Great design doesn't just solve problems; it builds reputation. This partnership began when Sid Sridhar, CEO of Amplify Health, encountered the work I had delivered for Fairfax. Impressed by the visual clarity and the technical logic of the Fairfax capital markets platform, he recognized a shared need: the requirement to move a "one-size-fits-all" legacy system into a personalized, high-performance digital leader.
Sid contacted me with a specific challenge: take the same level of sophistication and "Logic-Driven Design" I applied at Fairfax and use it to disrupt the complex, high-friction world of employee health insurance. What started as a single 2-week optimization sprint has since evolved into a continuous partnership, with multiple follow-up projects driven by the measurable success of this initial delivery.
Amplify Health’s mission is to empower employees to move beyond rigid group health plans toward individualized coverage. My objective was to design and implement a transparent, streamlined enrollment experience. This required a deep focus on Human-Centered Design (HCD) to allow employees to easily navigate their health options and utilize employer-provided funding (Pre-tax dollars) for their 2025 coverage.
Before and After View of the Preferred Doctors and Medicines UI screen
Healthcare enrollment is a high-stakes, high-anxiety event. The core challenge was transforming a data-intensive process gathering personal details, dependents, preferred providers, and complex medication lists into a journey that felt supportive rather than overwhelming.
The Complexity Gap: Traditional systems fail because they present too much information at once, leading to a "Crisis of Value" where the user gives up.
The Trust Barrier: In health-tech, if the UI feels "cheap" or cluttered, user trust evaporates. We needed a "Premium Zone" interface to secure "Digital Trust."
Image of a doctor frustrated due to many data to process at a time
I acted as the bridge between Sid’s vision and the end-user’s reality. My role was to prove that complex healthcare logic could be beautiful and easy to use. I took full ownership of:
UI/UX Architecture: Building a system that prioritized "Task-Appropriate" screens.
Strategic Flow Mastery: Moving the platform from a "Commodity" tool to a strategic business asset.
BEFORE
AFTER
I applied a systematic, logic-based process to ensure a 70%+ efficiency gain in user completion rates:
1. Discovery & Reframing: I reframed the enrollment from "Data Entry" to "Personal Discovery." I identified that users need a "Progress Indicator" not just for navigation, but for emotional reassurance.
2. Visual Psychological Strategy:
Calming Palette: I utilized professional blues and "Health-Tech Greens" to lower the user's heart rate during high-friction data entry.
Contextual Transparency: I implemented "Why we ask for this" tooltips on sensitive screens (like Personal Details and Medications) to build immediate trust and encourage accurate input.
3. Reducing the "Error Distance": I broke the enrollment into 8 logical segments, ensuring that the user only had to focus on one actionable step at a time. This modular approach reduced the "Economy of Distraction" and ensured users reached the finish line faster than any competing platform.
BEFORE
AFTER
The final Amplify Health platform delivered:
High-Visibility Progress Mastery: A persistent tracker that reduced user anxiety by showing exactly how close they were to completion.
Structured Data Grouping: Simplified forms that allowed for complex medication and provider searches without breaking the user's flow.
Mobile-Responsive Fidelity: A high-performance experience that worked seamlessly on any device, ensuring employees could enroll on their own time.
BEFORE
AFTER
BEFORE
AFTER
BEFORE
AFTER
BEFORE
AFTER
BEFORE
AFTER
Success Screen
The results were so impactful that Sid Sridhar immediately engaged me for follow-up projects to expand the Amplify ecosystem.
Operational Success: The streamlined flow significantly reduced support tickets related to enrollment confusion.
Investor Readiness: The "Premium" look and feel of the platform helped Sid communicate the platform's value to stakeholders and potential partners.
Repeat Engagement: Because I delivered a solution that balanced technical feasibility with emotional empathy, I am now a trusted product partner for the company's future roadmap.