Audit of user data & interviews

The team and I gathered feedback from our users about the existing report and its painpoints. We utilized in-app surveys, feedback received by our customer service, and user interviews.

Defining our scope & goals

Worked with founders and team leads to define the goals for this project:
- Increase user understanding of their results
- Reduce confusion and overwhelm
- Impact our user metrics to drive business outcomes

Parents needed a summary-first approach

"I want to know what's wrong and what I should do about it, but I'm lost in all these percentages and bacteria names." - Parent of 2-year-old

"I spent 30 minutes trying to find the recommendations. Why isn't this the first thing I see?" - New parent

Concerned parents represented 72% of users

These parents had specific needs:
- Find solutions to their child's existing symptoms
- Take immediate action to see health improvements
- Understand the "why" behind recommended changes

The existing product was designed for a scientific audience but needed to serve busy parents seeking clear guidance.

1. Information overwhelm

Parents were completely overwhelmed with the sheer amount of information presented on the first screen.

2. No clear summary / takeaway

While there was a lot of info, it was not summarized in a digestible way.

3. No conditions information

The conditions that parents had gotten the product for were not mentioned.

Organized by scientific category

Lo-fi diagrams of key user questions in order

Mapped out the critical questions users ask when reviewing their results, sequencing them from "What's wrong?" to "What do I do about it?" to create a logical flow that matched parents' mental models.

First principles approach

Started from the fundamental question "What does a concerned parent actually need to know?" rather than "How do we present all our data?" to rebuild the experience from the ground up.

3As Emotional Framework

Designed with a framework to Acknowledge users' stated concerns, Address how their results connect to those concerns, and provide clear Actions they could take, moving from validation to understanding to empowerment.

Information Architecture Redesign

Restructured the architecture from science-first categories to condition-centered pathways that grouped related insights together and eliminated redundant information across multiple pages. And because engineering was already working on it, I slipped in a new grid system to standardize the desktop design.

Before

After

Clear focus and hierarchy. Summary takes up the main area.

Working prototypes sent to users

Figma prototypes sent to users for feedback, followed up by interview sessions.

Internal release

Released the feature first to a handful of internal beta testers to validate it and squash any remaining bugs before rolling out.

Users appreciated the new layout

The beta testers found that the new layout provided much more context and they understood their results better. It took some adjustment for users who had already seen their results to reorient around where content lived.

Practitioners' workflow would be impacted

Practitioners who view patient results needed a substantial walkthrough to avoid confusion on first open. We delayed launch by a week to prepare email comms, video walkthroughs, and in-app product marketing.

Progressive disclosure of the right info

The final design answers each user question in order of importance.

Figma file with designs

Figma file containing all user flows, screens, edge cases, prototypes, and copy needed for implementation.

Assisting developers with implementation

I helped developers maintain implementation quality, testing every screen in sandbox before production.

Feature flags

The redesign was implemented in phases over Q1-Q2 2025, with careful attention to preserving existing functionality while improving UX. We used feature flags to test approaches and gradually roll out changes.

NPS: ↑10 pp

Sentiment analysis showed dramatic improvements. Promoters rose from 2 out of 3 users to more than 3 out of 4. Low-score comments dropped sharply, and language became more outcome-focused, with increased mentions of "recommendations," "consultations," and feeling "empowered."

Engagement: ↑30%

We saw around a 30% lift in engagement across age groups.

Glowing feedback from users

"I find this format easier to follow, more digestible, and gives me clear answers. The previous format was more vague, more of a report that I couldn't really comprehend whereas this is digestible by a regular person in a way that makes sense. This is really great!" - Caroline, mother of baby with colic

Next: Resample rate

Over the next 6 months, we will monitor how our resample rate (users testing again with us) changes.

User context is everything

Understanding that 72% of users arrived with specific health concerns completely changed how information should be presented.

Less can be more

Reducing information overload increased satisfaction and engagement.

Design for the 80%

While some users wanted deep scientific detail, designing for the majority of concerned parents improved the experience for everyone.

Collaborators

Ritika Khilnani, Rebeca Gimenez, Kim Sukhum