The Circle Medical web portal
After noticing that our largest dropoff was a mobile app requirement, I designed and built a web-based patient portal with help from one developer and one other designer. The reduced friction showed immediate results, with over $2M in ARR realized from increased activation.
Client
Circle Meidcal
DELIVERABLES
Research Requirements Illustrations Motion design Logic and build
Year
2024
Role
Full design and build
The problem
Our activation rate was just over 60%, meaning nearly 40% of first-time patients failed to attend their appointments.
This created serious downstream issues: revenue loss, fewer appointment slots for engaged patients, provider dissatisfaction, and increased churn. Compounding the problem, most patients weren’t adding a credit card—resulting in missed revenue and no way to collect no-show fees.
Discovery
Analyzing data from tens of thousands of activations, we mapped a funnel to identify drop-off points. The biggest blocker? Requiring patients to download our mobile app to attend video appointments. Nearly 20% of new patients never downloaded the app, making attendance impossible.
Build
I built a web-based patient portal in one month, allowing patients to bypass the app requirement. After a colleague introduced me to WeWeb, a powerful no-code platform, I quickly saw its potential to build an MVP and test the impact of removing the app download step.
Launch
I worked with our clinical team, one developer, and a fellow designer to define the feature set. Because clinical compliance is essential, the pre-appointment flow had to be airtight. We launched with features to verify ID, add a payment method, complete mental health questionnaires, and submit insurance.
We conducted rigorous testing, including user tests with providers and recent patients, a full QA by engineering, and stress tests by our growth team.
Iterations
Since launch, I’ve continued to refine the portal based on data and patient feedback. Recognizing its potential, the company formed a dedicated team to rebuild the experience from the ground up, with me leading design. We have nearly reached feature parity, and even use the portal to test features before moving them over to the mobile app.
Impact
The portal increased activation by 6%, unlocking over $2M in annual revenue without any additional acquisition spend. Faster account completion also led to $30,000 more in no-show fee collections in the first month despite a 5% drop in cancellations. We attribute this to the immediate ability to add a credit card on file.