Hello Cake

About Product

Hello Cake is a telehealth e-commerce platform specializing in sexual wellness. The platform also enables users to complete online prescriptions through guided questionnaires – removing the friction and stigma of traditional doctor visits for sensitive health topics like erectile dysfunction.

Product Goals

The Problem

Hello Cake needed a significant update to both their internal admin tools and the patient-facing onboarding experience. The admin side lacked efficient management workflows for the growing complexity of conditions, medications, prescriptions, and patient data. The D2C onboarding flow needed to guide users through a sensitive medical questionnaire with enough comfort and clarity to complete the process without abandoning.

My Role

Product Architect – sole ownership across admin and onboarding systems.

Back-Office

1. Admin dashboard
2. Login flow
3. Forms and form details
4. Conditions and condition details
5. Medication and medication details
6. Orders, Users, Patients
7. Coupons, Prescriptions
8. Search Flow, Notification Flow, Filter Flow

D2C Onboarding

1. Medication onboarding flow for ED (men's and women's health)
2. Guided questionnaire experience
3. Verification flow
4. Online prescription journey - designed to replace in-person doctor visits

Design System

1. Complete new design system
2. Mapped and created mixins for complex admin cases (account details, questionnaire creation flow, and other compound patterns)

Approach

The core design challenge was human, not technical. Designing a questionnaire flow that creates psychological safety around sensitive health topics requires more nuance than routing data. The interface needed to feel familiar, comfortable, and trustworthy – guiding users through personal health questions, verification flow, and prescription steps without friction or hesitation.

On the admin side, the focus was on creating efficient, scalable patterns for managing a growing catalog of conditions, medications, and patient interactions. Mixins allowed complex admin views to stay consistent while adapting to different data types.

Outcome

The admin side received strong positive feedback from the client – easy to use, easy to manage, and built to scale. The onboarding flow successfully guided users through sensitive health questionnaires with minimal friction, creating a comfortable digital prescription experience.