EHE · Brand & Systems Design
The Art
of Health
Splitting one platform into two journeys for employers and members, and building a patient app from zero.
Overview
Everything
Needed to Change
EHE Health is a 100-year-old preventive care company operating in a category where trust, warmth, and clinical credibility have to coexist. The existing brand and website had aged out of that balance.
The deeper problem was structural. EHE’s value flows through two completely different people, the employer who funds access and the employee who uses it. Those two people have nothing in common in how they evaluate, decide, or engage. The existing platform treated them as variations of the same user. They are not.
EHE already had strong clinic results, an 84 NPS and 98% of patients saying results were clear. The digital experience did not match them.
Identity
The visual identity felt institutional, communicating obligation rather than care at every touchpoint.
Content
The content was dense, built around EHE's service offering rather than how either audience actually evaluates or decides.
Experience
The experience communicated obligation, not care, and neither employers nor employees were being met where they were.
My Call
The old platform treated employers and employees as one user. I split the experience into two journeys under one brand, and every IA decision tied back to that call.
Constraints
Health data had to stay private and secure. The brand was 100 years old, and results lived across disconnected portals the app had to replace.
Brand
The Art of Health
as Strategic Platform
I built the brand on one idea, The Art of Health, to break from how preventive health companies usually look: data heavy, compliance driven, and institutional.
Photography Direction
Curated direction toward warm, real, human imagery, deliberately avoiding the clinical stock photography standard in the category.
Illustration System
Redesigned to complement the photography rather than compete with it, supporting the warmth of the brand, not contradicting it.
Supportive Tone
Visual hierarchy and copy calibrated to feel supportive across every surface, something people wanted to engage with, not something HR mandated.
The Marketing Site
Restructuring the
Employer Funnel
I directed a full redesign of ehe.health, reorienting the site around how a benefits decision-maker actually moves, not around EHE's service offering. The site serves two audiences through one brand without either experience feeling like a compromise.
Restructured IA around the employer evaluation journey: awareness, proof of value, commitment.
200+ biomarkers and 17% to 91% early detection, translated into ROI, cost reduction, and risk mitigation language.
Designed member-facing content to shift employee perception from HR obligation to personal decision.
Maintained a single cohesive brand across two fundamentally different audience entry points.
Brand Outcomes
From Clinical
to Human
Two audiences. One redesigned platform. The work landed differently for each, and both had to be true at the same time.
- Employer Clarity: Employers reported clearer understanding of program value during the evaluation process. The IA aligned to how they actually decide.
- Brand Landed: Stakeholder feedback confirmed the shift from clinical to human landed as intended. The strategic platform translated into perceived experience.
Research
Understanding the
Service First
Before any design decisions were made, I ran stakeholder studies with nine participants to understand how the service actually operated, where it worked, where it broke down, and what each audience needed from a digital experience.
Employer Decision Points
Where employers were making decisions and what information they needed to act, mapped to specific moments in the evaluation journey.
Employee Drop-Off
Where employees were dropping off and the behavioral triggers that stopped them from engaging.
The service blueprint became the foundation the entire product was designed against, and every architecture decision tied back to it.
Service Blueprint
Two journeys: employer plan purchase and employee preventive care enrollment and delivery
| Layer | Awareness | Evaluation | Purchase | Enrollment | Ongoing Care |
|---|---|---|---|---|---|
| Physical evidence | WebsiteSales materials |
Case studiesProposals / decks |
ContractWelcome kit |
PortalEmail invite |
Clinic + lunchApp / health report |
| Employer Journey | |||||
| Employer actions | Discovers EHEReferral or ads |
Reviews programROI data and outcomes |
Signs contractSets up plan |
Communicates benefitInternal staff comms |
Monitors utilizationRenewal decision |
| ↕ Line of interaction | |||||
| Frontstage (EHE) | Sales outreachMarketing content |
Stakeholder consult9-person study + demo |
Account setupOnboarding call |
Portal accessEmployee comms kit |
Account mgmtUtilization reports |
| ↕ Line of visibility | |||||
| Backstage (EHE) | Lead generationMarketing ops |
Research synthesisService blueprint |
Legal and billingPlan configuration |
IT provisioningData security |
Lab processingResults system |
| Support systems | CRMContent platform |
Research findingsJourney mapping |
Payment infraPlan management |
Web appIdentity management |
EHR systemCare scheduling |
| Employee Journey | |||||
| Employee actions | Learns about benefitVia HR or employer comms |
RegistersPortal or email invite |
Books assessmentSchedules 4-hr clinic |
Attends clinicFull assessment + lunch |
|
| ↕ Line of interaction | |||||
| Frontstage (employee) | HR commsBenefit portal |
Web appOnboarding flow |
Scheduling toolReminder emails |
Clinic staffHealth report delivery |
|
| ↕ Line of visibility | |||||
| Backstage (employee) | Identity mgmtAccess control |
DashboardGoal tracking |
Calendar APIMentor matching |
EHR and labsApple Watch API |
|
Key Drop-off Risks
Information Architecture
Mapping the
Platform Structure
The information architecture mapped a platform serving two fundamentally different audiences through a single brand. Every surface had to earn its place in one of two journeys, the employer evaluating a benefit program, or the member managing their own health.
The IA became the structural argument for everything that followed: what lived on the public site, what lived in the application, and where the two had to connect without collision.
The visual identity felt institutional, communicating obligation rather than care at every touchpoint.
The content was dense, built around EHE's service offering rather than how either audience actually evaluates or decides.
The experience communicated obligation, not care, and neither employers nor employees were being met where they were.
LEGEND
The Web Application
Designing the
Member Relationship
The marketing site created the case for EHE. myEHE is where members lived it. Before this work, there was no unified patient-facing application, medical results existed across disconnected portals, and there was no coherent thread connecting benefit awareness to exam booking to results to ongoing care.
I directed and executed the UX for myEHE, designing every surface around a single goal: make the member's relationship with their own health continuous, not episodic.
Exam Booking
Members schedule their annual Pulse Exam directly in the application, ending the fragmented experience of navigating separate systems.
Results and Health Records
Lab results, biomarker data, and physician notes in one place, readable, contextual, and actionable for a non-clinician.
Personalized Health Dashboard
Goal tracking scoped to each member's individual screening results, not generic wellness content.
Follow-Up Care and Referrals
Specialist referrals and ongoing health coaching built into the core flow, not buried in a separate portal.
Before launch, I tested the booking and results flows with members and walked employer benefits leads through the new site. Members could book an exam and read their results in one place, and employers could find the program's value without a sales call. I checked every flow against the drop off risks in the service blueprint: portal friction, low enrollment, no shows, and the gap after the assessment.
Product Outcomes
Built Around
the Member
- Employee Engagement: Platform engagement increased meaningfully after launch, particularly on mobile, where behavioral triggers were built in from the start.
- Reduced Friction: The dual-journey structure reduced friction for both audiences, employers moved through decisions more confidently, employees returned more consistently.