c'hi

This work is password‑protected

Don’t have the password? Email me.

Incorrect password — try again.

← Back to all work

Case study — Juniper · Eucalyptus

Improving the onboarding funnel to drive order conversion

Juniper is Eucalyptus’s weight-management telehealth product with GLP-1 medication.

I led design across the end-to-end (E2E) acquisition funnel.

Role
Lead product designer
Duration
Oct 2025 – Feb 2026 · 5 months
TL;DR

Building trust with storytelling and personalisation to save a funnel that was losing users at every step.

+23%
E2E order conversion
60→15%
Landing page drop-off
30→93%
Eligibility check completion
The problem~60% left at the first screen; only ~30% finished the eligibility check. The #1 exit reason: trust.
The researchFunnel analytics and patient interviews surfaced the same three questions: how it works, what it costs, and the medication itself.
The goalDeliver higher purchase conversion by meeting patients where they are in their weight-loss journey.
The solutionA guided-story quiz that replaced clinical friction with reassurance and a clear default next step.
01 · The challenge

Users didn’t trust us enough to finish

Problem

Users dropped off before completing the eligibility check or purchasing the programme.

70% never scrolled the long entry page, and privacy-sensitive questions came before any value back.
High drop-off
~60% drop-off at the first screen
Low completion
~30% eligibility check completion
Low conversion · quiz start → order
5% quiz-start → order conversion (E2E baseline: 9.7%)
E2E funnel performance analysis — the full funnel mapped screen by screen with conversion and drop-off data
I audited the end-to-end funnel screen by screen against the data — every step and drop-off point mapped
02 · The research

Understanding why people left

I ran user interviews with our product manager, and went through Trustpilot reviews, support tickets and cancellation reasons to find out why people were dropping out. The same three confusions kept coming up.

Research board collaging patient-breakdown charts, Trustpilot reviews, support-ticket insights and cancellation-reason analysis
Feedback from Trustpilot reviews, support tickets and cancellation reasons, clustered into three recurring pain points
Pain point 01 · The process
People couldn’t tell what the programme actually involved, step by step
Pain point 02 · The pricing
Costs felt opaque — unclear what you’d pay, when, and for what
Pain point 03 · The medication
No way to know which treatment was right for them — the hardest decision, unaided

I mapped everything we heard onto an opportunity solution tree: five opportunity areas, each holding the solution ideas to test against it. This map became the experiment backlog for the whole cycle.

Opportunity solution tree: the outcome — increase the percentage of visitors who make their first purchase — branches into five opportunities (trust and reassurance, pricing clarity and value, clinical confidence, effortless purchase, intent-matched landing), each splitting into sub-opportunities and experiment cards tagged validated, invalidated, proposed or backlog, with tested uplifts
The opportunity solution tree, kept live through the cycle — every experiment traces to a research-backed opportunity; validated bets in green, kills in red, next cycle dashed
03 · The design

Restructuring the onboarding funnel with a love-story narrative

Stage I · The spark · Mini-quiz landing

The initial spark of hope and attraction.

Clear value propositions inspire the first step.

Stage II · The match · Eligibility check

A light, introductory interaction to check for a basic “match”.

Keeps momentum low-friction while gathering essential health data.

Stage III · The trust · Verification check

The “unmasking” phase where the user reveals their true physical self.

Minimises exposure anxiety by emphasising clinical safety and privacy.

Stage IV · The promise · Personalised programme

The promise of a future together, made personal.

Turns quiz answers into a prediction, a recommended treatment and transparent month-by-month pricing, shown before any payment is taken.

Trigger
Squeeze page — take the quiz to claim your discount, opening with a low-stakes question
Action
Mini-quiz question 1 — what's motivating you the most to lose weight
Action
Mini-quiz question 2 — how quickly do you wish to reach your weight-loss goal
Action
Mini-quiz question 3 — what has been the hardest part of losing weight so far
Reward
Welcome discount unlocked — claim your discount via three simple steps to treatment
Action / Investment
Main landing page — lose more weight in less time, with social proof and discounted first month
Steps
Check if you are eligible in 3 simple steps — weight loss profile, medical history, treatment options
Goal
What's your weight loss goal — selectable ranges from 1–15 lbs to 51+ lbs
Real result
Real patient story — Kerry lost 74 lbs (34 kg) in 11 months
Weight-loss data
Personalised prediction — lose 34 lbs (15 kg) in 6 months, average weight loss by Juniper patients on GLP-1s
Credibility
You're in safe hands — UK-registered pharmacy with a 4.5-star Trustpilot rating
Clinical support
Unlimited support at every step — access the medical team whenever needed, at no extra cost
Personalised treatment
Track your transformation with the Juniper app — treatment plan, dose management and health-coach messages
The steps
Please share final details for your prescriber — valid photo ID, body photos, final confirmations in three steps
Privacy
Your privacy is our priority — encrypted data accessible only to professionals involved in your care, medication delivered within 48 hours of prescriber approval
Photo ID
Upload your photo ID — passport or driving licence, sensitive numbers may be covered; photos stored securely and reviewed only by the clinical team
Real result
Niamh lost 25 kg in 9 months — a consented member story shown mid-verification to steady the most exposed moment
Body photo
Upload front-facing body photo — clear do and don't examples, head to knees, with the same secure-storage reassurance
Submit
Submit for prescriber review — all three steps checked, a prescriber reviews the profile within 24 hours
Assessment result
Your assessment — with Juniper you could lose 39.6 lbs in 4 months, personalised projection charted against medication only
Building the programme
Creating your personalised weight loss programme — analysing your weight loss profile and medical history
Recommendation
Our recommendation — Wegovy from 0.25 mg with tracking app, 24/7 clinical support and members community, discounted first month; the page continues into GLP-1 education, support and FAQs
Choose your plan
Choose your plan — monthly, 3 month and 6 month options with first-order discount and month-by-month dosage pricing
04 · The outcome
23%
More patients from the same traffic
End-to-end order conversion, from quiz start to payment, over one five-month cycle
30→93%
Eligibility check completion
Reframed from a form into the start of the consultation
+22%
Chose longer plans
A tab-based selector made plan lengths easy to compare side by side
05 · How I decided

Three calls that mattered

Sell while you screen

The eligibility quiz should do more than collect information—it should persuade and reassure users throughout the journey.

Default the hardest choice

Users froze when choosing a medication. A personalised recommendation—adjustable, never forced—turned hesitation into confidence: +18% in testing.

When more choice hurts

A dosage selector “obviously” gave users more control—but cut conversion by 25% in testing. We killed it within a week and published the learning.

Chi’s personal seal

Next: Checkout.com — Flow Remember Me · Thank you