PrescriberPoint: Designing a unified workflow to get patients on therapy faster
Healthcare providers spend countless hours navigating disconnected systems for coverage, affordability, prior authorization, dosing, and therapy initiation. At PrescriberPoint, I led the 0 to 1 design of a platform that brings these fragmented steps into a single cohesive workflow. The goal was to reduce cognitive load, eliminate unnecessary steps, and help providers make confident treatment decisions right at the point of care.
Over a year and a half, I designed the platform’s core experiences. This included onboarding, drug information architecture, therapy initiation tools, and an AI-assisted coverage lookup that helped the team ship an end-to-end product that improved speed, accuracy, and provider satisfaction.
The Problem
Starting a patient on specialty medication is complex. Providers must answer questions such as:
Is the drug covered
What is the prior auth requirement
What dosing is appropriate
What forms need to be completed
Are there copay or affordability programs available
These answers are usually scattered across PDFs, manufacturer sites, payer portals, rep-provided materials, and internal notes. Providers often piece together information manually, which leads to delays in care and significant administrative burden. Our challenge was to build a platform that not only centralized information but guided providers through the required steps with clarity and precision.
My Role
Senior UX Designer
Led a research team across prescribers, medical assistants, hubs, and internal stakeholders
Directed workflow mapping and synthesis to define the foundation of the platform
Designed platform IA and navigation
Led onboarding redesign from 12 steps to 3
Reimagined the therapy product page into an action-focused workflow
Designed an AI-driven coverage lookup experience
Collaborated with engineering, clinical experts, and product partners
Delivered production-ready flows from wireframes to final UI
What Made the Problem Hard
This space is governed by clinical accuracy, payer variability, and strict FDA constraints. Designing solutions required balancing the following:
Regulatory compliance and safety
High variability across payers and benefit designs
Provider expectations shaped by long-standing habits
Heavy cognitive load in fast clinical settings
The need for clarity without oversimplifying medical requirements
The design team had to find clarity inside a domain filled with ambiguity and complexity.
Solution Overview
I created a unified experience that streamlined the core pillars of medication initiation:
Streamlined onboarding
An action-focused therapy product page
Coverage & prior auth lookup tool
Research-driven workflow mapping
Each pillar contributed to the same outcome. Remove friction from the provider’s decision-making process and give them confidence to move forward.
Streamlining Onboarding
The original onboarding process included 12 steps, redundant questions, unclear terminology, and unnecessary verification loops.
Approach
Audit and Mapping
Analyzed the original onboarding flow step by step
Identified redundancies, confusion points, and friction patterns
Research and Feedback
Interviewed providers to understand what information truly mattered at account creation
Reviewed completion data to pinpoint drop-off moments
Collaboration
Worked with product to ensure compliance needs were met
Partnered with engineering to safely remove unneeded steps
Outcome
Reduced onboarding from 12 screens to 3:
Account creation and email verification
Minimal required profile information
Optional coworker invitations
This created a lighter first-time experience and significantly improved completion rates and early engagement.
Redesigning the Therapy Product Page
Research showed that providers needed more than a reference page. They needed a workflow that connected information, action, and next steps.
Approach
Reframed the page from static reference to an initiation workflow
Prioritized actionable features such as coverage checks, prior auth tools, and affordability support
Embedded FDA source verification to increase trust
Structured content for quick scanning in clinical settings
Outcome
The redesigned page helped providers complete therapy initiation steps with fewer clicks and less uncertainty. It bridged the gap between information and action.
Designing the Coverage & Prior Authorization Lookup Workflow
Providers spend an enormous amount of time searching for payer-specific coverage rules, PA criteria, step therapy requirements, and documentation forms. This information is scattered across portals, outdated PDFs, and proprietary databases, which leads to errors, rework, and delays in therapy.
I designed a unified coverage lookup workflow that consolidates the entire process into three clear steps:
Coverage entry point
A simplified starting screen where providers can search for a drug and instantly check coverage restrictions or select from frequently used insurance plans.Plan-level coverage results
A structured list of plans showing PA requirements, step therapy flags, and coverage notes, optimized for fast scanning across insurers.Detailed PA criteria
A clean, actionable view that summarizes requirements, documentation, and next steps, reducing the need to cross-reference payer PDFs or external resources.
The annotated workflows below show how I consolidated fragmented systems into one predictable experience that helps providers move faster and reduces errors in the PA process.
The unified workflow guides providers from search to coverage clarity to actionable PA criteria in one place.
Research-driven workflow mapping
To design the coverage and prior authorization system, I led more than 60 interviews and shadowing sessions with prescribers, medical assistants, prior auth coordinators, and specialty pharmacy staff. Our goal was to understand the true workflow behind getting a patient on therapy and identify the specific friction points that slow down treatment.
Across clinics and roles, we consistently observed:
Coverage checks scattered across portals
Payer rules buried in long or outdated PDFs
Unclear step therapy logic
Frequent errors due to missing or incorrect documentation
Rework cycles caused by incomplete PA submissions
Constant context switching between drug sites, payer sites, and EMRs
I mapped these findings into detailed workflows that traced:
How providers search for coverage
What information they look for first
How decisions flow between staff roles
Where breakdowns occur in the handoff between prescriber and MA
The documents, forms, and criteria required at each step
These maps became the foundation for Pillar 3. They defined the ordering of steps, the grouping of content, and the structure of the unified coverage lookup experience. They also helped our engineering and leadership teams understand the operational cost of the current workflow and why simplifying PA criteria would meaningfully reduce delays to therapy.
Workflow maps revealed the fragmentation across payer portals, PDFs, and EMRs, and guided the structure of the unified coverage lookup tool.
Impact
Within six months of launch, the platform delivered measurable improvements:
35 percent reduction in onboarding friction
25 percent increase in successful completion of key therapy initiation steps
84 percent growth in provider activity
These results showed that centralizing information, simplifying workflows, and reducing cognitive load all played a critical role in helping providers get patients on therapy faster.
Conclusion
This 0 to 1 build brought clarity and structure to a highly fragmented space. By combining drug data, coverage details, affordability tools, and therapy initiation workflows into one cohesive experience, PrescriberPoint helped providers move forward with confidence. The work improved operational efficiency, reduced cognitive burden, and created a strong foundation for future automation and advanced clinical support.