When we were first introduced to CureBay’s Totalcare project, it was ready to launch, with multiple collaterals pre-prepared like: advertisements, a website, and other supporting materials. However, as CureBay’s design partner, How Does It Matter was committed to ensuring that only the highest quality work was presented to the users. And during a quality check, the product did not meet the high standards set for CureBay. This led to a pause in operations just days before the launch, and while the decision was difficult, this underscored the importance of quality design, how it truly matters and its role in long term business growth.
CureBay is making a significant impact in the healthcare industry by offering teleconsultation and healthcare services through a network of microsatellite centers. Recently, CureBay raised ₹62 Crore in a Series A1 funding round, indicating strong investor confidence and providing financial backing for expansion or operational scaling. This recent funding, coupled with their mission to expand services in rural areas, provided an opportunity for us to design a product that would focus on user-friendly interfaces, scalability, and reachability to the target populations.
CureBay’s Totalcare is a comprehensive healthcare solution designed to provide easy access to quality and specialized healthcare. It is particularly beneficial for individuals who have parents living far away, as it can help relieve worry and anxiety by ensuring their parents have access to the healthcare services they need. The design narrative would thus be shaped by the need to create solutions that are not only technologically advanced but also cater to the unique needs of the rural and underserved populations that CureBay aims to serve.
The project faced a critical challenge of delivering a high-quality healthcare solution for remote locations within a tight deadline, without compromising on design or functionality. The team realized that design alone was not sufficient for this ambitious goal, as the development of the product would also require significant time and effort to ensure its readiness for launch.
To reduce the product cycle, we introduced Webflow, a visual website builder that enabled them to design and build custom websites without writing any code. Webflow offered a user-friendly interface, powerful design tools, and the ability to generate clean, semantic code, making web development more efficient and accessible. Webflow also allowed us to create content-rich pages, site search, form file upload, and localisation features, which enhanced the user experience and functionality of the product. A core feature that distinguished Webflow from coding internally was the option to personalise templates. After an exhaustive search, the team selected a few templates that came close to Totalcare's vision. The wireframes were then developed on the template framework which then became the base for the template modification. Some of the challenges that the team encountered while using Webflow were: learning how to use the tool and its features effectively and efficiently, especially for complex and dynamic websites; integrating Webflow with other tools and platforms that CureBay used, such as their backend system, payment gateway, and analytics dashboard; and ensuring the security and compliance of the website and the data collected from the users, especially in the healthcare domain.
Another challenge that prompted this revamp was to redesign the product to match the international standards and appeal to CureBay’s Totalcare primary users- who were international residents. This involved an iterative process of refining the colours, typography, white space, copy, micro animations and page load efficiency to invoke premiumness and trust. The team worked closely with Priyadarshi Mohapatra, the founder of CureBay, to understand the root problems and the needs of the users. This enabled a small feedback loop helping in fast iterations.
CureBay’s Totalcare launched as a high-quality healthcare solution for elderly in remote locations living far from their children. The website appealed to the international residents hinting towards meeting the International standards and trust.The project received positive feedback and reviews from the users, the client, and the stakeholders, and generated significant revenue and impact for CureBay. The project concluded that quality design is crucial for long term business growth and the risk taken by CureBay and the How Does It Matter team was well calculated and net positive.
The project also highlighted the value of working closely with the founders to understand the root problems and the needs of the users, which we always believed in. We also suggested some recommendations for future improvements, such as conducting more user research and testing in different locations and contexts, exploring more features and functions of Webflow, and enhancing the security and compliance of the website and the data.
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