Inside a major U.S. health insurance company, I co-designed a digital health product focused on supporting patients navigating complex care journeys. The product was built to combine education, community, and care navigation into a single experience grounded in equity and whole-person well-being.

I partnered with two other designers and a team of business consultants to define the product vision and prototype key flows. While we collaborated closely on user research and concept development, I led the early market validation strategy end-to-end. This included designing and launching a paid ad campaign across TikTok, Reddit, Instagram, and Facebook, which reached over 100,000 impressions.

I created all campaign visuals and messaging myself, using A/B testing and performance analytics to shape positioning, uncover user resonance, and refine how we told the product story. The work resulted in a validated direction and a high-fidelity prototype that is now being piloted internally.