Nurx 💅🏻
Care for women at every phase of life
OVERVIEW
Nurx redefined how women access everyday healthcare by making essentials like birth control, emergency contraception, PrEP, and STI testing available without the red tape of traditional clinics. With a few taps, patients could connect with licensed providers and have care delivered discreetly to their door, turning what used to be an awkward, time-consuming process into something simple, private, and on their own terms.
ROLES & RESPONSABILITIES
Redesigned core patient flows, launched subscription management tools, tested order summaries, and overhauled the birth control intake journey.
PRODUCT APPROACH
Nurx had incredible reach but a pretty tangled patient experience, so my job was to clean up the chaos and make the care pathways actually make sense. I redesigned the intro pages so patients could immediately understand where to start, which led to a 12–15% lift in click-through into the consultation flow.
From there, I reworked the Birth Control intake to cut down on confusion and contradictions — adding new logic and smarter questions that made the consultation feel genuinely personalized. That shift drove a 22% improvement in accurate answers and cut provider messages by 19%, saving both time and cost. I also mapped out new flows that broke complex healthcare steps into something patients could breeze through without wondering if they missed something.
MVP READINESS
I focused on giving patients more autonomy while making the entire product feel more cohesive and modern. The biggest lift was launching subscription management (pause, delay, adjust timing), which reduced refill/timing support tickets by 28% and drove a 22% increase in successful self-service updates. It also helped recurring-patient retention climb by 14%.
I refreshed typography, hierarchy, spacing, and layout patterns to unify the visuals with the broader Thirty Madison ecosystem. I also redesigned the Order Summary and validated it through A/B tests, which produced an 11% increase in checkouts and an 18% drop in customer service messages tied to confusion around next steps.
DATA & TESTING
I partnered closely with engineering and product to test everything; the intro screens, the order summary, the consultation flow, the subscription updates. We monitored conversion, support volume, click-throughs, and task completion to understand where friction lived. We iterated until each flow felt smoother, clearer, and fully aligned with how patients actually navigated their care.
