Context

Grupo Fleury operates a mobile diagnostic service (home exam collection) with high operational complexity and strong dependency on manual coordination between field nurses, backoffice, and customer support for all brands, specially A+.

The mobile journey lacked visibility for patients and internal teams, generating high call center volume, operational friction, and preventable no-shows.

Challenge

How might we increase operational efficiency and patient satisfaction by improving visibility and communication across the entire mobile service journey — without increasing pressure on the call center?

The initiative required:

• Reducing no-show rates

• Reducing CAC calls related to nurse arrival and delays

• Increasing patient trust and perceived quality

• Structuring a scalable digital communication model

Key deliverables

• AI-powered conversational flows on WhatsApp enabling proactive patient communication

• Nurse/Field Technical WebApp for real-time operational coordination

• Backoffice Operations Platform to centralize visibility and reduce service friction

• End-to-end mobile service journey redesign integrating communication, logistics, and support

Role

As Digital Product Design Manager at CI&T, leading product discovery for Fleury’s Mobile Service (A+ brand), I:

• Structured the full discovery framework

• Led qualitative and quantitative research

• Defined business hypotheses and success KPIs

• Facilitated strategic mapping workshops

• Designed the future-state journey (To-Be)

• Co-created roadmap and MVP validation plan with Product and Engineering

Approach

1. Strategic Discovery

• Executive business interviews

• Operational deep dive with field nurses and backoffice

• Analysis of documented customer complaints

• AS-IS service blueprint

• Benchmark analysis (including digital-first competitors)

• Key insight: Lack of real-time visibility was the main friction across all layers — patient, CAC, and operations.

2. Hypothesis-Driven Validation
We structured two primary hypotheses:

• Sending real-time WhatsApp notifications about nurse proximity reduces no-show and CAC calls

• Sending delay notifications reduces anxiety, call volume, and service abandonment

• We ran a two-week controlled pilot with selected nurses using WhatsApp communication protocols.

3. Measurement Framework
Success metrics included:

• No-show rate (control group vs. general population)

• CAC call volume related to arrival status

• NPS comparison

• Qualitative patient interviews

Impact

• 40% reduction in no-show rates during pilot

• 10% reduction in customer service calls related to arrival status

• 100% approval of the communication experience among pilot participants

• Validated communication as a scalable operational lever

The initiative evolved into:

• WhatsApp tracking notifications

• Digital scheduling enhancements

• Nurse WebApp

• Backoffice operational platform

• Structured product roadmap for automation and logistics optimization

Strategic Outcome

This project repositioned mobile healthcare communication from reactive (call center-driven) to proactive and experience-driven — transforming communication into an operational efficiency strategy rather than a support function.

It established a scalable digital foundation for:

• Real-time tracking

• Intelligent routing

• Automated backoffice workflows

• CRM integration

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