PLUM / Mobile / Zero to One
Turning teleconsultation into a healthcare product
Designed and launched Plum’s in-app telehealth experience
to make digital care reliable and scalable.
/ About Plum
Plum is an insurtech company focused on corporate insurance, expanding into healthcare and the B2C space.
/ context
In 2021, inspired by the global movement in insurtech to go beyond insurance and support employee wellness, we launched telehealth.
We started small with one doctor and handled everything using existing tools like Calendly for scheduling, Google Sheets for rosters, Google Docs for prescriptions, Google Meet for consultations, and Gmail for communications. After launch, demand grew quickly and consultations increased significantly with strong feedback (NPS 70).
/ problem
Users were satisfied with the consultations, but the steps before the consultation felt unclear.
They lacked confidence about the doctor and the overall process.
they did not know who the doctor was
they did not understand the doctor’s expertise
they were unsure if the doctor could solve their problem
they did not know what would happen after the call
Because the system depended on multiple tools, the journey felt fragmented and unreliable.
At the same time, the business struggled to coordinate consultations as volume increased. What worked for a few consultations did not work at scale. We had demand, but no dependable experience.
/ Why this problem was critical to solve
For users, healthcare is a trust moment.
If the first experience feels uncertain, they stop relying on digital care.
For the business, this was no longer just a support feature.
It showed potential to become a core healthcare offering and a future revenue stream.
To move forward, the service had to become a product.
/ Design goals
Create a simple and reliable path from symptom → doctor → care
Users should feel confident before the consultation begins
/ Final Design
Telehealth moved from scheduling consultations to enabling care.
