Putting Care back in Healthcare
Launched in January 2023
Overview
Our client approached us with a critical business challenge: helping small and medium businesses reduce healthcare costs which is their second-highest expense.
As Product Design Lead, I guided UX strategy and design, collaborating closely with stakeholders, developers, and users to consolidate fragmented processes into a unified healthcare platform that simplified complex healthcare decisions for employees, employers, brokers, healthcare providers, and insurance companies.
After launching in January 2023 to early adopters, our first two customers were successfully able to reduce their annual healthcare expense by $3.2M.
Project Highlights
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Design
Product
Drove Design & Delivery
Led a team of 3 designers and 20 engineers to deliver the project
Claims
Retrieval
Employee
Portal
Care
Concierge
Care
Advocacy
Insurance
Marketplace
Patient
Analytics
Streamlined Disconnected Processes
Used service design to create a unified workflow, reducing process time from 8 to 2 months
Ensured Responsive Design
Ensured scalable design for a seamless cross-device experience
Built a Modular Design System
Enabled unique product voices under one cohesive brand umbrella
Ideate
Test
Measure
Learn
Learn
Test
Animate
Test
Measure
Measure
Enhanced Product Value with Continuous Product Discovery
Ran 8 short experiments to validate ideas and reduced risk
The Problem
SMBs in the US are trapped in opaque, high‑cost health plans because they lack easy access to claims data and the clear insights needed to act on it.
My challenge was to design a unified platform that unlocks this data, exposes cost and compliance risks, and empowers organisations to optimize or confidently switch to more affordable, self‑funded coverage.
Process Walkthrough
Anchored on the GV Design Sprint, my process was optimised to uncover insights early, validate assumptions quickly, and deliver tangible business outcomes:
Discovery
• Started with Lightning Talks with the founders to unpack frustrations, domain quirks, and success metrics within the problem space.
• Then dove deeper into the current workflow through Discovery Interviews with users
• Mapped out the current processes using multiple Service Blueprints to understand where things stand
Definition
• Synthesised the findings into broad themes using Affinity Mapping to enable better problem convergence
• Framed the problems into opportunities using the How Might We framework
• Crafted some ideal user journey's anchored on the HMW's in the form of Golden Paths
Design
• Defined the early design direction for the product through a Crazy 8 exercise with the founders.
• Created initial designs to align on the overall product design direction
• Delivered 30 screens within 72Hrs which are based on the agreed upon Golden Paths
Validation
• Conducted 20+ Usability Testing sessions to validate the hypotheses used to create designs
• Continued Continuous Product Discovery practices to minimise risk before product launch
Delivery
• Created a Hub-Spoke model design system to enable easy execution across multiple products
• Developed new design hand-off practices for a seamless developer experience
Output
Results
$3.2M
Healthcare cost savings for the first 2 customers
83%
Drop in procurement time, down from 6 to 1 month
~30%
Drop in post launch design rework
Learnings
Here are some learnings that enabled me to grow as a better designer over the course of this project:
Reality-check early
We loved our first employee-data intake idea, until we learned it wasn’t buildable. Quick POCs with engineering up front would have helped us save time and costs
De-risk in small steps
Learning how to run lightweight experiments during the discovery process helped our team beat big surprises after launch
Design for scale
Learning how to build a multi-product design system helped us design multiple products while maintaining consistent brand language
2025 Portfolio by Nanda Gopal