As part of a digital transformation initiative on a major healthcare website, I led the design and development of an interactive dashboard that personalized health content—articles and videos—for users based on their responses to a dynamic survey. The goal was to enhance user engagement by delivering highly relevant content tailored to individual health interests and concerns, while also allowing users to revisit their results over time.

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Problem

The healthcare site had a wealth of high-quality content but lacked an effective way to guide users to the most relevant materials. Existing navigation and search tools were too generic, often overwhelming users with irrelevant results. There was a clear opportunity to:

• Improve content discoverability.
• Personalize the user experience.
• Increase engagement and return visits.

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Solution

I designed an end-to-end experience starting with a responsive survey and culminating in a dynamic, saveable dashboard:

• Survey Design and Optimization:
  I created a multi-step survey that gathered insights on user interests, conditions, and content preferences. The survey was optimized using A/B testing, iterating on question order, wording, and interface elements to maximize completion rates and quality of input.
• A/B Testing Insights:
  Through iterative testing, we discovered that placing more personal or emotionally resonant questions earlier increased user completion by 22%. We also tested CTA button labels, with “Show My Recommendations” outperforming “See Results” in engagement metrics.
• Interactive Dashboard:
  Based on survey inputs, a tailored dashboard presented curated articles and videos. Key features included:
  • Real-time personalization based on survey logic.
  • Visual content tiles grouped by user interest areas.
  • Options to bookmark content and save the dashboard for future access via a unique URL.

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Results

• 25% increase in time spent on page compared to the site’s average content pages.
• 18% higher return visit rate among users who accessed their saved dashboard.
• Survey completion rate improved by 30% after A/B testing iterations.
• Internal teams reported better alignment with user interests, informing future content strategy.

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Key Contributions

• Led UX/UI design and wireframing for both survey and dashboard.
• Developed the logic engine connecting survey inputs to content categories.
• Conducted A/B testing and analyzed behavioral data to optimize conversion.
• Collaborated cross-functionally with data analysts, content strategists, and developers.

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Takeaways

This project emphasized the power of personalization in healthcare communication. By translating user inputs into actionable, tailored content, we not only improved user satisfaction but also enhanced the overall effectiveness of the content ecosystem. It also reinforced the value of iterative testing in optimizing user journeys.

Designed and implemented a seamless API integration between Webflow and Salesforce to support complex form data capture and CRM automation. The project involved creating multi-step, conditional forms in Webflow that collected detailed user input then securely transmitted the data to Salesforce as a new contact or updates an existing contact if applicable.

Skills Demonstrated:

• Engineered custom JavaScript logic to manage form complexity, validation, and conditional logic within Webflow’s limitations.
• Developed secure middleware using Make back-end to authenticate and relay form submissions to Salesforce’s REST API.
• Mapped form fields to dynamic Salesforce objects and ensured compatibility with lead routing, campaign tracking, and custom workflows.
• Implemented error handling, API throttling safeguards, and fallback alerts for failed submissions to maintain data integrity.
• Reduced manual data entry by 100% and improved lead response time.

This project enabled marketing and sales teams to capture high-quality leads directly from a Webflow-built front-end, while maintaining Salesforce as the single source of truth.