Labs
Introducing preventative care at Hims & Hers.
Labs marked Hims & Hers’ expansion into preventative care, enabling customers to purchase comprehensive blood testing, complete lab work at Quest Diagnostics locations, and see how their results fit into a broader health journey, all without a prescription (a totally new UX model for Hims & Hers).
As Lead Product Designer, I owned the purchase flow, patient consultation, scheduling, and add-ons, working closely with product, clinical, engineering, and legal to ensure the experience was clear, compliant, and patient-first.
We launched with the education-forward consultation that performed well in other categories. Post-launch performance revealed this approach wasn’t working: preventative testing is a different mental model, and the extra steps added friction instead of confidence. So we moved education to the marketing site, delayed intake until after checkout, simplified the product offering to one plan, and rebuilt the flow as a faster, checkout-style experience. Within a few weeks, we grew weekly purchases 10x.
Outcomes
- Less friction. A shorter flow, fewer decisions, and delayed intake made Labs faster to buy.
- A better fit with expectations. Education up-funnel let people learn before purchase, so Labs felt approachable.
- Clearer positioning. One plan, priced in line with the market, made the value easy to understand.
- A foundation for what’s next. A simpler baseline to measure, test, and apply to future preventative products.
