CURA
A white-label solution to bring clarity, visibility, and engagement to in-home health testing.
In May 2025, Inicio highlighted a gap in the healthcare market. While in-home health test kits (such as blood tests) were widely available through supermarkets and GPs, the experience was fragmented and frustrating.
Patients would complete their test at home, post it back, and then enter a “black hole” of waiting. Moreover, Companies like Newfoundland, one of the first partners to adopt our product, had no visibility on whether a test had been completed until it physically arrived. Labs were left to reconcile kits and results manually.
This created challenges for multiple stakeholders:
Users lacked clarity, guidance, and visibility throughout the process.
Labs needed a way to manage incoming tests and link results to the correct users.
Companies wanted better visibility of user behaviour and engagement.
Delivery services played a critical role in transporting the test, but had no direct digital connection to the process.
We set out to design a white-label digital platform that could be adapted and resold across the healthcare market, one that solved these pain points for users, labs, companies, and delivery services.
Role & Responsibilities
Lead Senior Designer – strategy, roadmap, product design.
Conducted workshops with stakeholders to define requirements.
Carried out desktop research, usability testing, and high-level interviews.
Defined and delivered the design system (adapted from NHS guidelines).
Designed the main flows and final execution
Led a midweight designer who joined to help speed up the process, mentoring and overseeing their execution.
Handing over the designs to development team and support during build
Research & Discovery
I began by mapping the market through competitor analysis and usability research.
Competitor Analysis revealed three key gaps across existing solutions:
Lack of tracking and visibility once tests were posted.
Limited personalisation of the experience.
No meaningful incentives to engage beyond receiving results.
User Research (4 participants, all with prior experience using at-home health test kits):
All participants valued the ability to track their test status and felt reassured that it had been received.
3 out of 4 appreciated a step-by-step video guide, saying it reduced stress compared to deciphering a printed manual.
A consistent frustration was the ambiguity between taking the test and waiting for results, which often led to anxiety and loss of trust.
These insights shaped our design opportunities: clarity, reassurance, and engagement.
Clarity, transparency, and guidance were key drivers for trust and adoption.
Stakeholders & Challenges
Users (Retail)
Problem: No guidance, no visibility, high anxiety.
Solution: Account creation linked to test kit via barcode, interactive progress wheel with video guidance, real-time tracking, results in-app, and reward points tied to retailers.
Labs
Problem: Manual reconciliation of kits and results.
Solution: A CRM system to log tests via barcode and upload results directly to the user’s app.
Companies (Admin)
Problem: No data on user behaviour or engagement.
Solution: An information system to track user activity and trends, compliant with NHS and GCP standards, enabling better product oversight.
Delivery
Problem: No digital link to the process.
Solution: Barcode scanning to track kits in transit, providing end-to-end transparency.
Solution Overview
As the lead senior designer, I defined the product strategy, roadmap, and led workshops to align stakeholders. I worked with a midweight designer on execution, taking the product from UX flows through to high-fidelity design and a design system based on NHS guidelines (adapted for white-label flexibility).
The result was an MVP responsive web platform that worked seamlessly across desktop and mobile, with:
A user-facing interface for kit logging, step-by-step guidance, and result tracking.
A lab CRM for managing and matching results.
A company/admin dashboard for visibility and insights.
User Experience
Create an account and link their kit via unique barcode.
Guided step-by-step using a visual wheel with embedded videos + written instructions.
Educational content explained test benefits and health insights.
Reward system: users earned points from retailers (Tesco, Sainsbury’s) to boost engagement.
Results delivered digitally, directly to their account.
Health tips, life lifestyle guidance, and support based on the results
Lab Experience
Dedicated CRM allowed labs to log and match kits with users.
Results recorded in the system and instantly shared with the user.
Company Experience
Admin panel with data insights into kit usage and engagement.
Improved compliance with GDPR and health data management.
Delivery Integration
Barcode system enabled real-time tracking across postal and logistics service
Early indicators show high satisfaction and strong adoption interest.
The final outcome was a web-based platform, accessible on both desktop and mobile, that brought all stakeholders into a connected digital ecosystem. The solution provided users with step-by-step guidance, visibility, and rewards; enabled labs to manage and return results digitally; gave companies valuable insights into their users; and integrated delivery tracking for end-to-end transparency.
Launched August 2025 as a live product in the market.
Kits now available to buy, with full digital logging and results tracking.
Early feedback:
Labs reported smoother workflows and less manual matching.
Company stakeholders valued the visibility and data insights.
Users expressed excitement at being able to track and stay updated.
Although too early for large-scale usage data, early indicators shows high satisfaction and strong adoption interest.
Reflection & Next Steps
The biggest “aha” moment was realising users didn’t just want results — they wanted reassurance throughout the journey.
Next steps include scaling analytics, refining the reward system, and expanding the test types supported.
Long-term: Integrate with health services and expand retail partnerships.
This project reinforced the importance of balancing user clarity with lab efficiency and business insight, a true multi-stakeholder design challenge.
