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hims& hers

My Role: Senior Product Designer

VP of Design: Dan Kenger

Him&Hers is a leading telemedicine company revolutionizing the direct-to-consumer health market.

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I led the redesign of the mental health user flow, working with a cross-functional team to expand the platform to include therapy services. With a six-week timeline, I drove the project from ideation to launch. The updated flow went live on time and increased conversion rates by 27%.

THE OVERVIEW

Research

Wireframing

Visual Design

Prototyping

User Insights

Production Design

01

Discovery

The first step was reviewing insights from our internal team, which revealed key user challenges:
 

  1. Lack of Clarity: Users felt overwhelmed by not knowing the steps in the onboarding process or how much of the flow remained.
     

  2. Terminology Confusion: Users struggled to understand the difference between psychiatry and therapy, as well as specific terms like GAD and PHQ.
     

  3. Emotional Overload: Users with depression or anxiety found it hard to complete the flow and felt overwhelmed receiving their diagnoses.
     

  4. Therapist Matching: Users compared finding a therapist to dating, feeling unsure about how to "vibe" with different professionals.
     

These insights guided our brainstorming session with Shelby (copywriter) and David (Product Manager).

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Screenshot of our brainstorming session

02

Design

Problem 1:
Users felt lost in the process and unsure how long it would take

 

Solution: We introduced a more structured flow with a Table of Contents, a progress bar, and clear chapter breaks. Each section was prefaced with a brief explanation of what to expect, giving users a better sense of where they were and how much they had left to complete.

Results:
 

  • Increased Confidence: "I felt more confident knowing exactly how far along I was in the process. The progress bar and chapter breakdown made it much easier to stay focused."
     

  • Clarity of Expectations: "The brief explanations at the beginning of each section helped me understand what was coming next, which reduced the anxiety of the unknown."
     

  • Reduced Drop-Offs: "Before, I would abandon the process midway, but with the structured flow and progress indicators, I was motivated to continue."
     

  • Visual Appeal and Simplicity: "The clean design and clear chapter breaks made the process feel less overwhelming and more manageable."
     

  • Enhanced Engagement: "The structured flow made it easier to stay engaged, and I didn’t feel lost at any point."

Problem 2: Users didn't understand a lot of the medical jargon (GAD, PHQ, psychiatry vs therapy, etc)

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Upgrade: We introduced slide-up modals that explained the terminology, so they felt like they had extra support and care navigating the process.

Results:
 

  • Increased Understanding: "The slide-up modals made it so much easier to understand the medical terms. I didn’t feel confused or overwhelmed by the jargon."
     

  • Enhanced Confidence: "Before the update, I wasn’t sure what terms like GAD or PHQ meant. Now, I feel more confident navigating the process because I know what everything means."
     

  • Reduced Drop-off: "Previously, I felt lost when I didn’t understand the medical terms and was more likely to quit. The explanations kept me engaged and motivated to complete the process."
     

  • Increased Trust: "The extra care taken to explain things made me feel like the platform truly cares about helping users through every step of the journey."

Problem 3: Navigating mental health was scary; simply finding out you had depression/anxiety was hard to reconcile

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Upgrade: We introduced interstitials between steps so it felt like someone was going through the process with you, included warm video and colors to make it feel human, and created a screen that showed what dealing with anxiety/depression could 'feel like'

Results:
 

  • Less Intimidating Experience: "The interstitials made the process feel more supportive, as if someone was guiding me step-by-step through it, which reduced the anxiety of confronting a potential diagnosis."
     

  • Human Touch: "The warm videos and colors made everything feel more personal and less clinical. It felt like I was dealing with real people who cared about my experience."
     

  • Easier to Relate: "Seeing the screen that described what anxiety or depression could 'feel like' helped me understand that what I’m going through is normal and not something to be scared of."
     

  • Reduced Stigma: "The human touch in the design helped reduce the stigma I felt about mental health issues. It made it feel okay to be dealing with depression or anxiety."

Problem 4: Finding the right therapist is like dating; it's important to be able to see if you 'vibe' with someone

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Upgrade: We created therapist profiles and took inspiration from dating apps. Initially, the concept was to include hobbies + more personal info but we ended up pairing down to just typographic answers.

Results:
 

  • More Relatable Profiles: "The therapist profiles helped me feel like I was getting to know them before committing. It made the whole process less formal and more personal."
     

  • Better Decision-Making: "I felt more in control of choosing the right therapist because I could get a sense of their personality through the profile, similar to how you might approach dating apps."
     

  • Increased Trust: "Being able to view multiple therapists and see their answers side by side helped me trust the process more, knowing I could make an informed choice."
     

  • Enhanced Personalization: "Even though the profiles were minimal, they felt personalized enough to give me a sense of whether or not I’d vibe with the therapist."

03

Adjustments + Approval

Once we made a few technical adjustments, the flow was approved by key stakeholders—VP of Psychiatry, Head of Product, and VP of Design. We implemented changes to our designs and consolidated a final production-ready file to hand off to the engineers.  

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Technical Adjustments:

  • De-prioritization of Slide-Up Modals: Engineers mentioned that implementing slide-up modals would take too long, leading me to replace them with simpler educational moments in the flow.
     

  • Fallback for Video Transitions: Low connectivity or device performance issues led engineers to suggest using static images as a fallback for smoother video transitions.​

04

Fast Follows

Following the launch of the new flow, conversion rates saw a 27% increase.

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To address a significant drop-off at the payment screen—common across onboarding processes—we made targeted adjustments. These changes led to a further 14% increase in conversion at this crucial step."

Product Adjustments:
 

  • Value-Driven Statistics: We incorporated data-driven insights, such as "80% of users experience symptom improvement with medication," to emphasize the value of mental health investment.
     

  • Limited-Time Promotions: To boost conversion, we tested limited-time promotions, offering incentives for users to complete the process.

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