Case study · 2025
Northline Health
Making care feel closer, one step at a time.
The challenge
Northline Health helps patients book and manage appointments with clinicians online. The service worked, but the intake flow did not. Patients dropped off before booking, and support spent too much time answering questions the interface should have answered itself.
The approach
We mapped the patient journey, interviewed patients and clinicians, and prototyped a conversational intake in the browser. Instead of one long form, the flow asks one clear question at a time and explains why it is asking.
We also built the first version of a design system with accessible components, so the team could ship new screens without reinventing the basics. We worked alongside their engineers in two-week cycles and tested with real patients before launch.
The outcome
The new intake launched in late 2025. Patients move through it faster, support has fewer avoidable questions, and the team has a shared language for the product.
“The team made complex care feel simple without dumbing it down.”
Dr. Elias Reed, Head of Product, Northline Health