4
Northwestern Medicine
JOB ROLE
UI/UX Designer, Art Director
INDUSTRY
Healthcare/Hospital
YEAR
2017-2018
UI Design
Systemic Scaling: Leveraged Northwestern Medicine's existing design system to architect and craft intuitive UI for several high-impact web experiences.
Component Execution: Translated complex medical content structures into clean, cohesive interface layouts that fit seamlessly within their digital footprint.
Component Execution: Translated complex medical content structures into clean, cohesive interface layouts that fit seamlessly within their digital footprint.
Strategy
Data-Driven UX: Partnered with our UX researcher to dissect A/B testing results, turning raw user behavioral data into actionable design updates.
Evidence-Based Pivots: Grounded every interaction choice in concrete analytics to eliminate guesswork and align user behavior with strategic business goals.
Evidence-Based Pivots: Grounded every interaction choice in concrete analytics to eliminate guesswork and align user behavior with strategic business goals.
What I Built for Northwestern Medicine
From Research to Mobile
Designing a better patient experience, together.
At Laughlin Constable, we skipped the typical design silos and worked as one collaborative team. We spent our time breaking down user research, finding where patients got stuck, and turning complicated healthcare logic into a clean web experience and mobile strategy.
Discovery & Strategy
Defining the ecosystem: We looked closely at the entire patient journey, from booking appointments to checking medical records, to find out exactly where people were getting frustrated and leaving the platform.
Mapping clinical goals: We balanced tough medical regulations with actual user data to build a clear roadmap, eventually turning a messy patient portal into something that feels natural on a phone.
Mapping clinical goals: We balanced tough medical regulations with actual user data to build a clear roadmap, eventually turning a messy patient portal into something that feels natural on a phone.
Alignment & Dev
Getting on the same page: I teamed up with researchers, developers, and product managers from day one so we could map out smooth, compliant patient flows together before anyone started pushing pixels.
Designing for engineering: We brought developers into our early sketching and wireframing sessions. Catching technical limits early meant our mobile layouts were actually buildable, saving everyone a massive amount of dev time later.
Designing for engineering: We brought developers into our early sketching and wireframing sessions. Catching technical limits early meant our mobile layouts were actually buildable, saving everyone a massive amount of dev time later.
Testing & Impact
Making sense of data: We took piles of messy user research and turned them into straightforward design decisions, making sure a patient's critical health info is always easy to find in a single tap.
Pivoting with evidence: When our first navigation ideas didn't work out in usability testing, we used that real user behavior to quickly rework the layout for smaller screens. This fixed the navigation issues and kept people from dropping off.
Pivoting with evidence: When our first navigation ideas didn't work out in usability testing, we used that real user behavior to quickly rework the layout for smaller screens. This fixed the navigation issues and kept people from dropping off.
Brand Presence
Building patient trust across every touchpoint.
We wanted Northwestern Medicine's brand voice to feel intentional everywhere, not just on the main website. By treating digital and print touchpoints as parts of the same ecosystem, we kept the experience clear, recognizable, and reassuring for patients when they needed it most.
Inclusive Experience Design
Simplifying the journey: I streamlined a complicated healthcare navigation structure, making it much easier for patients to find care quickly while keeping strict accessibility standards at the center of the solution.
Fixing a fragmented path: Using content audits, card sorting, and thorough accessibility testing, I turned a disjointed setup into a straightforward path for patients across our main digital platforms.
Fixing a fragmented path: Using content audits, card sorting, and thorough accessibility testing, I turned a disjointed setup into a straightforward path for patients across our main digital platforms.
Omnichannel System Design
Expanding the system: Once the core digital experience was stable, I looked beyond the website to bring that same design language directly into our marketing and patient communication channels.
Connecting the touchpoints: I translated the core user experience into a consistent visual system used across digital ads, social media, billboards, and physical campaigns. This gave patients a familiar experience wherever they interacted with the brand.
Connecting the touchpoints: I translated the core user experience into a consistent visual system used across digital ads, social media, billboards, and physical campaigns. This gave patients a familiar experience wherever they interacted with the brand.
Scaling & Team Enablement
Supporting long term growth: I focused on building out reusable patterns and clear documentation so other creative teams could jump in and apply the design system layouts consistently without starting from scratch.
Cross functional frameworks: By partnering closely with marketing, product, and engineering, I helped establish a shared workflow. It made launching new campaigns and digital features much faster, all while keeping our core brand identity locked in.
Cross functional frameworks: By partnering closely with marketing, product, and engineering, I helped establish a shared workflow. It made launching new campaigns and digital features much faster, all while keeping our core brand identity locked in.
