Guiding people from first blood test to diagnosis
As Staff Product Designer for the TRT (Testosterone Replacement Therapy) category, I led onboarding funnel optimisation through A/B experimentation.
My focus was lifting conversion from first blood test to confirmed diagnosis, directly driving activation.
Intro
Our biggest opportunity sat at the top of the funnel: the moment a user received their first blood test results. Many discovered low testosterone for the first time and needed clear, simple guidance on next steps.
The steepest drop-off happened right here: users who saw a low reading often didn't return to confirm it with a second test.
Challenge
This wasn't a typical product funnel. Because the journey involved real medical decisions, moving users from one step to the next took weeks, not days.
That long feedback loop made rapid iteration and testing across drop-off points genuinely difficult.
Solution
I designed a returning experience for users to revisit their blood test results, paired with clear explanations of what might be causing a low reading.
This gave users the context and reassurance they needed to feel confident progressing further into their medical journey.
Results
Across multiple experiments, we drove a combined 43% increase in users progressing from first to second blood test.
That lift in overall activation translated into a 5% increase at the bottom of the funnel.
- +43%
- Increase in users progressing from first to second blood test, across multiple experiments
- +5%
- Lift in overall activation, driven by funnel-wide conversion gains
