within the app, gathering data on user interest and engagement. From these insights, we developed and tested two service propositions, iterating on the customer journey based on feedback.
We were able to validate a concept with both qualitative and quantitative data, helping the business assess viability and outline next steps. Additionally, I established a structured framework for exploring future business ideas, streamlining the discovery process.
For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com.
We measured the interest on a new service by placing a "fake-door" test on the live app, and showing it to a cohort patients.
We tested two concept prototypes with patients. On the one above, the value proposition was based on a Pharmacist creating a bespoke Vitamin plan according to the patient's individual health conditions, goals and needs.
Visual Archive
Yoti • B2C
Vaccination Certificate • Native App
2021
Plan International
B2B • 2018
Public Sector
Progressive Web App • MVP Pilot
An open-source global solution for civil registration
An estimated 1.1 billion people globally lack official proof of identity, with 40% of them being children. Without ID, these people are often denied access to essential services and face greater risks, such as trafficking and abuse.
Plan International (NGO) identified inadequate civil registration as a key issue contributing to these humanitarian problems and sought a scalable solution.
Early stage sketches of the user experience made during our first trip to Bangladesh.
Approach and impact
In 2018, I joined a global team from Plan International and Futurice to design and build an open-source Civil Registration and Vital Statistics (CRVS) system, OpenCRVS, aimed at addressing these challenges. Over six months, we focused on delivering an MVP for a pilot in Bangladesh.
Human-centered design was crucial to our approach, ensuring the product could scale to different countries. I collaborated closely with a Design Lead and a research team in Bangladesh to understand local civil registration processes.
We worked with developers to create a design system with high accessibility standards, ensuring both the design and code laid the groundwork for a globally inclusive product.
We did two trips to Bangladesh – on the first one we ran workshops with government officials and local stakeholders, gaining valuable insights and securing their buy-in. During our second trip, we tested a working prototype in a remote area, allowing health workers to register births. In-person usability testing enabled us to iterate quickly, refining both the user experience and the design system.
By the end of 2018, we had built an end-to-end platform where health workers could register a birth via mobile. This success helped Plan secure government support for piloting OpenCRVS in rural Bangladesh and later on in other developing countries.
For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com.
Health workers using our first prototype to register a birth in a rural area.
Above – Main steps in the user journey of a mobile health worker registering a birth.
Below - A snapshot of the design system with AAA accessibility standards.
Moneycorp • B2C
Marketing Landing Page and Currency Exchange Web App
2017
Fortum Finland • B2C
Indoor Temperature and Air Quality • Mobile App PoC
2016
Nordic Choice Hotels • B2C
Enhancing the guest's digital experience • App PoC
2016
CONTACT
For case studies and more information, get in touch at isa.jokela.gomes@gmail.com
Jumeirah Hotels • B2C
Booking Experience PoC • Web
2019
Yoti
B2B2C • 2019– 20
Identity Verification and eSigning
Web and Mobile • Product Growth
Speeding up business processes with eSigning and ID verification
Yoti is a scale-up aiming to become the world's most trusted identity platform, helping people to securely share personal details with businesses.
In 2019–20, I led the design of YotiSign, a product allowing users to sign documents and verify their ID in a single digital experience, streamlining processes for businesses.
Left – Kick-off workshop mapping out our initial assumptions about a "Templating" feature.
Right – Card sorting session with one of our potential enterprise customers.
Approach and impact
When I joined, YotiSign had an MVP with basic functionality. The goal was to increase conversion for large enterprise customers and shorten contract signing times. My approach balanced ongoing research and rapid delivery.
Our research focused on understanding what would motivate enterprises to switch providers and mapping e-signing and ID verification processes across industries. I also ran remote user testing to better understand how the product was used by document signers, as direct feedback was hard to get.
Despite valuable research insights, we prioritised fast, iterative delivery. I worked closely with the PM and Tech Lead to break down long-term plans into manageable releases, ensuring we could meet ambitious commercial goals.
By tailoring the product to the Real Estate and Legal industries, we secured two large enterprise customers, becoming their primary e-signing provider. Additionally, we increased the percentage of recipients signing within the first two hours from 59% to 72%.
For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com.
Mapping the user journey for setting up an organization was one of the most complex features we tackled. The combination of intricate backend systems and the advanced needs of super-users made this a particularly gnarly challenge to design and implement.
Above – A new feature allowing a document sender to add, name and reorder multiple documents.
Below – Enhancements to the document signing experience which improved our key metrics.
