Making Benefits Manageable with the Clincard App

The problem

The app had three failure modes running at the same time. Navigation was hard to follow, so members who wanted to check their partner network or access their billing ended up calling support instead. The visual language had drifted away from what the company was building everywhere else, the website, the card, the ads, which made the app feel like a different product. And the features that should be self-service were either missing or incomplete: no clear benefits hierarchy, no partner search with real filters, no single place to manage a plan.

The combination meant the app was live but not useful. Members who downloaded it once rarely came back.

The decision

I rebuilt the information architecture before touching the visual layer. The home screen centers on the card and the savings number because that is the first thing a member wants to see: proof that the plan is working. Everything else branches from there, benefits, partner network, plan management.

The partner search needed to function like a real search tool, not a static list. Filtering by city, neighborhood, and specialty meant members could locate a specific partner in their area without knowing its name. Each result surfaces specialties, phone, and address in the same view.

Benefits were given a proper hierarchy. The parent category surfaces the full list. Each benefit goes deeper on its own terms: Economize em Parceiros covers consultations, labs, imaging, optical, dental, pet shops, and pharmacies. Telemedicina links directly to the platform. Seguro Pet has its own activation flow. Members can see everything available under their plan without asking.

Plan management was consolidated into a single section: profile, payments, dependents, billing statement, and the active member certificate, which members can share directly from the app. The identity decisions, app icon, loading states, color system, were made to match the rest of what Clincard was building, closing the gap the old version had opened.

The outcome

The redesign gave members a product that works as a self-service tool for the first time. The savings figure is visible on open. The partner network is searchable. Plan management no longer requires a support conversation.

The structural changes removed the main reasons members had been reaching out for help rather than using the app.