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Customer Relationship Management

PlayMaker is a customer relationship management platform for home health and hospice providers.

The users are salespeople for the healthcare providers who used the app to build their relationships with customers outside the digital world.

The existing app was built without any research, design thinking or user testing. The result was a bloated and sluggish solution that lacked consistency and had poor usability.

Final design:

Image of home screen for PlayMaker iOS application
Image of accounts screen for PlayMaker iOS application
Image of company profile screen for PlayMaker iOS application

The Problem:

The first version of the application was built around a calendar. Most users leveraged other calendar applications (native or third-party). After user interviews I found that forcing this feature onto users was burying the features they needed.

The hypothesis I formed was that the application used a navigation model that neglected a third of the users. With this knowledged, I decided to test my hypothesis with three popular navigation models.

These are the arguably three of the most-common mobile navigation patterns used today:


Hidden (Hamburger)


Hub and Spoke



The Solution:

After conducting user tests, the hamburger navigation pattern failed despite its ubiquity and popularity.

Next, I tested the hub and spoke model, which put the calendar an extra tap away from users, but allowed for a flexible one-size-fits-all approach for all of the other features.

Last, I ran users through a prototype that featured an anchored navigation pattern. Relatively unique to iOS, this pattern seemed to have problems with discoverability.


Despite having a nimble dev team, we were severly impacted by the COVID-19 pandemic. Moreso than normal because our user base spent most of their days using our application to interact with elderly and terminally ill patients and their physicians. The bittersweet aspect was that I had users contacting me at a much higher rate to give feedback because their day-to-day had been severely altered by quarrantine protocols.

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