Fresh Health
Client
Fresh Health
Year
2026
Team
Product manager, Engineers
Overview
The Fresh Health Patient Portal was envisioned as a centralised health hub where patients could manage the entire lifecycle of their care, from booking appointments to ordering prescriptions. My role was to transform a high-friction, agency-built MVP into a professional, scalable platform. By focusing on data-driven onboarding and deep technical integrations, we stabilised the product's foundation and prepared it for its next stage of business growth
Context
Following an initial launch by an external agency, the portal was struggling with low adoption and technical instability. While the goal was to drive recurring revenue through online sales of prescriptions, we first had to address the fact that patients were unable to effectively access the platform. We needed to move from a "black box" agency build to an internal, modular framework that could support the company’s pivot to a broader healthcare initiative
Client
Fresh Health
Problem
The data revealed two critical bottlenecks. First, a foundational barrier: only 14% of patients were making it past the sign-in page due to a clunky OTP (One-Time Password) system. Second, a conversion barrier: of the few users who logged in, only 5% successfully purchased their prescriptions. The portal suffered from a significant lack of awareness and an interface that wasn't intuitive for our 40+ demographic. This created a high time to value gap, where patients struggled to see the immediate benefit of the platform
Client
Fresh Health
Solution
I implemented a two-phase strategic redesign. First, I replaced the OTP system with a "Magic Link" login and a step-by-step onboarding widget, which exploded engagement from 14% to 52%, a 292% increase in active users. With the front door fixed, I then architected a new prescription workflow. This involved deep API integration with our E-scripting partner, Evermed, and the creation of a nurse-led onboarding prompt to ensure patients were introduced to the portal during their clinical visit
Client
Fresh Health
Designing for accessibility and the 40+ demographic
Our core users are typically aged 40 and over, a demographic that prioritises security but is often frustrated by multi-step authentication. I shifted our strategy to a magic link, allowing for a secure, 'one-tap' entry point that met users in their email inbox, where they already felt comfortable
Driving conversion through upfront price transparency
To solve the conversion bottleneck, I collaborated with our Lead Engineer to align my designs with API and clinical safety constraints. For instance, when technical limitations prevented us from surfacing exact delivery costs upfront, I pointed to user testing data - cost transparency was the primary driver for patient decision-making. Without these price signals, users were dropping off to compare prices elsewhere. I negotiated a compromise by implementing 'Starting at' static estimates, providing the essential price signals needed to drive decisions.
Client
Fresh Health
A strategic business pivot shifted our focus
When a strategic business pivot shifted our focus to the US launch of our nurse-facing app, the portal was temporarily paused. To protect the work and ensure a 'plug-and-play' handover for the future, I meticulously documented all research and design logic. While live metrics are pending, qualitative feedback from patient testing has already validated the direction. One participant noted, 'The experience is way easier; I barely had to think about it.'
