Role
UI/UX Designer
Collaborators
Ms. Hala Yasmin, Product Designer
Client
Tangent Technologies
(Description)
WoW Health is a U.S.-based healthcare platform that offers a direct-pay alternative to traditional insurance, empowering users with transparent pricing, upfront costs, and access to a broad network of healthcare providers. It removes the complexity of medical billing and puts healthcare back in the hands of consumers—whether they’re uninsured, self-employed, or seeking supplemental coverage.
As the UI/UX Designer on the project, I was responsible for enhancing the user experience across WoW Health’s digital ecosystem. My primary focus was to ensure design consistency, address usability issues reported by users, and continuously improve the platform’s interface to support seamless operations for both web and mobile users and to create a seamless experience across web and mobile for key user flows (e.g., booking telehealth, pharmacy access, browsing procedures).
Designing for a highly regulated and sensitive domain (healthcare) with HIPAA compliance requirements.
Building user trust without traditional insurance language or branding.
Balancing clinical professionalism with friendly, accessible design.
Working within an existing system while ensuring updates didn’t disrupt current users or functionality.
Designing for a diverse user base with varying levels of digital literacy and healthcare familiarity.
Collaborating with developers to implement changes efficiently while balancing business constraints.
Maintain and evolve a consistent, user-friendly design language across all platform modules.
Resolve UX issues based on user feedback and behavior data to improve usability.
Streamline complex healthcare workflows (like procedure selection, appointment booking, and provider search).
Support ongoing development by producing scalable UI components and updated design assets.
Build trust through a clean, credible, and professional interface.
Ensure scalability for future integrations such as labs, specialist consultations, and wellness plans.
Conducted heuristic evaluations and UX reviews to identify friction points in user flows.
Created updated wireframes, mockups, and UI components in Figma, improving accessibility and usability.
Developed a scalable design system to ensure visual and functional consistency across pages.
Iteratively refined telemedicine, pharmacy, and procedure-booking modules based on user pain points.
Collaborated with cross-functional teams to align product enhancements with user needs and business priorities.
The enhanced design significantly improved platform usability, reduced friction in key user flows, and established a strong visual consistency across modules. By addressing real user issues through iterative updates, the platform now delivers a more intuitive, accessible, and engaging experience, leading to increased user satisfaction and operational efficiency while laying the groundwork for future scalability.