Thomas Wilson, Service Designer, CX, Product Designer, Strategist

Career Milestones

I’m Thomas. My research and design pursuits have primarily been in service to large Fortune 50-500 companies including: United Healthcare, BCBS, AWS, Experian, AIG, Kroger, NASA, Dun & Bradstreet, Sony, Disney and more. I’ve created a bit of everything but the bulk of my experience is in Healthcare, Financial, Technology, and Retail. I’ve lead and focused on: Research, Strategy, L&D, Organizational and Business Design on CX, EX and UX teams. I have an innate ability to turn data into compelling human-centered experiences and visual dialogue and change human experience and facilitate growth. Here are some highlights:

- Transformed 5 SMB to Enterprise level healthcare organizations with Industrial and Ogranizational Psychology and Agentic automation and productivity improvements.
- Business transformation of Streck with AI transformation, organizational design and effectiveness, change management.
- Completely reimagined AEoB and EoB for Cigna to align with AI technology platform.
- Service Design delivery of critical patient discovery and insights for the Bill and Melinda Gates Foundation.
- Solved a 500 mil opportunity/business problem for a major healthcare organization and another ~40 mil problem in less than 2 years. Using organizational design, AI/ML and conversational strategy and employee and customer and broker experience.
- Started and lead the Service Design Community of Practice at United Healthcare up-skilling and training 10 service designers
- Human-Centered Service Designer, UX lead for AIG’s Retirement website, portal and back-office manager software, formerly known as ValicPSO. this work had a AIG record breaking windfall of 2+bil in retained and new revenue within 2 years.
- Service Designer, UX lead/UX writer, researcher on a team of 3 who designed Amazon preferred and Bezos endorsed AWS Cloud Insight security product.
- Human-Centered Service Designer, Business and digital transformation UX lead on Experian’s new-to-world, mobile, desktop and wearable experience from a B2B model to a B2C experience.
- EmployeeExperience and Customer Experience with Frank Luntz and Dunn Humby on internal/external communications for massive Kroger labor walk out. It received national news coverage on 60 Minutes and local affiliates. The work is covered in Luntz’ bestseller, “Words That Work.”
- Created www.krogerworks.com. The Employee Hub and Intranet site for more than ~300k employees and team members. Kroger is the second largest retailer in the world and the largest grocer in the world. I Maintained their entire Employee Experience and internal design and communications, as well as their CX budget, for almost 13 years.
- Created several new-to-world EX and CX business and communications models including live, online career fairs and surveys and industrial and interaction design, interactive kiosk products and software.
- Reimagined employee experiences and intranet content and design in 5 languages for localization.
- My client’s site, BigEquip.com, was highlighted in Forbes “Best of the Web” alongside Alibaba, for best websites in the world.
- Crafted all the web and design materials for the International Space Station and X-38 Space Crew Return Vehicle for NASA and the global space community.
- Managed and delivered CX/EX/UX and Organizational design, for the largest healthcare companies in the world (UHC, BCBS, Ascension, Tenet, HCA).
- Led the research and design teams at a agency startup recognized as the fastest growing company by Inc 500 2 years in a row.

Healthcare Experience

The majority of my career has been in Healthcare, Insurance, Med/Bio-Tech and Fintech and Retail. I’m most passionate about healthcare research, service design, journey management and organizational AI transformation. The following are previous clients and the scope of my association serving them.

At UHC, Optum, Medica, BCBS, Essence Healthcare and Cigna, I provided industrial and organizational psychology, behavioral change, research and design leadership for multiple Care Journeys: Behavioral Health, Providers, Brokers, Guide Care, Internal Care Teams, Advocacy, STARS, CAHPS, RX Adherence, and Find & Price Care, enterprise-wide Agentic AI maturity, readiness, transformation, strategy and innovation. I’m honored to have built up and led the internal UHC Service Design Community of Practice providing a forum for knowledge share, up-skill training, discussion of Service Design best practices and SOPs within the organization and with hundreds of talented Human-Centered Designers. I’ve also stood up several Journey Management and Orchestration Practices within large organizations.

Healthcare Insurance:

UnitedHealthcare + Optum – Research, service design, AI and ML strategy, journey management, journey mapping, strategy, innovation, and service design communities of practice and centers of excellence across CX, EX, and UX.

Cigna – AEoB and EoB redesign, organizational AI recommendations, service design, journey mapping, CX, EX, and UX.

Lumeris / Essence – Broker experience, industrial and organizational psychology/design and change, organizational AI readiness and agentic transformation, discovery research, AI and ML strategy, service design, journey management, journey mapping, knowledge sharing and governance communities, communication channels, CAHPS and STARS performance plan transformation.

Medica – Voice of the Customer and Broker, organizational AI readiness and transformation, CRM transformation, research, STARS, AI and ML strategy, service design, journey management, journey mapping, learning and development, team science, knowledge sharing, communication channels, change management, and CX, EX, and UX.

Blue Cross Blue Shield / GuideWell – Service design, journey management, journey mapping, customer experience, and venture design innovation. I served as principal, team lead, human-centered service designer, and researcher. I worked on Medicare-related issues including Medicare, Medicaid, population health, home health, Rx adherence, primary care, annual wellness visits, type 2 diabetes, oncology, acute care, and more through research, journey management, and orchestration.

Systems and Hospitals:

Texas Health Resources (THR: Harris Methodist, Arlington Memorial, and Presbyterian) – Research and design, organizational design and effectiveness, business and service design, internal digital communications, branding, external B2C experience, Voice of the Employee, employee listening, employee experience, UX, web, and intranets.

Methodist Healthcare – B2C and recruitment experience, UX, research, service design, web and intranets, Voice of the Employee, employee listening, and employee experience.

Methodist SA – Organizational design, service design, web and intranets, UX, internal digital employee experience, communications, Voice of the Employee, employee listening, and employee experience.

HCA Healthcare – UX design, research, surveys, web, recruitment, B2C, Voice of the Employee, employee listening, and employee experience.

St. Luke’s – CX, EX, UX, web, internal and B2C experience, digital learning, learning and development, training, Voice of the Employee, employee listening, and employee experience.

Tenet Healthcare – EX and UX, surveys, Voice of the Employee, web, employee experience, service design, and B2C.

UTMB – B2C, CX, UX research, surveys, employee experience, internal communications, interactive displays, SaaS, UX and UI, visual design, learning and development, e-learning, and training materials.

USPI – Employee experience, surveys, focus groups, internal communications, B2C, and EX and UX.

Miscellaneous:

Streck – AI maturity, readiness and transformation, industrial and organizational psychology, process and workflow management, manufacturing, supply chain, value stream mapping, service design, journey mapping, organizational design, organizational effectiveness, change management. Biotech manufacturing systems and process design, for clinical and research laboratories and manufacturing workflows and SoPs.

Bill & Melinda Gates Foundation – Vaccine sentiment and research, journey mapping, service blueprinting, ethnographic research, service design, clinical experience, care management, and vaccination-related work.

AIG Insurance and AIG Retirement – Work focused on nurses and allied healthcare workers. Over 10 years, across multiple projects, I served as a service designer working in surveys, EX, CX, UX, service design, research, product design, business design, organizational design, AI and ML, journey management, and journey mapping. This work helped generate a $1.2 billion windfall in less than two years, and I led the full transformation effort.

Two Legal Firms – Johnson & Johnson Baby Powder (Talc), and Monsanto Roundup, others regarding mesothelioma: Service design, research, and visual design for two national firms pursuing damages through class action litigation against major corporate offenders. I provided extensive research on cancer, asbestos, toxic exposure, patient journeys, service blueprints, mesothelioma, non-Hodgkin’s lymphoma, and more. This work contributed to over $1 billion in payouts to plaintiffs over the course of a few years. All but one case I designed complex exposure artifacts and incident mapping for won, many as soon as the opposition saw the discovery.

RxWiki – Venture design, CX, UX research, UX content strategy, user interface (UI) collaboration with leadership and technical teams, web, video, social content, writing, microcopy, and short-form copy.

DocWithMe, rebranded WellTok, sold to Virgin – Service design, venture design, chatbot strategy, branding, UX, micro copy, content, and conversational design and writing.

Dell Children’s (Ascension) – B2C, clinical service design, internal employee branding, communications, and design efforts across EX and CX.

Best Upon Request – CX and EX research, service design, discovery, journey mapping, innovation, and allied health and nurse concierge solution design.

I’m passionate about business transformation and innovating in Healthcare, researching, leading and designing to solve for business and customer journey experience issues and define the moments that matter.

Thomas Wilson CV

Thomas Wilson
Service Design | Journey Management | AI Transformation | Organizational Psychology

I leverage and integrate human-centered design, behavioral science, enterprise design strategy, business transformation and AI/ML/NLP/Agentic solutions to elevate customer and employee experiences, drive operational efficiency, and foster accountable, innovation. I specialize in journey management and investigative mapping, service blueprinting, business transformation and optimization, AI experience frameworks, multi-channel journey orchestration, and building scalable communities of practice for Service and Journey Ops inside regulated and highly matrixed organizations.

My work empowers cross-functional teams to uncover root-cause experience breakdowns, align KPIs with member/broker outcomes, and design elegant, evidence-based solutions that span digital, physical, service, and policy touch-points. I’ve partnered with Fortune 100s, startups, public agencies, hospital systems, and law firms to launch new businesses, scale experience programs, and generate both financial and human-centered impact.

Core Strengths:
CX, EX, UX Strategy & Execution
Voice of Customer & Employee (VoC/VoE)
Business, Venture & Service Design
AI, Agentic, SOPs/AI Workflows, LLM, AI Work/Org Strategy
Journey Management, Mapping & Orchestration
Organizational Design & Effectiveness, Team Science
Change Enablement & Business Transformation
Instructional Systems & Learning Experience Design (L&D)
Design Research & JTBD Definition
Stakeholder Engagement & Facilitation
Qualitative Employee, Customer, Product and Service Research.

Industry Expertise: Healthcare, Health Tech, Legal & Class Action, Insurance, Federal & State Education, Retail, Telecom, Financial Services, Aerospace.

Every pain point that occurs within an experience holds the solution to alleviate within itself. I want access to those touch-points to define opportunity, and uncover insight that changes lives and informs the design of supernatural, product, service and brand loyalty.

CAREER MILESTONES:

WIT Design : Jan. 2017 – Present
Journey Manager + Strategist + Service Designer + L&D

I create unforgettable experiences as a Journey Manager, HCD and Service Design. I provide UX, Customer Experience CX, Employee Experience EX, Venture Design, Organizational Design, Change management, research, service design, L&D training, AI + ML + Agentic strategy, on-site and remote, and on distributed teams. I also stand up and define communities of practice and journey management and orchestration practices inside organizations who endeavor to be journey led.

Clientele served: Google, Ascension, LPL Financial, Cigna, Dell Children’s Hospital, Streck, Union/Tabbed Out.

Some of the competencies I employ:
• Venture Design
• Discovery and Customer Journey Management
• Research (primary and secondary)
• Co-Design and facilitation
• User Experience (UX)
• Service Design
• Product Design
• Organizational Design
• Team & Change Management
• Content Strategy
• Short Copy, Micro Copy, UX writing
• Strategy, Team and Client management
• Presentations

Medica: March 2024 – September 2025
Customer Journey Manager + Strategist

I lead qualitative discovery, service design, journey mapping + management, and experience analysis for Experience Design (XD) and Customer Experience (CX) initiatives. I define JTBDs, personas and archetypes, analyzing motivations and behaviors, and evaluating multi-channel interactions across 4 LOBs. Medicare, Employer, IFB and Medicaid. Currently standing up a Voice of Broker and Journey Management program internally for the Enterprise wide CRM change management and Broker Optimization efforts.

Gathering data and stakeholder input, I develop comprehensive journey maps and service blueprints that span diverse audiences, channels, and devices. Applying Organizational Design Theory, I enhance service team structures, processes, and culture through targeted change management, process and Employee Experience initiatives. I also maintain a repository of current-state journey experiences and build future-state service blueprints, quantifying the impact of proposed service improvements.

Additionally, I am leading the organization’s first Conversational AI/ML/NLP and data strategy, facilitating cross-functional virtual workshops to refine and align key deliverables. I translate research findings and integrate analytics and market research to deliver insights and prioritized recommendations, driving enhancements in Customer (CX), Employee (EX), and User Experiences (UX) for our members, employees, brokers, and providers.

Some of my services:

• Discovery Research
• Service Design
• Organizational Design
• Business Design
• Futures and Foresight
• Design and Business Strategy
• Healthcare Discovery Research
• Journey Ops Management
• Designing CoP
• Workshop Facilitation

BrightLeaf Group: Nov. 2021 – Mar. 2024
Director of Experience + Service Design + L&D

Led cross-functional teams consisting of project managers, content strategists, designers, full-stack developers, client services, and leadership to deliver comprehensive CX, EX, and UX solutions. My contributions spanned communications content, design strategy, and responsive site/mobile design, as well as the creation of Training and Digital Learning products. I played a pivotal role in large federal and state transformational programs, focusing on web/product development, content strategy, service design, organizational design, and Employee Experience (EX) design and communications.

Client portfolio includes: Samsung, TEA, AMD, Dell, IBM, Dynegy, American Heart Association, Texas Parks & Wildlife, the State of Texas, TCOLE, and the Texas Historical Commission.

Some of my offerings:

• Design Strategy
• Digital Transformation (Web & SaaS)
• Artificial Intelligence (AI) + (ML)
• Organizational Design
• Co-Design Workshops
• Estimating T&M, RFP
• Card Sorting, SUS, Heuristic Evaluations
• Information ArchitecturePrototyping
• Customer Experience
• Customer Journey Mapping
• Service Blueprinting
• Service Design
• Human Centered Design
• Discovery Research
• Service Design and Team Leadership

United Healthcare: Oct. 2022-Oct 2023
Sr. Principal Service Designer + Strategist

I provided Service Design, Discovery Research, Human-Centered Design, and Strategy on an innovation team of talented designers and researchers. We tackled complex business problems and advanced health equity for members across the Care Continuum. I addressed challenges related to Behavioral Health, Advocacy, Find & Price Care, and Conversational AI/ML multi-modal channel strategies. By facilitating discovery research, personas/archetypes, customer journeys, and service blueprints, I helped illustrate customer needs and identify opportunities across four meta journeys and eight main journeys within an ecosystem of 340,000 team members serving over 50 million people globally.

I had the honor of leading the UHC Strategy & Service Design Community of Practice, a forum dedicated to knowledge sharing, up-skilling, and Service Design best practices. I supported 10 Human-Centered Strategists and Service Designers, designed the UHC Service Design Strategy Playbook, the Innovation Playbook, and defined key SOPs like the Project Intake process. Additionally, I hosted UHC’s Friday Design Hour, a platform to showcase innovation and design efforts across four Lines of Business (LOBs) and for more than 150 UX, Product, Service Designers, and UX Researchers.

Some of my offerings:

• Prototyping
• Customer Experience
• Customer Journey Mapping
• Service Blueprinting
• Service Design
• Human Centered Design
• Discovery Research
• Service Design and Team Leadership

Guidewell- BlueCross BlueSheild: Dec. 2021 -Oct. 2022

Led a research, design, and innovation team for Guidewell and Florida BlueCross BlueShield, focusing on Customer Experience (CX), Venture Design, and Innovation. Leveraged human-centered discovery and service design practices to address business, product, and service design challenges for Medicare, Population Health, Home Health, RX Adherence, Annual Wellness Visits, T2 Diabetes, Acute Care, and more.
My team conducted generative research to identify customer pain points, led primary and secondary research efforts, and developed current and future state journeys. We facilitated co-design workshops and conducted discovery to assess desirability, viability, and feasibility, which culminated in the launch of MVPs for new products and services. We also played a key role in standing up new businesses through rigorous research and strategic refinement.

Some of the competencies I employ:
• Venture Design (LEAN and d-Thinking)
• Primary/Secondary Research
• UX/CX Design
• Service Design
• Co-Design Workshops
• Visual Design
• Short Copy, Micro Copy, UX writing

SBM Management Services: May 2020 -Sep. 2021
Sr. Principal Service Designer + Organizational Designer + L&D

Served as a key partner to SBM, which includes clients such as Apple, Amazon, Microsoft, and Nike, during a significant reorganization and transformation. I was brought in to standardize change management with Customer Experience (CX) and Employee Experience (EX) service design improvements, to build internal business cohesion and align teams and stakeholders. I developed internal assessments focused on process and organizational design, facilitated change management and enablement initiatives, and standardized procedures and operational rollouts. We addressed all facets of Systems, Business, Process, and Organizational design, including the development of service blueprints, journeys, and UI prototypes. I created numerous SOPs to support these transitions.

My findings uncovered critical challenges SBM was facing and outlined a preferred future state, which informed the development of e-learning and educational training tools. These tools played a crucial role in transforming the organization during COVID-19. I presented insights into the current issues, the significance of addressing them, and the vision for the future state. Additionally, I provided detailed projections on how the changes would enhance productivity, profitability, resource optimization, and strategic growth through shared knowledge and data.

Products, Services and Process I researched, designed and provided Organizational Design and Change Management:
• Customer Onboarding
• Salesforce CRM Enablement
• HR Internal/External Processes
• Diversity and Inclusion (DEI) process
• Sales Process
• Site Transition Processes
• HR Mobile App
• IT Service
• Invoicing and Billing
• Recruiting, Hiring, Onboarding and Retention

Output:
• Service Blueprints
• User Journeys
• User Flow Diagrams
• Organizational Charts
• Employee Experience Process
• Data Tables
• Internal Education Decks
• UXUI of FM Product
• Lo/Med Fi Wireframes
• Information Architecture of Site, Product
• Training and Enablement Process
• Prototypes

Gigster: Sep 2018-Aug 2020
Principal Strategist + Service Designer

Led UX design, product teams, co-creation workshops, and provided service design and strategic insights for several high-profile engagements at a company backed by investors Michael Jordan and Ashton Kutcher. Clients:

LPL Financial
As the largest independent broker-dealer in the U.S., with over 17,000 financial advisors and ~$680 billion in advisory and brokerage assets, LPL required a smart tool to help advisors manage client goals and provide life-changing financial advice. I led a team of six as the Senior Product and Service Design Lead, delivering innovative financial management tools, proposals, and trusts to support LPL’s extensive advisor network.

National Geospatial-Intelligence Agency (NGA)
With over 180 million declassified aerial photography images, dating back to 1935, the NGA needed a groundbreaking system to digitize and manage this vast collection. My team spearheaded the creation of a “Google Earth”-style solution for scanning, indexing, cataloging, viewing, and managing these images, ensuring access for military and researchers. I led the initial research on storage solutions, process optimization, application development, and user behavior analysis. We delivered key findings, personas, customer journeys, and an interactive prototype as part of this historic initiative.

In these roles, I combined service design, user-centered strategy, and design thinking to address complex challenges, ensuring that our solutions were not only innovative but also highly aligned with user needs and organizational goals.

• CX & UX Design
• Digital Transformation
• Research (primary and secondary)
• Co-Design and Facilitation
• Service Design
• Product Design
• Short Copy, Micro Copy, UX Writing
• Strategy
• Stakeholder Management

AIG: May 2015-March 2017
Principal Strategist + UX + Service Designer

I led the strategy, research, UX, and service design for the complete digital transformation of AIG Retirement (formerly Valic PSO), a key financial planning portal used by healthcare workers and teachers across the United States. I worked onsite at AIG headquarters in San Francisco, Houston, and NYC, facilitating co-creation workshops, user journeys, 360-degree empathy maps, scenario storyboards, personas, and ethnographic research with both internal and external B2B and B2C stakeholders and customers. Our team presented service design artifacts and key findings during large-scale stakeholder and co-creation design thinking workshops. Collaborating closely with CapGemini, Frog, and AIG, I played a critical role in designing the portal’s B2B interface and the B2C website experience. This transformation contributed to approximately $1 billion in retained retirement accounts and generated an additional $1.2 billion in new accounts within two years.

• Digital Transformation
• Primary/Secondary Research
• UX/CX Design
• Service Design
• Design Thinking Workshops
• Visual Design
• Content Strategy
• Short Copy, Micro Copy, UX writing

WIT Design : Oct. 2010-May 2015
Experience Design Director

I had the honor to lead a design and delivery team for a CX, UX and EX strategy firm, comprised of UX & UI designers, animators, content strategists, developers, pre/post production audio engineers and video editors. Fortunate to have been acknowledged in Forbes, ‘Best of the Web’ and also managed to get listed in Inc.500 twice in a row for growth at a startup I provided leadership for and managed to get written about in ADWEEK as well. We were fortunate to garner a few awards for our efforts with clients like: Amazon Web Services, AIG, Visa, Experian, Capgemini, IBM, Dun & Bradstreet, Frog, Google, Projekt202, and startups like; RX Wiki, DocWithMe (Welltok) and many more. Lyondell, Citgo, UTMB, Green Dot, Kroger, Texas Health Resources, HCA, UTMB, Minute Maid, MTA, MetroPCS, Methodist Healthcare, J. Walter Thompson, Ogilvy & Mather, Richards Group, AIG, American General and Disney.

Core strengths:
• Storytelling
• UX Design
• Product Design
• Industrial Design
• Web Design
• Visual Design
• Micro Copy/ H1/ UX writing
• Short & Long Copy
• Marketing
• Branding
• Audio/Video Shoots/Production

Kroger : Jan. 2003-Sep 2010
Experience Design Director

Provided leadership, strategy, and design direction for a multidisciplinary team of UX/UI designers, content creators, writers, web and software developers, audio engineers, and video editors. I led the naming, branding, and positioning of Kroger’s recruitment and employee experience portal, Krogerworks.com, which integrated with the Unicru/Kronos EX and recruitment database.

I developed all B2C Customer Experience (CX), Employee Experience (EX), and design materials, including referral programs, recruitment designs, workshops, organizational design artifacts, e-learning and training platforms, websites, landing pages, intranet designs, ad units, software, videos, and internal communications. I also spearheaded the creation of in-store interactive recruitment kiosks, which revolutionized UX/UI product design and recruitment models, later adopted by Walmart and Target.

During the United Food and Commercial Workers International Union (UFCW) strike and the high-profile Ralphs walkout covered by ‘60 Minutes,’ I was responsible for internal and external media communications. This included writing speeches for the CEO that addressed labor negotiations during the strike. In collaboration with DunnHumby, I worked on retail research, metrics, analytics, and training design, with our efforts recognized in Frank Luntz’s book Words That Work.

Some my offerings:
• Creative Direction
• Digital Storytelling
• Service Design
• E-learning & Training
• CX Design
• EX Design
• Organizational Design
• UI Design for Kiosks
• UX Design
• Product Design
• Industrial Design
• Web Design, Intranets
• Visual Design
• Micro Copy/ H1/ UX writing
• Short & Long Copy
• Marketing
• GTM Strategy
• Branding
• Broadcast, TV/Radio
• Audio/Video post production

J. Walter Thompson JWT: Nov. 2000- Nov. 2001
Experience Designer – Employee Experience

It’s since been merged with Wunderman but I was filled with gratitude to have created at J. Walter Thompson who, at the time, was the oldest, largest and most respected agency in the world. My team’s work won several EMAs, Addys and other awards. My time at JWT was spent doing Employee Experience (EX) and Internal Communications like; referral programs, Intranets, recruitment design, workshops, organizational design, E-learning and training. I also pitched new business for global and national accounts.
Clients I served: Hewlett Packard, Vanguard, Edward Jones, Shell, Continental Airlines, Duke Energy, Tenet, HCA and FedEx.

Some of My Delivery:
• Interactive Storytelling
• Campaign Pitches
• E-learning & Training (L&D)
• CX Design
• EX Design
• Web & Intranet Design UXUI
• Visual Design
• Micro Copy, H1 Writing, Short Copy
• Employer Branding

NASA: Aug. 99- Oct. 2000
Digital Art Director

Created print, web, digital design assets, as well as interactive e-learning interactive CD (New Media) in Macromedia Director, Sound Edit 16, Photoshop and Illustrator for the X-38 Space Crew Return Vehicle for the International Space Station (Unity and Zarya). I got to tour the build floor, ride in the ‘vomit van’ and watch the craft being built. The X-38 is the grandchild of the M2F2, the craft that is seen breaking up on re-entry of the Earth’s atmosphere in the beginning of the popular TV Show ‘Six Million Dollar Man’ in the 1970s.

Talents I shared:
• Interactive Storytelling
• Web and CD-Rom Design
• E-learning & Training (L&D)
• Web & Intranet Design UXUI
• Visual Design
• Micro Copy, H1 Writing, Short Copy
• Branding

Healthcare Design Principles

My foundational service design principles tailored specifically to healthcare, emphasizing access, equity, and systems thinking. These principles ensure healthcare services in the USA not only enhance patient outcomes but also proactively address systemic inequities, fostering healthier communities and more sustainable healthcare ecosystems.

1. Human-Centered, Equity-First

Prioritize Marginalized Voices: Center the experiences and perspectives of historically underserved communities, ensuring solutions don’t reinforce systemic inequities.
Design for Diverse Abilities and Needs: Build experiences that are accessible, intuitive, and meaningful across all levels of literacy, ability, socioeconomic status, language proficiency, and technology access.

Example: Designing multilingual, culturally adaptive telehealth services that address language barriers and cultural stigmas around healthcare.

2. Systemic Perspective & Integration

Map and Understand Complexity: Use systems thinking to visualize interdependencies across healthcare delivery, policy, payer systems, community resources, and technology.
Design Across Channels and Silos: Ensure continuity of care and information consistency across various service channels (digital, in-person, virtual) and stakeholders (providers, payers, patients).

Example: Creating comprehensive service blueprints linking primary care providers, specialists, pharmacies, and community resources for chronic disease management.

3. Inclusive Co-creation

Engage Diverse Stakeholders Early: Collaborate with communities, patients, providers, caregivers, brokers, and advocacy groups to co-design solutions.
Empathy and Respect in Design: Recognize lived experiences as valuable expertise and actively seek input from diverse patient and community groups.

Example: Conducting workshops with communities facing higher rates of maternal mortality to co-create culturally safe prenatal care pathways.

4. Accessibility as a Core Value

Simplify Access and Navigation: Remove barriers such as excessive complexity, unclear communications, or unnecessary bureaucratic steps.
Digital and Physical Accessibility: Go beyond ADA compliance by proactively creating digital interfaces, environments, and service touchpoints accessible to neurodivergent, disabled, elderly, or low-digital-literacy users.

Example: Redesigning patient portals with simplified language, improved usability, and mobile compatibility for Medicaid populations.

5. Transparency and Trust

Clear, Understandable Communication: Provide clarity on costs, insurance coverage, treatment pathways, and service expectations to foster trust and empower informed decisions.
Proactive Accountability: Establish transparent channels for feedback and demonstrate responsiveness through continuous improvements and transparent reporting on service outcomes.

Example: Clearly outlining co-pays, deductibles, and expected outcomes in pre-care documentation, reducing financial anxiety for patients.

6. Data-Ethical Approach

Data for Good: Use data thoughtfully to highlight disparities, inform equitable distribution of resources, and predict areas needing intervention.
Privacy by Design: Prioritize patient autonomy, informed consent, and data privacy in every design decision.

Example: Using predictive analytics responsibly to identify underserved neighborhoods in need of mobile health clinics without infringing on privacy.

7. Continuous Iteration and Adaptive Learning

Rapid Experimentation and Feedback Loops: Embrace continuous improvement through iterative prototyping, piloting, and actively incorporating community and user feedback.
Monitor Equity Outcomes: Regularly measure and assess the impact on health equity, adjust designs, and scale successful solutions.

Example: Continuously assessing telemedicine utilization patterns across different demographics to ensure equitable access and iteratively improving solutions based on usage data and patient feedback.

8. Sustainability and Resilience

Long-term Thinking: Design healthcare services to be resilient, adaptable, and sustainable, anticipating demographic shifts, policy changes, and emerging healthcare needs.
Capacity Building: Strengthen local health systems, empower healthcare workers, and support community-based care models for long-term resilience.

Example: Developing community health worker programs that improve local health literacy and resilience in underserved regions.

M.S. Industrial/Organizational Psychology
Columbia Southern University

M.S. Instructional Design & Technology
Columbia Southern University

B.S. Organizational Leadership
Columbia Southern University

M.A. UX Research & UX Management
Nielsen Norman Group

Harvard Business School
Business Leadership & Management

Harvard Business School
AI Essentials for Business

Service Design Master Trainer
SDN International

LEAN 6-Sigma Greenbelt
Lean Competency System