Chocofamily

Healthcare for Kazakhstan — iDoctor.kz and the Choco app — designed to make finding and booking care effortless.

Years: 2021 — 2022
Scope: Web & mobile · Healthcare
Role: Product Designer

Overview

Chocofamily's health products — iDoctor.kz and the Choco app — help people in Kazakhstan find a doctor and book care. The users arriving here are rarely relaxed; many are worried, in a hurry, or booking for someone they love.

That context set the bar: the design had to lower effort exactly when a person has the least patience for it. Fewer choices, clearer paths, less to read.

Product Designer across iDoctor.kz and the Choco app — search and booking, clinic and doctor pages, and the shared components that hold them together.

Selected work

Flagship

Booking — fewer steps to an appointment

Decision

I rebuilt the path from 'I need a doctor' to 'I'm booked' around the fewest decisions that path actually requires, cutting steps that existed for the system's sake rather than the user's.

Alternative

Adding filters and options would satisfy every edge case and bury the common one — a worried person who just wants the soonest good option nearby.

Why

Search learned to lead with what people choose by — specialty, location, time — and booking collapsed into a short, confident sequence. Less to weigh means a faster decision, and here speed is a kindness.

Artwork pending

Deep dive · 01

Clinic pages — built for a confident choice

Decision

I organized clinic and doctor pages around the questions people actually ask before trusting a provider — who, where, when, and how others rate them — in that order.

Alternative

A dense profile with everything at once looks thorough and leaves the user to do the sorting, right when they're least equipped to.

Why

A clear information hierarchy does the sorting for them: credentials and availability surface first, detail waits below. Choosing care felt less like research and more like a decision.

Artwork pending

Deep dive · 02

The app — one language across services

Decision

The health features lived inside the wider Choco app, so I aligned them to one visual language instead of letting a medical section feel bolted on.

Alternative

Styling health as its own island would have shipped faster and slowly taught users that different parts of the app follow different rules.

Why

Shared components and consistent patterns made the experience predictable — same gestures, same shapes — so moving between services never asked the user to relearn the app.

Artwork pending

Across the journey

The surfaces a patient moves through — each tuned to lower effort at a tense moment.

Search

Find a doctor by what matters first — specialty, nearby, soonest — with the noise tucked away.

Booking

A short, reassuring sequence from open slot to confirmation, with no dead ends.

Doctor profile

The facts that build trust — credentials, availability, ratings — ordered for a quick, confident read.

Clinic

Clinic pages that answer where, when and how good before asking for a commitment.

Components

The shared parts that keep health feeling like one coherent product inside Choco.

Outcome

Shortened the path from search to a booked appointment.

Reorganized clinic and doctor pages around trust and easy comparison.

Unified the health features with the rest of the Choco app.

Reflection

Designing for health reminded me that cognitive load is never neutral — least of all here. A confusing screen costs a shopper a moment; it costs a worried patient far more. The work wasn't to make medical services look calm, but to actually take weight off people at the moment they have the least to spare. Good design, here, is quiet help.

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