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 with plain language, progress visibility, and progressive disclosure.
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 were abandoning because they couldn't see why it was worth providing.
Validated through 6 usability sessions using Maze: task completion for 'book a first appointment' went from 41% to 94% on the new prototype. Users consistently described the redesigned flow as 'reassuring', 'quick', and 'easy to understand'.
