The Power of Choice: A Three-Sided Healthcare Marketplace
Designing the orchestration layer between Health Insurers, Healthcare Providers, and Customers to provide radical financial transparency and allowance control.
The Problem
The Financial 'Black Box' of Healthcare
Before Viveo, the journey from policy to appointment was a disconnected maze. Patients had zero visibility into their insurance coverage at the point of care, while insurers and clinics operated in operational silos that stifled transparency and trust.
Patient 'Cost Anxiety'
Insurance is traditionally reactive. Patients often had to book and attend appointments before knowing if their specific allowance would cover the service, turning essential healthcare into a financial gamble.
Governance Gaps for Insurers
Insurance providers lacked a centralized, real-time mechanism to govern spend. They had no way to granularly map medical services to policy limits or manage clinic partnerships at scale.
The 'System Bloat' Barrier
Healthcare providers refused to adopt yet another standalone tool. For the ecosystem to work, Viveo had to integrate invisibly with legacy clinic APIs (Socrates, Clanwilliam) without adding operational overhead.
Product Ecosystem
The Orchestration Layer
Solving the transparency gap required more than just a booking app; it required a three-sided ecosystem. I architected a unified infrastructure where insurance logic, clinic availability, and customer choice exist in a single, synchronized loop.
The Governance Engine (Insurer Portal)
Where complex policy rules are transformed into digital guardrails—allowing admins to define which services are covered, by what allowance, and at which clinics.
The Interoperability Layer (Clinic Integration)
A 'hands-off' integration that maps Viveo’s logic to existing clinic workflows via API, ensuring zero operational friction for healthcare providers.
The Transparency App (Customer Portal)
The final delivery of the 'Power of Choice.' A mobile experience that pulls data from the other two portals to give users real-time financial clarity.
01. The Governance Engine
The Insurer Portal is the 'Brain' of the ecosystem. I designed a high-utility management suite that allows insurance admins to define the rules of the marketplace—mapping medical services to specific budget categories and managing clinic partnerships across different regions.
02. Clinic Interoperability
To deliver on the 'Power of Choice,' I had to solve the fragmentation of provider data. This meant designing a logic layer that normalized inconsistent medical service names across disparate APIs and ensuring real-time synchronization between Viveo and clinic schedules.
03. The Customer Experience
The culmination of the ecosystem: turning a 'Financial Black Box' into a transparent marketplace. By synthesizing insurer governance and clinic data, I designed a journey that provides users with radical clarity—allowing them to see their coverage, compare providers, and understand their out-of-pocket costs before they ever step into a clinic.
Design System
Building Medical-Grade Utility
The design language was born out of a need for 'Unobtrusive Utility.' The UI had to disappear so the focus could remain on the patient-doctor interaction.
- →Inter Variable Typeface for dense clinical data management.
- →High-contrast emerald-based semantic system for health-status signaling.
- →A 4px grid system to ensure tight, efficient use of screen real estate for dashboards.
Typography / Inter Variable
Aa
Optimized for UI clarity and varying optical sizes across healthcare data.
Color Palette
Viveo Emerald
#10B981
Status Blue
#3B82F6
Neutral Slate
#64748B
Systemic Weighting
The Shipped Product
The Shipped Product: A Visual Audit
The final MVP output was a high-density, multi-platform ecosystem. These screens represent the culmination of the work—balancing insurance governance, clinic scheduling logic, and customer financial transparency into a unified design language.
High-Density Admin Console
The Insurer's view of the marketplace, optimized for Tomato Grotesk to ensure legibility across massive data tables.
The Consumer 'Point of Care' App
Mobile-first experience focusing on 'The Power of Choice' and radical cost transparency.
Financial Reconciliation Engine
The 'Success' state where insurance limits, clinic fees, and user payments converge.
Impact & Growth
Reflecting on the Foundation
Being the founding designer for the B2B suite was an exercise in 'Moving Fast without Breaking Trust.' Here is how that experience shaped my current philosophy.
01. Utility Over Aesthetics
I learned that in healthcare, a 'beautiful' button is useless if it's not where a doctor expects it to be. This project taught me to prioritize ergonomic placement over visual trends.
02. Standardization as Speed
By building the foundational components early, I realized we could ship new features in days rather than weeks. This was my first real-world lesson in the ROI of a design system.
03. Managing the 0-to-1 Pivot
Working in a high-pressure startup environment taught me how to embrace 'Good Enough to Ship' to get the feedback loop started, rather than waiting for 'Perfect.'