OVERVIEW

Problem

Medline’s B2C e-commerce platform did not support the complexity of insurance-based home healthcare ordering. As a result, insurance workflows lived in a separate, legacy experience that introduced significant friction for users placing time-sensitive, regulated orders. Complicating the challenge, it was unclear whether insurance ordering should remain a standalone product or be integrated into Medline.com—and regardless of direction, the existing insurance platform itself was outdated and difficult to use. The problem was not only how to support insurance ordering, but how to define the right experience model for the future while aligning with Medline’s platform constraints and business goals.

Solution

User research showed that insurance ordering needed to be fully integrated into Medline.com, not separated into a standalone experience. We redesigned key desktop and tablet workflows to support insurance-specific requirements within Medline’s existing B2C architecture, prioritizing a new patient-centered ordering experience. For MVP, we scoped and delivered foundational IA and patient management changes, setting up future phases for ordering and cart integration.

My Role

UX Design Consultant, Design Lead

Timeline

Jul 2025 - Present

Team Members

Alana Embury (PM), Nicole Byer (Designer), Palak Thakkar (Engagement Lead),

Tools

Figma, Hey Marvin, Jira

Design Process

1. Research

Stakeholder Interviews
Competitive Analysis
Card Sorting
Personas
Strategy

2. Design

Lo-Fi Wireframes
Iterations
Hi-Fi Wireframes
Component Creation

3. Retrospective

Future Steps
What I Learned

My Contribution

As one of two designers on the project, I helped shape the product from early discovery through high-fidelity design. In an ambiguous problem space, I helped lead 19+ stakeholder interviews synthesizing insights with Hey Marvin AI into key personas and guiding design principles. These insights informed the product strategy, including integrating the experience into the existing Medline.com B2C platform. I continued driving the work from low-fidelity concepts to high-fidelity prototypes while facilitating stakeholder reviews and collaborating with Medline’s internal design team to build and extend components within their existing design system.

This project is currently in active development with the Medline InsureCare team. The work shown here represents the design direction and completed deliverables to date. As the product continues to evolve through development and user feedback, additional iterations and outcomes will be incorporated into this case study.