Alodokter — UX Overhaul at 30M MAU Scale

01Impact first

A complete UX restructuring of Alodokter and Alomedika tripled paid-feature adoption (+300%), cut consultation booking time by 45%, and supported the platform's growth to 30M monthly active users and 80K doctors — Indonesia's #1 health-tech app.

02The problem

Alodokter served two very different audiences — patients and doctors — through fragmented experiences. Paid features were buried, service discovery was weak, and the conversion funnel leaked at every step. Growth was outpacing the UX.

03What I led

• A unified experience architecture across the patient platform (Alodokter) and doctor platform (Alomedika)
• End-to-end UX audits that exposed usability gaps and re-prioritized the roadmap with Product and Marketing
• Navigation and IA restructuring that surfaced paid features in context — the direct driver of the +300% adoption
• Iterative optimization of the appointment booking flow, shipped across web and mobile with Engineering

04Reflection

At 30M MAU, you don't redesign — you restructure carefully and measure everything. The biggest wins came from information architecture, not new pixels: putting the right feature in the right moment of the journey.