Following the 70% efficiency boost in the enrollment redesign, Sid Sridhar recognized my unique ability to simplify high-stakes medical data. He immediately tasked me with the next critical phase: the Employee Marketplace. This project was a direct result of the "Value Translation" I provided in our first collaboration. By delivering high-fidelity results under tight deadlines, I moved from being a contractor to a strategic design partner for the entire Amplify roadmap.
The Marketplace is the heart of Amplify’s mission. It is where employees take their employer-provided "benefit dollars" and shop for actual health coverage. My goal was to design an interface that felt less like a government portal and more like a premium e-commerce experience empowering users to make informed, high-value financial decisions without the usual insurance confusion.
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When users are given a budget and dozens of complex plan options, they often suffer from "Analysis Paralysis."
The Complexity Gap: Standard marketplaces show walls of text with varying deductibles, premiums, and out-of-pocket maxes. This leads to a "Crisis of Value" where users pick the cheapest plan simply to end the stress.
The "One-Size-Fits-All" Trap: Traditional group plans don't account for individual health history. We needed a UI that could recommend plans based on the user's specific data (medications, doctors, etc.).
I owned the entire visual and functional design for the Marketplace, focusing on:
Interactive Marketplace UI: Designing the cards, filters, and comparison tools.
Behavioral Architecture: Using "Choice Architecture" to guide users toward the best-fitting plans for their budget.
I followed my signature process to ensure the marketplace moved users from "Anxiety" to "Confidence":
1. Strategic Filtration (Mastery of Focus): I designed a "Decision Support" layer. Before seeing a single plan, users are asked simple questions about their health needs.
Outcome: I turned thousands of data points into a "Recommended For You" section, reducing cognitive load and highlighting the most relevant choices.
2. Visual Plan Comparison (Value Translation): I abandoned the standard spreadsheet-style view. Instead, I designed Plan Comparison Cards that highlight three key metrics:
Monthly Premium (What you pay now)
Deductible (What you pay later)
Provider Match (Are your doctors in-network?)
3. The "Benefit Balance" Dashboard: I integrated a live budget tracker. As users shop, they see their Employer Contribution vs. their Out-of-Pocket cost updated in real-time.
Outcome: This transparency eliminated "Financial Blindness" and allowed users to see exactly how far their employer's pre-tax dollars would go.
The Solution: A Human-Centered Marketplace
The final marketplace redesign transformed the user experience:
The "Shop by Need" Filter: Allows users to filter plans specifically by their current medications or doctors, ensuring they never lose coverage they already rely on.
Transparent Cost Breakdown: A clear "Total Cost" view that combines premiums and estimated out-of-pocket costs, removing the hidden "gotchas" of health insurance.
Seamless Hand-off: Integrated with the enrollment flow I built previously, creating a unified 12-step experience from start to finish.
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This project was a major win for Sid and Amplify Health. The Marketplace became the primary tool for their B2B sales, proving that a high-quality UI is a powerful driver for customer acquisition.
Continued Growth: My success here led to three more projects within the Amplify ecosystem, establishing me as a permanent fixture in their product development cycle.
Digital Trust Scaled: By delivering a "Premium Zone" experience, we moved the brand from a small startup feel to a world-class health-tech leader.