Members Experience
Redesigning healthcare's digital ecosystem for 12 million members.
Kaiser Permanente
2022
Digital Transformation, UX Design, Product Design
Group Director, Product Design
Digital Transformation, UX Research, Product Design, Service Design, Accessibility
Webby Award
Increase in engagement
Website visits in 2021
Digital satisfaction score
The Challenge
Healthcare is deeply personal, yet digital healthcare experiences often feel clinical and impersonal. Kaiser Permanente needed to transform their digital presence to meet members where they are—on mobile, seeking quick answers, and expecting the same seamless experiences they get from consumer apps.
"We needed to make healthcare an experience, not something painful."
Research & Discovery
We embedded with members, physicians, and operators to understand the full spectrum of healthcare journeys.
Member Research
Conducted extensive interviews with members across demographics—from digital natives scheduling their first appointments to seniors managing chronic conditions. We mapped emotional journeys, identifying moments of anxiety and opportunities for reassurance.
Physician Input
Worked directly with physicians and care teams to understand how digital tools could enhance rather than complicate the care relationship. Their input shaped features that support continuity of care.
Operational Analysis
Analyzed call center data, support tickets, and abandonment patterns to identify friction points in existing digital experiences.
Key Insights
Our research revealed that members weren't looking for more features—they wanted confidence and clarity in moments of health uncertainty.
- Members wanted to feel cared for, not processed—tone and language matter as much as functionality
- The 'Get Care Now' moment is critical—members need clear, fast paths to the right type of care
- Accessibility isn't optional—the redesigned guest interface needed to work for everyone
- Integration across pharmacy, labs, tele-health, and coverage creates a cohesive care experience
Design Approach
We redesigned the guest interface with accessibility at its core, created new 'Get Care Now' mobile app options for scheduling vaccinations, appointments, and tele-health visits, and rebuilt the website infrastructure to support a truly integrated care experience.
The Outcome
The redesigned digital ecosystem transformed how 12 million members interact with their healthcare. By bringing together members, physicians, operators, designers and engineers, we created something that makes healthcare feel less like a burden and more like care.
"Rather than something painful, we've made healthcare an experience."
“We brought our members, physicians, operators, designers and engineers together to make something magical for our patients. Rather than something painful, we've made health care an experience.”