Hims
Hims has transformed how millions access healthcare, evolving from a men's wellness platform into one of the largest digital healthcare providers in the US across hair, sexual, mental health, dermatology, weight management, and primary care.
As Hims expanded into multiple categories, the experience needed to evolve beyond a simple storefront to educate, reassure, personalise, and simplify healthcare while removing stigma. Healthcare decisions involve far more trust than conventional e-commerce, so the challenges were removing stigma around personal health, simplifying a new care model, serving many health categories, and balancing medical trust with consumer simplicity.
Client
Hims
Services
UX Design
Project goals
Rather than redesigning individual pages, we approached the project as a complete patient journey, from discovering a health concern to receiving ongoing care through subscriptions and provider communication.
Our strategy followed four principles: build trust before asking for personal information, simplify healthcare without oversimplifying medicine, personalise every interaction, and reduce friction from consultation to treatment delivery. We reorganised the IA around patient needs, redesigned onboarding into a conversational step-by-step consultation, and rebuilt treatment pages, the patient dashboard, and subscription management around clarity, transparency, and control.
Result
Hims strengthened its position as a leading digital healthcare platform with a more cohesive, personalised, and user-friendly patient experience.
The redesigned journey simplifies every stage of care, from discovering treatments and completing consultations to managing prescriptions and subscriptions, without compromising clinical credibility. The improved information architecture makes an expanding range of health categories easier to navigate, the redesigned consultation flow builds confidence before patients share sensitive information, and integrated educational content reinforces trust across an end-to-end healthcare ecosystem.
