Work

Clients

Organizations I’ve done work for include:

  • Duke Health
  • Janet Weis Children’s Hospital
  • Geisinger Health System & Health Plan
  • Penn National Insurance
  • Penn State College of Medicine
  • Penn State Health
  • Pennsylvania Insurance Department
  • Pennsylvania Office of Administration
  • PSECU
  • Sunspire Health

My Work

Most of my work falls under agreements that prevent me from publishing details. Here are links to case studies on some of my favorite projects, all of which were completed during my employment at Red Privet. If you’d like to talk to me about my work, let me know!

Nationally-Recognized Academic Medical Center
Digital Experience Mapping

A marketing client for a nationally-recognized academic medical center sought to increase acquisition and improve the patient experience for people pursuing bariatric surgery. Identifying opportunities within the marketing department’s purview was key, so we took a focused approach to our contextual research that focused on the digital experience of these patients — how they went about their research and decision making process using digital resources. Using contextual interviews where we observed prospective patients actually conducting their online investigation, we were able to hear about and discuss their needs, wants and pain points. Our research informed deliverables that helped our client improve their online resources and create a roadmap to better support these patients, including a digital engagement strategy that showed how to best engage patients along the decision-making funnel.

My role: Research & Strategy lead

Skills used:

  • Contextual interviews
  • Journey mapping
  • Personas
  • Decision mapping
  • Marketing engagement strategy
  • Customer experience strategy

Digital experience map for patients contemplating bariatric surgery


PSECU
Financial Services Website Redesign

As a digital-only credit union, PSECU’s website serves a crucial role in the customer experience. It is the front door to a number of critical customer touchpoints – from applying for a product or joining the credit union, to escorting existing members into online banking. My multi-disciplinary team helped to not only completely redesign the UX and visual look and feel of the new site, but also to replatform and build the site in Sitecore. I led the 14-month project from discovery and strategy to coordinating launch, playing a hands-on roll in design strategy, information architecture, content strategy and UX design.

My role: Project lead, Research & Design Strategy lead

Skills used:

  • Design strategy
  • Visioning workshops
  • Participatory design
  • Information architecture
  • Content strategy
  • UX design

View of the PSECU Homepage on a laptop and mobile phone


Brightview Health
Contextual Research

Consumer research projects don’t need to be lengthy to deliver actionable results. By going on-site and immersing ourselves in the patient population over the course of a few days, my team helped Brightview Health better understand the mindset of patients seeking addiction treatment. Brightview was investing in a patient acquisition ad campaign, and knew that for a stigmatized and complicated condition like addiction, it was crucial that the campaign be informed by a deep understanding of the patient. Our team spent three days at Brightview’s facilities conducting contextual research – interviewing patients and staff, observing patients in the facility, even sitting in on group therapy sessions. Based on that research we delivered Brightview personas, key messages to use in their marketing, and insights about the patient treatment experience that will allow Brightview to build strategies to not only acquire, but also keep patients in treatment.

My role: Research lead

Skills used:

  • Contextual interviews
  • Ethnography
  • Personas
  • Marketing messaging

Example of persona and key messaging for a patient seeking addiction treatment


Sunspire Health
Patient Experience Research & Website Redesign

For patients struggling with addiction, the first step to recovery is often seeking treatment. To redesign the website for Sunspire Health, a nationwide addition treatment network, we wanted to understand the patient decision model leading to admission. Then we crafted a web experience better positioned to help those patients get the care they needed.

My role: Research & Design lead

Skills used:

  • Contextual interviews
  • Journey mapping
  • Personas
  • Design strategy
  • Information architecture
  • Content strategy
  • Wireframing

Website design for SunspireHealth.com


Geisinger Health Plan
Member Experience Strategy

Geisinger Health Plan wanted to understand what kind of relationship their members wanted to have with them, and craft a strategy to deliver that ideal customer experience. We used in depth one-on-one interviews as well as journey mapping workshops with plan members to understand the current experience, paying particular attention to existing pain points and areas for improvement. Then through facilitated visioning workshops, we worked with members to paint a picture of a future state experience that better met their needs.

My role: Research & Strategy lead

Skills used:

  • Contextual interviews
  • Journey mapping (Current & future state)
  • Personas
  • Customer experience strategy
  • Visioning workshops
  • Participatory design

GHP Member Strategy Journey Map


Penn State Health
Medical Center Site Redesign

As part of a larger project to redesign three of Penn State Health’s major web properties, PSH wanted to create a truly patient-focused website for their medical center. Our team helped PSH better understand the barriers and needs of their patients, and used our research findings to design an award-winning website that helped patients achieve their goals with ease.

My role: Research & Strategy lead, Design lead

Skills used:

  • Contextual observations & intercepts
  • Interviews
  • Journey mapping
  • Design strategy
  • Information architecture
  • Content strategy
  • UX design

View of the PSH Homepage on a laptop, tablet and mobile phone


Geisinger Health System
Clinical Procedure Preparation App

As a guerilla UX team of one, I helped Geisinger Health System bring to market their first clinical procedure preparation app. Colonoscopies aren’t fun for patients, and the preparation before the procedure is said to be the worst part. I used intercept-style contextual interviews in the hospital waiting room to understand the patient experience and find opportunities to better support someone during their preparation. The result was an award-winning app that anticipates patient needs and promotes a successful outcome.

My role: Research & Design lead

Skills used:

  • Contextual observations & intercepts
  • Design strategy
  • Wireframing & prototyping

A hand holding a smartphone showing the Colonoscopy app open to the shopping list


Penn National Insurance
Digital Experience Strategy

Penn National Insurance company needed help making sure they were digitally engaging with their partners and customers as effectively as possible. Using both qualitative and quantitative research methods, we gained insight in to the attitudes, values and behaviors of both policyholders and agents. Then we worked with PNI to craft a digital strategy that allowed them to effectively target the right audiences with the right digital channels in the right way.

My role: Research & Strategy lead

Skills used:

  • Contextual interviews
  • Survey design & analysis
  • Customer experience strategy
  • Digital strategy

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