A reusable purchase and management framework, launched for One Medical and later used across 29 condition pages.
I led UX design for a framework that let customers find, purchase, and manage One Medical memberships within Amazon. The challenge was to make the experience fit Amazon’s existing patterns while supporting future health memberships. The framework launched in November 2023 and was later used across 29 condition pages.
Lead Sr. UX Designer
Customers need an easy way to find, buy, and manage One Medical memberships on Amazon.
Amazon needs a scalable way to sell and manage One Medical memberships that fits into the current ecosystem and allows for future health membership integrations.
The goals we set for launch
Memberships sold on day one
Of One Medical members moving to Amazon by the end of 2023
UX Research
I audited similar purchase and membership management flows on Amazon to identify patterns, themes, and opportunities for designing the One Medical membership experience.
Memberships on Amazon like Prime and Audible follow a consistent hierarchy and treatment of content.
Amazon has several different checkout flows; including Buy Now, Amazon Pharmacy Checkout, Amazon Fresh Checkout, and more.
UX Research
To help define the ideal user experience, I also examined relevant off-Amazon experiences. I identified examples of intuitive design and inspiring interaction and UI patterns that could be adapted for the membership framework.
UX tenets keep the team focused on what matters most to customers, serving as a shared compass to guide design decisions and create a more seamless experience.
Establishing Tenets
I led a stakeholder workshop to agree on tenets for speed, clarity, privacy, and future reuse. We used those tenets to evaluate trade-offs throughout the project, rather than revisiting the same questions with each design decision.
A fast path to care is key, but customers should have enough context to feel confident before committing.
Language should be clear, concise, and customer friendly.
We must balance convenience with privacy and meet security requirements of health information.
We optimize for One Medical now, but design a flexible system that supports future health memberships and services.
The experience should feel familiar within Amazon, but we must adapt to healthcare’s unique trust, privacy, and compliance needs.
Design
I created low-fidelity flows to explore where purchase and enrollment should occur—on Amazon or One Medical—evaluating trade-offs to help define our MVP for launch. A recommended flow was agreed upon by the team based on the customer experience and technical feasibility.
Outcome
Learnings
Tenets earned their keep. Writing them with the stakeholders before any screens existed meant later trade-offs were settled against principles the whole team had already agreed to, rather than argued from scratch.
Where the purchase happens shapes everything after it. Mapping the flows on Amazon and on One Medical side by side showed that the hand-off between the two was the experience, not a detail of it, and it set the MVP.
A framework pays off after launch. Day one came in at 3.9K memberships against a 4K goal, and more than half of buyers chose the annual plan. The bigger return came later: the same checkout became the way to buy a membership from 29 condition pages, which a one-off page could not have been.
Next project
Integrating One Medical & Amazon
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