1. Empathize & Understand

I conducted stakeholder interviews to understand the business, the AI capabilities, and the customer pain points. I also benchmarked competitors in the healthtech and patient support space.

Key Research Insights:

• Healthcare execs don’t need technical detail first—they need to understand how it impacts operations and patients

• Existing AI fatigue in the industry made it critical to present Rxcopilots as specific, practical, and grounded

• The current site’s lack of clarity was causing missed opportunities during demo requests and investor conversations

2. Define & Ideate

I mapped the user journey and defined core sections to reflect user and business needs:
Problem → Solution → Features → Trust → CTA
We simplified the message hierarchy and highlighted real-world use cases (e.g., task automation, denials management, benefit investigations).

3. Prototype & Iterate

I designed mid- to high-fidelity wireframes in Figma. One meaningful iteration came after early stakeholder testing:

• The original homepage started with technical AI language

• After feedback, we rewrote the hero and opening sections to lead with human impact and business efficiency, which made the content more relatable and easier to skim

4. Build & Launch

I worked with the developer to hand off responsive designs, components, and content hierarchy. I also worked with the stakeholders to ensure goals alignment.