Simplifying the science behind Thorne’s digital health test experience.
The Problem
At-home health tests sound simple—mail-in your sample, get your results—but behind the scenes, it’s a lot more complicated. People don’t want to wade through technical jargon or worry about messing up a test.
They want clear, actionable results and an easy way to understand them. Thorne needed to take the complexity out of health testing and create a digital experience that made it as intuitive as checking your email.
The Fix
I teamed up with Thorne’s medical experts to turn their in-depth biomarker data into something users could actually understand—and act on. We took complex health info and boiled it down to simple, user-friendly insights. But this wasn’t just about reporting results. We built a digital journey where users could purchase their tests, complete health questionnaires, and view their results—all from the comfort of their own couch.
Scope of work.
- Teaming up with the best: I didn’t do this alone. Collaborating with product managers, UX designers, marketers, and medical researchers, we worked to create content that was as clear as it was medically sound. Juggling insights from all corners, the goal was simple: make the user experience smooth and the science easy to grasp.
- Making health simple: From buying a health test to seeing results, we built a journey that made every step feel seamless. That included designing a health questionnaire and making sure users could activate their tests and fill out their health info without a hitch.
- Turning data into action: Complex biomarkers? No problem. I took raw, scientific data and turned it into simple, actionable insights. After running a beta launch, we kept tweaking until the results and recommendations made sense to the average user—and were easy to act on.
- No room for error: When it comes to collecting blood, saliva, or stool samples, there’s no room for mistakes. I wrote instructional booklets and video tutorials that guided users through the collection process, reducing errors and ensuring accurate results.
- Supporting healthcare partners: Built a platform for healthcare providers so they could easily order tests, track patient data, and recommend personalized plans. We threw in training materials and clear instructions to make sure everyone—from the doctors to the patients—was on the same page.
Test journey
Outcomes.
- User confidence: Feedback showed users felt more confident navigating their health results, thanks to the simplified data presentation and step-by-step guidance.
- Smoother experience: The end-to-end digital experience allowed users to go from purchase to results without confusion or frustration, leading to an impressive 35% conversion rate to active subscriptions.
- Growth and revenue: Thorne saw a 74.2% year-over-year growth rate for active subscriptions (from 89,178 in 2019 to 155,305), generating $15.4 million in revenue from subscriptions alone.
- Reduced errors: Clear instructional content reduced errors during the biomarker collection process by 45%, leading to more accurate and reliable test results.
Supporting materials.
