Redesigning a Frictionless First-Time Experience

The project started with one critical insight: users weren’t ready to download an app immediately after seeing an ad. So we helped JoyHealth rethink the entire onboarding journey.

We proposed a lighter, web-based experience that users could land on via a QR code. No App Store detours, no friction. After scanning the QR, users arrive on a clean signup screen, where they enter basic details like their name and phone number.

Post OTP verification, we added a disclaimer screen and then dropped users straight into a welcoming home screen designed to feel calm, helpful, and focused. Our goal here was simple: Don’t overwhelm. Just offer value fast.

Personalization Phenotype Design

At the heart of the JoyHealth experience is something called a phenotype. A unique profile derived from user data like age, diet preferences, activity level, and past medical readings. We designed a multi-step onboarding form to capture this information without making it feel like a chore.

Once users completed the form, they unlocked their phenotype, which came with its own color, name, and lifestyle tips. This reveal wasn’t just a visual delight, it was the anchor for the app’s personalization engine. Users started seeing projected blood sugar impacts for foods, suggestions tailored to their health traits, and post-meal advice like walking prompts.

One example that stands out: if someone added Pav Bhaji, the app immediately showed its impact and followed it up with a friendly nudge "take a 15-minute walk to manage your levels". These small UX touches made a big difference.

Rewards and Achievements System

To keep users motivated, we also designed an in-app rewards and achievements system. We started with a moodboard to align on the visual direction, pulling references from Duolingo, Balance, and Withings Health Mate.

Once we had buy-in on style and tone, we designed badges and rewards tied to user actions like logging meals, completing onboarding, or staying active. The awards system wasn’t just about gamification, it built trust. Each reward reinforced healthy behavior in a way that felt encouraging, not preachy.

Iterating With the Client, Step by Step

Throughout the project, we worked closely with the JoyHealth team on every screen from layout tweaks to color palettes. For instance, when we first shared phenotype reveal screens inspired by gemstones, the team found them too dull.

So we iterated, bringing back the vibrancy that matched their brand tone. This loop of design, feedback, and iteration continued across the app. We didn’t just deliver files, we delivered a thought process. And JoyHealth loved that.

Our Extended Design Team

While we were redesigning the product, the JoyHealth team approached us with a new ask. If we could also support their brochure and marketing design efforts? They needed fast, high-quality creatives for both doctors and patients, plus collateral for email, WhatsApp, and in-clinic visibility.

Since we already understood the brand deeply, we stepped in as their extended design team and started delivering across multiple channels. All while continuing product iterations in parallel.

Designing the Patient Brochure

We started with the patient-facing brochure, which was meant to sit at the front desk of clinics and pharmacies. The goal was to grab attention, explain JoyHealth in seconds, and drive QR code scans. Page one had bold headlines like “Say Goodbye to Food Rules,” a QR code with ₹100 cashback, and a simple breakdown of how the product works.

Page two reinforced the science. It explained how JoyHealth tailors recommendations using user data and research-backed insights.

We kept the language warm and friendly, and the visual layout easy to skim, so patients wouldn’t feel overwhelmed.

Crafting the Doctor Brochure

The doctor-facing brochure took a more clinical tone. This one had to build trust and highlight JoyHealth’s medical credibility. We led with India’s diabetes stats, then layered in the core differentiator:

JoyHealth’s Personalized Glucose Interventional Therapy (PGIT™). Backed by a large-scale clinical study conducted across 14 states.

We visualized complex information through charts and infographics, explained how the algorithm works, and included ways JoyHealth supports doctors.

Like revenue sharing and helping improve their online reputation. It was all about building confidence with a professional audience while keeping it digestible and data-backed.

Developing the Sales Brochure

We also created a third brochure for JoyHealth’s internal sales team to use during B2B outreach. This version was structured around JoyHealth’s differentiators, impact data, and product flow. It gave the sales reps everything they needed to pitch with clarity. From PGIT advantages to clinical trial outcomes and doctor partnerships, this brochure was all about making the science sell.

Marketing Creatives Across Touchpoints

Beyond print, we helped JoyHealth run effective digital campaigns. We designed WhatsApp creatives for limited-time offers like “Win ₹10,000 Cash Prize” and cashback deals.

We made sure every asset was bold, mobile-friendly, and brand-aligned. Emailers followed a similar structure.

It had clear visual hierarchy, strong call-to-actions, and benefit-driven messaging.

We also created product banners and desk standees with QR codes that could be placed in clinics and pharmacies. These were small format pieces, but high impact. It helped close the loop between offline discovery and online engagement.

This part of the project ran in parallel to our product work. And because we were already embedded in the brand’s tone, goals, and design language, we could execute quickly from wireframes to final output. It truly felt like we were an extension of their team.

Conclusion

From user onboarding to clinical credibility, we helped JoyHealth simplify complexity and build trust: one pixel at a time.