↤ Work / Marketplace

Marketplace is a centralized hub where clinics discover, access, and integrate clinical-data applications, built at Smile CDR. As product designer, I took it from a blank page to launch: running user research and a brand strategy workshop, shaping the information architecture, and delivering a documented, responsive design.

Role
Product Designer
Timeline
2022 — 2023
Tools
Figma, Illustrator

As the product designer on Marketplace, I led the project from its conceptual stage, working closely with product owners, QA, business analysts, a UX lead, and developers to take it from a blank page to a launched, responsive product.

Research

Understanding Marketplace

I started with user flows to grasp the project's scope and map its diverse user base, building a clear picture of every part of the application and what each kind of user needed from it.

Marketplace user flows mapping how buyers and sellers move through the product.
End-to-end user flows for Marketplace, tracing how each type of user moves through the product.

Working closely with our product owners, I sharpened those needs into focused research questions, splitting the audience into two groups, buyers and sellers, so the design could speak directly to each.

Buyer discussion guide — interview questions and probes about extending FHIR capabilities.
Seller discussion guide — interview questions and probes for developers selling FHIR-based products.

For buyers, I focused on doctors at private clinics for firsthand insight. For sellers, I interviewed representatives from B.Well, a company building clinical-data applications, to understand the other side of the marketplace.

Key insights from user interviews

  • Users wanted a quick overview of an app up front, with fuller detail available when they chose to dig in.
  • Categorization mattered, especially for sellers managing several applications at once.
  • A fast, reliable search was essential for finding the right application without friction.

Alongside my UX lead, I ran a brand strategy workshop. Marketing, product owners, developers, and stakeholders all took part, shaping a shared sense of what the Marketplace brand should stand for.

Brand strategy workshop board — sticky notes voted across culture, customer, voice, benefit, value, and x-factor.
Voting on brand attributes across culture, customer, voice, benefit, value, and the x-factor that sets Marketplace apart.
A board of UI reference screenshots collected during the brand workshop.
A shared library of UI references, pulled by the team to express how the brand should look and feel.

Key insights from the workshop

  • Lead with a striking, reference-informed banner that captures the brand's essence.
  • Keep the look minimal to convey professionalism and trust through simplicity.
  • Prioritize a seamless, responsive experience that keeps users engaged across devices.

Design Process

With the UX lead, I distilled everything from the interviews and workshop into a breadboard, mapping what each screen needed before any pixels, from search and categories to app tiles, partnerships, and trust signals.

Breadboard of Marketplace — a text-only map of every element on the home and category screens.
Breadboarding the structure of Marketplace, deciding what lives on each screen before visual design begins.
Before
The Marketplace landing page, early version with a stock hero photo.
After
The Marketplace landing page, refined version with a cleaner, photo-free hero.
The Marketplace landing page shown at desktop, tablet, and mobile widths.
A Marketplace product page redlined with spacing, components, and type tokens for developer handoff.

Iterations — refining the landing page from an early concept with a stock hero to a cleaner, more focused layout.