MissPoppins

Designing a new search and discovery experience that helped parents find and confidently connect with the right medical provider.

Timeline

Nov 2024- Mar 2025

Devices

iOS/Android

Role

Research, Wireframes, Interaction design, Hi-fi Prototypes, Usability testing, A/B Testing, QA, Design system components, Accessibility checks, content design, UX writing

context

MissPoppins is a two-sided care marketplace connecting new and expecting parents with licensed practitioners, providing on-demand, evidence-based guidance throughout pregnancy, postpartum, and early parenthood.

The team

the problem

MissPoppins was attracting parents with real care needs, but the discovery experience wasn’t turning their intent into action. As engagement remained low and drop-offs increased, two consequences became impossible to ignore.

Parents were leaving without support

Parents arrived looking for guidance, but often left without finding the right practitioner, booking a session, or completing a purchase.

The conversion funnel was breaking

Users were browsing but not taking action, directly affecting revenue and reducing the platform’s value to practitioners.

"There are so many options but I have no idea which one is right for me or where to even begin..."

final solution

Once the designs were validated, I prepared build-ready specs and partnered with engineering to review accessibility, interaction states, edge cases, color contrast, semantic structure, and touch targets before handoff.

Personalized onboarding

Onboarding captures each parent’s life stage, concerns, and preferences upfront, helping MissPoppins replace one-size-fits-all discovery with more relevant guidance from the start.

A home experience that adapts

New users see clear paths to explore care, while returning users see active packages and next actions first, making the home screen useful at every stage of the journey.

Search built around intent

Search from Home lets parents browse by need, practitioner, or recent activity. Clear categories, verified profiles, and availability signals help them reach relevant options faster.

Trust through real experiences

Structured feedback turns completed sessions into visible ratings and reviews, giving parents the social proof they need to evaluate practitioners with confidence.

Clearer packages and checkout

Standardized package details make options easier to compare, while upfront payment and FSA guidance reduce uncertainty at the highest-drop-off point in the funnel.

Reliable appointment management

A dedicated Bookings space separates appointments from chat and gives parents clear options to view, reschedule, or cancel sessions—making ongoing care easier to manage.

impact

data analysis

We needed to understand exactly where parents were losing confidence and where the funnel was losing them.

I partnered with the Product Manager to analyze Mixpanel behavior across the end-to-end journey, from discovering a practitioner to booking and starting a conversation.

~54% drop-off at package viewing

Parents reached the highest-intent moment but did not continue.

Minimal payment completions

Few users who explored packages completed checkout.

Minimal chat engagement

The platform’s primary connection feature was largely unused.

choosing evidence over speed

The instinct was to design quickly, but the data only showed us where users were leaving, not why.

Rather than risk rebuilding the same friction, I aligned with my product partner on a focused investigation before defining the solution.

forming hypotheses

What was making parents hesitate at the moments that mattered most?

Before speaking with users, I translated the behavioral data into three hypotheses that our research could validate or challenge.

research

What barriers are preventing parents from connecting with the right practitioner on the MissPoppins app?

We interviewed 15 parents across four life stages to uncover the human reasons behind the drop-off.

mapping the journey

Interviews revealed individual frustrations. Mapping the full journey showed where confidence consistently broke down.

The same barriers appeared across discovery, package selection, booking, and chat.

findings

Research pointed to one conclusion: parents couldn't confidently find, evaluate, and connect with the right practitioner.

insights to defining the north star vision

"How might we help overwhelmed parents quickly find, evaluate, and confidently connect with the right practitioner?"

Guided discovery

Help parents find relevant practitioners without sorting through endless options.

Confident decisions

Make credibility, package details, and booking choices easier to evaluate.

Reliable connection

Make booking, session management, and communication simple and reliable.

defining success

Before designing, we aligned on three outcomes the new experience needed to deliver.

Clear discovery

Help parents find the right practitioner in fewer steps.

Confident decisions

Make trust signals and options easier to evaluate.

Stronger conversion

Reduce package drop-off and increase engagement and completed bookings.

early explorations

Two directions. Both valid. The question was which one would serve our users better.

I explored both paths in parallel and reviewed them with product and engineering before testing with users.

Dedicated explore tab

Category first . Helps parents who aren't sure what they need by guiding them through options.

Search from home

Intent first . Meets parents who know what they're looking for immediately.

A/B testing

The only way to choose between two valid paths was to watch real users navigate them.

I ran moderated comparative usability testing with 14 participants across both concepts. The evidence pointed to Search from Home.

Intent-led behavior

Parents searched using specific needs rather than browsing categories.

Familiar entry point

Search from Home felt immediate and intuitive.

Explore added friction

Several participants missed the tab or hesitated before using it.

key learnings and outcomes

Three lessons that changed how I approach design.

Advocacy is part of design

Pausing for research saved us from designing solutions for the wrong problem.

Accessibility belongs upstream

If I were to approach this project today, I'd weave accessibility into the audit phase, not just design.

Solve the journey, not the screen

The biggest unlock on this project was seeing the problems as connected, not isolated. Re building the system is what made this work.

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