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b.well
Context
Helping people stay connected to their health through clearer, simpler communication
b.well puts healthcare in one place, but engagement wasn't landing. Emails felt generic, next steps were buried, and users dropped off before completing key actions.
I redesigned the core engagement surfaces over three months. Daily engagement went up 20%. Usability scores went up 35%.
Challenge
Users weren't confused about the product. They were unsure what to do next
Working with the Consumer Engagement team, I reviewed heatmaps, click paths, email data, and session recordings. The pattern was consistent: users opened emails but didn't click. In-app, they scrolled past notifications without tapping. People hovered over buttons but didn't commit.
The product wasn't the problem. The actions were. People couldn't tell, at any given moment, what their most important next step was.
Design System
Unifying components so every channel spoke the same language
Notification cards in-app looked nothing like their email counterparts. Buttons, colors, and type hierarchy shifted between surfaces — and that inconsistency eroded trust.
I rebuilt the shared component library with the UX team: a consistent type scale, urgency-based color semantics, and reusable card patterns across email, web, and mobile. Engineering got a single source of truth instead of three separate implementations, and future updates ship faster because the components are shared.
