Healthcare B2B Unified National Strategy

Industry: Healthcare - Employer Broker Insurance

My Role: Strategic UX & Product Direction

Challenge

As design leader, I was tasked with addressing critical business and user experience challenges on the health insurance b2b site. The fragmented content management approach, where regional teams operated independently, resulted in inconsistent user experiences, poor content findability, and significant accessibility gaps that impacted both operational efficiency, compliance issues, and member satisfaction. I led the effort to define a unified national strategy and partnered with product and engineering to implement a modern AEM platform. My goal was to champion a user-centered redesign that streamlined content discovery, enhanced search, and delivered a consistent, accessible brand experience across all touchpoints, while reducing content redundancy and long-term maintenance overhead.

Successful Outcomes

Executed strategic content consolidation, reducing unauthenticated pages by 40% (from 1,000 to 600) and streamlining content management through AEM integration.
Established scalable enterprise-wide content strategy, supported by UX research, audits, and the creation of a dedicated national marketing governance team.
Architected intuitive information hierarchy for core business content (forms, documents, plans), improving accuracy, discoverability, and access.
Delivered user experience enhancements including responsive design, in-browser PDF viewing, and ADA compliance, ensuring accessibility and modern usability across devices.
Delivered framework for future integration between key digital properties, enabling long-term scalability and cross-platform consistency.

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How I tackled this project

Planning

This project was a huge undertaking and without a hands-on strategic product partner I know we had to be extremely organized. We leveraged Asana and Instagantt to create a project plan that we could easily collaborate on and adjust on the go as needed. By actively planning, we can proactively identify gaps, risks, and opportunities, ensuring teams focus on solving the right problems. It also helps me advocate for UX at the leadership level, ensuring that design decisions are valued and integrated into broader company strategy. Planning my own UX work fosters cross-functional alignment, making collaboration with product, engineering, and research more effective. Ultimately, it empowers you to lead with intention, delivering user-centered solutions that drive both customer satisfaction and business success.

Collaboration

We knew the backend system was migrating to AEM but we didn't have a clear strategic product plan. We didn't know the scope of the product and user experience issues we wanted to tackle. We started with conducting a set of workshops to gain cross-functional alignment. We wanted to align product managers, executives, designers, and researchers around measurable goals that drive business impact. To prepare, we engaged with executives to understand strategic priorities, provided pre-read materials, and designed a structured agenda. The session began with a north star statement, followed by brainstorming aspirational objectives and refining them into measurable key results. We held our first workshops in-person and conducted remote workshops after that. The in-person kick off really helped bring new team members and partners together. The workshop resulted in well-defined, outcome-driven OKRs that empowered teams to execute with clarity and focus.

We continued these workshops throughout our project lifecycle, switching focus from exploring problems to solving, brainsotrming and rapid solutioning. To prepare, we gathered user research insights and structured the session around empathy, problem definition, and ideation. We began by reviewing user personas and pain points, then used journey mapping to uncover unmet needs. Teams framed challenges using "How Might We" statements, then rapidly brainstormed solutions through divergent thinking exercises like Crazy 8s. We refined and prioritized ideas based on feasibility and impact, ensuring alignment with business goals. The session resulted in a set of validated user problems and potential solutions, creating momentum for further exploration and prototyping.

UX Objectives

Our Phase 1 implementation was focused on transforming the digital experience by migrating unauthenticated content to the AEM platform, enhancing search capabilities and content discovery, and utilizing standardized AEM components. Additionally,the effort fucused on standardizing branding and design patterns while optimizing content to reduce redundancy and improve findability, creating a more seamless and efficient user experience. Based on user Interviews, ethnographic observations and competitive analysis we identified key user tasks so the team could stay focused, solve the right problems and be able to validate our solutions as we continue to deliver.

Jobs To Be Done

Help me get appointed with KP
Help me find the right document
Is KP right for my client?
Help me find the right plans for my clients
Help me find the right enrollment documents
Which plans are right for my business?
Is KP right for my business?

Problem Discovery

Fragmented content organization across business segments and geographical regions
Limited search functionality restricting users to PDF-only results
Minimal engagement with unauthenticated content, primarily serving as a gateway to authenticated features
Deep navigation layers impeding content accessibility.
Non-responsive design limiting mobile accessibility.
Non-compliance with ADA standards.
Required PDF downloads disrupting user flow.
Decentralized content management leading to inconsistent user experiences.

Content Audit

When we initally assessed the project at intake we knew this work was a great candidate for a significant content audit. Conducting an audit helped us gain a deep understanding of the landscape and uncover critical inefficiencies. By evaluating user flows, content structures, and regional differences, we identified significant duplication across different regions. This insight allowed us to develop a unified UX strategy that streamlined content, reduced redundancy, and improved consistency. With the right framework in place, we created a more scalable and efficient experience, making it easier for teams to manage and update content. The audit also fostered alignment across regions, ensuring that UX decisions were data-driven rather than based on assumptions. Ultimately, this process led to a more cohesive, user-friendly product while optimizing internal workflows and reducing operational overhead.

Redesigned Experience

We were able to completely re-architect the way regions managed their content. Page layouts were now more consistent and regional content could be dynamically pulled. In addition to delivering designs, annotations & images, my team also delivered a content strategy highlighting the rules around brand voice and tone, content management process, and periodic content refresh strategy.

Homepage Before

The existing design presented significant usability barriers, functioning primarily as a triage screen that failed to communicate Kaiser Permanente's value proposition or showcase it's comprehensive offerings. Users were forced into an immediate role selection between Broker or Employer before accessing registration, creating unnecessary friction in the onboarding process and limiting content discovery.

Homepage After

Our redesigned solution transformed the experience with a welcoming interface that aligns with KP's brand identity and design system. By placing registration prominently while maintaining role-based navigation, we created an intuitive path for both Brokers and Employers to access relevant content. The new design effectively highlights our national presence and clearly communicates KP's unique value proposition, enabling users to make informed decisions about partnering with Kaiser Permanente.