CASE STUDYApp Re-Architecture | Firefly Health
App redesign to support multiple member types and future growth
Timeline: 2023, Q3
My Role: Lead UX Designer - strategy, information architecture, interaction design, user testing
Challenge: Redesign the Firefly app architecture to support three member types with differing needs and life cycles while ensuring long-term scalability as feature sets increase.
The challenge
As Firefly evolved from a primary care app to a comprehensive health plan, our mobile experience needed fundamental restructuring. We had multiple pressures converging: competitive market demands, user feedback about complexity, and business requirements for supporting different member journeys.
Member type complexity
Need to serve Care-Only, Coverage+Care, and Coverage-Only members seamlessly
Self-service evolution
Shift from purely chat/video care to lower cost and more convenient member self-service for routine needs
Customer service priority
New health plan members needed prominent access to support for billing and claims issues
Phase 1
Research & Discovery
I conducted comprehensive user research and competitive analysis to understand how our current architecture was limiting both user experience and business goals.
Critical insights:
Navigation confusion: Members couldn't distinguish between care features and health plan features, leading to frustration and support tickets
Proactive customer service positioning: As a new health plan experiencing operational growing pains, we weren't adequately highlighting available support resources to help members resolve issues
Scalability constraints: Previous information architecture couldn't accommodate new features without exponentially increasing complexity and member confusion
Member type blindness: All members saw nearly identical experiences regardless of their user type and needs
Before
Original app showing flat navigation and mixed feature priorities that limited scalability and member personalization
After
Redesigned architecture with logical feature grouping, streamlined navigation, and flexible system supporting multiple member types
Phase 2
Design Process
Based on research insights, I developed a comprehensive redesign strategy that would fundamentally restructure the app while maintaining familiar patterns for existing members.
Key architectural decisions:
Home page reorganization with three logical feature groups: self-service actions, care team engagement, and care management
Restructured bottom navigation removing Profile/Settings to focus on core member actions (Home, Care Plans, Health Plan, Providers)
Elevated customer service prominently featured in Health Plan section with multiple contact options
Separated Profile and Settings conceptually and spatially to reduce cognitive load
Smart feature visibility showing relevant functionality based on member type and care history
Flexible component system enabling rapid feature additions without architectural changes
Comprehensive design system mapping every variable across member types and journey states into flexible, programmable components.
Phase 3
Validation & Testing
Before implementing the full redesign, I conducted extensive validation to ensure the new architecture would improve rather than disrupt member experiences.
Information architecture improvements tested positively - members found grouped functionality more intuitive and scannable
Bottom navigation simplification reduced confusion without impacting feature discoverability
Customer service prominence was well-received by members who appreciated transparent access to help
Member type adaptability worked invisibly - members saw relevant features attuned with their individual journey and needs
Refinements made:
Adjusted feature grouping on Home based on member mental models from prototype walkthrough
Enhanced visual hierarchy with stronger contrast and spacing after accessibility testing
Positive member response
to clearer navigation and feature organization during testing
Improved development efficiency
enabling rapid addition of new features without architectural debt
Foundation for growth
through standardized component system and clearer architecture
Key project insights
A solid foundation enables agility
This project succeeded because we treated it as infrastructure investment, not just visual updates. By rebuilding the information architecture with flexibility in mind, we created a foundation that could accommodate rapid feature additions and member type complexity without exponential design debt.
Proactive support creates loyalty
Rather than hiding operational growing pains, prominently featuring customer service turned potential friction into a competitive advantage. Members appreciated knowing help was easily accessible, which increased confidence in our health plan offering.
One interface, multiple journeys
Supporting three different member journeys didn't require three different interfaces. Smart filtering and progressive disclosure allowed us to create personalized experiences that felt simple and focused rather than overwhelming and complex.
Systematic design increases velocity
Establishing standardized patterns and flexible components during this redesign significantly improved development velocity for future features. The upfront investment in systematic thinking paid dividends in reduced engineering complexity and faster iteration cycles.
Let’s Build Something Great
Whether you need strategic UX consulting or hands-on design work, I'd love to hear about your project and explore how I can help.