The existing experience was half-baked by design: a prospect partner would fill out a form, wait for a seller to reach out, go through profile verification, negotiate a tailored contract, and eventually receive an email just to create their account. Days of back-and-forth for something that should take minutes.

The redesign replaced all of that with a single, fully automated flow. We introduced plan selection, terms and conditions, contract signing, and account creation — all in one continuous journey. The guiding principle was low friction at every step: lean interfaces, fast decision-making moments, and no dead ends that required human intervention to resolve. For the first time, a prospect partner could go from discovery to fully onboarded without ever speaking to anyone at Wellhub.

Leading this also meant driving alignment across teams and stakeholders throughout, keeping the project moving through a lean, iterative process while managing dependencies across product, legal, and operations.