Role
Product Designer
Company
NUL Healthcare
About NUL
NUL is a UK healthtech service helping people cut back or quit alcohol through clinically proven treatment. Care combines prescription medication, therapy, coaching, and at-home liver function testing — all delivered with trusted, UK-registered partners. The journey starts with a short online quiz that triages users and recommends a personalised programme.
The problem
NUL faced a critical challenge: onboarding people around one of the most sensitive topics imaginable, their drinking habits and medical history, while staying compliant with strict UK regulations.
The stakes were high. If the process felt unsafe, confusing, or judgmental, people would abandon it. At the same time, NUL had to explain a complex care model in plain language, present pricing without overwhelming users, and prove their clinical credibility instantly. Every step had to build trust or risk losing it.
The solution
Built trust from the first click
Re-architected the landing page into a clear story (promise → proof → how it works) with one primary CTA, lowering friction and funnelling users into care.
Turned clinical into human
Transformed the sensitive onboarding quiz from a cold checklist into a supportive conversation. Used plain-English questions and micro-reassurance to reduce anxiety and increase completion.
Redefined the product offering
Rebranded tiers from Classic / Therapy / Holistic to Medicinal / Therapy / Holistic, and rewrote all copy to sell benefits clearly. This gave NUL a sharper market position and improved conversion clarity.
Elevated brand perception
Overhauled UI and visual identity to match NUL’s premium ambitions, instilling immediate trust in potential customers facing a high-stigma decision.
Set the foundation for scale
Created NUL’s first design system, ensuring compliance, consistency, and scalability across future product work.
The result
A regulation-heavy, trust-fragile process was transformed into a clear, premium, and human journey, one people could complete with confidence, giving NUL a stronger foundation for growth.