5 Axis Health
5 Axis is a telehealth company covering men’s health, women’s health and GLP-1 care. I was its first product hire and then its product lead, and I ran product while it went from 10,000 to more than 50,000 patients.
- Relationship
- Employment
- Years
- February 2024 to November 2025
- Role
- First product hire, then product lead
- Scope
- Intake, checkout, pricing, retention, fulfillment
The plan selection test
Patients chose a plan length at checkout. I designed a new version of that page and ran it against the existing one as an A/B test. The new version made three changes.
Choose a plan
- 1Three months selected by default
- 2Price shown per month
- 3A six-month option added
+30%purchase conversion
+76%average order value
What moved
More people completed the purchase, and they chose longer plans.
Each of the three changes has research behind it. A pre-selected option gets chosen more often (Johnson & Goldstein, 2003). Quoting a price over a shorter period can make it easier to say yes (Gourville, 1998). An option picks up share when it becomes the middle choice (Simonson, 1989), which is what adding six months did to the three-month plan.
The test changed all three together, so it shows that the new page worked and can’t say how much each change contributed.
The rest of the job
- Delivery time
- I found where orders stalled after booking and changed the workflow with the clinical and operations teams. Medication delivery went from about two weeks to three days.
- Reviews
- A reviews program I launched raised the share of positive Trustpilot reviews from 20% to 92% in four months, with eight times the review volume.
- Clinical intake
- I designed the intake questions to get accurate answers from patients, and not to steer them toward qualifying for treatment.
- Team
- I managed five engineers and worked with design, marketing, clinical and operations.
Which is easier for you, 1 or 2?
Or email david@heyspiegel.com