Stakeholder: Cross-functional collaboration with all digital enterprise health and retail teams
Project Goal: Develop a unified native application that seamlessly integrates the healthcare and retail businesses, providing users with streamlined, single-point access to all services and offerings.
Role: UX Strategist and Design Team Lead
Project: Drove forward the app’s evolution by strategically integrating healthcare services while meeting high user expectations. To achieve this, I conducted in-depth research, analyzing user feedback and app analytics, collaborating closely with research partners and executive leadership, and gathering critical data from MLPs, OKRs, and the current sitemap.
Using these insights, I created an enhanced sitemap and taxonomy that skillfully incorporates healthcare services while prioritizing the retail presence. Following this, I led a roadshow with my team, collecting targeted feedback across business units to better understand their unique needs. This informed a more detailed sitemap, outlining necessary access points for a better user experience.
The results of this integration are visible today with the reimagined tabs taxonomy, which has collectively driven a 24% increase in user engagement and a 16% increase in interactions. This achievement underscores my commitment to scalable, user-centric innovation that advances business goals.
Challenges & Solutions: There were two major challenges that were faced during this project.
1. The absence of a predefined sitemap presented a significant challenge in building a new, cohesive taxonomy from the ground up. Without a foundation to work from, I had to create a structure that balanced both healthcare integration and our retail priorities, ensuring a seamless user experience.
2. Aligning executive product and design leadership was an ongoing challenge as shifting priorities required continuous adjustments. Navigating these changes demanded adaptability and strategic influence to maintain alignment and momentum across the project’s evolving focus.