Role: Product Designer & Researcher
Team: CEO, Development Lead, UX Researcher
Duration: 10 months, May 2021 - March 2022​​​​​​​
Lina is a DTC seed-stage start-up company that works to eliminate barriers to psychiatric care by providing patients with online care. As a Product Designer at Lina, I worked on an array of design projects for the company, from creating condition-focused landing pages, defining branding, and creating visuals to building the patient intake flow and evaluating the patient portal.
THE PROBLEM​​​​​​​​​​​​​​
The current healthcare system presents significant challenges for those struggling with mental health issues, as they often face difficulties ranging from finding suitable doctors and allocating time for appointments to physically attending them and affording psychiatric care. Lina's aim to offer online care was hindered by user drop-offs during the intake form, impacting patient enrollment. 
I began research by evaluating other telehealth companies like Brightside and Cerebral, while also conducting a critique of Lina's intake form and patient portal. By analyzing Hotjar recordings, I identified key areas for improvement and proposed design solutions. One of the main issues was the intake portal's long single-page format. Given the length of the form, breaking it up into a multi-page form with logically grouped questions would enhance the user experience, helping users fill out the form faster and in a more engaging way.
I redesigned Lina's intake form, taking it from a lengthy single-page format to a user-friendly multi-page structure with features such as a progress bar and larger tap targets. I then built the form in Formsort, a low-code tool for making forms. 
I started with the scheduling calendar, provider details, and pharmacy selection screens – the areas where users often encountered difficulties and experienced high abandonment rates. My approach focused on designing solutions that directly addressed user pain points and enhanced the overall form experience.​​​​​​​
One of the things I had to consider when designing this form was creating different paths based on users' answers. For example, Lina's services were not yet available in all 50 states and the form needed to handle varying eligibility criteria. If our services were not yet available in a user's state, the form was finalized and they would be offered the option to share their information for future notification when we could offer treatment in their state. This allowed us to gauge demand in different states.
Certain questions also needed the ability to adapt based on a user's response, either asking a follow-up question or proceeding to the next question.
One of the projects I worked on at Lina was creating condition-specific landing pages for Anxiety, ADHD, panic disorder, fibromyalgia, restless leg syndrome, performance anxiety, narcolepsy, smoking cessation, and insomnia. After doing a competitor analysis, I designed a template for these pages in Figma, illustrating icons for symptoms, creating data visualization graphics, sourcing stock photography, and making pill bottle mock-ups. Once the design was finished I built out each page in Unbounce, a low-code landing page builder.​​​​​​​
I put together Lina's branding guide and created icons and graphics for the company's homepage and landing pages, building on and refining their existing design system. I also made some tweaks to the logo and produced mood boards for both product photography and social media.
Working as the only designer at a fast-paced start-up allowed me to wear many hats and learn on the job. By using real data and user feedback to inform design changes and suggestions, I was able to create a meaningful impact. This experience also taught me how complex forms can be, both from a design and development standpoint.
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