Reducing Friction Across a Complex Healthcare B2B2C Ecosystem

Responsive Web App & Enterprise Software
MyOasis Ecosystem | Oasis | Sparq

MyOasis is a healthcare commerce platform that connects patients, providers, and business operations within a complex B2B2C ecosystem. As the platform grew, fragmented workflows and inconsistent mobile experiences created friction across commerce and provider operations.

While working together with a PM and a Lead Developer, I led the discovery, experience architecture, and platform strategy
to simplify workflows and establish a scalable foundation for
future growth.

MyOasis is a healthcare commerce platform that connects patients, providers, and business operations within a complex B2B2C ecosystem. As the platform grew, fragmented workflows and inconsistent mobile experiences created friction across commerce and provider operations.

While working together with a PM and a Lead Developer, I led the discovery, experience architecture, and platform strategy to simplify workflows and establish a scalable foundation for future growth.

A mid-fidelity prototype created during discovery to validate the end-to-end provider workflow before investing in detailed UI design.

My Role

Product Strategy, Experience Architecture, Stakeholder & Ecosystem Alignment

Collaborators

Lead Software Engineer, Principal Project Manager

Lead Software Engineer
Principal Project Manager

Platform

Responsive E-commerce
Web App, Data Analytics
Dashboard and CMS
B2B2C Environment

Stakeholders

MyOasis: CFO, CEO & COO

Duration

5 Weeks

Challenge

The MyOasis ecosystem faced dual adoption risks: Mobile usability barriers limited patient commerce engagement, while disconnected provider sales tracking reduced operational visibility and weakened alignment between care delivery and product fulfillment workflows.

Business Goals

Expand patient engagement and product conversion across mobile commerce channels while equipping providers with integrated sales intelligence to drive revenue growth and care-to-commerce continuity.

Projected Impact Metrics below:
Based on comparative usability testing, stakeholder analytics review, and benchmark modeling against similar healthcare commerce platforms.

75%

Improved onboarding process for target users

45%

Increase in user retention

84%

Increase in user engagement and session length

The existing platform consisted of disconnected provider and patient experiences with inconsistent navigation, limited mobile usability, and fragmented commerce workflows.

The Project

Discovery Insights:
The core barrier to adoption was not feature scarcity, but workflow complexity. Patients struggled with checkout flexibility while providers lacked scalable mechanisms to support repeat purchasing behaviors.

Rather than adding features, the strategy focused on reducing friction by simplifying purchasing workflows and establishing extensible commerce patterns that supported subscriptions, flexible payments, and future platform growth.

Discovery Insights:
The core barrier to adoption was not feature scarcity, but workflow complexity. Patients struggled with checkout flexibility while providers lacked scalable mechanisms to support repeat purchasing behaviors.

Rather than expanding feature breadth, the strategy focused on reducing transactional friction and introducing extensible commerce patterns that could support long-term subscription and payment flexibility.

Strategic Insight:
The opportunity to increase the engagement rate wasn’t found in adding more commerce features; it was in creating continuity across the patient, provider, and operational ecosystem.

Workflow architecture evolved through collaborative sessions with lead engineer and the product manager.

Workflow architecture evolved through collaborative mapping
sessions with engineers, technical artists, and animators to align
AI capabilities with real production workflows
before designing the interface.

Decision Principles

To balance stakeholder priorities, platform constraints, and long-term scalability, we established a set of decision principles that guided prioritization throughout the project.

1. Reduce Friction Before Expanding Features:
Simplified purchasing workflows and mobile checkout before introducing advanced capabilities, ensuring adoption barriers were addressed first.

2. Design for Ecosystem Continuity, Not Isolated Transactions:
Connected patient, provider, and operational workflows to strengthen care-to-commerce experiences rather than optimizing isolated interactions.

3. Favor Scalable Foundations Over Short-Term Customization:
Prioritized modular commerce patterns and flexible payment architecture that could support future CRM integration, subscriptions, and platform growth.

4. Balance Stakeholder Value Through Progressive Enablement:
Focused on improvements that delivered immediate usability and business impact while creating a foundation for future ecosystem maturity.

5. De-Risk Through Incremental Platform Evolution:
Reduced workflow friction through low-risk, high-impact improvements while intentionally deferring complex integrations until the platform was ready.

Validation & Outcomes

Redesigned the mobile checkout flow by reducing decision points, resulting in a clearer purchasing experience that supported faster completion.
Connected patient purchasing with provider sales tracking, creating a continuous workflow between care delivery and commerce.
Established reusable interaction patterns that could scale across ecommerce, CRM, and reporting experiences.

Decision Tradeoffs

What Was Intentionally Simplified

Reduced checkout decision points, prioritizing clarity and mobile completion rates.
Consolidated navigation pathways to minimize cognitive load for first-time purchasers
Standardized product purchase flows across patient and provider experiences

Reduced checkout decision points, prioritizing clarity and mobile completion rates.
Consolidated navigation pathways to minimize cognitive load for first-time purchasers.
Standardized product purchase flows across patient and provider experiences.

What Was Postponed

Personalized recommendations pending behavioral data
Full subscription lifecycle management
Deep analytics dashboards for providers requiring additional backend reporting

Lessons Learned

Leadership Lesson | Alignment Is a Continuous Design Deliverable:
Alignment is not a milestone achieved at the beginning of a project, but an ongoing leadership responsibility. Navigating competing priorities across patients, providers, engineering, and business stakeholders required establishing shared decision principles and maintaining continuous communication throughout the project lifecycle. By treating alignment as a core design outcome, the team was able to move quickly, reduce ambiguity, and make lower-risk decisions while maintaining a unified ecosystem vision.

Leadership Lesson | Alignment Is a Continuous Design Deliverable:
This discovery reinforced that alignment is not a milestone achieved at the beginning of a project, but an ongoing leadership responsibility. Navigating competing priorities across patients, providers, engineering, and business stakeholders required establishing shared decision principles and maintaining continuous communication throughout the project lifecycle. By treating alignment as a core design outcome, the team was able to move quickly, reduce ambiguity, and make lower-risk decisions while maintaining a unified ecosystem vision.

“Merilly played a crucial role in several internal projects, bringing not just strong design execution but also a sharp, strategic mindset that helped shape better outcomes. What really stood out, though, was her ability to quickly onboard mid-project when we needed coverage, seamlessly picking up where another designer left off. That’s no small feat, but they handled it with confidence and efficiency.

Beyond her skills, she was a fantastic teammate. Always willing to share knowledge and collaborate to make the work stronger. Any team would be lucky to have her!”

James Williams

Design Leader | Sparq