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2024 - 2025
Major medical concept & design
Greenfield platform for all the benefits brokers’ daily tasks
Overview
I led the design and research for ThreeFlow’s medical product, defining which inputs were critical for capturing meaningful insights. To maximize impact and meet extremely tight deadlines, I prioritized key functionalities for the MVP, balancing business goals, user needs, and scalability.
Initially a tiny team of two (later formed into the largest team in the organization), I worked with product and engineering to scale patterns across all verticals, ensuring alignment with business goals and long-term scalability.
Goals:
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Bring the ability to place medical products on ThreeFlow platform to brokers.
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Develop scalable templates that could be used across other products.
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Integrate into existing processes for both brokers and carriers to ensure adoption.
ROLE
Lead Design & Research
RESPONSIBILITIES
End-to-end UX and UI Design process
COLLABORATORS
Product Manager/Director, Product Marketing, Design Systems, Analytics, Engineering, and Data Science
The challenge
The challenge was rapidly learning the complexities of the medical benefits placement space while building a product from scratch, with no existing layouts or design patterns to rely on. Starting as a team of two and growing alongside evolving enterprise standards, we had to balance tight deadlines with defining new workflows and creating scalable B2B-focused patterns.
BUSINESS NEED
Use AI to help brokers compare and make placement decisions quickly.
USER NEED
The user need was a simpler, more efficient way to manage medical benefits proposals without constantly switching between tools.
Team kickoff
About 6 months into discovery work, we were able to form a larger cross-functional team. Through a series of workshops we identified and aligned on the user pain points we were going to address in the pilot release.
How I supported the team as a lead designer and researcher
Patterns and guidelines
I worked cross functionally across multiple teams to find overlaps in projects and set design pattern best practices while in flux waiting for a fully baked design system.
Using Miro to workshop opportunity statements with the team.
Educational presentations
When doing discovery work, I created presentations to educate new team members and resources for our stakeholders to show to outside teams building into our ecosystem.
Created a platform from scratch
I directly worked on or oversaw designs on every work stream of the Medical product. I served as a consultant for outside teams building pages based on our platform.
Brokers struggle to understand each plan’s details within a given carrier’s quotes, leading them to bounce between different apps and miss details that could be costly.
Research and insights
Conversations with brokers revealed that most benefits brokers rely on a patchwork of platforms, in addition to Excel, to manage client proposals. Their workflows are fragmented, requiring frequent context-switching just to complete daily tasks. Our goal was to centralize these processes into a single, unified platform with the launch of ThreeFlow’s Medical product. (see more detail on the research aspect of this project in its separate case study.)
Early product direction relied on an assumption about how brokers wanted to manage proposals. The initial approach was to replicate the way spreadsheets worked, but through research I uncovered that what brokers actually needed was a way to compare and evaluate options side by side. I worked with product and engineering to pivot the roadmap toward building a comparison-first workflow. That shift not only differentiated us in the market but also set the foundation for how the product scaled.
How might we leverage AI to help brokers see the relevant plan details, enabling them to make confident and quick selections that will align with their clients’ needs?
Ideation & rapid iteration
Before I designed anything, I began with several workshops with the larger team as well as with others within the org.
To make sure we met tight deadlines, we prioritized rapid iteration and began showing our high fidelity mockups first to internal SMEs and then to broker users. Based on feedback we received we went through multiple iterations before refining the most important aspects of the pilot release.
Testing the solution with broker users
After the initial iteration phase, we ran 2 rounds of moderated usability tests (with 5-6 participants each) to ensure our concepts and the users’ understanding were aligned. Testing insights shaped the final iteration, along with adjustments in scope.
Using Dovetail to analyze user interviews
Pilot release
We launched an MVP Medical product that gave brokers their first seamless experience within ThreeFlow, while also laying the groundwork for how future products would scale.
Where are we today?
With our small design team and limited resources, we’ve been able to launch our pilot to a select group of brokers and officially launched fully insured medical product in May, 2025.
Adoption continues to increase
As we continue to improve this new product, we’re also rolling out additional features to include other types of medical benefits. I’ve also continued to evangelize further improvements to the broker ecosystem and how we might be improving their day to day workflows and increasing customer loyalty. Part of our strategy includes:
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Ramp up ACA features for brokers working with smaller business employers
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Release new features that provide a lift to Carrier users as well as Broker users
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Targeted outreach to brokers who have not committed to using ThreeFlow for their entire book of clients
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