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.
Owning product and design across clinical and consumer layers.
As Lead Product Designer across both the patient and clinical squads, I owned the end-to-end experience design — from strategy to execution. My responsibilities included:
Shaped product & design strategy
Led research, ideation, and testing
Designed core patient + clinician workflows
Partnered with engineering & medical leads on system and service design
Collaborative, clinically grounded, and feedback-driven.
We embedded ourselves within clinical and operations teams to map the full testing journey — identifying points of confusion, delay, and risk.
We worked in short, high-impact loops, validating solutions with both patients and clinicians to ensure clarity, safety, and confidence at every step.
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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
increase in CLV
Growth in ROI per customer
62%
improvement in LTV:CAC
40%
reduced ED share
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OPERATIONAL & PATIENT OUTCOMES
Clinician review time per test
87%
time savings
Patient health improvement
76%
improved biomarkers by second test
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JOSEPH’S STORY