Getting patients started on their fertility health journey

OVERVIEW

Frame is a fertility health startup that provides virtual care, fertility coaching, and clinical guidance to help people manage their fertility health, navigate options, and achieve their goal of having kids and building their families.

project Impact

I designed a patient onboarding experience that guides users from signing up to booking their first visit with a fertility expert, resulting in:

• 59% improvement in conversion

• 63% completion rate from signup to first visit (2-3x higher than typical telehealth benchmarks)

• 2 weeks average time to first visit

Final Products

New Signup Flow

Targeted landing pages and clear calls to action drive new patient signups

We overhauled the Frame website and created customized landing pages to engage new patients. With crisp messaging on Frame’s services and values propositions, cobranded partnerships, and clearer calls to action, these improvements created more clarity, while also building trust and credibility to motivate users to sign up to book their first visit.

New intake process

Building trust and streamlining intake for an easier and more personalized experience

Our customer research revealed that patients place the highest trust in recommendations from their doctors when seeking additional healthcare services. Calling out clinician partnerships and providing more context establishes credibility and clarifies expectations for patient care.

Additionally, we personalized the onboarding process for patients from specific channels (provider referrals, employers, direct consumer, etc.). By cutting down the intake length by 60% to only the most relevant questions, we improved completion rates and matched patients with the appropriate provider based on their individual needs.

New Patient PORTAL

Making next steps obvious through better info hierarchy, progress indicators, and mobile-friendly UX

The previous patient portal was designed for desktop. However, when our VP of Marketing and I looked into product usage metrics, we discovered that over 90% of new users were going through Frame’s signup flow on mobile. This led to redesigning the portal to make it optimized for mobile and improving the information hierarchy to make next steps obvious and actionable.

By reframing the primary goal of onboarding around the first visit (rather than getting a personalized plan), it became clearer to users what to expect from Frame and the steps to get there.

product Goals

Our goal was to increase the number of first visits by reducing friction in the signup process. To do this, we needed a clear onboarding experience that sets expectations and is easy to complete, while enabling the Frame care team to collect enough info to provide quality patient care.

research & Discovery

Problem

Fertility health care is a relatively new space and still unfamiliar to most. New patients coming to Frame are unsure where to start, what services they need, and whether or not Frame is right for them.

Many people sign up but get stuck before they can meet with a fertility healthcare provider and get the care they need.

Opportunity

The most valuable part of the Frame experience is meeting with your dedicated care team to help you assess your fertility health and determine whether you need lab tests, prescriptions, counseling, referrals to specialists, or other treatments (e.g., egg freezing, IVF, IUI, etc.). Getting to the first visit enables you to get the professional support you need for family planning.

From Frame’s perspective, collecting patient information efficiently before the first visit enables the care team to develop a unique care plan and provide personalized care.

the signup funnel

Tackling drop-off between signup and first visit

Product metrics showed a big drop-off between signup and intake completion: about 30% of users never made it through the intake, and the average time to first visit was around 4 weeks. I facilitated working sessions with our CPO, COO, and VP of Marketing to dig into the funnel and figure out where people were getting stuck.

We looked closely at signup conversion, onboarding completion, and time to first visit, then mapped out the biggest friction points. From there, I helped prioritize next steps and led experiments around content, calls to action, and simplifying the intake and appointment booking flow. The goal: increasing activation rates and help more people complete their first visit faster.

previous Signup Flow

The value of Frame is lost in vague messaging and unclear next steps

Frame’s old website did not resonate with many of our research participants. They found the content unclear in terms of what types of services Frame offered and whether or not it would meet their needs. Large blocks of lengthy text, lack of good visuals, and responsiveness issues on mobile devices added to their confusion and reluctance to continue.

Product Evolution

Redesigned website, onboarding, and patient portal

Collaborating closely with our CPO, VP of Marketing, and engineers, I redesigned all pieces of the onboarding funnel, overhauling our content, visuals, and signup flow to make the process easier to understand and to complete.

We relied on the expertise of our Medical Director and fertility coaches to cut down the intake by 60%. By keeping only the questions that were essential to fertility assessment and care, we improved overall completion rates while still getting the data our clinical team needed to deliver effective patient care.

Design explorations led to a more streamlined layout with clearer info hierarchy, less noise, and a focus on next steps.

Impact

More patients experiencing the value of frame

Enhancements to the signup and onboarding flow had a big impact on reducing drop-off and improving completion rates. The 63% signup to first visit conversion rate we achieved is 2-3x higher than typical telehealth benchmarks (20-40%) in a highly sensitive, complex space such as fertility health care.

By addressing the most painful sticking points — lack of context, unclear next steps, and a tediously long intake— we were able to get more patients through to their first visit and closer to their goals of understanding their fertility health and building their families.

Positive customer reviews