Healthcare
Designed under Delibix for HuHealth (Hu Health LLC) in the United States. While I led end-to-end product architecture across the complete clinical web system and member onboarding touchpoints, this case study deep-dives into our highest-friction systemic challenge: translating painless at-home blood testing and heavily stigmatized hormone therapies into an authoritative clinical engine that collapses traditional 3-month clinic waitlists into a guided 3-hour care delivery loop.
CONTEXT & FRICTION
The needle phobia & the "pill mill" trust chasm
In the US, men's preventative medicine—testosterone optimization, metabolic weight loss (GLP-1), and longevity peptides—faces a severe trust deficit: patients are torn between fear of invasive diagnostics and suspicion of predatory online pill mills.
The diagnostic blood draw chokepoint
"Treatment without data is guesswork." Under US telemedicine regulations, legitimate hormone therapies and GLP-1 agonists legally require verifiable baseline blood panels before a prescription can be approved. In traditional care, patients are forced into uncomfortable public lab clinics for venous blood draws or sent confusing finger-prick lancets that cause high error rates. This physical and emotional friction creates catastrophic drop-off before a physician consultation even occurs.
CORE UX FRICTION: INVASIVE DIAGNOSTIC ABANDONMENT
Fear of needle draws and lab logistics causing patient drop-off before physician triage
The "pill mill" skepticism
The US market is flooded with aggressive direct-to-consumer health ads pushing generic supplements. Informed patients suspect online telehealth platforms are unregulated pill mills peddling low-grade compounds without genuine physician relationships.
Cognitive jargon paralysis
Patients exploring Enclomiphene, Semaglutide, or Tirzepatide face confusing endocrine mechanisms, unreadable lab values, and ambiguous subscription lock-ins that cloud decision-making.
BEHAVIORAL DYNAMICS
The vulnerable seeker vs. board-certified clinical governance
Reconciling consumer vulnerability with uncompromising US medical board regulations across every touchpoint.
The vulnerable patient
Struggling with fatigue, metabolic weight gain, or hormonal imbalances. They seek discreet care from home without uncomfortable waiting rooms, but fear predatory billing, painful blood tests, or unsafe treatments.
Cognitive Expectation: Clear consumer-grade interfaces, diagnostic testing autonomy, and transparent upfront pricing without hidden subscription commitments.
Core Need: Emotional safety, painless at-home blood collection, zero subscription traps.
Board-certified clinical governance
Governed by licensed US medical practitioners and state-certified clinical compounding rails. Bound by US medical board malpractice standards to enforce: "No prescription without labs, no treatment without a real physician relationship."
Clinical Mandate: Strict contraindication screening, verified CLIA/CAP lab panels, and mandatory 1:1 video consultations before prescription dispatch.
Core Need: Verified biomarker baselines, legal interstate licensing, zero automated bot-prescribing.
KEY DECISIONS
Clinical authority over D2C growth hacking
We rejected standard e-commerce growth patterns in favor of an authoritative medical architecture.
Direction rejected: the aggressive D2C funnel
Copying standard supplement marketing—countdown timers, flashing discount banners, pushy "Order Now" buttons, and vague "miracle results" claims—was aggressively rejected. In healthcare, high-pressure e-commerce tactics trigger consumer fraud alerts and mimic illicit pill mills.
Drawbacks: Skepticism • Perceived Medical Fraud • Low Long-Term Retention
Direction selected: the authoritative clinical guide
We established a calm, medical-grade information architecture leading with biological mechanism breakdowns, painless at-home diagnostic testing, transparent pharmacy sourcing, and licensed physician bios across the entire platform.
Benefits: Patient Trust • De-Stigmatized Care • Full Regulatory Alignment
WHAT WE GOT WRONG
Three honest product & engineering realities
True seniority is defined by recognizing flawed design assumptions early and adapting based on clinical feedback.
Clinician interface over-engineering
I originally assumed doctors wanted high-density data tables showing every lab variable at once. During provider reviews, physicians pushed back: excessive density caused cognitive fatigue during rapid patient triage.
We redesigned the clinical review layout using progressive disclosure: surfacing primary hormone/metabolic flags first, with deeper biomarker panels accessible in secondary views.
Conversion bias vs. clinical credibility
Our v1 prototype optimized aggressively for conversion: prominent hero CTAs above the fold, feature bullet points, and quick checkout flows. Feedback from test users was clear: it felt like another generic SaaS landing page.
In healthcare, credibility precedes conversion. We scrapped entire sections to lead with biological transparency, physician oversight guarantees, and clinical validation.
Designing screens before system tokens
Under aggressive sprint timelines, I began assembling treatment and diagnostic views before locking our core component tokens in Figma. As the platform expanded across multiple treatment categories and responsive breakpoints, inconsistent card padding and button variants caused friction during engineering handoff.
We paused production to build a unified tokenized design library across all modules, proving that system architecture must precede page production.
PATIENT JOURNEY
The 90-day clinical progression (< 3-hour triage)
Collapsing fragmented hospital visits and awkward pharmacy pickups into an empathetic, guided online care journey.
Old experience
Legacy Care: 3 Months Wait • Awkward Intake & Unassisted Lab Sheets
Start
→
Stigma
Awkward Intake
In-person waiting room
→
Needle Fear
Venipuncture Draw
Hospital lab visit required
→
Anxiety
Raw PDF Results
No doctor interpretation
→
Delays
Pharmacy Queue
Public prescription pickup
→
High Churn
Swipe or scroll horizontally to follow the flow.
New experience
HuHealth Care Loop: Painless Diagnostics to Doctor Consultation (< 3 Hours Total)
Start
→
Goal Funnel
Find Your Path
By goal, program, or Rx
→
Painless Lab
At-Home Diagnostics
Clinical 1 ml sample
→
< 3-Hour MD
Doctor Consultation
1:1 video review & plan
→
Discreet Delivery
Compounding Rx
Shipped directly to doorstep
→
Hu+ Ongoing Care
Swipe or scroll horizontally to follow the flow.
CORE WEB SYSTEMS
Core systems & interaction architecture
Four primary design frameworks built directly on our Figma canvas to balance patient trust with clinical rigor.
Dual diagnostic engine ("1 ml, not one vial")
On the Diagnostic Page, we dismantled needle fear with transparent side-by-side choices: the At-Home Foundation Panel ($30/mo) utilizing the painless button-collection device versus the In-Lab Foundation Panel ($499) across 5,000+ Quest/Labcorp locations for 200+ biomarkers. Results are guaranteed within 48 hours with the protective safeguard: "Physician reviews before you see anything".
FIGMA: DIAGNOSTIC PAGE / AT-HOME & LAB RAILS
Painless at-home collection ($30/mo) vs in-clinic laboratory phlebotomy matrix ($499)
Clinical evidence & compound architecture
Across Treatment and Medication Detail screens (Weight Loss and Enclomiphene), we embedded objective trial data: 89.5% weight loss retention, -22.4 cm waist reduction (P < .001), and a 6-parameter comparison matrix (Enclomiphene vs. Traditional TRT) detailing natural LH/FSH stimulation, fertility preservation, and oral dosing.
FIGMA: MEDICATION DETAIL & PROTOCOL CARDS
Clinical compound transparency with contraindications and safety markers
"Find your path" multi-entry funnel
Rather than forcing users into a generic quiz, we engineered an intuitive 3-door entry architecture: browse By Goal (Lose Weight, Boost Testosterone, Cognitive Function), By Program (structured metabolic & longevity roadmaps), or By Medication (compounded Semaglutide, Tirzepatide, Enclomiphene).
FIGMA: TREATMENT DIRECTORY / 3-DOOR FUNNEL
Multi-tiered entry points driving targeted clinical booking flows
Real doctors & the Hu+ membership
Across the platform, medical credibility is anchored by our verified network of board-certified US doctors. Paired with Trustpilot 4.7/5 recognition and the Hu+ Membership ($1/day for unlimited 1:1 doctor access + $69 bi-annual test panels), this layout eliminates billing fears.
FIGMA: OUR DOCTORS / MEDICAL BOARD GOVERNANCE
Board-certified physician profiles, Trustpilot 4.7 rating, and transparent $1/day care pricing
DEFENSIVE DESIGN
Clinical guardrails & regulatory safeguards
In US healthcare, interface ambiguity is a safety hazard. We integrated defensive UX guardrails directly into the web platform.
The diagnostic gatekeeper principle
No Prescription Without Lab Data: Regulated GLP-1 and hormone medications cannot be added directly to a shopping cart. The interface routes users into a mandatory diagnostic blood test or certified lab upload before any consultation booking.
Clinical pharmacy sourcing badges
Federal Quality Compliance: All peptide and GLP-1 product cards clearly display state-licensed clinical pharmacy compounding credentials, dispelling black-market concerns and setting clear expectations for precision-dosed compounds.
Non-predatory protocol pricing
Transparent Membership Architecture: Medication, clinical consultations, and quarterly blood tests are broken down explicitly on every treatment page, removing surprise charges and hidden subscription renewal fees.
Prominent contraindication disclosures
Contextual Safety Disclosures: Rather than hiding contraindications in small footer text, each medication page features dedicated safety accordions detailing cardiovascular, endocrine, and fertility criteria before patients proceed to intake.
RESULTS & DELIVERY RIGOR
Live US launch & systematic rigor
Shipped to production in the US market in 2026, establishing an authoritative clinical foundation for men's preventative medicine.
MARKET SCALE
500+
Active US patients
Treated and monitored across longevity, metabolic health, and hormone protocols.
CARE VELOCITY
3hrs
Door-to-doctor SLA
From online intake to physician review (vs 3 months in traditional US clinics).
DIAGNOSTIC SLA
48hrs
Results turnaround
From collection to physician-reviewed clarity (faster than hospital labs).
COMPLIANCE & TRUST
100%
LegitScript & HIPAA
Certified telehealth rails meeting highest US clinical data & pharmacy standards.
Verified clinical baseline impact
Clinical data in Figma verified that 67% of HuHealth patients had at least one significant out-of-range biomarker they were unaware of prior to testing. Patients beginning protocols with verified baseline data achieved 3x better long-term treatment outcomes compared to unmonitored therapies.
Design velocity: the hybrid Framer transition
After delivering the core web ecosystem and treatment flows, Delibix continued supporting HuHealth during production handoff. When custom React.js development proved too rigid for rapid clinical marketing updates, we transitioned to a hybrid architecture—pairing high-velocity Framer marketing pages with an existing HIPAA-compliant backend.
REFLECTION
The core principle from this project
"In healthcare design, clarity is a patient safety feature. Every moment of confusion or commercial pressure is not just bad UX—it is a point where an anxious patient might abandon care or mistrust legitimate medicine. When you replace aggressive marketing hype with transparent clinical truth, you build an enduring foundation of patient trust."
Product context and contribution
HuHealth’s company-written profile describes its diagnostics and physician-guided telehealth model. My contribution covers the interface, treatment journeys, and shared design system. Clinical outcomes and certification status are provider-level matters, separate from the impact of interface design.
