

FlexCare
Information Architecture, Product Strategy
2025
In the fast-moving world of healthcare staffing, clinicians need to find, compare, and evaluate job opportunities with as little friction as possible. At FlexCare, the job page was a critical point in that journey: a high-intent experience where assignment interest either turned into a qualified lead or dropped off. The challenge was not simply to make the page cleaner; it was to redesign a core conversion page around how clinicians actually evaluate jobs, while protecting the registration funnel FlexCare depends on.
The existing page was disorganized, text-heavy, and unclear about what action visitors were taking. Important decision points like pay, shift, hours, and assignment details were buried or underweighted, while repeated boilerplate and legal content interrupted the experience. As the sole designer, I owned the audit, competitive teardown, information architecture, gating strategy, responsive UX/UI, and final design direction across desktop and mobile.

Analyzing a 17-Year Legacy
17 years without updates had aged the NATHO brand, creating a market perception of being less than relevant in a modern landscape. I audited the existing identity to identify opportunities for a more representative and foundational image.


Concept Refinement
Presenting initial concepts to the marketing committee allowed for a collaborative synthesis of the most resonant marks and colors. This stakeholder-led refinement ensured the final direction hit the desired balance of trust and organizational transformation.


A Scalable Foundational System
The final system provides a comprehensive visual language designed to guide all future communications and digital touchpoints. This foundational framework ensures brand consistency across member engagement resources and high-impact media.



