Client Researched: Rappi
Rappi+MedPass
Optimizing UX for Effortless Service Activation Journey
Project InformationTIMELINE
August 2021 - September 2021
CLIENT
MedPass
RESEARCHED BRAND
Rappi
ROLE
UX Researcher
Project Resume
The MedPass team partnered with Rappi to address a significant issue: only a small percentage of delivery workers were activating their health vouchers, even though they were part of paid plans. The existing activation process was causing confusion, which led to frustration among users and an increase in support requests.
The primary goal of this research was to identify why engagement was so low and to find ways to redesign the user journey to be more intuitive and reliable.
Research Question“Why did only 10% of users activate their vouchers?”
— Head of product and marketing at MedPass (Principal project stakeholder).
Context
Project BriefingContext
At first glance, it seemed like a technical issue: delivery drivers were struggling to activate their health vouchers—a process expected to be simple and beneficial. But behind the low activation rates and increased reliance on support was a deeper, more human problem.
This project wasn’t just about fixing a flow. It was also about rebuilding trust, simplifying communication, and researching a frustrated and disengaged user group.
Problem
The current voucher activation journey for Rappi delivery drivers reveals significant friction points that lead to frustration.
This resulted in reduced voucher activation rates and an increase in support requests.
Goal
Identify opportunities to streamline and enhance the voucher/service activation journey, making it an intuitive and frictionless user flow.
Research Plan: Step by Step.01. Benchmark
02. Survey
03. Interviews
04. Insights
05. Present Findings.
UX Research ProcessBenchmark
An analysis of direct competitors like Avus + iFood and Natura + Salú was conducted to identify effective UX patterns and communication strategies.
This revealed that while competitors like Avus offer discounts on a range of services, including healthcare, and have a responsive support team, Natura + Salú focuses on a wide variety of telemedicine services.
UX Research ProcessUser Interviews
I conducted structured surveys and remote interviews with a small group of delivery workers, including both free and paid users.
These sessions provided me with crucial insights. I discovered that many users found the activation process confusing and were often left uncertain about whether their voucher was successfully activated.
I also learned that many delivery workers were hesitant to use telemedicine, as they had a strong preference for in-person care.
Furthermore, my research highlighted the need for a more empathetic and human-centered approach to customer service, along with a faster, more accessible communication channel to address their questions.
User Journey Map
To gain a deep, empathetic understanding of the service experience from the perspective of Rappi's delivery partners, I meticulously mapped their complete user journey. This process went beyond just visualizing steps; it was a critical exercise in identifying friction points and emotional breakdowns that directly impacted satisfaction and service use.
I mapped the entire experience across two critical flows:
The plan purchase journey
The benefit activation journey
The resulting journey maps provided a visual, data-backed narrative of what was happening at each stage and, more importantly, why delivery partners were abandoning the process—particularly during the onboarding and plan activation phases on the MedPass mobile app. This rich set of insights became the essential foundation for subsequent ideation and collaborative co-creation with our internal product team.
