Northwell Health
Building an Enterprise CRM for NY’s Largest Healthcare Provider
Northwell Health serves over 12 million New Yorkers through a vast network of care providers who practice across hundreds of ambulatory and hospital locations.
At the heart of this organization is a vital mission: enabling patients to find the right care at the right time. While the goal may seem straightforward, the underlying complexity involves a massive ecosystem of data required to power patient-facing experiences and behind-the-scenes operations.
Role
User Experience Architect
Duration
20 months
Program Overview
Largest Health & Life Sciences program with Salesforce Professional Services in 2024-2025
4 parallel workstreams
90+ person cross-functional team consisting of:
Executive Program Leadership
Transformation & Value Realization Leads
Project Management & Scrum Leads
Technical & Solution Architects
Experience Design & Change Management
Onshore & Offshore Developers
Program Goals & Outcomes
Unifying and improving accuracy of Northwell’s multi-faceted and siloed data.
Deploying a suite of integrated Salesforce applications including Health Cloud & Marketing Cloud.
Driving enterprise-wide operational transformation and personalized patient & employee experiences at scale.
Exemplifying Salesforce best practices and enabling client resources to effectively lead after hand-off.
My Role
As the design lead for the Provider & Location 360 workstream, my role involved bridging gaps between complex business requirements, user needs, and technical feasibility to deliver build-ready solutions.
I led the end-to-end design process, ensuring that the foundational directory of 4,800+ providers and 1,500+ locations along with their respective business workflows were intuitive and scalable.
Key Responsibilities & Impacts
Defined the long-term roadmap and program vision in close collaboration with the Experience Strategy, Digital Transformation, and Value Realization leads.
Conducted multiple rounds of stakeholder interviews and surveys to define diverse organizational segments and create robust personas that grounded design decisions in real-world user needs.
Led the development and management of a comprehensive project design system and UI/UX deliverables library. This initiative maximized team efficiency and ensured visual and functional consistency across workstreams.
Partnered with Solution and Technical Architects to co-create design solutions that balanced user needs with Salesforce system constraints and architectural best practices.
Facilitated design workshops with product owners and end users across various business units to review and refine UI/UX deliverables, ensuring that all key stakeholder inputs were incorporated into the final product.
Actively participated in pre-build and build cycles to ensure that user story specifications accurately captured UI/UX requirements and were translated with high fidelity by development teams throughout the implementation phase.
Elevated the role of XD within the broader team by optimizing project processes and demonstrating the value of user-centered design, resulting in increased demand for experience-led solutioning across the program.
Oversaw the work of Salesforce designers and served as a strategic partner to the client’s UX Manager. In addition, I focused on enabling the client team through Salesforce-specific training, ensuring they were fully empowered to manage and scale the product after hand-off.
Phased Deliverables & Activities
Deliverables by The Numbers
User Research Interviews
20
User Research Interviews
22
Personas
2
End User Surveys
Design & Delivery
8
Process Flow Diagrams
55+
UI Page Templates
20+
User Flow Prototypes
Socialization Materials
4
Envision Narratives
20+
Presentation Decks
4
Interactive Microsites
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