Digital Product · UX Strategy · Site Merchandising
Designing and Building a Direct-to-Consumer Health Business
Zero-to-one product design for a new direct-to-consumer business spanning Commerce, Online Care, and a Cash Pharmacy — driving $100M+ in sales and reshaping how consumers access health products and care.
Chapter 01
Building Optum’s First Health Marketplace
In August 2020, we set out to design and build the Optum Store — a seamless, consumer-first experience that brought prescriptions, health products, and virtual care together in one place. The goal: make managing health simpler, more accessible, and more connected for everyone.
Our team delivered
- —Pharmacy: 900+ medications including cash and on-benefit pricing
- —E-Commerce: Thousands of health, wellness, and diagnostic items (most HSA/FSA eligible)
- —Care: Virtual urgent care, behavioral health care, and on-demand prescriptions
My Role
As Vice President, I reported to the business unit CEO and provided leadership across design, product, and site merchandising. I was responsible for shaping the experience strategy, building high-performing teams, and delivering a cohesive, consumer-first platform that spanned pharmacy, care, and commerce.
Chapter 02
Establishing the Vision
Before a single screen was designed, we went deep on consumer research — gaining the foundational insights needed to shape a vision grounded in real needs, not assumptions. Click any slide to explore.
Chapter 03
Bringing the Vision to Life
From site architecture to design systems to checkout flows, we built a platform that connected three verticals into one coherent consumer experience. Click any image to explore.
Chapter 04 · Marketing
Bringing the Story to Consumers
We partnered with Leo Burnett to launch a campaign that showcased the ease of managing prescriptions through the Optum Store. This ad highlights our seamless script renewal and online pharmacy fulfillment experience — designed to simplify the process and give consumers more control over their health.
$100M+
In direct-to-consumer sales driven through the platform
70%+
Of the time our cash pharmacy priced competitors out of the market
3
Verticals unified into one consumer-first health platform
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