Care Coordination for a 0→1
B3well — January 2025
Defining the Scheduling Capability for a 0→1 Fertility Care Platform
How I helped shape a foundational product capability by redefining what scheduling should own before development began.
Domain
B2B HealthTech • Fertility Care
Management Platform
My Role
Lead Product Designer •
Strategic Designer
Team
CTO • Business Analyst •
3 Engineers • Clinical Stakeholders
B2B Healthcare
FemTech
0 to 1
Practice Management
EHR
Collaboration
01 — Context
B3well was building a 0→1 fertility care platform, with scheduling positioned as a core MVP capability. The tension was balancing a broad PRD, a four-week delivery window, and evolving engineering constraints—without creating a short-term calendar that would limit future care workflows.
02 — Problem
Scheduling was a standalone calendar feature
Business Problem
The MVP required a scheduling capability that could support daily clinic operations within a four-week delivery timeline.
User Problem
Care teams needed a reliable way to manage appointments, while patients needed clear visibility into their upcoming care
Discovery
What we believed
We believed a feature-rich scheduling calendar would satisfy both business and user needs.
What we learned
Through workshops with the CTO, Business Analyst, engineers, & clinical stakeholders, we identified key insights:
03 — My Role
As the Lead Product Designer, I owned the scheduling module from product discovery through delivery, working closely with the CTO, Business Analyst, engineers, and clinical stakeholders.
Beyond designing the user experience, I helped redefine the original PRD by challenging feature assumptions, identifying the core scheduling workflow, and introducing a phased rollout strategy that balanced user value, engineering capacity, and the four-week MVP timeline.
04 — Direction
We defined Scheduling as a core platform capability—not just a calendar. Focused on appointment management, provider visibility, and daily clinic operations. Advanced scheduling workflows were intentionally deferred to future releases.
05 — Impact
Faster patient prioritization
Reduced proposed MVP scope from 18 capabilities to 6 core workflows, enabling delivery within the four-week timeline.
Adoption of role-based workflows
Eliminated ambiguity between Product, Engineering, and Business through a collaboratively refined PRD.
Design Decision
Prioritize provider visibility over calendar complexity
Care teams needed to understand appointments across providers without losing the context of an individual provider’s schedule.
I designed Scheduling as a connected care-team workspace rather than a standalone calendar. The shared calendar provides visibility across appointments and providers, with flexible views and filters to help teams focus on relevant schedules.
Appointment creation stays within the calendar context, while selecting an appointment reveals its details alongside patient information, notes, and care-related actions. These decisions created a clear flow from reviewing schedules to managing appointments and accessing patient context, prioritizing essential daily workflows while leaving advanced scheduling capabilities for future phases.
The trade-off, stated honestly: We prioritized clarity in common appointment-management tasks over adding more advanced calendar controls to the first release.
Why it mattered: The interface reflected how care teams coordinate appointments, rather than simply presenting a generic calendar component.
Reflections
01
The most important design decision happened before the first screen.
This project reinforced that a 0→1 product does not need every capability fully developed to establish a strong foundation. It needs clear responsibilities, coherent core workflows, and deliberate decisions about what comes next.
My contribution was not simply translating a scheduling PRD into an interface. It was helping the team question the brief, define the capability, and make trade-offs that balanced user needs, engineering capacity, and future platform growth.
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Last updated Jun 2026