MedMe Health

Redesigning the sign up and onboarding process for pharmacists


At MedMe Health (YC 21), a startup based in Toronto, I worked on various design projects from net new features, conducting research studies, reskinning the website and revamping the sign up flow that is now being used by all new pharmacies that get started with MedMe.

The sign up process that MedMe had was very inefficient for both new users and the internal team. As part of my time at MedMe, I took on the redesign and implementation of the sign up flow as the sole designer which increased the internal team’s efficiency by 21-28%.


1 designer (me!)
1 design mentor




UI design
Product thinking
Web implementation


3 weeks

In a hurry? Jump to the solution!
In a hurry? Jump to the solution!

01 // Background & Problem

As an early startup, a quick onboarding process was built for pharmacies to sign up for MedMe through. There were many details that were overlooked at the time as timelines and capacity was tight. This led to missing customer information, miscommunication and frustration regarding pricing plans and loss of potential users.

Here’s how the sign up used to look:

Now with over thousands of pharmacies onboarded, MedMe’s current flow was simply not scalable.

With data from user interviews and experience from the Customer Success team in the past, I outlined two major pain points regarding the current sign up flow for this project.

The current process was a high friction sign up flow that did not express the value of the platform.

pain points

02 // Defining Success

The objective of this project was to create a new onboarding and sign up process for independent pharmacies. To achieve this objective, I created two goals for the project to alleviate the two pain points.

Maximize efficiency

Collect all mandatory information from new users for internal processes to not have to manually reach out for missing information. Ensure users are not feeling frustrated with an unnecessarily lengthy process.

Improve intuitiveness

Revamp the visual design of the process to match MedMe’s new branding and provide an overall cleaner look. Help users understand the purpose behind the information they are asked to enter and reduce any questions they may have.

03 // Research & Ideation

Concept of Friction

Friction is the amount of effort it takes for the user to complete the signup flow before gaining access to the platform.

There are three sources of friction:

Effort investment.

The number of decisions the user must make, and the number of additional activities required (e.g., email confirmation, CAPTCHA, etc.)

Steps to completion.

The number of steps or the series of pages that the user is expected to pass through.

Information cost.

The number of fields that a user has to fill up.

A friction-based sign up flow takes longer to complete, but brings more value later. It is typically used when the product is too complex to demonstrate value by itself. Whereas, it is much easier to complete a frictionless sign up flow, but it’s then on the user to figure out the value of the product by themselves.

The goal was to optimize the amount of friction.

option 01

App access after # of tasks


  • Control over who has access to platform
  • Serious users only; less abuse of trial period
  • More guided to see the value in the product


  • Most friction for users to sign up → lower number of successful signups

option 02

Account setup after account access


  • Sign up is easy and fast → generally more signups
  • You still get access to customer data in case people drop off


  • Need a way to gate features and content
  • Easy barrier to entry means you can get access for free

option 03

App access after # of tasks


  • No friction → get lots of users fast
  • Good way to get feedback for a new platform w/o a user base


  • No tracking of user data → can’t reach out to users if they drop off
  • No control over spam users
  • Makes it more difficult to personalize the experience

I also spent the research process asking questions for the account management, customer service and technical side of things to define any specific considerations and constraints before ideating.

Looking at what’s already out there

I looked into common patterns in sign up flows in SaaS businesses especially those with booking software and in the healthtech industry as those have similar amount of information required from new users. I analyzed how much friction their flows entailed and how they kept new users engaged throughout the process.

What did the best flows do right?

Time to build some user flows

From here I came up with seven types of user flows for this project. After having some discussions with my design mentor, we finalized on three to present to the rest of the team.

04 // Solution

Let’s start wireframing (iterate, iterate, iterate)

Once I narrowed down potential user flows, I went through four iterations of wireframing and received feedback from the product and customer success team  before finalizing on a design.

After my first two iterations though, I realized that I had to go back to the drawing board because I had not addressed the second pain point to help users better understand the value of the product and why they are asked to input so much information.

Here's the final design!

Let's dive deeper into the design...

Pre and post sign up page

This page gives the users an idea of what to expect from the sign up flow before getting started so there are no surprises.

Helper text and diagrams

On top of simplifying terminology, adding more contextualized clues such as visuals and extra information provides users with more clarity regarding what information they’re giving and why we’re asking for it.

Mandatory fields

Clearly indicating required information so users are not confused on why their form is not submitting.

Pricing plans

Simplified information about the pricing plans in the sign up form and sent more traffic to the pricing page with a built-in calculator on the general website for more information.

Revamping the UI

By reskinning the flow, adding subtitles and sticking to a one column approach for the structure of the form, the sign up process now looks less overwhelming.

05 // Implementation Challenges

WebFlow Limitations

Once the final design was created, it was time to build it out in WebFlow!

I spent a couple weeks getting the hang of WebFlow through creating other pages for MedMe’s website while I was waiting on feedback for the sign up flow designs.

However, while building out the sign up flow, I ran into a few restrictions:

As such, I had to come up with what MedMe likes to call “scrappy solutions” 😎

option 01

Use the “Slider” element to create a multi-step form

  • Not able to indicate to the user when required fields are not filled out
  • Alignment restrictions in a form element for buttons and headers
  • Passing information to and from external pages was not possible (more about this in the second challenge)

option 02

Use the hidden script element to pass info between pages

  • Displays all inputted information in the URL with every page (not secure and gives a very long URL)
  • Design formatting has the most flexibility with this
  • Solves the problem of missing fields

I ended up going with option 1 and writing custom code for form validation with the Slider option to navigate each step of the multi-form.

Stripe Integration

MedMe recently made the switch to Stripe for all their payments. From the initial user research, it was made clear that it is very important to collect new users’ billing information before they gain access to the platform to avoid missing customer situations (users we cannot track that use MedMe for free).

However, after looking into Stripe, integrating it with Webflow with the functions we required, was more difficult than I anticipated :/


Collect billing information through Stripe to automatically create a customer profile for future payments without charging the user any initial fee.

Side note: Stripe cannot be integrated in the form made on WebFlow; instead,we must redirect users Stripe.

option 01

Using payment links

Stripe’s newest and code-free connection. Adding this link to a button on the sign up flow redirects the user a Stripe page to enter their information through.

  • Charges users $0.50 to sign up
  • Exits user out of sign up form before completion
  • Cannot pass payment ID back to Webflow

option 02

Using checkout sessions

More flexible method Stripe has that can be integrated in the website itself and it does not charge users anything for entering their information.

  • Requires more backend work
  • Information would still be stored in two places (WebFlow and Stripe)
  • Not sure if WebFlow is capable of using this

option 03

Scrapping WebFlow and using Typeform

These platforms have built-in integrations for Stripe so it would be possible to submit billing data with the rest of the form submissions.

  • Must pay for a higher tier plan
  • Need to rebuild sign up flow on here without much design flexibility

Since this required an executive decision, I presented all the details with these options to the team.

We ended up sticking to using WebFlow with the separate Stripe payment links and charging users for a $0.50 setup fee since we had flexibility with custom branding and got form validation to work on WebFlow.

06 // Shipped & Impact

The flow is live on MedMe’s website where there are analytics set up to track improvement in usage as flu season ramps up. We just had the first US pharmacy sign up through this flow!

Revisiting initial goals


Maximize efficiency

By implementing an automatic customer profile creation on Stripe and creating mandatory sign up fields, internal processes were decreased by 21-28%, shaving 1-2 days off of this flow for the team.


Improve intuitiveness

Now MedMe has a cleaner and more professional looking sign up process for new users and enterprise clients. It is projected that there will be less questions and miscommunication, but this will be tracked that in the next few months.

07 // Reflection

♡ Loved the fast-paced startup environment

ッ Connecting with your team is essential

/ Looking to start a project? See something of interest? Want to go down rabbitholes?
Let’s chat!
/ Looking to start a project? See something of interest? Want to go down rabbitholes?
Let’s chat!
/ Looking to start a project? See something of interest? Want to go down rabbitholes?
Let’s chat!
/ Looking to start a project? See something of interest? Want to go down rabbitholes?
Let’s chat!
/ Looking to start a project? See something of interest? Want to go down rabbitholes?
Let’s chat!
/ Looking to start a project? See something of interest? Want to go down rabbitholes?
Let’s chat!