“Streamlining Access to Care Within the UCLA Health Ecosystem”
As part of a digital initiative, UCLA Health ran targeted campaigns that directed users to externally hosted landing pages. My role was to transition one of these high-traffic campaign pages into an embedded experience within the main UCLAHealth.org website.
This involved aligning the page design with existing brand guidelines, ensuring visual and functional consistency across the site. I also restructured the content flow to seamlessly connect users with downstream pages, enabling easier access to service information and appointment scheduling tools. The goal was to create a cohesive user journey while improving trust, engagement, and conversion within the UCLA digital ecosystem.
Improving Immediate Care Access Through UX Optimization
By reviewing analytics and heatmaps, I gained insight into current user behavior across multiple pages. One of the key findings was that Immediate Care was a top priority—users frequently clicked on links leading to maps and scrolled to find the nearest hospitals.
However, in the previous design, many of the appointment and scheduling links pointed to the same destinations, causing confusion and redundancy. To improve this, I conducted a heatmap analysis to identify which elements users interacted with most.
Key UX Improvements:
Consolidated Redundant Links: Streamlined overlapping links to simplify the user journey and reduce decision fatigue.
Prioritized Key Actions: We structured the page to highlight essential options—such as “Book by Phone” and “Virtual Care”—instead of placing all links at the same level. This made the interface more scannable and goal-oriented.
Audience-Specific Language: Clarified pathways for new vs. existing patients to ensure users could quickly identify the relevant action.
Embedded Map for Immediate Access: A quick win was embedding the interactive map directly into the page, reducing the number of clicks needed to find nearby locations.
Surfaced Critical Pages: The “Find Locations” page was previously buried in paragraph text; we elevated it to a prominent position.
Default Selection of Immediate Care: To reduce friction, we preselected “Immediate Care” by default upon page load.
Location-Based Personalization: We introduced a browser prompt for zip code access, allowing us to deliver nearby options with minimal user input.
Competitive Analysis: Positioning UCLA in the Healthcare Landscape
To better understand UCLA Health’s position in the digital healthcare space, I conducted a competitive analysis of key peer institutions, including Cedars-Sinai, Johns Hopkins, Penn Medicine, and Massachusetts General Hospital.
My focus was on examining page layouts, site navigation, and the user flow related to accessing care. I paid close attention to how each organization structured their call-to-action (CTA) elements—particularly those guiding users toward finding care—and how they differentiated services such as urgent care versus immediate care.
I also analyzed how information was prioritized on landing pages, looking at the hierarchy of content such as virtual visits, provider directories, and scheduling tools. This helped me assess how each competitor emphasizes accessibility and user needs.
Additionally, I noted each brand’s unique value proposition, which ranged from "ease of use" to "priority access" and "clinical reputation." These insights informed how UCLA could strategically position its digital presence to stand out while addressing core user expectations in healthcare access.
Scheduling Appointments through Care Access Pages
Immediate Care
I designed the Immediate Care page to be prioritized as the first option before directing users to emergency care. Immediate Care often covers urgent needs at the cost of a standard doctor’s visit, which aligns more closely with what many patients actually require.
To support this user need, I implemented similar access channels as other care pathways—such as online scheduling and video visits—but led with location-based options and an embedded map to emphasize urgency and proximity. This design ensured patients could quickly identify nearby clinics and choose the most convenient method for receiving timely care.
Conclusion
Through a series of targeted redesigns—from Primary and Immediate Care to Video Visit access—I helped streamline UCLA Health’s digital experience with a strong emphasis on clarity, accessibility, and user empowerment. Each design decision was grounded in research, competitive analysis, and collaboration with stakeholders to ensure alignment with both user needs and organizational goals.
By bringing consistency to care pathways and surfacing overlooked options like virtual visits, the redesign supports UCLA Health’s broader mission to deliver high-quality, patient-centered care—whether online or in person.
Let me know if you'd like to follow it up with key outcomes, metrics, or a reflection section.
Primary Care
I designed the Primary Care landing page to help users understand the types of care UCLA Health offers, as well as the range of conditions treated. The goal was to educate users while guiding them toward the appropriate next step in their care journey.
To support this, I designed multiple appointment pathways based on user needs and familiarity with the system. These included:
Scheduling via MyChart for returning patients
Direct call options for immediate assistance
Online scheduling by browsing provider profiles and selecting from available appointment times
This multi-channel approach ensured a more inclusive and accessible experience for both new and existing patients.
Video Visits Page Design for UCLA Health
Video visit options were previously scattered across the UCLA Health site, making them easy to overlook. I created a dedicated page to centralize and promote this valuable care option.
The page highlights treatments well-suited for virtual care, such as second opinions, remote monitoring, and e-consults. To prepare users for what to expect, I embedded an explainer video and included links to the MyChart app for additional guidance.
Clear calls-to-action direct users to the portal login, making it easy to schedule a video visit and engage with care from the convenience of home.