EasyPass

Problem

Only 8% of top-tier healthcare organizations focus on a consumer-centric experience, and a third of patients said they'd trust Amazon or Google over their own provider to build a better tool. Inside BayCare that gap was concrete: 49% of patients weren't using resources available to them, buried behind confusing navigation, an unorganized resource library, and an outdated, inaccessible UI, for two audiences at once (general patients and expecting mothers).

Constraints

The redesign had to work within the existing system's content and structure: strategic improvements only, no rebuild. No access to real users for usability testing, so personas (Expecting Mother, 30–35; General Patient, 40–50) were built from internal BayCare team knowledge of the two segments rather than direct research.

Process

Audited the existing portal against the four problem areas above, built personas for the two segments, mapped the user journey, then moved into wireframes (onboarding, featured content, category navigation, content cues, account-completion incentive) and finally high-fidelity screens.

Key Decision

BayCare's team decided to offer a $15 gift card to fix incomplete profiles. The design problem was making that push for completion feel like help, not a nag: a non-intrusive notification rather than an interruptive one, especially given the trust gap noted above.

Solution

Gradual onboarding flow, personalized resource center, clickable category navigation replacing static filters, and a non-intrusive completion prompt tied to the $15 incentive.

Key Outcomes

• 01Designed an onboarding flow that introduces features gradually instead of all at once
• 02Built a personalized content section that surfaces resources relevant to each patient
• 03Turned static filter options into a clickable navigation pattern, so discovery took fewer steps
• 04Introduced a $15 gift card incentive and low-friction notifications to boost account completion

Project Overview