Subscription Billing in Healthcare: A UX Case Study
Client
Incept Medical
Tools
Sketch, Zeplin, Illustrator
UI Design, UX Researcher
Role
Background
Incept Medical needed a reliable, easy-to-use billing flow for its software suite, as no billing process had existed before. This subscription-based billing solution centralizes subscriptions, handles different pricing plans, and provides clarity for administrative staff in clinical or hospital settings—streamlining how medical teams purchase and manage Incept Medical’s licenses. Built from scratch, the final flow had to be intuitive for office administrators or billing managers with minimal technical expertise, scalable for future products beyond A3, and transparent about plan details, costs, and potential discounts.
The Problem
Without an existing subscription flow, hospital administrators or medical staff often struggled to know how much they’d be billed, what features were included, and how to add or remove users. Key challenges included:
No Self-Service Checkout: Prospective customers couldn’t subscribe online; they had to contact a representative, causing delays.
Opaque Pricing: There was no simple way to see monthly vs. annual plan costs, how many users were covered, or how discounts applied.
Limited Scalability: Adding new software products in the future would require reworking the entire payment process.
The Goal
Our main objective was to build an all-in-one subscription interface that was:
Simple & Clear: Allow new and existing customers to view plans, see cost breakdowns, and handle payment without confusion.
Flexible: Enable monthly or annual subscriptions, different user roles (delegates vs. prescribers), and possible promotions or discounts.
Future-Proof: Ensure the design could accommodate additional products and pricing tiers as Incept Medical expanded its software offerings.
Research and Defining the Solution
Because this billing flow was developed from scratch and we didn’t conduct formal competitor analysis or user interviews, we relied on:
Internal Brainstorming: Collected input from developers, product owners, and a handful of administrative staff for must-have features.
Best Practices: Drew on standard e-commerce flows—like a checkout page with a clear cost breakdown and subscription plan selection.
Compliance & Security: Considered basic medical data protection needs and secure payment processing.
With these guiding points, we set out to create a minimal yet robust billing module.
Design Process
Approach & Ideation
Minimal User Personas: We assumed the typical user would be an office manager or billing coordinator at a hospital or clinic, so the UI needed to be straightforward and not overly technical.
Plan-Based Layout: We introduced side-by-side plan comparisons (monthly vs. annual) and labeled them clearly (e.g., “Best Value” for annual).
Role Management: The system supports multiple user roles—like Prescribers vs. Delegates—so we included easy ways to add or remove them.
Prototyping & Internal Testing
Wireframes: Started with basic sketches, focusing on a single-page account dashboard with expandable sections for Active Subscriptions, Payment History, and Account Information.
High-Fidelity Mockups: Introduced the Incept Medical branding, used a clean blue-and-white color palette, and placed key billing information at the top for immediate clarity.
Feedback from Stakeholders: Colleagues walked through the prototype, verifying each step from selecting a plan to final checkout.
Design Highlights
Plan Selection
In the Plan Selection screen, we placed the Monthly and Annual options side-by-side, indicating potential savings. Feedback from internal testers indicated this immediately clarified which plan was most cost-effective
Checkout View
The checkout screen itemizes fees for each prescriber and delegate, providing a transparent cost breakdown. It displays start and next billing dates, taxes, and discounts, ensuring no hidden charges. By highlighting recurring payment details and requiring user acknowledgment, it reduces surprises. The “Cost Breakdown” link fosters trust by letting customers see exactly what they’re paying for.
Account View
The account page consolidates all subscription details, including plan type and next billing date, in one place. The “Active Subscriptions” section lists each prescriber and delegate, with options to remove or edit users as needed. Admins can quickly add new team members using the “Add Prescriber” or “Add Delegate” flow, streamlining seat management. Collapsible panels for “Payment History” and “Account Information” keep the interface clean while offering deeper data when necessary.
Card Capture
This sequence highlights several validation states and user-friendly prompts during payment setup. By showing invalid card alerts and promo code errors in real time, the interface helps users quickly correct mistakes, reducing checkout friction.
Testing and Iteration
While there was no formal user research, we conducted lightweight internal reviews:
Ease of Use: Testers found the step-by-step approach (choose plan → confirm details → checkout) intuitive, reducing the likelihood of user errors.
Plan Edits: We introduced an option to change plan (from monthly to annual or vice versa) within the same screen, ensuring a seamless transition.
Expandable Sections: Collapsible panels for Active Subscriptions, Payment History, and Account Information kept the interface clean while still offering detailed data.
Next Steps
Integrated Promotions: Offer seasonal discounts or special rates for existing customers, easily added through the dashboard.
Additional Products: As Incept Medical grows, the billing system should handle multiple software subscriptions in one central location.
Auto-Renewal & Notifications: Send reminders when a plan is about to renew, allowing users to adjust seats, update payment methods, or change billing cycles.
Enhanced Reporting: Provide admin-level insights, such as monthly usage breakdowns or historical payment activity, to help offices budget effectively.
Lessons Learned
Throughout the development of iFind, the team gained valuable insights:
User-Centric Development: Observing real children interact with early prototypes was essential for refining design choices.
Balancing Simplicity & Engagement: Creating a fluid user experience for toddlers requires a careful mix of guidance, interactivity, and ease-of-use.
Technical Optimization: High-resolution images can slow load times, so optimizing assets and code performance is crucial.
In Conclussion
By focusing on transparency, usability, and scalability, Incept Medical’s new subscription billing flow allows hospital administrators and clinic managers to quickly onboard and manage monthly or annual plans without confusion. This streamlined approach provides a strong foundation for future product expansions, ensuring medical teams can stay compliant, track spending, and adapt their subscription levels with minimal effort.
