Launching Facet, a dermatological healthcare brand
Thirty Madison, a family of specialized healthcare brands, is dedicated to making high-quality care more accessible. As part of its expansion, the company set out to launch Facet, a brand specializing in select dermatological conditions. The launch team was responsible for shaping the Facet experience while building on the proven technology and operational foundation of existing Thirty Madison brands.
ROLE & TEAM
My role: Lead Designer. As the lead designer, I was responsible for the end-to-end design of Facet, from social media advertisements to the UX on the website.
The team: Head of Design, General Manager, Product Manager, Senior Developer, Developer, Medical SME
Thirty Madison’s existing brands use a quiz framework to guide patients toward treatment plans. For Facet, the goal was to determine the best way to drive users to the site, encourage quiz completion, and convert them into patients. To refine this experience, we conducted pre-launch alpha testing, assessing product messaging, user flows, and overall UX to ensure an optimal launch.
ALPHA TESTING | APPROACH
We launched 3 alpha tests during our pre-launch phase to help optimize the experience.
ALPHA TESTING | HYPOTHESES
Test One | This test aimed to identify the most effective messaging to drive traffic to the site. The hypothesis: "Leading with symptom-based language versus specific skin conditions will influence user behavior differently."
Test Two | This test explored which messaging best drives users to convert and pursue a treatment plan. The hypothesis: "The entry point—whether getting a diagnosis, learning to treat symptoms, managing flare-ups, or booking an appointment—shapes user behavior and interest in treatment."
Test Three | This test focused on optimizing the quiz to drive conversions and payment of the $35 doctor consult fee. The hypothesis: "Providing treatment recommendations based on symptoms before requiring sign-up will increase the likelihood of users converting and paying for the consult."
ALPHA TESTING | FINDINGS
Higher engagement, but weaker alignment. Symptom-based ads get more clicks, but visitors leave the site quickly, suggesting a need for better product-message fit.
Stronger intent in symptoms group. People drawn to symptoms messaging are more likely to complete a consult, likely because they are undiagnosed and seeking help.
Fewer clicks, but higher intent for condition-based messaging. Condition-focused ads get fewer clicks, but those who engage are more likely to start a consult. However, they drop off more, suggesting they may need more reassurance before committing.
Test 1: symptoms vs. conditions
Diagnosis & flare-ups drive the most engagement. These groups have the highest click-through-rate (CTR) (76%) and the lowest cost-per-click (CPC) and customer-acquisition cost (CAC), showing strong initial interest.
Diagnosis messaging leads to more consult clicks. Visitors in the diagnosis group are more likely to click on a consult. Other groups show strong intent when they engage, but messaging could be improved.
All groups generate leads, but consult-seekers are niche. The consult group has the highest lead creation rate despite lower engagement, suggesting a small but highly motivated segment that may be hard to scale.
Diagnosis messaging is the best starting point. It performs the strongest, with flare-ups also showing potential.
Test 2: messaging & positioning
Customer care plan messaging drives more engagement. Care plan ads have a higher CTR than consult or quiz ads, suggesting people prefer holistic, ongoing care over one-time solutions.
Stronger CTA performance. "Get Started" drives 114% more clicks than "Get My Consult," suggesting softer, action-oriented language feels more inviting.
Interest in dermatologist-led care. Visitors engage more with dermatologist-focused language, indicating expert validation is a key trust signal.
Quiz draws interest but has drop-off issues. 52% show interest, but low lead creation and completion rates suggest quizzes need to be shorter, more engaging, or better integrated.
Consults need more context to convert. Conversion rates remain at 0%, suggesting people need clearer messaging on the consult’s value, process, and outcomes before paying.
Test 3: consult & quiz conversion
LAUNCH
With our learnings in hand, the first version of Facet was launched.
Post-launch, we continuously analyzed site data and A/B tests were run to optimize the experience and drive more patient conversions.
A/B TESTING
The first A/B test examined different quiz and medical exam sequences. The hypothesis: "Moving more of the medical exam before checkout will increase conversions by building trust and commitment upfront. Patients will be more likely to pay when the action is tied to a doctor reviewing their consultation rather than simply paying to take it."
A/B TESTING | FINDINGS
The variant flow has a better checkout conversion (1.76% vs. 0.53%). More users reach the add-to-cart step in the baseline flow than in the variant, but drop-off is lower in the variant (51% vs. 26%). In the variant, users who add to cart are ~60% likely to complete checkout.
31% of users who start the medical exam portion of the assessment do not complete it. The main drop-off drivers are emergency contact (13%) and gender identity (11%), followed by medical allergies (5%) and behavioral health (4%). Patients may be unsure how to answer or prefer not to.
34% of those in the variant flow drop after the lead step. We believed the drop-off is due to the eligibility interstitial in the variant, which shows the price. While it caused some drop-offs, it may help attract more qualified leads.
Users are 2.3x less likely to complete a longer pre-checkout assessment. Most drop-offs occur between lead creation and the medical exam, and during the exam itself, likely due to unclear expectations, lack of trust, or perceived effort. Simplifying the process and reinforcing value could boost conversions.
Users who complete a longer pre-checkout assessment are 8.5x more likely to checkout. Users in the variant are 2x more likely to add to cart, 1.3x more likely to create an account, and 3.3x more likely to complete payment. Though fewer complete the assessment, those who do show stronger purchase intent, suggesting it qualifies high-intent buyers.
OUTCOMES & IMPACT
3x
increase in checkout conversion
3.6x
higher lead-to-checkout conversion
After switching to the variant flow as the standard user journey, Facet saw a significant increase in checkouts and patient conversions. This improvement in user experience and engagement helped solidify Facet’s position in the dermatology space.
Facet was eventually integrated into Nurx, a company acquired by Thirty Madison, expanding its reach and enhancing its overall healthcare offering.