ALL OF US RESEARCH PROGRAM
The Future of Health Begins with You
ALL OF US RESEARCH PROGRAM
The Future of Health Begins with You
ALL OF US RESEARCH PROGRAM
The Future of Health Begins with You
ALL OF US RESEARCH PROGRAM
The Future of Health Begins with You
ROLE
UX Researcher & Designer
UX Researcher & Designer
Timeline
February - May 2023
February - May 2023
TEAM
1 Product Manager
2 UXR & UXD
3 UI Designer
4 Developers
1 Product Manager
2 UXR & UXD
3 UI Designer
4 Developers
Skills/tools
Figma, Sketch, Zeplin, Miro, PlaybookUX, Google Slides, User Testing, Wireframes, Stakeholder Management
Figma, Sketch, Zeplin, Miro, PlaybookUX, Google Slides, User Testing, Wireframes, Stakeholder Management
ROLE
UX Researcher & Designer
Timeline
February - May 2023
TEAM
1 Product Manager, 2 UXR & UXD, 3 UI Designer, 4 Developers
Skills/tools
Figma, Sketch, Zeplin, Miro, PlaybookUX, Google Slides, User Testing, Wireframes, Stakeholder Management
Health research in the U.S. has historically lacked diversity,
often excluding underrepresented and marginalized groups such as people of color, rural populations, and sexual and gender minorities, creating critical gaps in progress toward personalized care.
Health research in the U.S. has historically lacked diversity,
often excluding underrepresented and marginalized groups such as people of color, rural populations, and sexual and gender minorities, creating critical gaps in progress toward personalized care.
To address this issue,
The National Institutes of Health (NIH) created the All of Us Research Program (JoinAllofUs.org), a national research platform and federal health initiative designed to gather health data from at least one million people across the United States.
The program is building one of the world’s largest and most diverse health databases to close long-standing gaps in research. By capturing how lifestyle, environment, and biology shape health, it will enable more precise, individualized approaches to prevention, treatment, and care for all.
To address this issue,
The National Institutes of Health (NIH) created the All of Us Research Program (JoinAllofUs.org), a national research platform and federal health initiative designed to gather health data from at least one million people across the United States.
The program is building one of the world’s largest and most diverse health databases to close long-standing gaps in research. By capturing how lifestyle, environment, and biology shape health, it will enable more precise, individualized approaches to prevention, treatment, and care for all.
To address this issue,
The National Institutes of Health (NIH) created the All of Us Research Program (JoinAllofUs.org), a national research platform and federal health initiative designed to gather health data from at least one million people across the United States.
The program is building one of the world’s largest and most diverse health databases to close long-standing gaps in research. By capturing how lifestyle, environment, and biology shape health, it will enable more precise, individualized approaches to prevention, treatment, and care for all.
The gateway to participation
JoinAllofUs.org homepage is the primary gateway for users to understand the program’s goals, purpose, and benefits, and to enroll as participants.
For many, it is the first (and often only) touchpoint for potential participants, yet the site has never undergone comprehensive end-to-end usability testing.
The gateway to participation
JoinAllofUs.org homepage is the primary gateway for users to understand the program’s goals, purpose, and benefits, and to enroll as participants.
For many, it is the first (and often only) touchpoint for potential participants, yet the site has never undergone comprehensive end-to-end usability testing.
JoinAllofUs.org homepage is the primary gateway for users to understand the program’s goals, purpose, and benefits, and to enroll as participants.
For many, it is the first (and often only) touchpoint for potential participants, yet the site has never undergone comprehensive end-to-end usability testing.
The gateway to participation
THE CHALLENGE
Redesigning the All of Us Homepage
Our goal was to identify pain points in the existing homepage experience and understand why 58% of site visitors were abandoning the site and not taking the next step to join. By uncovering these issues, we revealed opportunities for improvement and leveraged research insights to guide updates that would make the homepage clearer, more engaging, and easier to navigate.
How might we redesign the JoinAllofUs.org homepage to clearly communicate the program’s purpose, benefits, and participation steps, build trust in health data privacy, and ultimately increase participant enrollment?
THE CHALLENGE
Redesigning the All of Us Homepage
Our goal was to identify pain points in the existing homepage experience and understand why 58% of site visitors were abandoning the site and not taking the next step to join. By uncovering these issues, we revealed opportunities for improvement and leveraged research insights to guide updates that would make the homepage clearer, more engaging, and easier to navigate.
How might we redesign the JoinAllofUs.org homepage to clearly communicate the program’s purpose, benefits, and participation steps, build trust in health data privacy, and ultimately increase participant enrollment?
Redesigning the Homepage
Our goal was to identify pain points in the existing homepage experience and understand why 58% of site visitors were abandoning the site and not taking the next step to join. By uncovering these issues, we revealed opportunities for improvement and leveraged research insights to guide updates that would make the homepage clearer, more engaging, and easier to navigate.
How might we redesign the JoinAllofUs.org homepage to clearly communicate the program’s purpose, benefits, and participation steps, build trust in health data privacy, and ultimately increase participant enrollment?
THE RESEARCH & IDEATION
THE RESEARCH & IDEATION
Testing the Original Homepage
Testing the Original Homepage
The NIH UX team and our team set out to explore how users were interacting with the JoinAllofUs.org homepage and identify barriers that were preventing enrollment.
The NIH UX team and our team set out to explore how users were interacting with the JoinAllofUs.org homepage and identify barriers that were preventing enrollment.
As part of this effort, I was responsible for:
As part of this effort, I was responsible for:
As part of this effort, I was responsible for:
Translating research findings from the original homepage usability testing into actionable design updates for the new homepage.
Leading cross-functional design workshops with stakeholders to define requirements and prioritize features based on user value.
Creating low- and high-fidelity wireframes to guide the redesign.
Spearheading the second round of usability testing to validate the homepage redesign and identify areas for further improvement.
Translating research findings from the original homepage usability testing into actionable design updates for the new homepage.
Leading cross-functional design workshops with stakeholders to define requirements and prioritize features based on user value.
Creating low- and high-fidelity wireframes to guide the redesign.
Spearheading the second round of usability testing to validate the homepage redesign and identify areas for further improvement.
Translating research findings from the original homepage usability testing into actionable design updates for the new homepage.
Leading cross-functional design workshops with stakeholders to define requirements and prioritize features based on user value.
Creating low- and high-fidelity wireframes to guide the redesign.
Spearheading the second round of usability testing to validate the homepage redesign and identify areas for further improvement.
Translating research findings from the original homepage usability testing into actionable design updates for the new homepage.
Leading cross-functional design workshops with stakeholders to define requirements and prioritize features based on user value.
Creating low- and high-fidelity wireframes to guide the redesign.
Spearheading the second round of usability testing to validate the homepage redesign and identify areas for further improvement.
Whiteboarding Workshops
To align quickly and collaboratively, I ran a series of whiteboarding sessions on Miro and Figjam with key stakeholders across NIH accounts. These workshops allowed us to:
Rapidly define and prioritize homepage requirements
Identify which features would deliver the most user value
Map out content hierarchy and information flow
Generate and pitch early design solutions in real time
By bringing stakeholders directly into the process, we built shared alignment on priorities while ensuring that design decisions were grounded in both research insights and organizational goals.
To align quickly and collaboratively, I ran a series of whiteboarding sessions on Miro and Figjam with key stakeholders across NIH accounts. These workshops allowed us to:
Rapidly define and prioritize homepage requirements
Identify which features would deliver the most user value
Map out content hierarchy and information flow
Generate and pitch early design solutions in real time
By bringing stakeholders directly into the process, we built shared alignment on priorities while ensuring that design decisions were grounded in both research insights and organizational goals.
To align quickly and collaboratively, I ran a series of whiteboarding sessions on Miro and Figjam with key stakeholders across NIH accounts. These workshops allowed us to:
Rapidly define and prioritize homepage requirements
Identify which features would deliver the most user value
Map out content hierarchy and information flow
Generate and pitch early design solutions in real time
By bringing stakeholders directly into the process, we built shared alignment on priorities while ensuring that design decisions were grounded in both research insights and organizational goals.
Wireframes
With usability testing insights in hand and alignment from stakeholder whiteboarding sessions, I translated research findings into v1 of our low-fidelity wireframe.
With usability testing insights in hand and alignment from stakeholder whiteboarding sessions, I translated research findings into v1 of our low-fidelity wireframe.
The low-fidelity wireframe was first created in Miro to quickly align with stakeholders and secure a greenlight before moving into detailed design work in Figma. This v1 focused on the broad brushstrokes, structuring key content modules, reorganizing the information flow, and establishing a clearer hierarchy that addressed major pain points identified in research.
The low-fidelity wireframe was first created in Miro to quickly align with stakeholders and secure a greenlight before moving into detailed design work in Figma. This v1 focused on the broad brushstrokes, structuring key content modules, reorganizing the information flow, and establishing a clearer hierarchy that addressed major pain points identified in research.
Once the framework was in place, I created the v2 high-fidelity wireframe in Figma, which included prescriptive copy, clear calls-to-action, and a refined page flow. This step brought the homepage closer to its intended form, giving stakeholders and users a realistic view of how the redesigned experience would guide visitors toward enrollment.
The low-fidelity wireframe was first created in Miro to quickly align with stakeholders and secure a greenlight before moving into detailed design work in Figma. Once the framework was in place, I created the v2 high-fidelity wireframe in Figma.
Once the framework was in place, I created the v2 high-fidelity wireframe in Figma, which included prescriptive copy, clear calls-to-action, and a refined page flow. This step brought the homepage closer to its intended form, giving stakeholders and users a realistic view of how the redesigned experience would guide visitors toward enrollment.
Lo-Fi Wires
Hi-Fi Wires
We considered conducting v2 of usability testing at the hi-fi wireframe stage to validate early design decisions.
However, we ultimately decided to move forward with a prototype at full-fidelity before testing. This choice ensured that participants were interacting with a realistic experience, allowing us to collect richer feedback and maintain consistency with the original homepage testing, which had also been conducted at full fidelity.
We considered conducting v2 of usability testing at the hi-fi wireframe stage to validate early design decisions.
However, we ultimately decided to move forward with a prototype at full-fidelity before testing. This choice ensured that participants were interacting with a realistic experience, allowing us to collect richer feedback and maintain consistency with the original homepage testing, which had also been conducted at full fidelity.
THE DESIGN
Redesigning the All of Us Homepage
The new JoinAllofUs.org homepage was designed to clearly communicate the program’s purpose, highlight participant benefits, and make the steps to join simple and transparent. By emphasizing credibility, protecting trust in data privacy, and presenting content in a structured, engaging way, the redesign transforms initial curiosity into confidence and action.
THE DESIGN
Redesigning the All of Us Homepage
The new JoinAllofUs.org homepage was designed to clearly communicate the program’s purpose, highlight participant benefits, and make the steps to join simple and transparent. By emphasizing credibility, protecting trust in data privacy, and presenting content in a structured, engaging way, the redesign transforms initial curiosity into confidence and action.
THE DESIGN
Redesigning the All of Us Homepage
The new JoinAllofUs.org homepage was designed to clearly communicate the program’s purpose, highlight participant benefits, and make the steps to join simple and transparent. By emphasizing credibility, protecting trust in data privacy, and presenting content in a structured, engaging way, the redesign transforms initial curiosity into confidence and action.
THE DESIGN
Redesigning the All of Us Homepage
The new JoinAllofUs.org homepage was designed to clearly communicate the program’s purpose, highlight participant benefits, and make the steps to join simple and transparent. By emphasizing credibility, protecting trust in data privacy, and presenting content in a structured, engaging way, the redesign transforms initial curiosity into confidence and action.
New Navigation Header
Introduces a refreshed header with the All of Us Research Program and NIH logo lockup, reinforcing NIH’s credibility and ownership. A new sticky navigation with anchor links improves ease of use, allowing visitors to quickly jump to key content.
New Navigation Header
Introduces a refreshed header with NIH logo lockup, reinforcing NIH’s credibility and ownership. A new sticky navigation with anchor links improves ease of use, allowing visitors to jump to key content.
What is All of Us?
Explains the program’s vision in simple, engaging terms. Rather than one-size-fits-all healthcare, it invites users to imagine a future of personalized care made possible through donated health information. This section also clearly ties the program to NIH to build legitimacy.
What is All of Us?
Explains the program’s vision in simple, engaging terms. This section also clearly ties the program to NIH to build legitimacy.
What All of Us can do for you
Highlights participant benefits early in the journey. From learning more about your health to receiving insights from DNA samples (such as ancestry or hereditary health risks), this section shows tangible value for participants and makes the program feel rewarding.
What All of Us can do for you
Highlights participant benefits early in the journey. From learning more about your health to receiving insights from DNA samples (such as ancestry or hereditary health risks), this section shows tangible value for participants and makes the program feel rewarding.
Why All of Us needs you
Clearly communicates the goal of reaching more than one million participants who reflect the true diversity of the U.S.
Why All of Us needs you
Clearly communicates the goal of reaching more than one million participants who reflect the true diversity of the U.S.
Why join All of Us?
Features real voices of participants and researchers to build legitimacy and trust. These stories add a human touch and help potential participants envision themselves in the program.
Why join All of Us?
Features real voices of participants and researchers to build legitimacy and trust. These stories add a human touch and help potential participants envision themselves in the program.
How the program works
A simple four-step visual demystifies the enrollment process. This clear, concise breakdown lowers barriers to entry by showing exactly what to expect.
How the program works
A simple four-step visual demystifies the enrollment process. This clear, concise breakdown lowers barriers to entry by showing exactly what to expect.
How All of Us protects your privacy
Centers privacy and security with transparent explanations of NIH’s strict data standards. Includes links to NIH’s Privacy and Security Principles, a video showing how personal data is encrypted, and testimonials from researchers reinforcing the program’s trustworthiness.
How All of Us protects your privacy
Centers privacy and security with transparent explanations of NIH’s strict data standards. Includes links to NIH’s Privacy and Security Principles, a video showing how personal data is encrypted, and testimonials from researchers reinforcing the program’s trustworthiness.
Where we are now
Demonstrates program momentum and credibility by celebrating milestones: over 500,000 participants enrolled, with more than 80% from historically underrepresented groups. Interactive snapshots of shared data and showcase the program’s real-world impact.
Where we are now
Demonstrates program momentum and credibility by celebrating milestones: over 500,000 participants enrolled, with more than 80% from historically underrepresented groups. Interactive snapshots of shared data and showcase the program’s real-world impact.
Final CTA: Are you ready to help shape the future of health?
Ends with a clear, inspiring enrollment path. Users learn they can join online or at partner healthcare provider sites across the country. Reinforces that participation is always free.
Final CTA: Are you ready to help shape the future of health?
Ends with a clear, inspiring enrollment path. Users learn they can join online or at partner healthcare provider sites across the country. Reinforces that participation is always free.
DESIGN VALIDATION
Testing the Redesign
Testing the Redesign
To ensure the redesigned homepage truly addressed user needs, I conducted end-to-end usability testing. From scripting and facilitating sessions to synthesizing insights and analyzing results, I measured how the redesign resolved challenges from initial research and validated the impact of key design decisions.
To ensure the redesigned homepage truly addressed user needs, I conducted end-to-end usability testing. From scripting and facilitating sessions to synthesizing insights and analyzing results, I measured how the redesign resolved challenges from initial research and validated the impact of key design decisions.
To ensure the redesigned homepage truly addressed user needs, I conducted end-to-end usability testing. From scripting and facilitating sessions to synthesizing insights and analyzing results, I measured how the redesign resolved challenges from initial research and validated the impact of key design decisions.
Who I Interviewed
Who I Interviewed
I ran 11 moderated 60 minute recorded sessions on PlaybookUX.com. Participants represented a wide range of backgrounds to reflect the diversity All of Us seeks to serve:
I ran 11 moderated 60 minute recorded sessions on PlaybookUX.com. Participants represented a wide range of backgrounds to reflect the diversity All of Us seeks to serve:
Age: 19 - 46 years old
Race/Ethnicity: African American, Asian American, Hispanic, White
Gender: Female, Male, Nonbinary
Household Income: $25K - $200K
Education: High school diploma to advanced degree
Translating research findings from the original homepage usability testing into actionable design updates for the new homepage.
Leading cross-functional design workshops with stakeholders to define requirements and prioritize features based on user value.
Creating low- and high-fidelity wireframes to guide the redesign.
Spearheading the second round of usability testing to validate the homepage redesign and identify areas for further improvement.
Usability Test Findings v2
Usability Test Findings v2
Did our redesigned homepage resolve the pain points uncovered in our initial research?
Did our redesigned homepage resolve the pain points uncovered in our initial research?
ITERATIONS & KEY TAKEAWAYS
Iterating Our Designs
Iterating Our Designs
Throughout testing, several key insights emerged that guided design iterations.
To clarify cost of participation…
To clarify cost of participation…
To clarify cost of participation…
To clarify cost of participation…
We included copy early in the experience to reassure users that participation is free, with the only investment being their time.
We included copy early in the experience to reassure users that participation is free, with the only investment being their time.
We included copy early in the experience to reassure users that participation is free, with the only investment being their time.
To provide more participation details...
We added a new timeline graphic with 8 expandable drawers to clearly communicate participation details and benefits.
We added a new timeline graphic with 8 expandable drawers to clearly communicate participation details and benefits.
We added a new timeline graphic with 8 expandable drawers to communicate participation details and benefits.
We added a new timeline graphic with 8 expandable drawers to clearly communicate participation details and benefits.
To provide more participation details...
To provide more participation details...
To provide more participation details...
WHAT'S NEXT?
Based on our findings:
Conduct another round of usability testing for homepage updates to validate the current design decisions
Expand usability testing to the rest of the site to ensure a consistent and clear user experience across pages
Test designs for accessibility to validate that new designs are inclusive and usable for people with varying abilities
Based on our findings:
Conduct another round of usability testing for homepage updates to validate the current design decisions
Expand usability testing to the rest of the site to ensure a consistent and clear user experience across pages
Test designs for accessibility to validate that new designs are inclusive and usable for people with varying abilities
Based on our findings:
Conduct another round of usability testing for homepage updates to validate the current design decisions
Expand usability testing to the rest of the site to ensure a consistent and clear user experience across pages
Test designs for accessibility to validate that new designs are inclusive and usable for people with varying abilities
Since the homepage redesign launch, enrollment grew by 40%, reaching 849,000 in early 2025, with 566,000+ having completed all initial steps, including consent, surveys, physical measurements, and biosample donations.
Since the homepage redesign launch, enrollment grew by 40%, reaching 849,000 in early 2025, with 566,000+ having completed all initial steps, including consent, surveys, physical measurements, and biosample donations.
Since the homepage redesign launch, enrollment grew by 40%, reaching 849,000 in early 2025, with 566,000+ having completed all initial steps, including consent, surveys, physical measurements, and biosample donations.
Since the homepage redesign launch, enrollment grew by 40%, reaching 849,000 in early 2025, with 566,000+ having completed all initial steps, including consent, surveys, physical measurements, and biosample donations.
The project showed me how a well-designed homepage establishes credibility, communicates purpose, and invites users to engage, highlighting the importance of first impressions in complex, technical experiences.
The project showed me how a well-designed homepage establishes credibility, communicates purpose, and invites users to engage, highlighting the importance of first impressions in complex, technical experiences.
The project showed me how a well-designed homepage establishes credibility, communicates purpose, and invites users to engage, highlighting the importance of first impressions in complex, technical experiences.
Aaaand...that’s a wrap.
Aaaand...that’s a wrap.
Aaaand...that’s a wrap.
Ready for another story?
Ready for another story?
Ready for another story?
Thanks for dropping by!
Thanks for dropping by!
Thanks for
dropping by!
Thanks for dropping by!
Let's create something together.
Let's create something together.
Let's create something together.
Let's create something together.
made with love, iterations, and a good playlist
Ashley Kim Designs © 2025
made with love, iterations, and a good playlist
Ashley Kim Designs © 2025
made with love, iterations, and a good playlist
Ashley Kim Designs © 2025
made with love, iterations, and a good playlist
Ashley Kim Designs © 2025
CONTACT ashleyytkim@gmail.com
