TL;DR
Challenge: Small business owners struggled with fragmented, broker-dependent healthcare enrollment across multiple platforms (Salesforce, Docusign). Complex paperwork and inefficient processes created barriers to managing employee benefits.
Solution: Led UX team of 7 to design unified platform empowering SMB owners to independently manage healthcare solutions. Built scalable design system with new brand identity to streamline enrollment and reduce broker dependency.
Impact:
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200 new business leads generated at launch
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11M provider records processed in 1.5 hours (down from multiple days)
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Self-service capability — SMB owners now manage solutions independently
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Design system established — scalable foundation for future growth
Discovery Workshops
We conducted persona and user journey workshops to identify the primary users, i.e., Small Group General Agents and Appointed Brokers and affected users, i.e., Employers.
This informed the portal design by identifying different access levels and requirements for different user types.
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Salesforce Integrations
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This process required data entries from Brokers using the Portal (built on Drupal) to be reviewed and validated by the Stop Loss Carrier and Underwriters using Salesforce.
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I collaborated regularly with client stakeholders and our Senior Lead Salesforce Architect to map out these process flows, ensuring the design of the Broker Portal aligned with the Underwriter's Salesforce flow and vice versa.
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Information Architecture
I outlined the information architecture for both the marketing site and the broker portal before starting design.
Informed by process flows, personas, and journey maps, this ensured content and features aligned with users’ mental models for a more intuitive experience.
Interaction Concepting
The primary feature of the marketing site was a comprehensive provider search feature.
I facilitated interaction concepting sessions with designers and Drupal developers to generate ideas and validate technical feasibility through collaborative workshops.
Wires & Designs
This project was a dual-track initiative with our team working on the marketing site and provider finder and the broker portal at the same time. Below you'll see a mixture of wireframes and high-fidelity designs for both. The broker portal, while focused on simplifying a complex task, borrowed visual elements from the marketing site to create a consistent look and feel. Brokers using this tool often do their job on the go so we designed the portal to be responsive in some areas and adaptive in others.
Design System
I collaborated closely with designers to translate a new brand look and feel into a cohesive visual identity. I worked to ensure the new brand elements were adaptable across both the marketing site and B2B portal while focused on consistency, usability, and flexibility to ensure seamless user experiences across all touchpoints.
I facilitated design reviews with client stakeholders and internal product and technology partners to ensure alignment with brand vision while maintaining functional design integrity.
