Pana Health's telemedicine app was losing 62% of new users before they booked their first appointment. The culprit: a 12-screen onboarding flow that felt like a medical intake form, not a digital health companion. I redesigned it into 5 focused screens — halving drop-off and tripling completion.
The redesign isn't about removing information — it's about collecting only what's needed, exactly when it's needed. Insurance details, for example, can be added after the first appointment, not before. Plain language, warm tone, and a visible end-point transformed the experience.
BEFORE — 12 screens · 38% abandon at step 7
Left: original 12-screen intake form. Right: redesigned 5-screen flow.
The original flow collected symptoms, insurance, and personal data before ever showing a doctor. The redesign flips it: users see available doctors first, which immediately establishes value and makes the subsequent steps feel purposeful rather than bureaucratic.
The complete 3-screen final flow: doctor selection → time slot → booking confirmation
Pana Health had strong organic growth — but their funnel analytics told a different story. 62% of users who downloaded the app never booked an appointment. Heatmap analysis and session recordings pinpointed the exact problem: the onboarding flow.
→ The real insight: users weren't abandoning because the information was hard to provide — they couldn't see why it was worth providing.
Validated through 6 usability sessions using Maze — task completion went from 41% to 94% on the new prototype.
