SimplePractice
Simplifying Insurance Credentialling workflow

Product Designer at Simple Practice

Product Designer at Simple Practice

California, United States

2025

Thumbnail image

Want to skim through this case study? I got you covered.

Here's a 1 min TL;DR version.

Transforming a Promotional Benefit into a Core Product Experience

HealthCare Industry - Practice Management Software

3 months

Product Manager

Project Lead (Me)

Engineering Team - 6 people

Marketing Team - 3 people

Legal Team

✅ Shipped 2026

what did i do?

To give clinicians a way to keep accessing insurance credentialing past their two free applications, I designed SimplePractice's first-ever billing system for the feature, prepaid, per-application pricing, a lightweight purchase flow, and routing logic to guide new vs. existing users to the right path.

why was it done?

The existing flow only worked as an acquisition hook, two free credits and nothing after. There was no way to buy more, no billing infrastructure, and no path for existing users who'd never gotten free credits at all. This closed that gap.

the impact?

91% — New user conversion rate
77% — Existing user conversion rate
41% — Free-to-paid conversion rate
40% — Overall feature adoption increase (10M+ clinicians)
Based on 9,000 users, 15-day post-launch window

what did i learn?

Learned how to design for restraint, cutting a full shopping-cart experience in favor of a small, focused modal, and how the simplest-looking screens can carry the most cross-functional complexity underneath (legal, pricing logic, three teams) without the user ever seeing it.

About Simple Practice Calendar:

About Simple Practice Calendar:

The SimplePractice Calendar is used by therapists, clinicians, and wellness professionals to schedule, manage, and track client appointments, all in one place within their EHR platform, accessible on both web and mobile.

16M+ clients

Voted #1 EHR Software of the year

225,000+

Practioners Listed as of 2025

95 million

therapy sessions attended/delivered

what was the problem?

what was the problem?

Originally, all events in the calendar appeared in a uniform grey color, regardless of type or purpose. While functional, this design made it hard for users to quickly distinguish between sessions, personal events, cancellations, or reminders, especially when managing packed schedules.

Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image

Once the flow and mockups were done we moved to the lofi and hifi designs

Once the flow and mockups were done we moved to the lofi and hifi designs

3 entry points were decided:

Entry Point

Entry Point

Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image
Sample project image

Success Metrics

Success Metrics

Sample project image

What my PM and peers had to say about me

What my PM and peers had to say about me

Sarah Harris

Senior Product Designer (Monetisation Team) @ SimplePractice

"I had the pleasure of working closely with Diya where she took full end-to-end ownership of a new billing solution. From the start, she showed a strong ability to navigate ambiguity, ask thoughtful questions, and quickly build a deep understanding of the problem space. She communicates her thinking clearly and takes initiative to collaborate with cross-functional teams, which made her a really effective partner. She’s also incredibly organized in her work, bringing structure and clarity to complex problems. Diya brings a contagious sense of positivity and curiosity that makes her an absolute joy to work with. I would highly recommend working with her. Any team would be lucky to have her."

Josh Waldman

Senior Product Designer (Insurance Team) @ SimplePractice

"Diya consistently goes above and beyond to communicate with stakeholders, quickly identifying gaps in understanding and pushing for design excellence through quick iteration and rapid feedback cycles while showing a high level of ownership and initiative. Insurance is a complex problem space, and Diya uses all of the tools at her disposal to learn about the space and push for common sense solutions. Diya’s willingness to experiment is great to watch, and I’ve been consistently impressed by the quality of her design work. Watching her growth has been great to watch; she’s a great thinker who would be a huge asset to any design team."

Continue Exploring

Mobile App · Finance
Spendwise
A mobile experience for tracking spending with less friction.

Let's Chat.

Let's Chat.

diyapatel@utexas.edu

Email - diyapatel@utexas.edu

Diya Patel

Diya Patel

Made by

Open for Full time Opportunities/ Contract Positions