Curelink helps doctors offer holistic, AI-assisted care under their own brand. Patients join a care plan in the app, and get live sessions and WhatsApp support between visits.
Scratch cards that made enrolling worth it
Curelink needed more patients in its care programmes. The data said the enrolment flow was fine; the people doing the enrolling just had no reason to. I designed a cash reward system for clinic coordinators, in two weeks.
RoleProduct Designer, freelance
Team1 PM, 1 researcher, developers
Timeline2 weeks, Dec '22–Jan '23
PlatformiOS and Android
A 30-second primer
Care between visits
Query handlingYoga sessionsDieticianPatient educationMeditation
All on WhatsApp and live sessions
- Comprehensive care
- Better patient experience
- Improved retention
- More word of mouth
- New patients
The brief
Get more patients enrolled, and more of them paying.
Enrolment
A patient joins a care plan for a free trial, by scanning a QR code in the clinic or through a doctor or coordinator in the app.
Conversion
The patient pays, during or after the trial. That depends on how much value they get, and how well the plan was sold to them.
What the data said
The enrolment flow looked simple, so why were numbers low? I looked at data across clinics, where doctors, coordinators or both do the enrolling.
86%
of enrolments that start, finish. The flow works.
Few
enrolments ever start. That's the real problem.
Who completes enrolments
Coordinators, who have the most time with patients, enrol the fewest.
Who does the enrolling
Since the flow wasn't the problem, I looked at the two people responsible for enrolling patients.
RP
Dr. Raj Patel, 38General practitioner, AIIMS · runs a clinic in Delhi
Tech-savvy, focused on preventive care, happy to use digital tools.
- Wants
- To understand patients better and keep them engaged between visits
- Struggles with
- Admin eating into patient time
- Why he'd enrol
- Better retention, extra revenue, better care
AS
Aditi Sharma, 28Medical coordinator, CMAA · same clinic
Handles appointments, patient queries, reminders, records and supplies.
- Feels
- Her time isn't well used, and she earns around ₹20k a month
- The gap
- Nothing motivates her to enrol patients
The direction
Coordinators had the lowest enrolment rate because nothing motivated them, so they became the target. Gamification and rewards have fixed this kind of problem in many apps, and with modest salaries, cash rewards would genuinely matter to them.
An honest note: with two weeks and stakeholders already aligned on this approach, we took a shortcut instead of exploring alternatives. Perhaps not the best way, but the most practical one.
Learning from other apps
I hadn't designed gamification before, so I studied Google Pay, Paytm, CRED, Jar and Piggy. The same patterns kept showing up: scratch cards for rewards, coupons, coins or cash, and a visual record of what's been paid out.
Choosing the reward
Scratch cards were the obvious format. The real question was what's inside. Coupons weren't motivating enough, which left points or cash.
Points
- Costs less than cash
- Can buy things at a discount
- Hard to grasp for coordinators who aren't very tech-savvy, so less impact
Cash Chosen
- Instantly understood
- Winnings go straight to their bank account at regular intervals
Three kinds of card
After weighing six combinations, the biggest rewards went to what mattered most to the business: conversions first, then QR enrolments.
Gold card
Up to ₹100
When a patient pays for the care plan
Silver card
Up to ₹30
When a patient enrols through a QR code
Bronze card
Up to ₹10
When a coordinator enrols a patient in the app
Earning
Patient enrolsVia QR · silver cardVia app · bronze cardScratch to credit the walletPatient pays?Gold card
Redemption
Balance in walletEnd of the weekSent to the bank account
Iterations
Four places I changed my mind
Card in the chat header
- Space-efficient
- Leaves the existing flow untouched
- The scratch card barely gets noticed
Card on the success screen Shipped
- The win appears right on the success screen, so it feels like a moment
- Well highlighted, and a steadier layout
Exploration 1
- Minimal layout
- Only today's earnings; everything else is one more tap away
- Bank transfer history sits two taps deep
Exploration 2 Shipped
- All reward history on the same page
Three cards to swipe
- Three screens of reading before the idea lands
A short video and a summary Shipped
- A 20–30 second video is easier to grasp, and intent is high here, so people watch it
- Clearer hierarchy, with the amount you can win up front
Rules in a second popup
- A popup on top of a popup, which Nielsen Norman Group advises against on mobile
A link to the support page Shipped
- "Know more" opens the support page instead of stacking another popup
The dashboard
Tabs replaced the hamburger menu, since they're easier to reach. "View bank transfer history" moved up because coordinators kept wanting it, and rewards became a clean table. Many coordinators are 25 to 50, so text stays large, and anything small is bold.
Guarding against gaming it
Cash for enrolments invites fake ones. Enrolment is limited to office hours, with caps per hour and per day, and clear messages when a limit is hit.
Small moments
A few micro-animations to make winning feel like winning.
What changed
+26%Enrolments
+12%Conversions
A few months later, when the team came back to me for another project, I asked how it went. These were the numbers.
“Rupam's ability to turn ideas into high-fidelity designs quickly is impressive. Her user-focused approach and attention to detail made a big impact on the final product.”
What I took away
My first freelance project, on a very tight deadline.
Deadlines I could keep
Setting realistic ones, then sticking to them.
Staying flexible
Ready to change designs or plans quickly, and go the extra mile for the client.
Using what you have
You rarely get the best resources, but using the ones you have well goes a long way.
Get to know me.
The story behind the work, or my résumé on one page.
