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Gilligraphic
Standardizing Access to Digital Health Solutions
Designing a Network and Marketplace for Employee Benefits Partnerships
Standardizing Access to Digital Health Solutions
The Employee Benefits Problem
With such a tight deadline, our understanding of the industry was still limited, but growing in tandem with each design iteration. There was tension among the newly established team, this was due to the tight turnaround time and disagreements on how to approach the challenge pragmatically. I focused my attention around delivering weekly results in order to finish all necessary deliverables within the given timeframe.
Introducing Standard Care
Standard Care is a start-up working towards becoming a comprehensive marketplace of digital health solutions. Their goal is to empower benefits brokers to easily discover and integrate new solutions into group benefit plans. Standard Care allows benefits professionals to easily discover and purchase digital health solutions that fit their company needs.
My Role
I redesigned the information architecture for the Standard Care website, and created a clickable prototype. This prototype was used to show proof of concept to stakeholders and potential investors.
Preliminary onboarding flow
Information Architecture - Figjam
In order to better understand the product and the problem space, I synthesized Standard Care's initial concept and product goals into a potential flow. Our main focus was on creating the experience for solution buyers. My aim was to understand how someone looking for digital health solutions might navigate through the site and access certain features.
By sorting out what content belongs on each page of the flow, I was able to identify the core experiences of the website. These features include checking your engagement analytics, discovering digital health solutions, communicating with vendors, and creating partnerships.
Challenges
With such a tight deadline, our understanding of the industry was still limited, but growing in tandem with each design iteration. There was tension among the newly established team, this was due to the tight turnaround time and disagreements on how to approach the challenge pragmatically. I focused my attention around delivering weekly results in order to finish all necessary deliverables within the given timeframe.
Designing the Discovery Page
After narrowing down what information belongs on each page and discussing it with the team, I began working on a rudimentary wireframe for the discovery page. This is the main feature of Standard Care, where benefits professionals are able to discover, compare, and message digital health solutions.
Team Collaboration
The initial wireframe that I designed was revolved around showcasing the features that make Standard Care unique, but I did not fully consider utilizing existing eCommerce design systems. Working together with another designer who took inspiration from Amazon's marketplace layout, we collaborated on a wireframe that uses more standard digital marketplace layout conventions.
We enable buyers to browse and filter by categories, affinity groups, and whether the solution is a single point solution or a bundle.
I designed the vendor profile display to showcase their logos, marketing pitches, and a bullet list of their top features. This way it allows the vendors to decide what metric of success to showcase, but still gives the buyers full transparency and the ability to compare and bookmark solutions.
When designing a solution
we had to consider:
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Vendors are shy about sharing their prices
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Vendors are often hesitant to divulge what size groups they can cover
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Health Solutions don't all market using the same metrics of success
Building a Clickable Prototype
While two of us were working on the Discovery Page, two other interns were collaborating on the Dashboard. In order for potential investors to understand the product, Standard Care needed a clickable prototype. This would be a proof of concept mockup to show investors how the experinece could work.
We used a UI kit to quickly build out a clickable prototype, I used Figma to link the screens together. This covered a red-route user flow from landing on the dashboard all the way to submitting an RFP.
Results
The owner was very pleased and has implemented the information architecture and design into Standard Care as it is being developed. He is also using the clickable prototype when meeting with potential buyers, vendors, and investors in order to generate excitement in the product. New vendors are signing up regularly and expressing interest in being a part of this growing service.
All the work I did for Standard Care was a part of a 4-week design sprint, where I offered my design service to a new start up in order to build more experience working with new businesses.
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