Healthcare e-commerce
Healthcare e-commerce
A complete redesign of the healthcare e-commerce platform designed to improve trust, clarity, and confidence during medical qualification and purchase.
A complete redesign of the healthcare e-commerce platform designed to improve trust, clarity, and confidence during medical qualification and purchase.
Summary
Project Overview
FancyMeds (previously Qyral) is a U.S.-based telehealth platform and licensed distributor of GLP-1 weight-management medication (Semaglutide and Tirzepatide) through partner pharmacies operating nationwide. The business required a complete brand repositioning and a redesigned digital experience to make the treatment process feel clear, trustworthy, and approachable for everyday patients.
Problem Statement
The previous brand aesthetic and website made the service feel distant and high-end, while the core audience needed clarity, reassurance, and emotional safety.
The medical qualification quiz was long, confusing, and difficult to complete, leading to drop-offs during the most critical part of the treatment onboarding.
Additionally, the platform performed poorly in conversion, with many users abandoning the process before completing a purchase.
Goal
The goal was not only to refresh visual design, but to rebuild the platform to:
Improve trust perception and transparency in a sensitive medical category
Simplify the medication qualification and ordering process
Improve convertion
Expand the site into an educational and partnership-driven ecosystem supporting long-term growth
My role
I led the end-to-end redesign — defining the new brand identity, restructuring key user journeys, designing high-fidelity UI screens, and building a reusable component library for scalable growth. I also designed additional strategic pages including the Referral Program, Influencer Program, Blog, Knowledge Base and Email communication flows, ensuring the brand functioned consistently across touchpoints.
Client
Private
Services
Rebranding
User Research
Wireframing
Visual Brand Direction
Design System Development
UX/UI Design
Web Design
A/Bn Testing
Summary
Project Overview
FancyMeds (previously Qyral) is a U.S.-based telehealth platform and licensed distributor of GLP-1 weight-management medication (Semaglutide and Tirzepatide) through partner pharmacies operating nationwide. The business required a complete brand repositioning and a redesigned digital experience to make the treatment process feel clear, trustworthy, and approachable for everyday patients.
Problem Statement
The previous brand aesthetic and website made the service feel distant and high-end, while the core audience needed clarity, reassurance, and emotional safety.
The medical qualification quiz was long, confusing, and difficult to complete, leading to drop-offs during the most critical part of the treatment onboarding.
Additionally, the platform performed poorly in conversion, with many users abandoning the process before completing a purchase.
Goal
The goal was not only to refresh visual design, but to rebuild the platform to:
Improve trust perception and transparency in a sensitive medical category
Simplify the medication qualification and ordering process
Improve convertion
Expand the site into an educational and partnership-driven ecosystem supporting long-term growth
My role
I led the end-to-end redesign — defining the new brand identity, restructuring key user journeys, designing
high-fidelity UI screens, and building a reusable component library for scalable growth. I also designed additional strategic pages including the Referral Program, Influencer Program, Blog, Knowledge Base and Email communication flows, ensuring the brand functioned consistently across touchpoints.
Client
Private
Services
Rebranding
User Research
Wireframing
Visual Brand Direction
Design System Development
UX/UI Design
Web Design
A/Bn Testing
Impact
The redesigned platform provides:
A clearer and more supportive patient journey
Reduced friction in the eligibility and ordering flow
Stronger trust signals in a regulated health-related context
A scalable ecosystem supporting marketing, partnerships, and ongoing engagement
Information Architecture
Structured product pages to guide users through understanding rather than persuading.
Visual Language
Soft colors, open spacing, and calm typography to reduce anxiety in medical purchasing.
Clear Guidance
Reduced friction by simplifying form fields and clarifying next-step expectations.
Component Library
Designed modular UI components to ensure consistency and efficiency across the platform.
Accessibility
Ensured clarity and readability across device sizes and user conditions.
Confidence
Wrote helpful, supportive messaging that reduces hesitation during the medical purchasing process.
Impact
The redesigned platform provides:
A clearer and more supportive patient journey
Reduced friction in the eligibility and ordering flow
Stronger trust signals in a regulated health-related context
A scalable ecosystem supporting marketing, partnerships, and ongoing engagement
Information Architecture
Information Architecture
Structured product pages to guide users through understanding rather than persuading.
Visual Language
Visual Language
Soft colors, open spacing, and calm typography to reduce anxiety in medical purchasing.
Clear Guidance
Clear Guidance
Reduced friction by simplifying form fields and clarifying next-step expectations.
Component Library
Component Library
Designed modular UI components to ensure consistency and efficiency across the platform.
Accessibility
Accessibility
Ensured clarity and readability across device sizes and user conditions.
Confidence
Confidence
Wrote helpful, supportive messaging that reduces hesitation during the medical purchasing process.
Healthcare e-commerce
A complete redesign of the Health e-commerce platform designed to improve trust, clarity, and confidence during medical qualification and purchase.
STEP I
STEP I
Research & Business Alignment
Research & Business Alignment
The existing Qyral platform was analyzed to identify usability challenges, trust gaps, and conversion barriers. Insights were used
to define the strategic positioning and communication tone for the new brand direction. The overall site structure was reorganized to guide users through understanding treatments, reviewing product details, confirming eligibility, and completing a purchase. Dedicated flows for referral and influencer engagement were mapped to support acquisition growth.
The existing Qyral platform was analyzed to identify usability challenges, trust gaps, and conversion barriers. Insights were used
to define the strategic positioning and communication tone for the new brand direction. The overall site structure was reorganized to guide users through understanding treatments, reviewing product details, confirming eligibility, and completing a purchase. Dedicated flows for referral and influencer engagement were mapped to support acquisition growth.
Key elements:
Key elements:
Reviewing Qyral’s performance barriers, user confusion points, and trust gaps.
Defining conversion goals and messaging tone for the Fancymeds repositioning.
Creating User Flows, User Journey Maps and User Archetypes
Conducting Competitive Audit
Designing Wireframes
Reviewing Qyral’s performance barriers, user confusion points, and trust gaps.
Defining conversion goals and messaging tone for the Fancymeds repositioning.
Creating User Flows, User Journey Maps and User Archetypes
Conducting Competitive Audit
Designing Wireframes
User flow and User archetypes
User flow and User archetypes
Wireframe examples
Wireframe examples
STEP II
STEP II
UX & UI Design
UX & UI Design
A modular component library was built to ensure design consistency across existing and future pages. System documentation was prepared
to support efficient collaboration between design and engineering teams. A visual language centered on clarity, emotional reassurance,
and professional credibility was developed. High-fidelity UI layouts emphasized spacing, contrast, accessibility, and user guidance.
A modular component library was built to ensure design consistency across existing and future pages. System documentation was prepared
to support efficient collaboration between design and engineering teams. A visual language centered on clarity, emotional reassurance,
and professional credibility was developed. High-fidelity UI layouts emphasized spacing, contrast, accessibility, and user guidance.
A modular component library was built to ensure design consistency across existing and future pages. System documentation was prepared to support efficient collaboration between design and engineering teams. A visual language centered on clarity, emotional reassurance and professional credibility was developed. High-fidelity UI layouts emphasized spacing, contrast, accessibility, and user guidance.
Key elements:
Key elements:
Restructured the shopping and qualification journey to reduce hesitation and increase comprehension.
Designed the medical eligibility form to act as a guided, explanatory funnel — not a barrier.
Constructed Design System
Restructured the shopping and qualification journey to reduce hesitation and increase comprehension.
Designed the medical eligibility form to act as a guided, explanatory funnel — not a barrier.
Constructed Design System
Initial mockups examples
Initial mockups examples
STEP III
Prototyping & Testing
High-fidelity prototypes were developed from the approved mockups, enabling both a clear presentation of the product to the client and early usability testing of the FancyMeds platform. Insights gathered from usability sessions and client feedback helped validate the direction of the design and ensure alignment with project goals.
High-fidelity prototypes were developed from the approved mockups, enabling both a clear presentation of the product to the client and early usability testing of the FancyMeds platform. Insights gathered from usability sessions and client feedback helped validate the direction of the design and ensure alignment with project goals.
Key elements:
Key elements:
Created high-fidelity prototypes
Tested flows and microcopy to reduce confusion and increase clarity.
Created high-fidelity prototypes
Tested flows and microcopy to reduce confusion and increase clarity.
STEP III
Prototyping & Testing
STEP IV
STEP IV
Iteration & Refinement
Iteration & Refinement
Findings gathered from usability studies and stakeholder discussions were analyzed to identify areas requiring adjustment. The design was iteratively refined to better align the user experience with business objectives, improve visual clarity, and enhance the overall interface aesthetic. Each iteration focused on strengthening usability patterns, ensuring intuitive decision pathways, and maintaining consistency across the product’s design system.
Findings gathered from usability studies and stakeholder discussions were analyzed to identify areas requiring adjustment. The design was iteratively refined to better align the user experience with business objectives, improve visual clarity, and enhance the overall interface aesthetic. Each iteration focused on strengthening usability patterns, ensuring intuitive decision pathways, and maintaining consistency across the product’s design system.
Key elements:
Key elements:
Refined interface to support confidence-based decision-making.
Defined conversion goals and messaging tone for the Fancymeds repositioning.
Adjusted website elements
Refined interface to support confidence-based decision-making.
Defined conversion goals and messaging tone for the Fancymeds repositioning.
Adjusted website elements
Refined interface to support confidence-based decision-making. Defined conversion goals and messaging tone for the Fancymeds repositioning. Adjusted website elements
Refined interface to support confidence-based decision-making. Defined conversion goals and messaging tone for the Fancymeds repositioning. Adjusted website elements
Landing page mockups
Landing page mockups
Other FancyMeds mockups examples
Other mockups examples
Mobile versions
Mobile versions
Qualification quiz refinement
An important element of the iteration process was improving the previously developed qualification Quiz used to assess whether a patient was eligible for treatment with the medications offered on the site. The original version was overly long and difficult to navigate, so it was clear that it needed refinement — both to maintain the medical accuracy of the information collected and to significantly improve the UX and UI. After consulting with doctors and reviewing the quiz structure together with the client, a faster and more streamlined user flow was designed, ensuring that essential medical details could still be gathered while making the experience clearer and easier for users.
An important element of the iteration process was improving the previously developed qualification Quiz used to assess whether a patient was eligible for treatment with the medications offered on the site. The original version was overly long and difficult to navigate, so it was clear that it needed refinement — both to maintain the medical accuracy of the information collected and to significantly improve the UX and UI. After consulting with doctors and reviewing the quiz structure together with the client, a faster and more streamlined user flow was designed, ensuring that essential medical details could still be gathered while making the experience clearer and easier for users.
Quiz flow before iterations
Quiz flow before iterations
Quiz flow after iterations
Quiz flow after iterations
Quiz iteration mockup
Quiz iteration mockup
STEP V
STEP V
Ecosystem Expansion
After the primary desktop and mobile screens were created, additional subpages were designed to establish a cohesive FancyMeds ecosystem and ensure that the client’s expectations, business objectives, and promotional needs were met. The FancyMeds brand was expanded through the development of a Knowledge Base, a Blog, Admin Panel (adjusted to Medusa UX&UI) and three variations of Affiliate Program landing pages (adapted to different partnership types), as well as the design of email campaign layouts.
After the primary desktop and mobile screens were created, additional subpages were designed to establish a cohesive FancyMeds ecosystem and ensure that the client’s expectations, business objectives, and promotional needs were met. The FancyMeds brand was expanded through the development of a Knowledge Base, a Blog, Admin Panel (adjusted to Medusa UX&UI) and three variations of Affiliate Program landing pages (adapted to different partnership types), as well as the design of email campaign layouts.
Key elements:
Key elements:
Designed Referral Program, Influencer Partnership Pages, Blog and Email Flow Touchpoints to support scalable acquisition growth.
Ensured visual and tonal consistency across website, forms, and communication.
Designed Referral Program, Influencer Partnership Pages, Blog and Email Flow Touchpoints to support scalable acquisition growth.
Ensured visual and tonal consistency across website, forms, and communication.
Landings for Bloggers, Affiliates and Referral Program
Landings for Bloggers, Affiliates and Referral Program
FancyMeds Blog mockups examples; desktop versions
FancyMeds Blog mockups examples; desktop versions
Knowledge Base mockups examples
Knowledge Base mockups examples