The COVID-19 pandemic significantly disrupted access to non-urgent NHS services, creating an increased demand for convenient, at-home diagnostic tools.
We saw an opportunity to use at-home blood testing not just to capture immediate revenue, but to reshape how users engaged with Numan. Until then, most customers used us reactively — short-term ED treatments made up 90% of revenue, with low retention and limited product breadth.
Our hypothesis: if we started the journey with diagnostics, we could surface root causes, drive smarter treatment plans, and build longer, preventative care relationships. The goal wasn’t just to sell tests — it was to shift Numan from a transactional model to a health partner people return to.
As Lead Product Designer across the Patient and Clinical squads, I owned the end-to-end experience design — from strategy to execution. I shaped the product and design direction, facilitated research, led ideation and testing, and delivered new workflows for both patients and clinicians.
I worked closely with engineering and clinical leads to ensure the experience was not only usable, but scalable and medically sound.
Synthesising our research insights, we identified key problem areas to solve for:
Patients struggled to understand raw results and often felt anxious, unsupported and unsure what steps to take next.
Clinicians lacked the context and tooling needed to deliver personalised care efficiently. Internally, test processing was slow and unscalable,
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Holistic Questionnaire
Built on better questions.
Captured lifestyle, symptom, and contextual information to help clinicians tailor care to each individual. This structured data also formed the spine of a patient’s health record — supporting continuity across future diagnostics, treatments, and insights.
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Improved Communication
We redesigned how we communicate with patients throughout their journey — from test status updates and dynamic FAQs to automated email flows that anticipate key moments. These improvements reduced confusion, built patient confidence, and significantly eased the load on our support team.
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Intuitive Result Summaries
Understand your health. Instantly.
We overhauled the way blood test results were communicated — replacing dense medical language with clear, personalised visual summaries. By simplifying complex data and using an empathetic tone, we reduced cognitive overload and eased the anxiety often triggered by unfamiliar or “abnormal” findings.
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Redesigned Clinician Tools
Faster flows. Smarter care.
Through participatory design with our clinical team, we rebuilt key workflows from the ground up — reducing friction, streamlining decision-making, and significantly cutting down time-to-action on results. The new tools were faster, clearer, and designed to support care at scale.
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Treatment Frameworks
A blueprint for better care.
We laid the foundation for scalable, automated treatment journeys triggered by test results. Starting with high-prevalence issues like vitamin D deficiency, we designed clinical flows, content, and tooling to support seamless transitions from diagnosis to care — creating consistency, improving outcomes, and unlocking repeatable value for future pathways.
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KEY BUSINESS OUTCOMES
2.5x
62%
40%
(ED Share)
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OPERATIONAL & PATIENT OUTCOMES
Clinician review time per test
9x
Patient health improvement
(by their second test)
76%
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JOSEPH’S STORY