Product Design
·
Northwestern Medicine
·
2018
Northwestern Medicine
UX / Product Design
From Research to Mobile
At Laughlin Constable, we skipped the typical design silos and worked as one collaborative team — breaking down user research, finding where patients got stuck, and turning complicated healthcare logic into a clean web experience and mobile strategy for Northwestern Medicine.
Client
Northwestern Medicine
Role
Lead UI Designer
Platform
Web + iOS
Designing a seamless patient
portal experience
Northwestern Medicine needed to modernize their patient experience. The existing portal felt fragmented, lacked mobile responsiveness, and failed to match the high standard of care provided by their clinical teams.
Working with Northwestern Medicine's design system, we redesigned key web and mobile touchpoints to translate complex healthcare workflows into clear, accessible UI. The result was an intuitive digital portal built for high-frequency patient tasks, HIPAA compliance, and strict WCAG AA accessibility.
Client
Northwestern Medicine
Agency
Laughlin Constable
Primary Users
Patients accessing primary and specialty care on web and mobile
Constraints
HIPAA compliance, WCAG Level AA accessibility, NM design system alignment
PROJECT CONTEXT
From Research to Mobile
Bridging clinical complexity and mobile strategy
At Laughlin Constable, we broke down design silos to operate as one unified team. We translated patient research into clear mobile strategy, replacing nested menus and complex medical logic with intuitive, context-aware web and mobile experiences.
Discovery & Strategy
Defining the ecosystem
Mapped high-frequency patient tasks, including appointment booking and medical record access, to identify friction points and drop-off triggers across the journey.
Balancing clinical requirements
Aligned strict HIPAA guidelines and medical compliance with real user behavior to establish a clear, mobile-first product roadmap.
Alignment & Dev
Cross-functional alignment
Teamed up with researchers, developers, and product managers from day one so we could map out smooth, compliant patient flows together before anyone started pushing pixels.
Designing for buildability
Included engineers in early sketching and wireframing sessions to catch technical constraints early, streamlining mobile layouts and saving developer time.
Testing & Impact
Making sense of data
Synthesized research findings into clear UI patterns, ensuring critical health information is always accessible in a single tap.
Iterating on feedback
Pivoted navigation structures after early usability testing revealed friction, replacing nested menus with progressive disclosure to keep patients on track.
Design system audit
Audited existing NM UI components for state parity and mobile responsiveness
Provider search architecture
Restructured condition taxonomy and provider search workflows
Dashboard benchmarks
Prioritized essential patient actions and location details above the fold
Wireframes & Exploration
From Concepts to Structure
We moved rapidly from lo-fi sketching into mid-fi Figma wireframes to lock down information hierarchy and navigation logic before touching visual design.
We tested three navigation models with patients. A sidebar-primary layout emerged as the clear winner, with users noting it felt significantly more trustworthy and professional than bottom-navigation alternatives.
1
Card sorting: Conducted sessions with participants to map information architecture.
2
Lo-fi sketching: Explored structural concepts across 12 core patient screens.
3
Mid-fi prototypes: Built interactive Figma wireframes to test 3 distinct navigation models.
4
Usability testing: Evaluated workflows in moderated sessions with 8 participants.
5
Iteration & refinement: Updated wireframes to address feedback before hi-fi design.
Mid-fi wireframe user flows
End-to-end journey from landing through provider selection and appointment booking, annotated for engineering handoff
Condition wireframes
Structured condition lists and provider card variants to optimize scannability
Search and filter layouts
Tested progressive disclosure against always-visible filter panels to refine location search
Design System
A System Built for Trust
We worked within Northwestern Medicine's existing design system, using its core foundation while refining, updating, and extending components where needed. By optimizing UI patterns for high-frequency patient tasks, we translated complex medical content structures into clean, cohesive layouts that elevated the system's overall usability.
UI Design & System Enhancement
Optimizing Existing Assets
Leveraged NM's established component library while refining interaction states, spacing, and mobile responsiveness to improve overall system quality.
Component Extension
Designed modular UI additions and custom component variants to handle complex clinical data structures without breaking system continuity.
Strategy & Performance
Data-Driven Refinements
Partnered with our UX researcher to dissect A/B testing results, using real patient behavior data to guide component updates and structural tweaks.
Evidence-Based Iteration
Grounded every layout modification in user analytics, eliminating guesswork to align patient usability with organizational goals.
Color Palette
Violet Primary
CTAs, active states
Violet Light
Hover, secondary
Teal Accent
Info, healthcare
Surface
Cards, panels
Elevated
Hover surfaces
Off-white
Primary text
Muted
Secondary text
Error
Validation, alerts
Success
Confirmation
Warning
Caution states
Background
Page ground
Figma component library — provider listing table
Full component documented with all variants, states, and auto-layout configurations
Provider card component — all variants
Compact, expanded, and featured variants with all interactive states
UI ARCHITECTURE & COMPONENTS
Core patient portal components
A breakdown of the primary UI components designed for the patient portal. Each element was crafted to maintain brand consistency, support accessibility guidelines, and provide clear visual cues for patients seeking care.
01
Global Navigation & Search
Interactive navigation patterns designed for fast wayfinding. Features predictive typeahead search that categorizes query matches by condition and doctor name in real time, paired with a full-height mobile drawer for clean categorization.
02
Forms & Contact Modules
Form fields feature explicit error messaging and character limits, paired with prominent contact cards to give patients direct phone access when they need extra support.
03
Provider & Department Cards
Designed to surface key decision criteria at a glance. Provider cards highlight specialty, proximity, star ratings, and direct booking actions without visual clutter.
04
Location & Direction Cards
Modular location cards integrate interactive map snapshots and quick action triggers for directions, phone calls, and location details across primary and care facility views.
05
Content & Event Cards
Structured cards for support groups, hospital events, and health articles. Layouts utilize consistent image aspect ratios and clear text hierarchy for quick scanning.
06
Directory & Filter Layouts
A comprehensive directory view combining faceted sidebar filters (location type, specialty) with a scannable results list featuring inline map pins and appointment actions.
Final Screens
High-fidelity patient experiences
Following three rounds of usability testing and design refinement, the final screens bring together user feedback, brand standards, and technical buildability. The resulting UI balances patient trust with streamlined care access across web and mobile.
Mobile Experience
Designed for the Palm of Your Hand
Many patients accessed the platform via mobile. To support high-frequency tasks, the mobile UI prioritized instant access to appointment booking, care team messaging, and location search.
Mobile-first prototypes were tested specifically with patients aged 55 to 65 to ensure touch target sizing, typography scale, and contrast ratios met strict accessibility standards on smaller screens.
Brand Presence
Building patient trust across every touchpoint.
We extended Northwestern Medicine's brand voice beyond the web portal, treating digital and physical touchpoints as a unified ecosystem. By aligning portal UI with marketing campaigns and patient collateral, we delivered a consistent, reassuring experience wherever patients interacted with the brand.
Inclusive Experience Design
Simplifying the journey
Streamlined complex navigation structures into clear patient paths, prioritizing accessibility and immediate care discovery.
Fixing a fragmented path
Utilized content audits, card sorting, and accessibility testing to transform disjointed legacy pages into an intuitive multi-platform experience.
Omnichannel System Design
Expanding the system
Extended core design system tokens and patterns into patient communications, marketing channels, and environmental touchpoints.
Unified visual language
Translated web component standards into digital ads, social media, billboards, and print assets to ensure brand recognition at scale.
Scaling & Team Enablement
Supporting long term growth
Built reusable templates and documentation so cross-functional creative teams could deploy consistent layouts without starting from scratch.
Cross functional frameworks
Partnered with marketing, product, and engineering teams to establish shared delivery frameworks, accelerating campaign rollouts while maintaining brand governance.
Outcomes & Reflection
What I Learned
Data-driven UX, not guesswork
Partnering closely with our UX researcher to dissect A/B testing data allowed us to turn raw user behavior into actionable design updates. Grounding every interaction choice in concrete analytics eliminated guesswork and aligned patient usability with strategic business goals.
Evidence-based pivots
When early navigation concepts created friction during usability testing, we relied on behavioral data to guide our revisions. Testing real user flows shaped a reworked layout that reduced drop-offs far more effectively than any gut-feel approach.
Systemic scaling pays off
Leveraging and extending Northwestern Medicine's design system paid compounding returns. New portal screens, campaign assets, and mobile layouts were deployed rapidly because foundational UI decisions and accessibility standards were already documented.
Northwestern Medicine, Designed with Intention
Transforming complex healthcare logic into a unified patient experience that feels intuitive, clear, and reassuring across every digital and physical touchpoint.
Product Design
·
Northwestern Medicine
·
2018
Northwestern Medicine
UX / Product Design
From Research to Mobile
At Laughlin Constable, we skipped the typical design silos and worked as one collaborative team — breaking down user research, finding where patients got stuck, and turning complicated healthcare logic into a clean web experience and mobile strategy for Northwestern Medicine.
Client
Northwestern Medicine
Role
Lead UI Designer
Platform
Web + iOS
Designing a seamless patient
portal experience
Northwestern Medicine needed to modernize their patient experience. The existing portal felt fragmented, lacked mobile responsiveness, and failed to match the high standard of care provided by their clinical teams.
Working with Northwestern Medicine's design system, we redesigned key web and mobile touchpoints to translate complex healthcare workflows into clear, accessible UI. The result was an intuitive digital portal built for high-frequency patient tasks, HIPAA compliance, and strict WCAG AA accessibility.
Client
Northwestern Medicine
Agency
Laughlin Constable
Primary Users
Patients accessing primary and specialty care on web and mobile
Constraints
HIPAA compliance, WCAG Level AA accessibility, NM design system alignment
PROJECT CONTEXT
From Research to Mobile
Bridging clinical complexity and mobile strategy
At Laughlin Constable, we broke down design silos to operate as one unified team. We translated patient research into clear mobile strategy, replacing nested menus and complex medical logic with intuitive, context-aware web and mobile experiences.
Discovery & Strategy
Defining the ecosystem
Mapped high-frequency patient tasks, including appointment booking and medical record access, to identify friction points and drop-off triggers across the journey.
Balancing clinical requirements
Aligned strict HIPAA guidelines and medical compliance with real user behavior to establish a clear, mobile-first product roadmap.
Alignment & Dev
Cross-functional alignment
Teamed up with researchers, developers, and product managers from day one so we could map out smooth, compliant patient flows together before anyone started pushing pixels.
Designing for buildability
Included engineers in early sketching and wireframing sessions to catch technical constraints early, streamlining mobile layouts and saving developer time.
Testing & Impact
Making sense of data
Synthesized research findings into clear UI patterns, ensuring critical health information is always accessible in a single tap.
Iterating on feedback
Pivoted navigation structures after early usability testing revealed friction, replacing nested menus with progressive disclosure to keep patients on track.
Design system audit
Audited existing NM UI components for state parity and mobile responsiveness
Provider search architecture
Restructured condition taxonomy and provider search workflows
Dashboard benchmarks
Prioritized essential patient actions and location details above the fold
Wireframes & Exploration
From Concepts to Structure
We moved rapidly from lo-fi sketching into mid-fi Figma wireframes to lock down information hierarchy and navigation logic before touching visual design.
We tested three navigation models with patients. A sidebar-primary layout emerged as the clear winner, with users noting it felt significantly more trustworthy and professional than bottom-navigation alternatives.
1
Card sorting: Conducted sessions with participants to map information architecture.
2
Lo-fi sketching: Explored structural concepts across 12 core patient screens.
3
Mid-fi prototypes: Built interactive Figma wireframes to test 3 distinct navigation models.
4
Usability testing: Evaluated workflows in moderated sessions with 8 participants.
5
Iteration & refinement: Updated wireframes to address feedback before hi-fi design.
Mid-fi wireframe user flows
End-to-end journey from landing through provider selection and appointment booking, annotated for engineering handoff
Condition wireframes
Structured condition lists and provider card variants to optimize scannability
Search and filter layouts
Tested progressive disclosure against always-visible filter panels to refine location search
Design System
A System Built for Trust
We worked within Northwestern Medicine's existing design system, using its core foundation while refining, updating, and extending components where needed. By optimizing UI patterns for high-frequency patient tasks, we translated complex medical content structures into clean, cohesive layouts that elevated the system's overall usability.
UI Design & System Enhancement
Optimizing Existing Assets
Leveraged NM's established component library while refining interaction states, spacing, and mobile responsiveness to improve overall system quality.
Component Extension
Designed modular UI additions and custom component variants to handle complex clinical data structures without breaking system continuity.
Strategy & Performance
Data-Driven Refinements
Partnered with our UX researcher to dissect A/B testing results, using real patient behavior data to guide component updates and structural tweaks.
Evidence-Based Iteration
Grounded every layout modification in user analytics, eliminating guesswork to align patient usability with organizational goals.
Color Palette
Violet Primary
CTAs, active states
Violet Light
Hover, secondary
Teal Accent
Info, healthcare
Surface
Cards, panels
Elevated
Hover surfaces
Off-white
Primary text
Muted
Secondary text
Error
Validation, alerts
Success
Confirmation
Warning
Caution states
Background
Page ground
Figma component library — provider listing table
Full component documented with all variants, states, and auto-layout configurations
Provider card component — all variants
Compact, expanded, and featured variants with all interactive states
UI ARCHITECTURE & COMPONENTS
Core patient portal components
A breakdown of the primary UI components designed for the patient portal. Each element was crafted to maintain brand consistency, support accessibility guidelines, and provide clear visual cues for patients seeking care.
01
Global Navigation & Search
Interactive navigation patterns designed for fast wayfinding. Features predictive typeahead search that categorizes query matches by condition and doctor name in real time, paired with a full-height mobile drawer for clean categorization.
02
Forms & Contact Modules
Form fields feature explicit error messaging and character limits, paired with prominent contact cards to give patients direct phone access when they need extra support.
03
Provider & Department Cards
Designed to surface key decision criteria at a glance. Provider cards highlight specialty, proximity, star ratings, and direct booking actions without visual clutter.
04
Location & Direction Cards
Modular location cards integrate interactive map snapshots and quick action triggers for directions, phone calls, and location details across primary and care facility views.
05
Content & Event Cards
Structured cards for support groups, hospital events, and health articles. Layouts utilize consistent image aspect ratios and clear text hierarchy for quick scanning.
06
Directory & Filter Layouts
A comprehensive directory view combining faceted sidebar filters (location type, specialty) with a scannable results list featuring inline map pins and appointment actions.
Final Screens
High-fidelity patient experiences
Following three rounds of usability testing and design refinement, the final screens bring together user feedback, brand standards, and technical buildability. The resulting UI balances patient trust with streamlined care access across web and mobile.
Mobile Experience
Designed for the Palm of Your Hand
Many patients accessed the platform via mobile. To support high-frequency tasks, the mobile UI prioritized instant access to appointment booking, care team messaging, and location search.
Mobile-first prototypes were tested specifically with patients aged 55 to 65 to ensure touch target sizing, typography scale, and contrast ratios met strict accessibility standards on smaller screens.
Brand Presence
Building patient trust across every touchpoint.
We extended Northwestern Medicine's brand voice beyond the web portal, treating digital and physical touchpoints as a unified ecosystem. By aligning portal UI with marketing campaigns and patient collateral, we delivered a consistent, reassuring experience wherever patients interacted with the brand.
Inclusive Experience Design
Simplifying the journey
Streamlined complex navigation structures into clear patient paths, prioritizing accessibility and immediate care discovery.
Fixing a fragmented path
Utilized content audits, card sorting, and accessibility testing to transform disjointed legacy pages into an intuitive multi-platform experience.
Omnichannel System Design
Expanding the system
Extended core design system tokens and patterns into patient communications, marketing channels, and environmental touchpoints.
Unified visual language
Translated web component standards into digital ads, social media, billboards, and print assets to ensure brand recognition at scale.
Scaling & Team Enablement
Supporting long term growth
Built reusable templates and documentation so cross-functional creative teams could deploy consistent layouts without starting from scratch.
Cross functional frameworks
Partnered with marketing, product, and engineering teams to establish shared delivery frameworks, accelerating campaign rollouts while maintaining brand governance.
Patient-Facing Campaign Materials
We extended the portal's visual language directly into patient marketing, maintaining unified typography and a trust-forward tone. By focusing on emotional resonance rather than dense feature lists, campaign materials effectively drove patient adoption across key demographics.
Outcomes & Reflection
What I Learned
Data-driven UX, not guesswork
Partnering closely with our UX researcher to dissect A/B testing data allowed us to turn raw user behavior into actionable design updates. Grounding every interaction choice in concrete analytics eliminated guesswork and aligned patient usability with strategic business goals.
Evidence-based pivots
When early navigation concepts created friction during usability testing, we relied on behavioral data to guide our revisions. Testing real user flows shaped a reworked layout that reduced drop-offs far more effectively than any gut-feel approach.
Systemic scaling pays off
Leveraging and extending Northwestern Medicine's design system paid compounding returns. New portal screens, campaign assets, and mobile layouts were deployed rapidly because foundational UI decisions and accessibility standards were already documented.
Northwestern Medicine, Designed with Intention
Transforming complex healthcare logic into a unified patient experience that feels intuitive, clear, and reassuring across every digital and physical touchpoint.
Product Design
·
Northwestern Medicine
·
2018
Northwestern Medicine
UX / Product Design
From Research to Mobile
At Laughlin Constable, we skipped the typical design silos and worked as one collaborative team — breaking down user research, finding where patients got stuck, and turning complicated healthcare logic into a clean web experience and mobile strategy for Northwestern Medicine.
Client
Northwestern Medicine
Role
Lead UI Designer
Platform
Web + iOS
Designing a seamless patient
portal experience
Northwestern Medicine needed to modernize their patient experience. The existing portal felt fragmented, lacked mobile responsiveness, and failed to match the high standard of care provided by their clinical teams.
Working with Northwestern Medicine's design system, we redesigned key web and mobile touchpoints to translate complex healthcare workflows into clear, accessible UI. The result was an intuitive digital portal built for high-frequency patient tasks, HIPAA compliance, and strict WCAG AA accessibility.
Client
Northwestern Medicine
Agency
Laughlin Constable
Primary Users
Patients accessing primary and specialty care on web and mobile
Constraints
HIPAA compliance, WCAG Level AA accessibility, NM design system alignment
PROJECT CONTEXT
From Research to Mobile
Bridging clinical complexity and mobile strategy
At Laughlin Constable, we broke down design silos to operate as one unified team. We translated patient research into clear mobile strategy, replacing nested menus and complex medical logic with intuitive, context-aware web and mobile experiences.
Discovery & Strategy
Defining the ecosystem
Mapped high-frequency patient tasks, including appointment booking and medical record access, to identify friction points and drop-off triggers across the journey.
Balancing clinical requirements
Aligned strict HIPAA guidelines and medical compliance with real user behavior to establish a clear, mobile-first product roadmap.
Alignment & Dev
Cross-functional alignment
Teamed up with researchers, developers, and product managers from day one so we could map out smooth, compliant patient flows together before anyone started pushing pixels.
Designing for buildability
Included engineers in early sketching and wireframing sessions to catch technical constraints early, streamlining mobile layouts and saving developer time.
Testing & Impact
Making sense of data
Synthesized research findings into clear UI patterns, ensuring critical health information is always accessible in a single tap.
Iterating on feedback
Pivoted navigation structures after early usability testing revealed friction, replacing nested menus with progressive disclosure to keep patients on track.
Design system audit
Audited existing NM UI components for state parity and mobile responsiveness
Provider search architecture
Restructured condition taxonomy and provider search workflows
Dashboard benchmarks
Prioritized essential patient actions and location details above the fold
Wireframes & Exploration
From Concepts to Structure
We moved rapidly from lo-fi sketching into mid-fi Figma wireframes to lock down information hierarchy and navigation logic before touching visual design.
We tested three navigation models with patients. A sidebar-primary layout emerged as the clear winner, with users noting it felt significantly more trustworthy and professional than bottom-navigation alternatives.
1
Card sorting: Conducted sessions with participants to map information architecture.
2
Lo-fi sketching: Explored structural concepts across 12 core patient screens.
3
Mid-fi prototypes: Built interactive Figma wireframes to test 3 distinct navigation models.
4
Usability testing: Evaluated workflows in moderated sessions with 8 participants.
5
Iteration & refinement: Updated wireframes to address feedback before hi-fi design.
Mid-fi wireframe user flows
End-to-end journey from landing through provider selection and appointment booking, annotated for engineering handoff
Condition wireframes
Structured condition lists and provider card variants to optimize scannability
Search and filter layouts
Tested progressive disclosure against always-visible filter panels to refine location search
Design System
A System Built for Trust
We worked within Northwestern Medicine's existing design system, using its core foundation while refining, updating, and extending components where needed. By optimizing UI patterns for high-frequency patient tasks, we translated complex medical content structures into clean, cohesive layouts that elevated the system's overall usability.
UI Design & System Enhancement
Optimizing Existing Assets
Leveraged NM's established component library while refining interaction states, spacing, and mobile responsiveness to improve overall system quality.
Component Extension
Designed modular UI additions and custom component variants to handle complex clinical data structures without breaking system continuity.
Strategy & Performance
Data-Driven Refinements
Partnered with our UX researcher to dissect A/B testing results, using real patient behavior data to guide component updates and structural tweaks.
Evidence-Based Iteration
Grounded every layout modification in user analytics, eliminating guesswork to align patient usability with organizational goals.
Color Palette
Violet Primary
CTAs, active states
Violet Light
Hover, secondary
Teal Accent
Info, healthcare
Surface
Cards, panels
Elevated
Hover surfaces
Off-white
Primary text
Muted
Secondary text
Error
Validation, alerts
Success
Confirmation
Warning
Caution states
Background
Page ground
Figma component library — provider listing table
Full component documented with all variants, states, and auto-layout configurations
Provider card component — all variants
Compact, expanded, and featured variants with all interactive states
UI ARCHITECTURE & COMPONENTS
Core patient portal components
A breakdown of the primary UI components designed for the patient portal. Each element was crafted to maintain brand consistency, support accessibility guidelines, and provide clear visual cues for patients seeking care.
01
Global Navigation & Search
Interactive navigation patterns designed for fast wayfinding. Features predictive typeahead search that categorizes query matches by condition and doctor name in real time, paired with a full-height mobile drawer for clean categorization.
02
Forms & Contact Modules
Form fields feature explicit error messaging and character limits, paired with prominent contact cards to give patients direct phone access when they need extra support.
03
Provider & Department Cards
Designed to surface key decision criteria at a glance. Provider cards highlight specialty, proximity, star ratings, and direct booking actions without visual clutter.
04
Location & Direction Cards
Modular location cards integrate interactive map snapshots and quick action triggers for directions, phone calls, and location details across primary and care facility views.
05
Content & Event Cards
Structured cards for support groups, hospital events, and health articles. Layouts utilize consistent image aspect ratios and clear text hierarchy for quick scanning.
06
Directory & Filter Layouts
A comprehensive directory view combining faceted sidebar filters (location type, specialty) with a scannable results list featuring inline map pins and appointment actions.
Final Screens
High-fidelity patient experiences
Following three rounds of usability testing and design refinement, the final screens bring together user feedback, brand standards, and technical buildability. The resulting UI balances patient trust with streamlined care access across web and mobile.
Mobile Experience
Designed for the Palm of Your Hand
Many patients accessed the platform via mobile. To support high-frequency tasks, the mobile UI prioritized instant access to appointment booking, care team messaging, and location search.
Mobile-first prototypes were tested specifically with patients aged 55 to 65 to ensure touch target sizing, typography scale, and contrast ratios met strict accessibility standards on smaller screens.
Brand Presence
Building patient trust across every touchpoint.
We extended Northwestern Medicine's brand voice beyond the web portal, treating digital and physical touchpoints as a unified ecosystem. By aligning portal UI with marketing campaigns and patient collateral, we delivered a consistent, reassuring experience wherever patients interacted with the brand.
Inclusive Experience Design
Simplifying the journey
Streamlined complex navigation structures into clear patient paths, prioritizing accessibility and immediate care discovery.
Fixing a fragmented path
Utilized content audits, card sorting, and accessibility testing to transform disjointed legacy pages into an intuitive multi-platform experience.
Omnichannel System Design
Expanding the system
Extended core design system tokens and patterns into patient communications, marketing channels, and environmental touchpoints.
Unified visual language
Translated web component standards into digital ads, social media, billboards, and print assets to ensure brand recognition at scale.
Scaling & Team Enablement
Supporting long term growth
Built reusable templates and documentation so cross-functional creative teams could deploy consistent layouts without starting from scratch.
Cross functional frameworks
Partnered with marketing, product, and engineering teams to establish shared delivery frameworks, accelerating campaign rollouts while maintaining brand governance.
Patient-Facing Campaign Materials
We extended the portal's visual language directly into patient marketing, maintaining unified typography and a trust-forward tone. By focusing on emotional resonance rather than dense feature lists, campaign materials effectively drove patient adoption across key demographics.
Outcomes & Reflection
What I Learned
Data-driven UX, not guesswork
Partnering closely with our UX researcher to dissect A/B testing data allowed us to turn raw user behavior into actionable design updates. Grounding every interaction choice in concrete analytics eliminated guesswork and aligned patient usability with strategic business goals.
Evidence-based pivots
When early navigation concepts created friction during usability testing, we relied on behavioral data to guide our revisions. Testing real user flows shaped a reworked layout that reduced drop-offs far more effectively than any gut-feel approach.
Systemic scaling pays off
Leveraging and extending Northwestern Medicine's design system paid compounding returns. New portal screens, campaign assets, and mobile layouts were deployed rapidly because foundational UI decisions and accessibility standards were already documented.
Northwestern Medicine, Designed with Intention
Transforming complex healthcare logic into a unified patient experience that feels intuitive, clear, and reassuring across every digital and physical touchpoint.
Northwestern Medicine, Designed with Intention
Transforming complex healthcare logic into a unified patient experience that feels intuitive, clear, and reassuring across every digital and physical touchpoint.