Fitcy Health

Mental health platform across 4 surfaces

Role

Lead Product Designer

Timeline

2022 - 2024

Booking Conversion

25% booking conversion

The Problem

Why this needed to exist

Fitcy Health had grown into a fragmented mental health platform consisting of 4 separate surfaces: a client web app, a therapist portal, an iOS app, and an Android app. With no unified design system, the booking conversion was suffering, and therapist retention was becoming a serious problem due to workflow friction.

We needed to unify the visual language and improve the core metrics without halting feature development. This required building a design system from scratch while simultaneously redesigning the booking funnel.

My Role

As the Lead Product Designer, I was the sole owner of the design pipeline across all 4 surfaces, working with the engineering team to overhaul both the consumer and provider experiences.

Process & Key Decisions

How we got there

My first priority was the booking funnel. Through A/B testing, I discovered that users were overwhelmed during the therapist matching process. I redesigned the flow to progressively reveal information, focusing on criteria that actually mattered to patients.

Before: The legacy booking flow vs. the streamlined, progressive onboarding experience. — The legacy booking flow vs. the streamlined, progressive onboarding experience.

After: The legacy booking flow vs. the streamlined, progressive onboarding experience. — The legacy booking flow vs. the streamlined, progressive onboarding experience.

To address the fragmentation across platforms, I built a comprehensive design system from the ground up to unify the iOS, Android, and Web clients. This standardized our components, creating a cohesive brand experience and drastically improving engineering velocity.

Client iOS App — Unified design language applied to two completely different user contexts.

Therapist Web Portal — Unified design language applied to two completely different user contexts.

The introduction of the centralized token system fundamentally changed how we ship product. We stopped arguing about hex codes and started focusing on logic.

Engineering Lead

The Solution

A unified mental health platform powered by a robust shared design system, featuring an optimized booking flow that successfully pairs clients with the right therapists.

25%

Increase in booking conversion

10%

Improvement in therapist retention

30%

Faster developer handoff

Reflection

Building a design system while simultaneously redesigning a core product flow was a massive undertaking. It forced me to be incredibly disciplined about what components were truly necessary. If I were to do it again, I would prioritize the mobile token mapping even earlier in the process.

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