‍

The company is a SaaS platform for medical clinic management, aiming to become the go-to solution for recurring-patient practices. Its main clients are aesthetic medical specialties, including dermatology and plastic surgery. The platform offers features from patient records and financial management to patient loyalty, all with the mission of helping doctors build stronger businesses.

The product is structured in plans, with the Loyalty Plan as the premium tier, above the Essential and Financial Plans.

‍

The Business Module is the star feature of the Loyalty Plan and a key differentiator for the premium offering. It is heavily used by dermatologists and plastic surgeons, the platform’s primary user base.

However, despite its strategic importance, the existing module had several usability issues, missing crucial features, and didn’t fully meet these specialists’ complex needs (like creating detailed quotes and managing flexible credits).

This limited adoption, caused dissatisfaction among high-value users, and crucially, prevented the company from maximizing MRR (Monthly Recurring Revenue) through upgrades to the Loyalty Plan. We prioritized a radical redesign to increase perceived value, improve user satisfaction, and drive revenue growth.

‍

To address the identified issues and ensure new features solved real user problems, we adapted the Triple Track Agile approach. We started with in-depth research (Problem Space) and accelerated solution development with a Design Sprint.

‍

Problem Space

The goal of the Problem Space was to map pain points and improvement opportunities in the Financial Module. The research uncovered insights that went beyond finance, revealing strategic opportunities for the Business Module.

‍

Research steps included:

• Desk Research: Exploring market trends and competitors.
• Internal Research: Reviewing NPS, churn, internal forms, and customer support data. Although focused on finance, it revealed gaps in client and sales management.
• Product Requests Analysis: Understanding what users were asking for.
• Value Proposition Canvas: Cross-functional collaboration highlighted how pipeline management (Business Module) connected to financial health.
• Benchmarking: Examining competitors, including CRM and sales tools used by aesthetic clinics.
• User Interviews: Dermatologists and plastic surgeons shared challenges in creating complex quotes and managing sales pipelines—core functionalities of the Business Module.
• Data Analysis: A thorough review of all collected data.

Key insights

‍

• The Business Module drives revenue through Loyalty Plan upgrades, as it sits at the heart of the sales and loyalty funnel.
• Premium user dissatisfaction with the module posed a greater churn risk than finance issues in the short term.
• Improving features like quoting and sales pipeline directly empowers doctors to close more business.

Strategic pivot: Based on these insights, we prioritized the Business Module first—proving the value of in-depth research in guiding product strategy.

Accelerated Execution: Design Sprint

‍

With the problems clearly defined and features validated, we ran a 5-day Design Sprint. The goal was to rapidly prototype a high-fidelity version of the Business Module, testing flows and usability with stakeholders and heavy users to minimize time-to-market.

‍

‍

We used Maze for unmoderated testing with six key tasks, validating navigation flows such as creating complex quotes.

• Overall Usability Score: 83
• Learnings: Heatmaps and click maps revealed that users clicked the right points, but some paths weren’t enabled in the prototype. These issues were fixed in development.

‍

We conducted interviews to understand daily adoption and identified improvements:

• Add a discount field for the total quote, not just individual services.
• Adjust the module for surgeons using external services (e.g., hospital, anesthesia).
• Improve the workflow for generating interest from quotes.

‍

After incorporating usability feedback, the final Business Module included:

• Flexible, detailed quote creation
• Opportunity management (sales pipeline)
• Patient credit tracking

The module helps aesthetic clinics optimize commercial operations, offering a clear sales pipeline view and serving as a strategic decision-making tool.

‍

‍

Launched in January 2024, the Business Module became the Loyalty Plan’s key differentiator, boosting average ticket and MRR. Upgrade performance consistently exceeded company targets:

• January: 180.7% of upgrade goal achieved
• February: 173.1%
• March: 122.6%

‍

The team also surpassed overall sales targets in Q1, with the module playing a major role.

• Active adoption: 86.3% of Loyalty Plan users
• Impact: Helped doctors nationwide close 1,000+ deals per week

‍

These outcomes validate the combined approach of Problem Space research for insight-driven prioritization and Design Sprint for rapid, user-centered delivery. The Business Module has become an essential tool for helping doctors build stronger businesses and a direct driver of MRR growth.