Reliance Health's mobile app was failing catastrophically. It had a 3.4 App Store rating, constant crashes, broken features that didn't work, and angry users flooding customer support.

The app was supposed to be their primary member touchpoint, but it was driving customers away instead. Corporate clients were threatening to cancel contracts because their employees couldn't use basic features. The technical debt was massive, and the company's reputation was suffering. They needed a complete app refresh, not just cosmetic fixes.

I led a complete mobile app redesign addressing both UX pain points and technical debt. I conducted extensive user research to identify the top frustration points, rebuilt core user flows from the ground up (appointment booking, claims submission, provider search, member ID access), optimized app performance to fix crash-prone features, redesigned navigation to reduce cognitive load, and created a design system specifically for the mobile experience. I worked closely with the engineering team to prioritize fixes that would have the biggest impact on user satisfaction.

Two weeks before launch, Apple rejected our app submission because of a health data handling issue we hadn't anticipated. We had to completely redesign how we requested and stored health information, get legal approval for new privacy policies, and resubmit, all while the marketing team had already announced the launch date publicly.

Then we discovered that one of our core features (medication reminders) didn't work properly on older iOS versions that 40% of our users were still running. We had to make hard decisions about what to cut from v1 and what to patch post-launch.

Monthly active users increased 45% within 4 months. Reliance signed 35 new corporate clients in the following 4 months, directly citing the improved app experience. NPS score jumped from 48% to 63%. App Store rating improved from 3.4 to 4.6 stars.

Crash rate decreased 78%. Feature adoption increased 52% because users could actually complete tasks. Customer support tickets related to the app dropped by 60%, saving operational costs.