UX/UI & Visual Designer in San Francisco

Project Brief

Pandia Health is a San Francisco health start-up company that prescribes and delivers women’s birth control. Four UX designers collaborated to make the process of obtaining the pill, into a less intimidating, friendly and fun user experience.


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Competitive Analysis Opportunities

We conducted market research by looking at similar companies’ websites and mobile sites to analyze what features help users complete tasks, in order to align the UX strategy with the business goals.

Features used:

  • How it Works Infographic

  • Progress Bar

  • Zip Code/Location

  • Progressive Disclosure

  • Save Points


Comparative Analysis Opportunities

We looked at Turbo Tax’s mobile app because they took a serious topic, such as doing taxes to investigate their techniques that make a form less painful and easier to complete.

Features used:

a. Colorful icons

b. Empathetic copy

c. Assistive text

d. Conversational language

e. Save points



Witnessing a User use the staging site

We first spoke with non-subscribers to gain insight on the importance of access to birth control of these women of a reproductive age. We asked questions about insurance, doctor's appointments, cost, and feelings about going through these processes.

For the current subscribers, we wanted to have actual data on their sign-up process, while still fresh in their memory.


User Interviews

In order to get inside the minds of the users, we conducted user interviews of seven non-subscribers and requested five current subscribers from the client.

Frustrated. I feel like sometimes forms will have fields that are not clear.
— User Interviewee

Discoveries & Key Data Findings


Affinity Mapping

My team collected the data and did affinity mapping to discover trends and patterns. The main reason why a user would not finish a form were due to specific pain points with Pandia’s prototype.

Key Data Findings

  • 60% are worried about running low.

  • 72% are fully covered by insurance.

  • 81% Think long forms are repetitive.

  • 100% don't like filling out forms.


Usability Testing of Pandia Health’s staging site


We conducted usability testing with 15 users to see if the client’s staging site has solved the problems users had with the client’s previous prototype. We also asked them for feedback and had them compare it to the old one.

There were other problems that came up during these tests and that is discussed in the iterations section of this case study.


User Personas

Primary Persona User Scenario


  • Wants to avoid getting pregnant

  • Wants a quick and easy way to get a prescription, without going through multiple healthcare professionals (i.e. doctors and pharmacists.)

  • Wants to have her birth control delivered to her door on time, so she doesn’t have to worry about it.


  • She hates scheduling doctor’s appointments months in advance to renew her prescription, since her schedule can often change.

  • She doesn’t have a car, so walking to a pharmacy to pick up her birth control is always tedious.

  • She doesn’t have time to Google information about women’s health, and gets frustrated when websites are not optimized for her mobile device.

Quotes to Align with Business Goals


Problem & Solution Statement

Problem Statement

Users are hesitant to sign up with Pandia due to the form’s confusing questions, tedious format, unintuitive user interface, and intimidating clinical language.

Solution Statement

By designing a shorter/quicker form with clear questions, a concise format, and a personable and supportive language, Users will feel confident and successful in signing up with Pandia Health.

User Flows

Our Strategy

We studied the client’s prototype and made a user flow to gain more understanding of how the form works. We found every possible pathway and got a wider view of the process. The strategy was to make it into fewer steps as possible and use progressive disclosure practices to make that possible.

Regulating the user flow

(Pun intended) We classified each page with what is being asked and what it was for. Then we also checked which pages have the fewest contents or questions. By knowing these factors, we were able to combine some of the pages. From a total of 22 pages, we cut down 7 of them. Which means. fewer pages, less time wasted on loading and waiting. This also makes it easier to implement a progress bar that has too many steps which can easily intimidate the user.

User Flows (Current, Iteration, and New)

User Flow Iteration

New User Flow

Ideation & Wireframes

Whiteboard Sketches

Low-Fidelity Wireframes


Visual Comp


Strategic UX Design Features


Progressive Disclosure

This is one way to solve information overload by only showing the parts the user needs to know at a specific time. During our own testing of the client’s prototype, we noticed that they have used this in their health history page. We took this as a chance to use it to solve our lengthy user flow and were able to combine multiple pages.

Final Comp

New Homepage

User Onboarding Form