Manual · Digital health · Growth
Reducing doubt in a sensitive healthcare purchase
At Manual, I redesigned key parts of the hair-loss journey, from acquisition and treatment comparison to the clinical questionnaire and purchase. The goal was to help men make a sensitive decision with greater confidence. By combining customer research, behavioural insight and experimentation, the work contributed to a 27% increase in landing-page-to-purchase conversion and an 8% increase in average order value.
Scope
Product design, discovery, user research, journey design, UX/UI design, prototyping and experimentation and A/B testing
Team
1 x product manager, 1 x clinician, 8 x engineers
Timeline
6 months
Platform
iOS, Android and Responsive web
Impact across the journey
By making treatment easier to understand and the next step easier to complete, the work contributed to stronger commercial performance and journey completion.
27%
Landing-page-to-purchase conversion
More visitors progressed from discovering the treatment to completing a purchase.
+8%
Average order value
Clearer treatment options and package positioning helped customers understand the value of different plans.
89%
Questionnaire completion
Most customers who entered the clinical assessment completed the information required for an appropriate treatment recommendation.
This wasn’t a typical ecommerce decision
Manual helps men access treatment for conditions they may find difficult to discuss in person. Hair loss is personal, visible and emotionally charged. Before committing to ongoing treatment, customers needed to believe it could work, understand its safety and suitability, compare unfamiliar options and trust that the recommendation was clinically responsible.
Manual also needed to grow a direct-to-consumer business. We had to help more customers progress from interest to purchase without treating healthcare like a conventional retail checkout. The experience needed to balance commercial clarity with medical credibility.
The customer stakes
Customers were trying to answer four important questions:
Is the treatment safe and effective?
Which option is right for me?
What results can I realistically expect?
What will the treatment cost now and over time?
The business stakes
Manual needed to turn existing interest into confident action, communicate the value of different treatment plans and help customers complete a detailed clinical assessment. Every improvement still had to preserve the trust and safeguards expected from a healthcare service.
My contribution
As Product Designer, I worked with a product manager, four engineers and a clinician across acquisition, treatment selection, clinical assessment and purchase. I used customer research, funnel data and rapid experimentation to identify where confidence was breaking down, then translated those findings into changes we could test and ship.
Impact across the journey
By making treatment easier to understand and the next step easier to complete, the work contributed to stronger commercial performance and journey completion.
27%
Landing-page-to-purchase conversion
More visitors progressed from discovering the treatment to completing a purchase.
+8%
Average order value
Clearer treatment options and package positioning helped customers understand the value of different plans.
89%
Questionnaire completion
Most customers who entered the clinical assessment completed the information required for an appropriate treatment recommendation.
Content
27%
Landing-page-to-purchase conversion
More visitors progressed from discovering the treatment to completing a purchase.
+8%
Average order value
Clearer treatment options and package positioning helped customers understand the value of different plans.
89%
Questionnaire completion
Most customers who entered the clinical assessment completed the information required for an appropriate treatment recommendation.
Content
Next case study
Let’s work together.
I’m open to Senior Product Designer roles where complex problems, strong craft and measurable outcomes matter.
hey@razrashid.com
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Selected works / Raz