Quick snapshot
Summary
Led a system-wide content redesign to make billing and insurance information clear, usable, and supportive during stressful moments, reducing patient confusion and call volume while improving trust and self-service.
Key impact
40% increase in successful task completion
22% decrease in page bounce rate
Established content ownership documentation for a long-neglected high-impact page
Overview
Billing and insurance content was one of UW Medicine’s most visited but least usable areas. The legacy page was dense, jargon-heavy, and duplicative — frustrating patients and overwhelming call center staff.
The Challenge
01
Information buried in jargon and multiple links
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Duplicate and inconsistent navigation
03
Long, overwhelming paragraphs reducing scannability
My Role
Conducted analytics review, audits, and usability testing
Partnered with compliance, billing, and patient services teams
Developed plain-language content and structured page models
Collaborated with UX designers to create prototypes (single-page → multi-page design)
Ensured WCAG 2.1 compliance (clear link text, hierarchy, alt text)
Process
1. Discover
Analytics, audit, usability testing, patient and staff interviews.
2. Define
Mapped pain points to user needs and business goals.
3. Ideate
Drafted content schematic and created first mockups.
4. Prototype
Iterated from single-page to multi-page model based on testing.
5. Evaluate
Conducted usability and comprehension testing, refined content and CTAs.
Results
Metric
Before → After
Bonus outcomes:
Strengthened cross-team trust by balancing compliance accuracy with plain language.
Created a scalable billing content hub model for future use.
Takeaways
01
Clarity reduces stress and cost – Plain language and structured content directly lowered patient anxiety and decreased unnecessary call center volume.
02
Cross-team alignment builds trust – Partnering with compliance, billing, and patient services ensured accuracy while meeting user needs.
03