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THE HEALTH PLAN

Bringing Clarity, Consistency, and Care to a Complex Healthcare Experience

Overview

We were engaged to redesign the website for one of West Virginia’s largest locally managed care organizations. The goal was to modernize the visual design, improve usability, and build a scalable system that could support a full site rollout in phases starting with key priority pages in 2022.

Goals

  • Modernize the visual language with updated brand elements

  • Improve usability, responsiveness, and accessibility (WCAG AA compliant)

  • Create a robust design system to support phased site expansion

  • Equip internal teams with clear documentation and stakeholder-ready assets

Collaborators

  • UX Designer

  • Project Manager

  • Brand Strategist

  • Development Team

  • Client Stakeholders

My Role

As the lead UI designer, I applied the new branding, built the design system, supported UX improvements, and created deliverables to communicate value to stakeholders and developers.

Timeline

  • Initial design & launch: Fall 2022 – January 2023

  • Full website rollout continued through 2023

Health Plan Mockups-min.png

The Challenge

Business Need

  • Refresh an outdated web experience to reflect the organization’s care-forward mission

  • Ensure the design is easy to maintain, scalable, and development-ready

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User Need

  • Members and potential members need to navigate healthcare resources with ease, across devices

  • The interface must be accessible, visually clear, and mobile-optimized

Problem to Solve

How might we modernize and streamline the web experience while ensuring accessibility, visual consistency, and scalability across a complex healthcare site?

Design & Execution

  • Applied new branding elements—including typography, color palette, imagery, and iconography—to approved wireframes

  • Skinned wireframes with delightful visual touches to humanize the healthcare experience

  • Designed for WCAG AA accessibility compliance from the start

Design System

  • Built and maintained a scalable component library structured by atoms, molecules, and organisms

  • Created a separate brand library for typography, color, and icons—both libraries were linked to the UI files for consistency

  • Ensured the system functioned as documentation and a single source of truth for the development team

Documentation

  • Delivered the full UI kit, brand library, and component system with responsive specs for desktop, tablet, and mobile

  • Included detailed documentation per breakpoint, supporting seamless implementation

UX Refinements

  • Recommended adjustments to improve content flow and layout:

  • Added imagery and visual breakpoints to improve scannability

  • Adjusted card behavior across screen sizes, accounting for edge-case scenarios with uneven content groups

  • Ensured a balance of accessibility, usability, and visual hierarchy

Stakeholder Engagement

  • Designed a Quick Wins presentation deck highlighting visual and usability improvements

  • Provided the deck as a tool for client teams to align internal stakeholders around the redesign vision

From Wireframes to High Fidelity

Screen Shot 2023-01-17 at 2.22.47 PM.png

Final Design Highlights

Visual Design & Branding

  • A clean, modern healthcare website built on a flexible design system

  • Accessible, mobile-friendly layouts with thoughtful UX details

  • Modular components designed to support ongoing content expansion

Results

  • Website launched in January 2023

  • Client was “utterly blown away” by the elevated visual direction and usability improvements

  • The design system and documentation enabled smooth developer handoff and future scalability

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