CASE STUDYDesigning a Scalable Product Foundation
Timeline: 2019 - 2025
A 5-person healthcare startup needed two products built from scratch: a member-facing app and a provider CRM. The challenge was designing both to serve completely different users while working seamlessly together — and building a foundation flexible enough to support years of growth and a major business pivot.
Member App + Provider CRM
I designed both a member-facing mobile app and a provider-facing CRM from scratch. Members needed simple, reassuring health experiences. Providers needed efficient clinical workflows.
The challenge was creating two distinct platforms that served completely different user needs while working seamlessly together.
Key Design Decisions
Mobile-first for members
Healthcare is stressful. We bet that a focused mobile experience—not a feature-packed portal— would build trust and drive engagement.
Web-based CRM for providers
Clinicians need density and speed. A web app let us surface patient context, care plans, and messaging in one view without fighting small screens.
Built to flex
As the business evolved from care-only to full health plan, the app architecture needed to support three distinct member types without a full rebuild. Early decisions to keep things modular paid off.
Scaling Through Change
What started as a small virtual care startup became a full health plan serving enterprise clients. Along the way: COVID, a crowded market, and a major business pivot.
The foundation held. We expanded the app to support three member types (care-only, coverage+care, coverage-only) without rebuilding from scratch. I mapped out how our core care experience would integrate with insurance operations, member services, and third-party networks — surfacing gaps before they became problems.
To aid the transition from virtual primary care provider to "health plan with care at its core”, I developed a number of operations diagrams to align the company on where we were heading and how our core virtual care would integrate with insurance operations, member services, and third-party networks. This revealed critical gaps and opportunities.
App Re-architecture to support health-plan pivot: View Case Study >
79
Net Promoter Score
50%
better clinical outcomes
20%
cost savings (and counting)
“Firefly Health has re-designed healthcare and health plans the way they should have always been.”
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Anonymous, App Store review
“Super easy to get set up and was talking to a real care provider (vs a bot) right away.”
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Anonymous, App Store review
“The app is super easy to use and it's extremely convenient to stay in the comfort of your own home.”
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Ryan M, Google Business review
“Wow! I am so impressed with the ease of this app… What a game changer”
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Suzi F, Google Play Store review
“The app works flawlessly... Much better experience than at any PCP office I’ve been to.”
⭐️ ⭐️ ⭐️ ⭐️ ⭐️
Pranav K, Google Business review
“Their telehealth platform offers a seamless and user-friendly experience.”
⭐️ ⭐️ ⭐️ ⭐️ ⭐️
Gina H, Google Business review
Case Studies
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Designed an embedded AI tool that cut clinician visit prep time by 67% — from 15+ minutes to under 5 — while maintaining the clinical context and safety providers needed to trust it.
AI Member Self-Service
Designed self-service AI tools that reduce operational costs while improving member experience for routine healthcare tasks
App Rearchitecture & Brand Refresh
Rearchitected Firefly's core mobile app to improve user experience, reduce technical debt, and support rapid feature development as we scaled to enterprise clients.
Signup & Onboarding Redesign
Redesigned signup flow and onboarding process, increasing completion by 23% and first appointment scheduling by 15% while supporting three distinct member types.
Customer Health Monitoring
Created systematic customer intelligence program that transformed overlooked satisfaction trends into company-wide accountability, preventing cx crisis during major business pivot.