Hs case study - Ko Punithavelu

HealthSense is a comprehensive dual-sided marketplace platform developed within Fuse by Cardinal Health. As Lead UX Designer and Requirements Architect, I spearheaded the end-to-end discovery, requirements elicitation, and design execution for this ambitious patient-facing ecosystem.

By integrating behavioral economics with healthcare informatics, we transformed a high-level corporate vision into a market-ready platform that empowers consumer choice while optimizing provider revenue streams through transparent pricing and streamlined appointment management.

01. Delivery Timeline

6 Months INTENSIVE

6w Concept / 12w Design / 10w MVP

02. Design Stack

Axure RP & Sketch

03. Team Structure

9 Cross-functional

Design Lead, 2 PMs, 6 Devs

The Challenge

Navigating Clinical Complexity

Cardinal Health mandated the creation of a "startup within a corporate" environment through its Fuse innovation incubator to solve healthcare opacity.

Role: Requirements Architect

Bridging corporate resources with agility.

01. Regulatory

Clinical Complexities

Translating HIPAA and clinical terms into consumer-friendly language.

02. Market

Dual-Side Dynamics

Solving the "chicken and egg" problem for patients and providers.

03. Engineering

Technical Sync

Bidirectional EMR synchronization across fragmented partners.

04. Psychology

Behavioral Barriers

Shifting patient mindset toward value-based choices.

05. Organizational

Corporate Innovation

Maintaining startup speed within a Fortune 50 environment.

Process Flow

A Four-Phased Discovery Approach

Click each phase to explore the methodologies. The transition from ambiguous vision to technical logic is documented in the artifacts below.

I conducted 23 interviews across five categories to uncover the friction points between patient transparency and provider pricing power.

Mapped 47 journeys to identify "Anxiety Peaks." Focused on the scheduling gap where providers lose 15-40% of patients.

Translated vision into 324 atomic user stories using RICE framework prioritization.

Two weeks shadowing admins to map patient matching algorithms across 14 state-specific regulations.

Discovery Artifacts & Evidence

Process Evidence: Documentation of the transition from ambiguous concept to technical requirement, including 127 user needs and 18 technical constraints.

System Validation

Translating Requirements into High-Fidelity Logic

With over 300 user stories, the prototype needed to be more than a visual mockup—it had to function as a living specification for the engineering team.

The Axure Ecosystem

147

Dynamic UI Components with complex conditional logic.

47

Usability participants across clinical and consumer cohorts.

I utilized **Axure RP** to build a bidirectional prototype that simulated real-time EMR data fetching, allowing us to test state-specific regulatory hurdles before a single line of code was written.

Testing & Iteration Loops

Cognitive Walkthroughs

Identified a "Trust Gap" in the initial pricing display where patients doubted the accuracy of $0-copay estimates.
Regulatory Stress Testing

Validated that the "Automatic Check-In" logic felt seamless while remaining compliant with varying state HIPAA disclosures.

Validation Artifacts

Axure conditional logic for insurance eligibility.

Iterative wireframe updates based on user feedback.

Architecture & Design

The Marketplace Ecosystem: A Three-Tiered Intelligence Solution

The final solution integrated consumer convenience, provider utility, and healthcare intelligence across three interconnected platforms.

Platform A

Consumer Mobile: Healthcare as Intuitive Commerce

Transformed healthcare discovery from a frustrating search into an intuitive shopping experience through several key innovations.

"CareQuotes" Innovation

A "Name Your Price" marketplace where providers bid on elective procedures, saving patients an average of 27%.

Intelligent Comparison: 12 dimensions including cost and quality.
"Best Fit" AI: Proprietary matching for clinical appropriateness.
5-Step Booking: Reduced from a 14-step traditional process.

Comprehensive health dashboard: integrating benefits, search, and care bidding.

Platform B

Provider Portal: Practice Growth Intelligence

Turned administrative burden into strategic advantage through data-driven insights and EMR automation.

84%

Capacity Utilization

Real-time

EMR Sync

Sense Income: Daily, weekly, and monthly revenue analytics.
Waitlist Automation: Fills empty slots via AI-powered forecasts.
Bi-directional Sync: Epic, Cerner, and billing system integration.

Platform C

Marketplace Management CMS

The "Source of Truth" allowing Cardinal Health to verify credentials, manage commission structures, and monitor quality metrics across the entire ecosystem.

Credential Verification Marketplace Rules Enterprise Analytics

Execution Strategy

Hybrid Agile & Cross-Functional Integration

To deliver a market-ready MVP within an aggressive 4-month timeline, I implemented a hybrid approach tailored for the "startup-within-corporate" environment of the Fuse incubator.

Strategic Prioritization

Faced with 300+ features, I utilized narrative storyboarding to identify the "Magic Moment": the point where a patient books with full cost transparency.

42 Essential MVP Features
Deferred Non-Core Complexity

Integrated Design Sprints

Two-week sprints involving Frontend, Backend, QA, and Compliance experts to eliminate technical debt before handoff.

147 Components 89 Spec Docs WCAG 2.1 Audit

The "War Room" & Offshore Sync

For the final six weeks, we established a physical war room to reduce communication overhead by 40% while maintaining integrity across offshore teams.

Global Handoff Model

Recorded walkthroughs and daily "Design Office Hours" ensured the offshore team understood complex interactions across time zones.

Visual Task Management

Physical Kanban boards tracked 127 discrete tasks alongside live development monitors for continuous validation.

Physical Kanban & Requirements Mapping

Cross-functional Sprint Review Session

Design Evolution

From Cognitive Mapping to High-Fidelity Systems

The journey involved extensive validation. Below is the transition from early whiteboarding sessions (mapping complex integration points) to the final multi-state mobile ecosystem.

HealthSense Design Process Evolution — Early whiteboarding sessions mapping patient journeys and provider integration points.

Mobile Application: Comprehensive Screen Flows

The consumer app required designing for complex states: search filtering, cost/quality comparisons, and the CareQuote reverse-auction marketplace.

01. Intelligent Search
02. Provider Comparison
03. CareQuote Interface
04. Insurance Booking

Platform B Deep-Dive

Provider Dashboard: Data-Driven Practice Management

The web-based portal transformed administrative tasks into strategic insights through comprehensive data visualization and workflow automation.

HealthSense Provider Dashboard Overview — Complete provider dashboard: Real-time analytics, revenue tracking, and appointment utilization.

Revenue Analytics Module

The "Sense Income" dashboard provided granular financial insights including procedure-level profitability and insurance reimbursement trends, allowing providers to track daily earnings against targets.

Capacity Optimization Tools

Predictive algorithms suggested optimal pricing for underbooked slots, increasing utilization by an average of 22% by identifying demand patterns in real-time.

Scalability

Design System & Component Architecture

This image captures the living design system being utilized in real-time as the project evolved. It illustrates a developer actively referencing a comprehensive library of 147 reusable UI elements specifically tailored for healthcare transparency.

Clinical Data Viz

Specialized components for displaying medical metrics and success rates with clinical context.

Accessibility-First

WCAG 2.1 AA compliant elements optimized for elderly users and motor impairment scenarios.

Responsive Forms

Intelligent medical history forms with multi-step validation and error recovery logic.

Project Wrap-up

Quantitative Impact & Strategic Outcomes

The launch successfully validated that a Fortune 50 healthcare leader could disrupt traditional models through high-fidelity requirements engineering and agile innovation.

34%

Booking Conversion

27%

Avg. Patient Savings

84%

Provider Utilization

92%

Design-to-Code Parity

Corporate Innovation Validation

Demonstrated that Cardinal Health could incubate a disruptive startup within corporate structures. This initiative became a benchmark for future digital methodology and funding.

Requirements Engineering Excellence

Developed a replicable framework for validating complex requirements in regulated industries, reducing discovery phases for subsequent initiatives by 30%.

Scalable Platform Architecture

The three-tier architecture (consumer/provider/admin) provided the flexibility to expand into new verticals like specialist care and diagnostic services.

Healthcare Transparency Benchmark

Established new standards for elective care pricing. The CareQuote system was cited in innovation conferences as a pioneering approach to patient empowerment.

Design-Led Development Model

Proved that interactive prototyping reduces stakeholder misalignment by 70% compared to traditional documentation-heavy approaches.

Behavioral Change Evidence

Initial data shows patients using the platform demonstrate higher treatment adherence, suggesting transparency improves overall clinical quality.

Future Roadmap & Expansion

Phase 2 development has been approved, including expansion to 12 new markets, AI-powered symptom checking, and telehealth integration. Projections suggest reaching 500,000+ patients within 24 months.

Telehealth Sync AI Symptom Check Wellness Integration