The research, personas and flows behind Vera, Mobile App. The case study covers the decisions; this is the work underneath them.
Vera's members are not a single archetype. The app is opened by a working parent triaging a child at bedtime, by a new member deciding whether the membership was worth it, and by someone waiting on a result they are frightened of. Each state needs a different first screen.
Patients who see the same clinician consistently show materially better chronic disease outcomes and fewer emergency department visits. Continuity is not a comfort feature, it is a clinical outcome driver, which makes surfacing the named care team a health decision, not a brand one. (Source: BJGP Continuity of Care Study 2023)
A majority of patients report anxiety about the process of getting care. The booking, the waiting, the not-knowing, distinct from anxiety about the medical issue itself. The booking and results flows are therefore anxiety-management surfaces, not just transactional ones. (Source: Nuffield Trust Patient Experience Report 2024)
In direct primary care models, same-day availability is cited by the large majority of new members as the reason they switched. Anything in the app that hides or delays that promise. Extra taps, unclear availability, attacks the core value proposition. (Source: DPC Journal Patient Survey 2024)
This project was designed and built end-to-end, from PRD and brand lock through an interactive HTML prototype to a shipping native Android codebase.
The sequence mattered here more than usual. Because the brief demanded a specific emotional quality, the brand had to be locked. Colour, type, motion character, before a single screen was laid out. Every subsequent decision was measured against it, and the ones that failed were the ones that were technically correct but tonally wrong.