Product Management Case Study

Reimagining the Intake Experience

How we replaced an offline, mail-dependent access process with an end-to-end digital telehealth journey for a prescription mobile app.

Product ManagerDigital Health
4×
Increase in conversion
From ~1% to 4.8%
74%
Reduction in steps
27 screens to 7
1K+
Patients impacted
Since launch
0→1
Telehealth launch
vs. multi-day delays
9:41

Let's get you started

Full name
Robin Banks
Date of birth
01 / 01 / 01
Continue
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Press the on any card (or click the card itself) for the full detail, or hit “Click for tutorial” for a guided walkthrough.

The Challenge

Patients arranged care outside the product, then waited on a mailed access code before they could start treatment in a mobile based app.

22-screen intake
Confirmation text
See a doctor
5-screen payment flow
Wait days
Rx written
Access code mailed
Finally get care
Multi-day delaysMultiple handoffs Redundant questionsHigh abandonment
  • Required an outside physician interaction before the product could help
  • Access depended on a code arriving by physical mail
  • Every handoff between organizations was another chance to abandon
  • Even after returning, 5 screens stood between the patient and care

The Solution

One connected online journey: intake, eligibility, telehealth review, and checkout.

7-screen intake
Payment collected
Telehealth review
Rx received
Payment hold charged
Code sent via SMS
Start treatment
No mailed codeOne continuous flow Clear next steps7 screens
  • Fully online intake, mobile-first, 27 screens reduced to 7
  • Telehealth partner integration routes intake to a licensed provider for review
  • Eligibility and knockout rules evaluated before submission
  • Rx to order dropoff eliminated. Payment hold auto charged after prescription received
  • Click-event tracking gave the team visibility into patient progression

Clinical decisions remained with licensed providers throughout; the product routed and surfaced information, it did not make care decisions.

Sanitized mobile screenshot of the improved landing page for the reduced-step intake flow, with help chat available.

Real screen · sanitized

The current improved screen: a simple landing page for the reduced-step process, with help chat available if a patient gets stuck.

My Role

Owned this 0→1 telehealth intake from discovery through launch and optimization.

  • Journey mapping in Figma & funnel analysis
  • Requirements & acceptance criteria
  • Eligibility & knockout rules
  • Telehealth API & payment integration
  • UAT, launch & post-launch analysis

I owned requirements, business rules, prioritization, and cross-functional coordination across Design, Engineering, QA, pharmacy operations, legal, the telehealth partner, and the client. I also defined click-event tracking events and designed the client-facing funnel reporting used to review conversion after launch.

Process & Timeline

Hover over a stage to see what happened.

Discover
Mapped the physician-and-mailed-code journey end to end with internal stakeholders.
Analyze
Reviewed funnel performance and pinpointed where the largest drop-off occurred.
Design
Cut the flow from 27 screens to 7 and clarified next steps with Design.
Build
Coordinated frontend, backend, telehealth API, and payment work.
Test
Led UAT, validated edge cases and knockout logic, prepared launch readiness.
Launch
Released the new telehealth flow to patients.
Iterate
Reviewed conversion, built reporting, and prioritized continued enhancements.

5 months from discovery to launch

What the funnel revealed

  • Multi-day wait — access hinged on a code arriving in the mail
  • Length — even after returning, 5 screens remained
  • Compounding drop-off — each handoff was another exit point

Technical Architecture

Hover over a node to see what it does.

Patient
Enters from a marketing link, referral, or existing account.
FrontendWeb / Mobile
The streamlined 7-screen intake patients complete.
BackendServices
Coordinates intake data, business rules, and downstream systems.
Telehealth API
Routes patient information to a licensed provider for clinical review.
Eligibility rules
Evaluates knockout conditions and required fields before submission.
Internal Pharmacy
Pharmacy operations visibility into where each patient sits in the journey.
Payments
Stripe integration handles checkout and charges once a care decision is returned.
Analytics & Monitoring
Click-event tracking across the journey, feeding client-facing funnel reporting.

Simplified product-level view for portfolio purposes.

Coordinating these systems was an exciting product challenge. Intake data had to reach a licensed provider, come back with a decision, create a prescription in our pharmacy management system, trigger the right payment or next-step logic, and stay visible to internal operations, all without the patient feeling the seams.

What's Next

In progress, not yet shipped

  • Retarget abandoned patients

    Compliant follow-up so they resume, not restart.

  • Real-time insurance eligibility

    Show coverage and cost before intake ends.

  • Patient intake in the mobile app

    Bring the whole intake flow natively in-app.

Continued experimentation

Welcome-message copy, SMS timing and content, number of CTAs, cash-vs-insurance positioning, and reminder cadence; all candidates for structured testing now that the funnel is instrumented.

Screens, labels, and system diagrams have been recreated, simplified, or sanitized to protect confidential information. Sample screens use fictional data.