At-home blood draw pilot
When Function acquired an at-home phlebotomy service, we had one month to bring it to market in four cities—without overpromising to members who lived outside specific coverage areas.
Context
Function acquired Getlabs in April 2026 to offer at-home blood draws as an alternative to testing at lab locations.
When the acquisition was announced, we were given one month to figure out how to introduce this new option to members in four pilot cities.
We also knew from past surveys that there was a demand for this type of service, and that members not in the pilot might be disappointed.
Approach
Because eligibility was limited by both the pilot rollout and Getlabs' existing service areas, we needed a pathway that set accurate expectations upfront.
I drafted top-of-funnel language focused on “checking eligibility” (vs “scheduling” or “joining”), and we built a zip code check to help people do that before signing up or getting into the scheduling flow.
Final design
People in pilot cities now see:
A banner at the top of the page introducing at-home testing and prompting them to check their eligibility
A landing page where they can confirm coverage at their address
A CTA to join Function to join or schedule (if eligible) or see nearby lab locations (if ineligible)
Results
31% higher take rate than projected in pilot cities
Statistically significant results pending, as this pilot launched in early May