Reinventing the Patient Journey for Asynchronous Care at Optum.
CLIENT
Optum
Industry
Telehealth
Role
Web & Product Design
Date
Jan, 2021
As a product designer at Truepill, I led the design of condition-specific landing pages and questionairres: key touchpoints that guided users through their journey, from initial assessment to virtual consultations and tailored treatment.
I focused on the following goals:
The primary objective of all landing pages was to guide users towards the next step in their journey—launching the virtual care questionnaire for a screening service to access medication or treatment options.
The wireframes prioritised usability while adhering to landing page best practices. To optimise conversion rates, key elements were integrated, including:
These foundational designs ensured the pages were user-focused and conversion-driven, laying the groundwork for a seamless experience.
Working in low fidelity at this stage gave me the flexibility to explore multiple ideas and test their effectiveness across devices, without committing significant time early on. This approach also allowed for the evaluation of alternative solutions to the problem.
Page Designs: Initial Concept, Erectile Dysfunction
To foster user trust and confidence, I integrated key trust markers such as security badges, ensuring users felt safe while navigating the virtual care platform. These elements were strategically placed to instil a sense of security, which is crucial when addressing sensitive topics like erectile dysfunction and birth control.
I focused on providing clear, step-by-step guidance to address any user uncertainty. Using progress indicators and concise CTAs, I ensured users always understood what to expect from their treatment or medication.
The design also incorporated a soft, muted blue to create a calm, professional environment, reinforcing the sense of trust and reassurance. This colour choice, combined with modern, tasteful imagery sourced from stock banks, aligned with the platform's welcoming, approachable tone, making the experience feel both comfortable and professional.
Finally, I crafted headings that highlighted the benefits of the treatments rather than using direct language such as 'Erectile Dysfunction.' This focus on positive outcomes ensured the content was framed in a way that resonated with users, making them feel empowered and confident in their care
Page Designs: Alternative Concept, Erectile Dysfunction
As per the brief, the landing page design was intended to serve as a flexible template that could be reskinned for various conditions, such as acne and birth control. The goal was to create a consistent, user-friendly structure that could easily adapt to different treatment offerings while maintaining the same high standard of usability and design integrity. Below are some of the designs I created for these conditions, showcasing how the template was customised to meet the specific needs of each while preserving the overall experience.
Page Design: Initial Concept, Acne
Page Component Design: Initial Concept, Birth Control
The designs evolved through a collaborative, iterative process. I began by working with the Truepill product team in Figma to develop and refine initial concepts. As the project progressed, the Optum product team joined to align designs with business requirements, leading to further iterations and a final solution that delivered a seamless user experience and met key objectives.
Landing Page Templates: Final outcomes for Men's Hair Loss, Erectile Dysfunction and Latisse for Lashes.
I played a key role in designing the end-to-end virtual care journey, ensuring a seamless and intuitive experience across multiple touchpoints. My work included creating web designs and an interactive questionnaire that streamlined the process for patients, guiding them through everything from initial engagement to checkout.
Virtual Care: Complete Journey
I developed a structured flow that simplified complex user pathways, as seen in the high-level journey map. This visualisation helped align stakeholders and ensure clarity across each stage, from landing pages and account creation to ID verification, medical questionnaires, and checkout.
Questionnaire – I developed question templates and iteratively mapped user journeys to enhance clarity and efficiency.
ID Verification – I created step-by-step pages to guide users through uploading a selfie and government-issued ID for verification.
I worked closely with project managers and the Optum product team, ensuring designs aligned with business goals and regulatory requirements. By presenting my work in weekly product and design meetings, I provided valuable insights into the full virtual care experience, helping shape a more cohesive and user-friendly flow.
The final designs enhanced usability, reduced friction in the patient journey, and ensured the experience was optimised for future growth.
Checkout – I designed mobile and desktop checkout flows, ensuring seamless navigation across various checkout permutations.
The designs provided an intuitive and accessible experience for Optum’s asynchronous patient care journey, including web designs and an interactive questionnaire to streamline interactions for both patients and providers.
Praised for my “strong UX sensibility, fantastic UI/visual talent, and ability to create delightful consumer experiences,” I worked closely with stakeholders to ensure the designs met both user and business needs. The final work is “optimised for future growth,” laying a strong foundation for improving virtual care interactions.
© Jess Brownless, 2025