AVIA Marketplace

Client: AVIA

Role: Product Design Director

Skills: Product Design, UX Research, Information Architecture, Visual Design, Team Leadership, DesignOps

Team: Product Design Director (me), Product Designer, UX Researcher, Product Manager

Timeframe: 6 months


The Problem

Health system digital innovation teams are facing major challenges keeping up with new technology and making the right software choices for their patients and internal operations. How do you help health tech professionals feel confident in choosing the right software for their organization?

The Solution

Today’s health tech professionals are looking for an understanding of capabilities, solution landscapes, and peer validation for software. Our goal in creating AVIA Marketplace was to fulfill these needs via an online marketplace. As Product Design Director, I led a 6-month initiative from discovery to platform design, including ideation, prototyping, and testing.

Understanding the User

The initial step involved conducting 15 in-depth interviews with health system innovation leaders and analysts. From these interviews, a recurring theme emerged: the lack of a dependable method for researching the health tech landscape, often leading to reliance on Google searches. The primary challenge was comprehensively grasping all vendors in a specific health domain, forming the foundation of our initial problem statement.

Health system employees were asked to rank their top 3 daily use cases.

Connecting with peers at similar transformation stages (35.7%)
Digital health research (33.3%)
Prioritizing areas for digital value (31%)


The next step was an explore phase that led up to a reframe of our initial how might we statement. In this phase my team and I conducted competitor research, built out personas, created a series of journey maps. Lastly we outlined a series of design goals to support the next phase, which included a focus on narrative and making sure the product is intuitive and adaptable.

How might we streamline the tech select market research process?

Competitor Research

To learn more about how other platforms approach tech selection we studied similar platforms such as G2, Panda Health, LinkedIn, and Clutch. The findings helped guide us in directions for potential areas to explore.


Next we created personas for the top 3 health system users of the platform. We wanted to make sure that each persona acurately reflect the jobs, goals, and frustrations of each user type. These personas were constantly referred to throughout the entire design lifecycle. 

Journey Maps

We then created a series of journey maps to catalog the common use cases our key personas go through in the tech selection process. This exercise helped us later define what types of features might be most useful on the platform and directly led to outlining our design goals.


Next I led the broader team in an affinity diagram exercise to ideate on features for the new version of the app. We used the following design goals as our north star. 

Narrative – Guided experience ensuring user understanding of where they should be going and what they should do once they get there
Intuitive – Simple to use in order to ensure consistent use
Interactive – Streamline information gathering and sharing
Adaptable – Longevity of user base through repeat visits and engagement loops

Sketching and Low Fidelity Prototype

We started with sketches to quickly iterate potential layouts and feature sets. These ideas then moved into low fidelity Figma wireframes we could use to inform the next stages of design.

Prototyping and testing

We then tested the designs with our users as high fidelity Figma prototypes. Some key findings from the user testing validated our assumptions that understanding the solution lanscape and getting to know a category would be much easier with AVIA Marketplace, however it was dependent on the quality of our vendor database content.

The Final Design

Once we had collected all the feedback from the user tests, we looked for common themes and applied the learning to our final designs. These designed were then handed off to our engineering team who we worked closely with by providing detailed notes as well as iterative feedback during the implementation. 

Data-driven, personalized category pages display product lists with custom card designs and robust filtering and sorting options and market maps. 

Users can read user-submitted reviews of products to take out the guesswork and bring them closer to the experience or using a given product.

Product profile pages are the heart of the platform, giving buyers a snapshot of what they need to know when making an educated decision, whether it’s use cases, EHR integration, or sampling media. 


AVIA Marketplace successfully launched to a robust health tech two-sided marketplace. In the first quarter of the new AVIA Connect we were able to attract 450+ highly-engaged users, over 250 of which were new to the platform. As the platform is evolving we are constantly working to improve by refining our current features based on user feedback, continually adding new features, and launching growth initiatives to attract new users and increase re-engagement.


increase in user engagement


user growth rate each half since launch

Reached goal of over 80% of remote monitoring companies to claim and complete their profile within the first quarter after launch.