CASE STUDY - WEBMD HEALTH MOBILE, SAAS & SYSTEMS
End-to-End Product Design & UX Strategy for a Mobile App and SaaS Platform
Overview:
WebMD wanted to launch Daily Habits, a wellness platform to help employers and health plans improve the health of their employees and members. I led the end-to-end design, driving research, UX strategy, and design execution under tight timelines, technical constraints, and ambiguity. Partnering closely with product, engineering, and stakeholders, I used real user feedback and lean testing to redesign onboarding and the core experience—work that delivered major gains in consumer engagement, retention, usability, NPS, and multi-million dollar contracts with large healthcare organizations including Cigna to serve their members and employers like Kohler and L.L.Bean to serve their employees.
Role as Lead Product Designer:
Led end-to-end UX strategy, design, research, prototyping and testing.
Partnered with product and engineering to drive planning, feasibility, co-ideation, execution and QA.
Communicated and aligned design strategy with leadership and stakeholders.
Partnered with the design team to build a design system shared across an ecosystem of products and align on common product strategies and advanced UX best practices.
Mentored an associate designer to assist with the testing and design work.
Impact:
136% increase in year-over-year consumer engagement
75% increase in consumer retention
34% improvement in usability
Design-to-delivery process shipped the product 160% faster than previous comparable scope launches.
Achieved a 71% “would recommend” score, outperforming the industry average of 58% and reinforcing brand trust through improved user experience.
Led to 5+ new multi-million-dollar B2B client contracts
PROCESS DETAIL
Mapping the Experience: Early whiteboard sessions set the foundation for how Daily Habits would fit within a broader health and wellness ecosystem. As the lead designer, I drove the product vision and interaction strategy—aligning with design leads, product, engineering, clinical, and analytics partners to ensure every piece of the experience worked seamlessly across the suite. Structuring the System: I built a shared understanding with my product parters, other designers and cross-functional teams through high-level information architecture that connected patient experiences, admin tools, and backend systems. This alignment was key to transforming Daily Habits from a standalone app into a fully integrated health platform.
Testing, Iterating, Refining: Re-defining our core personas helped clarify which users delivered the most value and how to design for their needs. Through lean, rapid, and iterative qualitative and quantitative testing—A/B experiments, usability benchmarks, and behavioral studies—we iterated toward experiences that were both clinically sound and genuinely motivating.
