AltRx: Product Case Study

Company: AltRx, a US based telehealth platform offering GLP-1 and GLP-1/GIP weight loss programs

Scope: Onboarding, home screen and the product page (PDP)

About AltRx

AltRx connects patients with clinicians, prescriptions and ongoing coaching for weight loss, all through a mobile app. Before someone becomes a member, before there is any relationship with a doctor or coach, the product itself has to build the trust that would normally come from a person. That holds across onboarding, the home screen someone returns to every day, and the page where they actually decide to buy a prescription medication online.

Onboarding

The Problem

The existing onboarding worked, but it felt like a generic sign up form that happened to be collecting health data instead of a flow built for a health product.

[Image placeholder] Full old onboarding flow, cropped from Onboarding.png

A few specific issues stood out once I laid the flow out screen by screen:

• The flow opened on a flat navy screen with no imagery. Nothing in the visual language signaled health or care before asking for an email.

• Verification had three slightly different versions of the same screen back to back, a 4 digit OTP screen, then a 5 digit one, with the copy shifting between “Enter the OTP” and “Enter the code.” It read as unfinished rather than intentional.

• Every field, name, date of birth, state, was its own full screen with a plain text input and a custom on screen number pad that duplicated the device’s own keyboard.

• There was no visible sense of progress anywhere in the flow. Each “Next” felt like a blind step.

What I Was Solving For

• Make the intake feel like it belongs to a health app, not a login form

• Fix the inconsistency in verification so it reads as one deliberate flow

• Replace manual number entry for biometric data with something more direct and tactile

• Give people a way to skip questions they are not ready to answer yet

• Build in a sense of progress through what is a fairly long intake

Process

I started by mapping every data point the app actually needs before a person can reach the health intake: email, OTP, name, date of birth, weight, goal weight, height, health goals and medical history. Laying these out side by side made it clear that almost all of them were being collected the same way, as plain text in a form field, regardless of what kind of data it was.

From there I went through each data point and asked whether a more direct control existed for it. A date does not need a manual text field when a wheel picker already exists on the platform. A weight or height does not need to be typed when it can be dragged. A list of medical conditions does not need to be one long checklist when it can be grouped and chosen as chips. That question shaped most of the redesign decisions that followed.

The Redesign

Rather than walk through every screen, here is why the major shifts happened.

Why the splash and verification changed

[Image placeholder] Crop of splash and verification screens from onbording_new.png

A flat navy screen with no imagery does not signal a health app before anyone has entered a single detail. The new splash uses a real photo and a one line promise instead, since a screen that looks more considered sets the expectation that the product is more considered, before a single interaction happens. Verification also had three inconsistent versions in the old flow, different digit counts, different copy, which read as unfinished rather than intentional. Making it consistent removes a small but real signal that the product was rushed.

Why biometric data moved off the keyboard

[Image placeholder] Crop of date of birth, weight, goal weight and height screens from onbording_new.png

Date of birth, weight, goal weight and height were all typed into plain text fields in the old flow, the same treatment as an email address. None of these are neutral data points in a weight loss app. Weight in particular is often the first number someone has to admit to a stranger, so it now sits behind copy like “No judgment. Just a starting point,” paired with a slider instead of a keyboard. Sliders and wheel pickers also match controls people already use elsewhere on the platform, so there is nothing new to learn, which keeps the flow moving instead of asking someone to stop and type.

Why medical history and health goals moved to chips

[Image placeholder] Crop of health goals and medical history screens from onbording_new.png

A medical questionnaire is the point in onboarding most likely to make someone feel like they are filling out paperwork. Splitting it into two themed groups instead of one long checklist, and using pill shaped chips instead of a list, breaks a heavy section into smaller decisions instead of one long one. Health goals got the same treatment, icon based cards instead of text, since scanning icons for weight loss or muscle building is a faster decision than reading through several lines. A skip option was added here too, so someone not ready to answer a medical question yet still has a way through the flow instead of being blocked by it.

Before and After

[Image placeholder] Side by side comparison of Onboarding.png and onbording_new.png

The old flow and the new one collect almost identical information. What changed is how much of that collection feels like filling out paperwork versus using a product built around a person’s body and health. Sliders, wheels and chips do not just look different from text fields, they change how much effort each step asks for.

Home Screen

The Problem

The old home screen worked as a dashboard, but it read like a subscription management screen rather than something built around a person’s weight loss journey. A gradient card showed the current plan and a progress bar, a line chart tracked weight against a goal, and a text banner suggested upgrading to a longer plan. All functional, but nothing on the screen looked like it was made for this specific product category, it could have belonged to almost any subscription app.

[Image placeholder] Crop of old home screen from Hom_new.png

Why It Changed

Why the hero moved from a gradient card to real photography

[Image placeholder] Crop of new home hero from Hero.png

The old home opened on a solid gradient card with numbers on it. The new one opens on a photograph of two people, smiling, arms around each other, paired with a specific, timely offer. A home screen someone opens every day during a weight loss program is not just a dashboard, it is a daily touchpoint, and a photo of real people does more to reinforce that this is a supportive program than another chart can.

Why the weight projection became something you drag instead of something you read

[Image placeholder] Crop of the weight loss slider card from Hero.png

The old home only showed a static line chart of weight already logged. The new home adds an interactive card, drag your current weight and see a projected loss by a certain date, directly in the feed. It turns a passive progress chart into something someone plays with, which keeps the weight loss goal active and personal every time the app is opened, not just something to check.

Why the zero state got its own design

[Image placeholder] Crop of Home-Zero_State.png

Before this, someone without weight data yet would have hit a blank or broken looking chart. The new zero state replaces that with a grayed out placeholder chart and a direct call to action, “Login to add current & goal weight.” An empty state is still a state someone will see, often on their very first visit, so it needed its own screen instead of being treated as an edge case of the populated one.

Before and After

[Image placeholder] Side by side of Hom_new.png and Hero.png

The old home screen and the new home screen show the same product becoming more specific to its category: less like subscription administration, more like a supportive daily journey.

Product Page (PDP)

This page did not exist before, so this section works differently. Instead of a before and after, it is about what the page had to do and why it ended up built the way it did.

[Image placeholder] Crop of PDP from GIP1.png

AltRx sells a prescription medication through an app, which is a different kind of purchase decision than most product pages are built for. Someone landing here is not choosing a color or a size, they are deciding whether to trust an online platform with something they would normally only get through a doctor and a pharmacy.

Why the vial got a considered product shot

The product itself is a glass vial, which does not carry much visual interest on its own. Giving it a tilted, styled photograph with its own carousel treats it like a considered object rather than a lab specimen, which matters since this photo is the first thing anyone sees on the page.

Why pricing is a list, not a single price

Four plan lengths are shown together, 3 month, 6 month, 12 month and monthly, each with its own price per month and savings called out. Listing them together, longest commitment first, lets someone compare cost against how long they are willing to commit, rather than presenting one price and hiding the tradeoff.

Why the trust bullets sit directly under pricing

• Online medical consultation

• Licensed clinician review

• No hidden fees

• No membership

These sit immediately after the pricing list, right at the point someone has just seen a number and is deciding whether to trust it. They answer the specific concerns someone has buying a prescription medication online: is a real doctor involved, and is this harder to cancel than it looks?

Why the rest of the content is behind accordions

Usage instructions, results timeline and partner pharmacy information are all necessary, but not everyone needs them before deciding to buy. Keeping them collapsed keeps the primary path on the page short, get to the price, get to the trust signals, get to the button, while still holding all the information a prescription product needs to disclose.

Closing

None of these three pieces changed what AltRx actually needs from someone. The same information gets collected, the same plans get sold, the same progress gets tracked. What changed is how much of that process feels like using a considered health product versus filling out a form or reading a spec sheet. Onboarding, home and the PDP all had to answer some version of the same question, does this feel like it was built for the moment someone is actually in.

These three are part of a much larger app I designed end to end, including the full health intake with its conditional logic, accounts, and the checkout journey. They are the flows shown here because this is where conversion actually begins, the point where someone decides to open the app, trust it enough to hand over their health information, and choose to buy. The rest of the product was built with the same thinking, but it is these three that carry the weight of turning a visitor into a member.