Designing a new approach to care access
UX Designer, DTC Lead @ Kenvue
Released 2025
When Versalie pivoted away from offering in-house telehealth due to low user engagement, I led the design of a new directory experience aligning with the brand's evolving role in women's health.
23
Exits to Providers
30%
CTR from Landing Page
80%
Scroll depth
The problem
A shift in strategy, a new design challenge
Versalie originally offered in-house telehealth services, but usage was extremely low—fewer than 10 users subscribed. The business made the decision to pivot away from hosting care internally and instead partner with trusted third-party providers.
The existing site had no infrastructure for listing partners or helping users explore care options. We needed to design an experience from the ground up—one that clearly communicated the change in model, guided users to relevant providers, and reinforced trust in the new care offering.
The goal
How might we help users access care more easily while aligning with the business goal of reducing operational overhead?
User Goal
Find a care provider that fits my needs.
KPI
Scroll Depth
Business Goal
Connect users to external partner care services.
KPI
CTR from Care page, Clicks on exit CTA to partner sites
Impact
Simplify the journey to care access and improve engagement with provider listings.
Research & Discovery
Uncovering what users needed from care access
To unpack early insights and align on user needs, I collaborated with the product and content managers in a working FigJam session. We mapped out:
- User pain points from the previous in-house program, like limited provider availability and confusing next steps
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Opportunities to improve trust and clarity when transitioning to a third-party model
- Key user needs, including transparency, ability to compare options, and clear next steps
- Top search criteria we expected users to filter by (e.g., specialty, language, format)
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A basic user flow, from landing on the page to selecting a provider
- A single inspiration example that demonstrated simplicity in provider comparison
This session helped us align on what mattered most to users and the business — and acted as a strategic north star for the new experience.
Strategic foundations
User Pain Points
- Low trust
- Lack of clarity
- Worry about cost
- Unsure if it's the right time
Opportunities
- Simplify navigation
- Highlight care benefits
- Offer transparency
- Content guides
Key User Needs
- Compare providers
- Understand next steps
- Find relevant options
- Filterable list
Practical inputs
Filtering criteria
- By specialty
- Insurance coverage
- Offers in-person
- State
User Flow
Landing -> Browse -> Filter -> View Card -> Book
Inspo
Nerdwallet, Booking, Expedia
Design Strategy
Planning with purpose
After thorough discussion, we had a plan. To avoid having to create 2 net new pages, we'd repurpose the current care landing page to introduce the new directory model to build trust and provide clear next steps. Then our 1 net new page, the directory page, would allow users to browse and filter providers quickly, with partner cards optimized for scannability and conversion.
We identified the following key requirements:
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Users needed to understand what the new care experience offered, and how it differed from the old one.
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They wanted to filter by specialty or condition, and find providers who felt trustworthy and relevant to their needs.
- The business needed to highlight partners and show credibility without making it feel overly transactional.
Throughout the design, I focused on reducing friction, reinforcing clarity, and ensuring our new direction felt intentional rather than abrupt.
Final Design
What we shipped
Intuitive filtering
Built from prioritized user search criteria uncovered in research.
Provider previews
Key info like specialties, states served, and insurance accepted are immediately visible or easily discoverable if on smaller screens.
Scalable structure
Built to grow with more providers and potential service categories.
Mobile-first layout
Ensured usability for a larger mobile audience.
The Results
Laying the groundwork for scalable care access
Launching the Care Directory helped reposition the brand as a resource for women navigating menopause, even without in-house services. While still early in its rollout, the project surfaced several valuable learnings:
- The MVP helped validate the new direction. Early feedback showed users appreciated the clarity and provider previews.
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Internal teams aligned around a shared experience. The collaborative FigJam sessions helped business, brand, and product rally around a clear solution.
- Designing for flexibility was key. Because we anticipated service growth, we built the page to scale without major rework.
We’re continuing to monitor engagement and provider uptake as we iterate on content and filtering logic.
Upon release
👩🏻⚕️
Exits to Providers
23
🚶🏻♀️
CTR from Landing Page
30%
👀
Scroll Depth
80%
Thoughts
Designing through ambiguity
This project was less about polishing pixels and more about shaping direction. With few existing patterns to lean on, I had to quickly balance user empathy with business needs. Designing a net-new experience during a business pivot meant staying adaptable, rallying cross-functional teams, and delivering value without overbuilding.
The process reaffirmed how essential it is to lead with clarity when the path forward isn’t set — and how design can help teams move with confidence, even when the goalposts shift.
Tiny Launches
I also build websites in my spare time.