AVIA Marketplace

How do you help health system professionals feel confident in choosing the right health tech software for their organization? AVIA Connect existed for years as an internal customer enablement tool, burying this common use case from our users. As a team we decided it was critical to re-focus the app. My role in this transition as Director of Product Design was to guide the discovery process in an effort to understand product/market fit as well as lead the design of a new platform that addressed the needs we heard from our users.  

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


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

Users can compare products side-by-side to see how they match up against their own personalized match score and other data points. The convenient tray design helps users easily drop in and out products and collapse as needed while browsing. 

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. 

A customized sign-up and onboarding experience that handles health system and vendor verification and custom onboarding experiences based on user type. 

The launch of the new platform also coincided with a year of content and visual branding updates which included a consistent tone of voice, value propositions, and new visual styles. 

Vendors get a behind the scenes, personalized portal to manage their profile content, clients, and teams plus access to valuable analytics.

AVIA Marketplace is a fully responsive, SaaS-based platform that works well on all device types. 


Over the course of 6 months I lead a team of product designers and UX researchers through a design process that started with discovery where we landed on a refined problem statement all the way through to ideation, prototyping, and testing. 


The first step was to lead a discovery process that included 15 long-form interviews with health system innovation leaders and analysts. The findings were compiled and a common theme was identified: people didn’t have a reliable way to research the health tech landscape and largely resorted to unstructured Google searches. Understanding the full spectrum of vendors in a particular health space was a big challenge, which defined our initial problem statement. 

Example outputs:


The next step was an explore phase that led up to a reframe of our initial hypothesis of “How might we streamline the tech select market research process?” In this phase my team and I conducted market research, built out personas, created a series of journey maps, and mapped out service blueprints. 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. 

Example outputs:


The last phase of the project centered around ideation and prototyping. With our design goals defined, I led the broader team in an affinity diagram exercise to ideate on features for the new version of the app. With new ideas sorted and categorized, we set out to design prototypes of the new platform. Starting in low-fidelity and iterating to full featured Figma prototypes using our existing design system, we then tested the new AVIA Connect with our users. 

Example outputs:


The AVIA Connect platform has successfully pivoted 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. 


Over 100% increase in highly engaged health system users in the first quarter after launch, exceeding goals.


Robust client lists with 75% of products with at least one client listed and 2,000+ adoption data points.


250+ new health system email addresses aquired within the first quarter after launch.

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