Cure & Care Clinic — CRM
System on LINE OA
Concept project
Portfolio case study
A fully custom CRM ecosystem built on LINE OA for a 3-branch aesthetic clinic — turning manual chat operations into a connected self-service experience for booking, course tracking, and precision broadcast.
Pain points identified
What we
discovered
Cure & Care Clinic had three branches and thousands of returning clients — but the entire operation ran on manual effort, memory, and messaging apps used the wrong way
Admins answered booking requests one chat at a time, cross-referencing a handwritten schedule. Double bookings happened weekly. Anything after-hours was simply missed.
No one knew how many
sessions were left
How we solved it
Features designed
to fix each problem
We built four custom features on top of LINE OA — each one traceable to a specific pain point, and each one impossible with LINE's native tools alone
Self-service booking via LIFF
Real-time course tracker
Tier-adaptive RichMenu
The chat menu changes based on membership level — Silver, Gold, or VIP. Gold and VIP members see exclusive actions and a personalised greeting that surfaces remaining session counts the moment they open the chat.
Segmented broadcast builder
Staff build audience segments using real CRM data: tier, sessions remaining, last visit date. One campaign can reach 86 precisely matched clients instead of 3,000 preserving LINE broadcast quota and client trust at the same time.
Constraints
What we were
working against
The system had to feel effortless for clients on mobile, and still be powerful enough for non-technical clinic staff managing daily operations across three branches
No standalone app. Everything had to work inside LINE's LIFF browser — which means limited APIs: no deep camera access, constrained navigation, and all push notifications routed through LINE's own messaging system.
The CRM dashboard would be used by reception staff with no training budget and no IT support. Every admin workflow had to be operable without a manual clarity and speed over feature density.
Treatment history, session records, and before/after materials are classified as sensitive health data under Thailand's PDPA. Data visibility controls and consent flows had to be designed in from the start — not retrofitted later.
Inconsistent LIFF rendering across devices
Key decisions & trade-offs
01
LIFF over standalone app
Clients are already on LINE every day
— we meet them where they are, not where we'd like them to be.
Zero install friction — the entire experience is one tap away from the LINE chat clients already have.
LIFF's restricted browser environment limits some native features: no deep camera access, no offline mode, no system push notifications outside LINE.
03
Network-wide client access for all branch staff
A client who buys at one branch and treats at another should feel like one clinic
— which means staff need to see the whole picture, carefully.
Enables seamless cross-branch course redemption and a single unified client history, with no inter-branch phone calls to verify balances.
Broad access widens the PDPA exposure surface, so it had to be paired with role-based permissions and access logging on sensitive treatment data.
My role
End-to-end ownership
across the full design process
Discovery & Research
System Design
UI Design
Wireframes to high-fidelity UI
Prototype & Review
Walking the client through it
Iteration
Refining on real feedback
Reworked the booking flow and simplified the CRM inbox after the review, to match how staff actually work each day.
Dev Handoff
Handing off to engineering
Delivered Figma specs, Flex JSON templates, API contracts, and edge-case and PDPA documentation to the dev team.
Project impact
What success
look like
No-show rate
-0%
-0%
Automated 24-hour reminders
with one-tap confirm
Admin booking time
-0%
-0%
Self-service LIFF booking
replaced inbound chats
Repeat booking rate
+0%
+0%
Low-session alerts drove clients
back before expiry
