HealCoRx

User Experience Designer 2021

At HealCoRx, I was tasked with improving the checkout process for our bridge network, which connects the supply chain of medications directly from the source to the patient—this time, without the need for a doctor visit. Building user trust was tantamount to success.

Project Context

Upon joining the startup in its early stages, I faced the challenge of rapidly understanding our suppliers, processes, and project goals. With funding running low, the need for a strategic and impactful design approach was critical. Working closely with the Chief Marketing Officer (CMO), I discovered that our problem lay in user drop-off after landing on the homepage, requiring a complete redesign of the customer experience to drive conversions.

Through my research and competitive analysis, I learned a lot from Prose, a personalized hair care company known for their thoughtful approach to trust-building. Their way of explaining why each question is important during the onboarding process was a major inspiration. We implemented a similar approach in our workflow—educating users on why we were asking certain questions and how the information would be used to benefit them, ultimately building trust in our system.

Challenges

Thousands of visitors reached our site without a single conversion.

  • Complexity of the checkout process: Customers found the current system confusing and untrustworthy, leading to abandonment.

  • Building trust in healthcare: Medications involve sensitive information; ensuring customers felt safe sharing their data was crucial.

My Role

As the sole UX Designer, I took ownership of the redesign, contributing through:

  • User research: Exploring the platform from a customer perspective and identifying friction points.

  • Wireframing and prototyping: Iteratively developing solutions to streamline the checkout experience.

  • Competitive analysis: Studying brands like NURX, Roman, and GoodRx to identify best practices.

  • Stakeholder collaboration: Working closely with developers to ensure feasibility and with marketing to align branding efforts.

Approach

My approach involved diving into the checkout process as a customer, exploring different ways to interact with each form, and documenting pain points. This led to several strategic changes:

  • A decision to focus on a single product, simplifying the buying process and reducing choice overload.

  • Studying competitors like:

    • Roman: Known for name brand recognition and physical product presence in stores.

    • NURX: Providing quality advertising and excellent transparency in information security.

    • GoodRx: Competing on price point—a major factor we had to address to stay viable.

    • Prose: A platform stellar at building trust with the user and directing them through the info documentation and checkout process.

  • Iterative changes based on usability feedback to continuously refine the experience.

  • Incorporating trust-building elements, inspired by Prose, by explaining why each question was asked, reducing user skepticism and improving engagement.

My approach involved diving into the checkout process as a customer, exploring different ways to interact with each form, and documenting pain points. This led to several strategic changes:

  • A decision to focus on a single product, simplifying the buying process and reducing choice overload.

  • Studying competitors like:

    • Roman: Known for name brand recognition and physical product presence in stores.

    • NURX: Providing quality advertising and excellent transparency in information security.

    • GoodRx: Competing on price point—a major factor we had to address to stay viable.

    • Prose: A platform stellar at building trust with the user and directing them through the info documentation and checkout process.

  • Iterative changes based on usability feedback to continuously refine the experience.

  • Incorporating trust-building elements, inspired by Prose, by explaining why each question was asked, reducing user skepticism and improving engagement.

My approach involved diving into the checkout process as a customer, exploring different ways to interact with each form, and documenting pain points. This led to several strategic changes:

  • A decision to focus on a single product, simplifying the buying process and reducing choice overload.

  • Studying competitors like:

    • Roman: Known for name brand recognition and physical product presence in stores.

    • NURX: Providing quality advertising and excellent transparency in information security.

    • GoodRx: Competing on price point—a major factor we had to address to stay viable.

    • Prose: A platform stellar at building trust with the user and directing them through the info documentation and checkout process.

  • Iterative changes based on usability feedback to continuously refine the experience.

  • Incorporating trust-building elements, inspired by Prose, by explaining why each question was asked, reducing user skepticism and improving engagement.

My approach involved diving into the checkout process as a customer, exploring different ways to interact with each form, and documenting pain points. This led to several strategic changes:

  • A decision to focus on a single product, simplifying the buying process and reducing choice overload.

  • Studying competitors like:

    • Roman: Known for name brand recognition and physical product presence in stores.

    • NURX: Providing quality advertising and excellent transparency in information security.

    • GoodRx: Competing on price point—a major factor we had to address to stay viable.

    • Prose: A platform stellar at building trust with the user and directing them through the info documentation and checkout process.

  • Iterative changes based on usability feedback to continuously refine the experience.

  • Incorporating trust-building elements, inspired by Prose, by explaining why each question was asked, reducing user skepticism and improving engagement.

Outcomes

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment, confirming that customers felt more secure in proceeding with their purchase.

The documentation of the project included screenshots of the checkout flow, questionnaire process, homepage design, and a full evaluation of the account creation process, which were instrumental in validating design decisions and tracking improvements.

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment, confirming that customers felt more secure in proceeding with their purchase.

The documentation of the project included screenshots of the checkout flow, questionnaire process, homepage design, and a full evaluation of the account creation process, which were instrumental in validating design decisions and tracking improvements.

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment, confirming that customers felt more secure in proceeding with their purchase.

The documentation of the project included screenshots of the checkout flow, questionnaire process, homepage design, and a full evaluation of the account creation process, which were instrumental in validating design decisions and tracking improvements.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment confirmed that customers felt more secure in proceeding with their purchase.

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment, confirming that customers felt more secure in proceeding with their purchase.

The documentation of the project included screenshots of the checkout flow, questionnaire process, homepage design, and a full evaluation of the account creation process, which were instrumental in validating design decisions and tracking improvements.

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment, confirming that customers felt more secure in proceeding with their purchase.

The documentation of the project included screenshots of the checkout flow, questionnaire process, homepage design, and a full evaluation of the account creation process, which were instrumental in validating design decisions and tracking improvements.

Through multiple rounds of testing, we identified key changes that directly impacted the perceived trustworthiness of our platform:

  • Adding multiple HIPAA disclosures early in the process, reassuring customers of their data security from the start.

  • Delaying personal information requests until after customers understood the process, fostering trust before commitment.

  • Destigmatizing medication needs, shifting messaging to a more equalizing, accepting tone.

  • A cleaner UI, designed to meet customer expectations of a sophisticated medical platform.

  • Step-by-step explanations, modeled after Prose's approach, educating users on why each data point was necessary, leading to a higher completion rate.

The final design changes provided a streamlined and trustworthy experience that addressed core customer concerns. As a result:

  • The company achieved its first sale, marking a turning point in the business.

  • User trust scores increased by 35%, as indicated by implementation surveys.

  • Checkout completion rates improved by 22%, showing a direct correlation between transparency and conversions.

  • A 40% reduction in cart abandonment, confirming that customers felt more secure in proceeding with their purchase.

The documentation of the project included screenshots of the checkout flow, questionnaire process, homepage design, and a full evaluation of the account creation process, which were instrumental in validating design decisions and tracking improvements.

Reflections

This project reinforced the importance of:

  • Empathy in healthcare design, focusing on patient privacy and trust at every stage of the experience.

  • Taking ownership in a startup environment, recognizing that even small design changes can have a major business impact.

  • Continuous iteration, as no design is ever truly finished in a rapidly evolving industry.

  • Leveraging insights from other industries, such as Prose, to enhance trust-building and customer experience strategies.

Ultimately, the changes implemented at HealCoRx laid the foundation for better user experiences and improved business outcomes and taught me a lot through one of my first bouts of professional design experience.