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Healthcare Marketplace Platform

Simplifying a multi-actor healthcare ecosystem

SaaS

UI/UX Design

B2B & B2B2C

Industry:

Healthcare / HealthTech

Company:

Apaly Health

Year:

2023

Role:

Senior Product Designer

Market:

🇺🇸 United States

Designing for healthcare means balancing clarity, trust, and operational complexity. Every interface decision directly impacts how people access care.

I led the end-to-end redesign of a Direct Primary Care marketplace platform at Apaly, connecting members, providers, and third-party administrators.

The work included redesigning the visual foundation, core user flows, and introducing new functionalities aligned with evolving business priorities. Rather than isolated screens, the focus was on building scalable and intuitive experiences that could support different stakeholders and implementation stages.

Partnering closely with product and engineering, I translated strategic requirements into cohesive interfaces, improving navigation clarity, reducing friction in key journeys, and preparing the platform for future expansion.

Project Overview

Understanding the Ecosystem and Its Complexity

Apaly operates as a multi-sided healthcare marketplace where each actor plays a distinct role, from DPC providers managing subscriptions to members discovering eligible care. The main challenge was translating complex healthcare structures into clear, actionable product experiences.

My Role

Responsibilities

→End-to-end product design across three portals
→Information architecture & interaction design
→Design System structuring in Figma
→Cross-functional collaboration with PM & Engineering
→Translating business logic into UI patterns
→Prototyping & stakeholder alignment

The Problem

Navigating a Complex Multi-Actor Ecosystem

Restructuring a healthcare marketplace for three distinct user groups - each with different mental models, permissions, and goals - required untangling overlapping workflows and creating coherent, role-specific experiences.

Fragmented Portals

Three separate portals with inconsistent patterns, forcing users to relearn interactions across interfaces.

Complex Eligibility Logic

Plan rules, coverage constraints, and subscription tiers were deeply technical and invisible to end users.

No Shared Foundation

Lack of a design system meant that visual updates required rework across all portals individually.

Multi-Stakeholder Alignment

Business, product, and engineering teams each had competing priorities, requiring constant design advocacy.

The real design challenge wasn't aesthetic, but systemic: making invisible logic feel intuitive.

Design Process

Structuring Scalable Experiences Across Multiple Portals

Discovery

Ecosystem Mapping

Mapped all three portals (Member, Provider, TPA) to identify overlapping flows, inconsistencies, and friction points across user roles.

Stakeholder Alignment

Facilitated working sessions with PM and engineering to align on business rules, technical constraints, and user workflow priorities.

Strategy

Design System Foundation

Initiated a shared Figma Design System defining foundational components, layout rules, and patterns used consistently across all portals. This system became the interface backbone of the platform, ensuring consistency as new features and audiences were introduced.

Information Architecture Restructure

Redesigned the information architecture of each portal to reflect user mental models, moving from technical logic to task-oriented navigation and reducing cognitive load for non-technical users.

Execution

Member Marketplace Design

Designed the discovery experience for members (filters based on eligibility, coverage, and preferences) translating plan logic into clear, trustworthy choices. The marketplace layer simplified access to care within a highly operational ecosystem.

Provider & TPA Portal Redesign

Redesigned subscription management for providers and plan configuration for TPAs, aligning complex backend logic with intuitive, role-specific front-end interactions.

Design Principles

Guiding the Work

Simplify complex healthcare logic into clear UI patterns

Create reusable components that scale across all portals

Maintain consistency between discovery and plan configuration flows

Reduce cognitive load for non-technical stakeholders

Build trust through predictable interactions and transparent information

Structure by portal to improve coherence and scalability

Outcomes

Impact of the Redesign

Portals redesigned end-to-end

Unified Design System in Figma

↓

Friction in subscription activation flows

↑

Consistency across all user touchpoints

Members

Clearer provider discovery and eligibility understanding reduced confusion during subscription activation.

Providers & TPAs

Redesigned management flows aligned backend complexity with simple, role-specific interfaces.

Key Takeaways

This project reinforced that systemic design thinking, rather than feature-by-feature execution, is what enables complex products to grow without accumulating friction.

In healthcare, trust emerges from predictable interactions and transparent information, not from visual polish alone.

→Multi-actor ecosystems require clarity over feature density
→Strong PM–Design–Engineering alignment is critical when translating complex business logic
→Structuring work by portal improves coherence and long-term scalability
→Early Design System structuring accelerates future branding and feature changes

Overall, the project showed how structuring interfaces can systemically simplify access to care, while aligning business operations, provider workflows, and patient needs within a single platform.