OneH is a leading healthcare and wellness organization in Pennsylvania, offering primary care, specialty medicine, insurance, and pharmacy services. The goal was to unify fragmented digital experiences into a seamless, responsive, and personalized ecosystem for patients, members, and healthcare providers (HCP).
The business goal is to replace their current application with a user-centric platform that reimagines the fragmented title production process through light service design. By prioritising agents, underwriters, and specialists, and leveraging persona creation, consumer behaviour study, and service path mapping, The client aims to create a cost-effective and expedited solution that positions them for long-term success and growth in the digital era.
To understand the behaviours, needs, and pain points of Healthcare’s diverse user segments — including Patients, Member Patients, Pharmacy users, and Healthcare Providers (HCPs) — with a primary focus on Patients and Member Patients as key user groups driving business adoption and engagement. The goal was to simplify critical health-related tasks, reduce friction, and improve self-service capabilities through a unified, personalized experience.
Recognising the limitations of the initial research conducted by an external agency which lacked actionable depth.
I proposed a pragmatic research-led design approach within project constraints.
Given the limitations of the initial agency-led research, I adopted a pragmatic Lean UX approach, conducting focused internal discovery to validate gaps and understand real user pain points across Patients, Members, Pharmacy users, and HCPs.
Key activities included:
To accelerate solutioning, I designed detailed user flows and integrated them within design files, enabling developers and cross-functional teams to easily understand screen logic and interaction patterns.
Key activities included:
While creating a design system, I enhanced and documented missing components, ensuring consistency, scalability, and accessibility across the product.
Key activities included:
To design a unified healthcare experience, I mapped the full ecosystem of user types and their needs and tasks across Healthcare’s digital landscape. By identifying commonalities across roles—like patients, GHP members, pharmacy customers, and wellness participants—I defined the upper half of an hourglass structure to represent user entry points and contextual needs.
At the center of this model sits OneH—a single point of entry that intelligently recognizes each user type, handles secure authentication, and dynamically surfaces relevant information and quick actions. This created a personalized but scalable access model.
The lower half of the hourglass represents existing systems like Pharmacy, MyChart, Wellness, and Member portals, all connected through OneH. By integrating these services via role-aware routing, we created a streamlined, role-based experience that significantly reduced friction for users navigating Healthcare’s digital ecosystem.
General Observations
Business Impact
Business value delivered
Built scalable atomic design components like, color palette, typographic scale, cards, core buttons (primary, secondary, mobile), form fields, breadcrumbs, dropdown states, status messages ensuring visual consistency, accessibility, and faster development cycles.
This project deepened my ability to approach complex healthcare systems through a service design lens. I learned to unify siloed experiences by mapping user types, identifying their unique and shared needs, and designing a centralized entry point (OneH) that intelligently adapts content and services based on role. This reinforced the value of ecosystem thinking, role-based personalization, and collaboration across clinical, technical, and administrative stakeholders.
Feel free to reach out for collaborations or just a friendly hello 😀
viraj.avachat@gmail.com
© 2025 | Viruism | Viraj Avachat
© 2025 | Viruism | Viraj Avachat