SUMMARY
Previously, members were required to book a full telehealth appointment just to refill routine prescriptions—a friction point heavily documented in customer feedback and app store reviews. To eliminate this bottleneck, I led the UX strategy for a cross-functional, high-impact initiative to launch automatic refills. This project required deep collaboration across Member Experience, Customer Support, Data Science, Clinical Staff, and Executive Stakeholders to transform a legacy operational constraint into a seamless digital solution.
PROJECT GOAL
Drive member retention and increase Customer Lifetime Value (LTV) by replacing a high-friction touchpoint with a modern, industry-standard automated care experience that meets evolving customer expectations.
ROLE
Senior Product Designer (UX/UI, Strategy, User Research, & Cross-Functional Facilitation)
RESPONSIBILITIES
Strategic Alignment: Facilitated collaborative Figjam workshops with cross-functional stakeholders to align business requirements with clinical safety guardrails.
Research & Benchmarking: Conducted extensive competitive analysis to map industry standards and define baseline UX requirements.
User-Centered Design Evolution: Utilized Gemini and modern AI workflows to accelerate early ideation and conceptual framing, moving rapidly from low-fidelity wireframes to high-fidelity design explorations.
Validation: Owned the end-to-end moderated user testing process, validating interactive prototypes with real members to ensure clarity and trust around automated healthcare data.
Design Systems & Delivery: Delivered comprehensive, production-ready design specs for web, mobile-web, and native iOS and Android apps, leveraging Figma to maintain cross-platform consistency.
KEY PROJECT SUCCESSES
Omnichannel Visibility: Designed contextual entry points at critical moments in the user journey—specifically post-appointment booking and immediately following a telehealth visit—to capture user intent when it mattered most.
Proactive Clinical Engagement: Introduced doctor-initiated, proactive dashboard notifications that built trust and reduced cognitive load for the member.
Real-Time Data Integration: Coordinated with engineering to seamless incorporate SureScripts APIs, delivering real-time, transparent prescription data directly to the user interface.
Empowered Autonomy: Successfully handed full management control of qualified prescriptions back to the user, driving measurable time and cost savings for both members and internal clinical operations.
