A Scalable & User-Centered Redesign

Project Overview: Designing a Scalable, Member-Centric Healthcare Platform

The Problem: SelectHealth’s existing digital platform made it difficult for members to find information, complete self-service tasks, and manage their healthcare efficiently.

The experience was hampered by inconsistent UI patterns, fragmented content structures, and a slow design-to-development process. The outdated CMS also limited flexibility for content teams, causing delays in updates and feature releases. These issues collectively reduced member satisfaction and increased reliance on support channels.

Goal: Redesign and rebuild the platform to deliver a cohesive, scalable, and user-friendly digital experience—one that improved self-service adoption, streamlined workflows, and empowered content teams with modern tools.

My Role and Responsibilities

As the Senior Digital Experience Designer on a cross-functional team that included Product Managers, UX Designers, Engineers, and Business Stakeholders, I was responsible for both the creative and technical execution of the platform overhaul. Over a 12–18 month project, my responsibilities spanned:

• Product Strategy & Vision: Defining a scalable design system, modular architecture, and personalization strategies aligned with business goals and member needs.
• User Research & Data Analysis: Analyzing behavior patterns, navigation flows, and task completion rates to identify key usability gaps.
• Problem Identification: Pinpointing UI inconsistencies, content structure issues, and workflow bottlenecks.
• Solution Brainstorming & Ideation: Collaborating with stakeholders and developers to conceptualize reusable components and content-driven layouts.
• Design & Prototyping: Creating high-fidelity Figma mockups, interactive prototypes, and a modular design system.
• Development: Implementing reusable HTML/SCSS components, integrating React-based UI elements, and ensuring accessibility compliance.
• Content Architecture & Migration: Restructuring the CMS to support dynamic content and faster localization.
• Testing & Optimization: Running A/B tests, conducting UAT, and iterating based on analytics and feedback.

Research & Strategy

Our discovery process combined member insights, technical assessments, and best practice analysis:

• User Behavior Analysis: Tracked navigation patterns and identified drop-off points in key tasks.
• Stakeholder & Member Interviews: Gathered qualitative feedback from both ends of the experience—users and internal content owners.
• Content Management Study: Evaluated component-based content strategies to improve flexibility.
• Success Metrics: Defined targets for reducing UI inconsistencies, increasing self-service adoption, and accelerating content updates.

The Solution

We implemented a comprehensive set of enhancements to create a unified, future-proof platform:

• Design System: Built a modular component library, reducing UI inconsistencies by 70% and enabling faster prototyping.
• Scalable Content Architecture: Structured content for quicker updates, localization, and reuse.
• Personalized Journeys: Delivered tailored content and user flows based on member profiles.
• Improved Design-to-Dev Handoff: Streamlined workflows increased efficiency by 25%.
• Mobile-First Optimization: Ensured accessibility and usability across all devices.

Implementation & Collaboration

Our process emphasized iteration, tight collaboration, and technical precision:

• Design & Content Strategy: Developed an interactive component library in Figma and mapped modular content structures to user journeys.
• Development & Integration: Partnered closely with engineers to implement reusable React components, optimize performance, and ensure WCAG compliance.
• Content Migration & Testing: Restructured CMS content, enabling 35% faster updates; ran A/B tests to validate UI component effectiveness; performed extensive QA and UAT before launch.

Results & Impact

• 70% reduction in UI inconsistencies, resulting in a more polished and predictable experience.
• 35% faster design and development cycles via reusable components.
• 25% improvement in design-to-development efficiency.
• 40% faster self-service task completion by members.
• Noticeable reduction in support calls as users found answers without assistance.
• Increased flexibility for content teams—no developer needed for routine updates.

Lessons Learned & Next Steps

• What Worked:
  • A modular design system was the single biggest driver of both UX consistency and development speed.
  • Close, continuous collaboration between design and engineering teams accelerated delivery.
• Challenges:
  • Maintaining flexibility in components without introducing complexity into the system.
• Next Steps:
  • Expand personalization features to deepen member engagement.
  • Enhance analytics tracking to inform ongoing optimization of user flows.