CASE STUDY

Member Groups Segmentation

Designing the Segmentation Backbone of an Enterprise Platform

Member Groups became the primary mechanism for configuring benefit eligibility across WebMD ONE’s enterprise clients. As adoption expanded across modules, the dev-built interface struggled to scale with increasing segmentation complexity.

I led the redesign of the system’s information architecture, interaction patterns, and usability foundations—transforming it into a structured, scalable configuration tool used across the platform that reduced cognitive load, improved configuration clarity, and established foundational patterns before a formal design system existed.

The Challenge:

Through client and internal users' feedback, we knew that member groups had some real usability problems:

Originally dev-designed with no UX oversight
No design system or pattern library
Unclear naming and hierarchy
Scaling beyond small configurations introduced confusion

Used across clients ranging from dozens to hundreds (and in some cases thousands) of segmentation rules
Incorrect configuration could result in benefits being shown to the wrong employee populations

My Role:

Lead UX/UI Designer

Re-architected information hierarchy
Refined naming conventions
Introduced helper text and contextual guidance
Reordered workflows to match mental models

Added filtering and clarity mechanisms
Established reusable UI patterns
Partnered closely with product manager and engineering for implementation

The Approach:

Our goal: make Member Groups clearer and easier for even non-expert users to implement

1 - Research

Conducted user interviews with member group users to understand goals and identify barriers
Met regularly with developers to understand the complex capabilities behind member Groups

2 - Define

3 - Prototype & Validate

The Solution:

Pathways transforms static daily tracking into a guided, gamified progression of lessons, reflections, and milestones.

Personalized subtopics

Users choose Nutrition for Athletes vs Nutrition for Weight Loss

Self-paced learning

Progress at your own speed; no more rigid daily check-ins

Simplified layout

Clear sequential steps replace scattered links

Reflective learning

Each lesson ends with a short, personal activity

Gamified visuals

Colorful path visual, trophies, and leaderboards celebrate progress

The Outcome:

xxx

EXPECTED IMPACT

Key Takeaways

Simplify to amplify

Less clutter = higher engagement

Progress over perfection

Flexible pacing sustains motivation

Make learning rewarding:

Visual wins and personal reflection foster lasting change

Role & Contributions

My Role

UX LEAD

Research

Synthesis

Concept design

Prototyping

Partners

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Product Management

Engineering

Client teams