Expediting time to value in B2B healthcare
Health systems need modern digital experiences, but fully custom builds are expensive and slow, often taking years to launch. I helped define and design a SaaS platform that standardized 80% of repeatable components, reducing implementation timelines to weeks.
This shift enabled us to scale into mid-market clients, drive recurring revenue, and improve retention by embedding our product into clients’ long-term operating models.
My Role
Senior Product Designer, core member of a three-person design team.
Partnered with:
- Product Marketing to shape positioning and value propositions
- Account Managers to surface client needs and retention signals
- Engineering to ship iterative releases tied to adoption and revenue goals
How We'd Win
We defined success around adoption, expansion, and operational efficiency.
- Increase adoption of SaaS over custom builds
- Reduce time-to-launch from years → weeks
- Improve B2B retention via long-term platform embed
- Free internal teams for higher-value strategy work
This reframed the platform from a cost-saving tool to a scalable growth engine.
Design Process
Discovery & Early Alignment
- Facilitated cross-functional working sessions to align on strategy
- Synthesized insights from past client implementations
- Whiteboarded Jobs-to-be-Done and high-frequency workflows
- Identified repeatable patterns tied to engagement and conversion
Embedded User Validation
Instead of starting from zero, we leveraged behavioral insights from previous launches to reduce risk in the MVP build:
- Drop-off patterns in Find a Doctor flows
- Friction in booking and search experiences
- Content structures that improved provider discovery
Feature Prioritization
Focused first on high-impact, universal workflows:
- Find a Doctor (FAD)
- Search & filtering
- Service line discovery
Agile Design & Engineering Collaboration
- Modular core components
- High-fidelity prototypes
- Token-based architecture enabling full white-label flexibility
- Created sandbox environments to test the right level of abstraction in tokens and components.
- Partnered closely with engineering on accessibility standards and implementation tradeoffs.
Challenges & Tradeoffs
HealthiCX started scrappy, without dedicated PM support at kickoff.
This constraint required even more cross-team ownership, ruthless prioritization, async alignment, and incremental shipping.
Eventually through momentum, advocacy, and gained traction, we secured PM support and continued to carve out resourcing.
Outcomes & Impact
- Successfully launched beta platform that's demo-ready for client pitches
- Reduced launch timelines from years → weeks
- Enabled scalable SaaS sales motion