Proactively
Founding Product Designer
Increasing patient retention by 25% through collaborative care experiences
ROLE
Product Designer
TIMELINE
Jan - Aug 2025
TEAM
1 Founding
Designer
SKILLS
Product Design
UX Research
Usability testing
MONDAY MORNING BEFORE CLINIC
Dr. Angela runs a 12-week diabetes reversal program.
She sees patients weekly through group sessions and follow-ups as part of the program, working alongside a health coach and assistant.
In total, she manages around 230 patients across multiple groups and typically has only 30–40 minutes to prepare before each session.
“Before the session starts, I just need a clear snapshot of what’s going on with my patients.”
This highlighted the need for a simple way to surface patient insights before each session.
Insurance Billing Notes
Billing Codes: X541, BV1245
Julien mentioned experiencing mild fatigue in the afternoons but says sleep quality has
slightly improved. No new symptoms were reported .
Blood pressure readings shared by Julien. He reports occasional knee discomfort during longer walks.
Billing Code: XXXXX
Health Data - Julien Adams
Julien Adams
Age: 54 • Type 2 Diabetes
• Julien mentioned experiencing mild fatigue in
the afternoons but says sleep quality has
slightly improved.
• No new symptoms were reported by Julien
during this appointment.
• Blood pressure readings shared by Julien…
Julien Adams
UNDERSTANDING THEIR REAL WORKFLOW
Care was continuous. Tools were episodic.
Lifestyle Medicine programs run weekly for months, but most clinical software is built for one-time visits.
To run a single session, doctors had to jump across multiple systems and mentally reconstruct patient progress every week.
They weren’t running a program. They were operating multiple softwares.
FINDING THE PATTERNS
How we studied real clinical behavior
To understand how lifestyle medicine programs actually operate, we studied clinicians running shared medical appointments in real settings.
Instead of relying only on interviews, we focused on observing the entire workflow under real time pressure.
Contextual inquiry
We conducted contextual inquiry with 14 lifestyle medicine clinicians as a pilot who were running these long-term programs.
Pre-session
We shadowed clinicians while they prepared for sessions, reviewing patient data and reconstructing progress across weeks.
During session
We observed live shared medical appointments, watching how clinicians balanced conversation, coaching, and documentation in real time.
Post-session
We followed the workflow after sessions, including documentation, billing, and patient follow-ups.
OH SNAP!
Case study available on request (NDA)
This project was designed and shipped as the Founding Product Designer at Proactively. Due to confidentiality, detailed workflows and artifacts are not publicly shared.
Doctors don’t lack data, they lack organized memory of the patient.
Much of the work exists only to recreate care for records and billing.
Preparation and follow-up take more effort than the appointment.
Patients dropped out after a few weeks because follow-ups were inconsistent and hard to manage.
The system was designed around visits, but lifestyle medicine works as a long-running program.
Mental math shows up after you’ve paid
Losing cashback simply because they didn’t know which card to use.
THE SHIFT
From guesswork to clarity
Even when people want to use the right card, the experience breaks down at the moment of payment. APPetite turns guesswork into clarity, right when it matters most.
