PersonaPro is a B2B product designed for healthcare practitioners to extend personalized supplement program recommendations into their clinical practice without adding operational burden.

The Problem:

• Practitioners want to recommend supplements and know their patients will actually take them. Pre-sorted daily packs make adherence easy, reinforcing the wellness goals a practitioner has set without requiring any follow-up on their end.

• Patients get generic supplement advice that doesn't account for their full health picture (meds, goals, history)

• Drug-nutrient interactions are a genuine safety concern that generic programs ignore

• Persona needed a B2B channel to reach practitioners and their patient networks at scale

The Users:

• Practitioner — time-constrained, needs to trust the algorithm, wants control without micromanagement, may not be tech-savvy. Practitioners range from medical doctors and clinics to wellness spas, gyms, nutritionists, and more. 

• Patient — may not know what their nutritional gaps are, needs a low-friction experience, needs the reassurance that their healthcare provider knows what they are taking, and that their supplements will not interact adversely with their medications. 

Role

End-to-end designer: UX, UI, and marketing materials

I owned the full design process from concept through launch, collaborating closely with the VP of Business Development to align on product strategy and go-to-market needs, and with the development team to ensure feasibility and implementation accuracy. To validate the clinical logic and supplement recommendations, I worked directly with pharmacists and nutritionists, ensuring the product wasn't just usable, but medically sound and trustworthy for the healthcare practitioners relying on it.

A later-phase addition introduced white-label packaging and brochure options, requiring the design system to flex for third-party branding while maintaining product integrity, a constraint that pushed the system design toward greater modularity. 

Further development allowed PersonaPro to be integrated into AthenaHealth's EMR software, further reducing friction for practitioners and giving them access to recommend supplements directly from their patients' chart.

Design Process

Understanding Two Very Different Users

PersonaPro presented an unusual design challenge from the start: the person purchasing the product and the person using it are not the same. Practitioners are professionals managing a patient roster: time-constrained, clinical, and accountable for the recommendations they make. Their patients, on the other hand, arrive through a link with little context, asked to share health information in an interface they've never seen before. Designing for both users within one connected system meant the practitioner experience and the patient experience had to solve fundamentally different problems.

The Practitioner Portal: Reducing Complexity Without Reducing Control

The practitioner dashboard had to accommodate a surprising amount of operational variation. Some practitioners wanted to build personalized programs themselves, drawing on their clinical knowledge. Others preferred to send patients a quiz and let the algorithm do the heavy lifting, stepping in only to review or adjust the result. These are genuinely different workflows and presenting them as a single ambiguous starting point created confusion in early designs.

The solution was a clear split at the entry point: two distinct calls-to-action on the dashboard that separated the paths before any decisions were made. Practitioners could immediately orient themselves to their preferred workflow without having to read through options or back out of a wrong turn.

Managing a patient roster added further complexity. Practitioners needed the ability to add patients individually, for example, while in a consultation, or batch upload names and emails; a small but meaningful operational detail that reflected the reality of a busy clinical practice. Beyond that, many practitioners operate with office staff who need portal access, but shouldn't necessarily have visibility into every area of the account. Designing a permissions system that gave account owners meaningful control over staff access without requiring a complicated admin setup required close collaboration with both the VP of Business Development and the dev team to find a solution that was technically feasible and simple enough not to become a sticking point to users.

Iteration Driven by Real Practitioners

The practitioner flow went through substantial changes after early testing and pilot feedback. Practitioners flagged friction points and workflow mismatches that weren't visible from the inside; assumptions about how they managed patient relationships, when they wanted to be involved, and how they thought about the review-and-adjust step. That feedback directly shaped the final information architecture of the portal. This was one of the clearest examples on this project of why designing with domain experts, such as pharmacists, nutritionists, and practitioners themselves, produced a more trustworthy and clinically appropriate result than designing from requirements alone.

The Patient Quiz: Designing for Trust First

Patients arrive at the quiz through a link sent by their practitioner. They haven't searched for Persona, they haven't opted into a product, they're responding to a recommendation from someone they trust clinically. That context shaped every design decision in the quiz experience.

The biggest risk wasn't drop-off from a long quiz. It was a patient arriving at an unfamiliar interface, not immediately understanding why their doctor sent them here, and abandoning before they'd even started. The solution centered on trust signals at the point of entry: prominent practitioner branding on the quiz page, so the connection to their provider was immediately clear. Detailed thought was put into the patient experience. For practitioners who were not white-labeled, the patient landing page needed to reflect Persona's DTC branding so the experience from Landing Page to Quiz to Product Delivery felt like one cohesive experience, while maintaining the connection to their provider through co-branding on all touchpoints. 

Practitioners had the option to upgrade to a white-label, which allowed the experience to feel like it came directly from their doctor's practice rather than a third-party supplement company. This was especially important for practitioners who had built strong personal brands with their patient base and needed the product to feel like a seamless extension of their care, not a hand-off to a vendor.

The Result

In the first year, PersonaPro established a userbase of over 500 concierge doctors, a major gym chain, and hundreds of small practices across the USA and Canada. It has given Persona Nutrition a boost in monthly orders with a $0 CAC.