CAWELLNESSCOACH.ORG
Spread the Wellness
CAWELLNESSCOACH.ORG
Spread the Wellness
CAWELLNESSCOACH.ORG
Spread the Wellness
CAWELLNESSCOACH.ORG
Spread the Wellness
ROLE
UX Designer
UX Designer
Timeline
June - Sept 2023
June - Sept 2023
TEAM
1 Product Manager
1 UX Designer
2 UI Designer
1 Developer
1 Product Manager
1 UX Designer
2 UI Designer
1 Developer
Skills/tools
Figma, FigJam, Google Slides, Sitemap, User Journeys, Wireframes, Content Model, Stakeholder Management
Figma, FigJam, Google Slides, Sitemap, User Journeys, Wireframes, Content Model, Stakeholder Management
ROLE
UX Researcher & Designer
Timeline
February - May 2023
TEAM
1 Product Manager, 1 UXR & UXD, 2 UI Designer, 4 Developers
Skills/tools
Figma, Sketch, Zeplin, Miro, PlaybookUX, Google Slides, User Testing, Wireframes, Stakeholder Management
Nearly half of California’s youth struggle with their mental health, yet the state’s behavioral health workforce is stretched too thin to meet growing demand.
Nearly half of California’s youth struggle with their mental health, yet the state’s behavioral health workforce is stretched too thin to meet growing demand.
Nearly half of California’s youth struggle with their mental health, yet the state’s behavioral health workforce is stretched too thin to meet growing demand.
Behavioral health demand will surge 62% by 2036, but staffing will drop 13%.
Behavioral health demand will surge 62% by 2036, but staffing will drop 13%.
Closing this gap requires new roles, innovative models, and a stronger, more diverse workforce to meet the needs of California’s youth.
Closing this gap requires new roles, innovative models, and a stronger, more diverse workforce to meet the needs of California’s youth.
To address this issue,
To address this issue,
As part of California’s Children and Youth Behavioral Health Initiative (CYBHI) and the Workforce for a Healthy California for All initiative, the Department of Health Care Access and Information (HCAI) is expanding the health care workforce by introducing...
Certified Wellness Coaches (CWCs),
a new behavioral health role designed to bridge the gap between entry-level positions and those requiring a Master’s degree.
Certified Wellness Coaches (CWCs),
a new behavioral health role designed to bridge the gap between entry-level positions and those requiring a Master’s degree.
Certified Wellness Coaches (CWCs),
a new behavioral health role designed to bridge the gap between entry-level positions and those requiring a Master’s degree.
CWCs bridge service gaps by delivering non-clinical, culturally responsive support across schools, communities, and healthcare settings, strengthening the networks youth depend on daily.
CWCs serve as “near peers” who understand the youth, normalizing conversations, being relatable messengers, and teaching coping and communication skills.
CWCs often reflect the communities they serve, bringing shared lived experiences, language, and cultural responsiveness to their work.
CWCs bridge service gaps by delivering non-clinical, culturally responsive support across schools, communities, and healthcare settings, strengthening the networks youth depend on daily.
CWCs serve as “near peers” who understand the youth, normalizing conversations, being relatable messengers, and teaching coping and communication skills.
CWCs often reflect the communities they serve, bringing shared lived experiences, language, and cultural responsiveness to their work.
CWCs bridge service gaps by delivering non-clinical, culturally responsive support across schools, communities, and healthcare settings, strengthening the networks youth depend on daily.
CWCs serve as “near peers” who understand the youth, normalizing conversations, being relatable messengers, and teaching coping and communication skills.
CWCs often reflect the communities they serve, bringing shared lived experiences, language, and cultural responsiveness to their work.
THE CHALLENGE
California is launching a brand new behavioral health role to meet the urgent needs of youth mental health.
The challenge was to build visibility for this unfamiliar profession and reach students, employers, families, and communities with tailored messages that inspire awareness, trust, and adoption.
How might we
build a diverse pipeline of CWCs that reflects the communities they’ll serve?
show employers the value of hiring CWCs and connect them to new funding opportunities?
help youth & families embrace CWCs as a trusted part of their support system?
make CWC certification a natural outcome of college programs?
How might we
build a diverse pipeline of CWCs that reflects the communities they’ll serve?
show employers the value of hiring CWCs and connect them to new funding opportunities?
help youth & families embrace CWCs as a trusted part of their support system?
make CWC certification a natural outcome of college programs?
How might we
build a diverse pipeline of CWCs that reflects the communities they’ll serve?
show employers the value of hiring CWCs and connect them to new funding opportunities?
help youth & families embrace CWCs as a trusted part of their support system?
make CWC certification a natural outcome of college programs?
Behavioral health demand will surge 62% by 2036, but staffing will drop 13%.
Closing this gap requires new roles, innovative models, and a stronger, more diverse workforce to meet the needs of California’s youth.
To address this issue,
As part of California’s Children and Youth Behavioral Health Initiative (CYBHI) and the Workforce for a Healthy California for All initiative, the Department of Health Care Access and Information (HCAI) is expanding the health care workforce by introducing...
Certified Wellness Coaches (CWCs),
a new behavioral health role designed to bridge the gap between entry-level positions and those requiring a Master’s degree.
CWCs bridge service gaps by delivering non-clinical, culturally responsive support across schools, communities, and healthcare settings, strengthening the networks youth depend on daily.
CWCs serve as “near peers” who understand the youth, normalizing conversations, being relatable messengers, and teaching coping and communication skills.
CWCs often reflect the communities they serve, bringing shared lived experiences, language, and cultural responsiveness to their work.
THE CHALLENGE
California is launching a brand new behavioral health role to meet the urgent needs of youth mental health.
The challenge was to build visibility for this unfamiliar profession and reach students, employers, families, and communities with tailored messages that inspire awareness, trust, and adoption.
How might we
build a diverse pipeline of CWCs that reflects the communities they’ll serve?
show employers the value of hiring CWCs and connect them to new funding opportunities?
help youth & families embrace CWCs as a trusted part of their support system?
make CWC certification a natural outcome of college programs?
THE SOLUTION
THE SOLUTION
Your Guide to Become a Certified Wellness Coach
Your Guide to Become a Certified Wellness Coach
cawellnesscoach.org serves as the central resource for learning about the Certified Wellness Coach (CWC) role, highlighting its purpose and benefits, outlining certification requirements, and providing guidance for prospective students, workforce candidates, employers, and education programs on how to get involved. I designed and optimized user flows to guide candidates through the application process, increasing engagement and completion rates while ensuring each step was clear, actionable, and aligned with user needs.
cawellnesscoach.org serves as the central resource for learning about the Certified Wellness Coach (CWC) role, highlighting its purpose and benefits, outlining certification requirements, and providing guidance for prospective students, workforce candidates, employers, and education programs on how to get involved. I designed and optimized user flows to guide candidates through the application process, increasing engagement and completion rates while ensuring each step was clear, actionable, and aligned with user needs.
FOR POTENTIAL CWCs
FOR POTENTIAL CWCs
Learn How to Become a CWC
Learn How to Become a CWC
cawellnesscoach.org outlines clear pathways to become a Certified Wellness Coach, whether you are a college or university student or already working in a behavioral health role with CWC-like experience.
cawellnesscoach.org outlines clear pathways to become a Certified Wellness Coach, whether you are a college or university student or already working in a behavioral health role with CWC-like experience.
FOR POTENTIAL CWCs
Apply for Certification
Once you know you’re eligible, you can create an account and begin the application process. The site outlines required documentation, provides step-by-step instructions, and connects you with resources to help you submit your application with confidence.
FOR EMPLOYERS
Bring a CWC Onto Your Team
You can use job description templates for CWC I and CWC II when hiring new employees. The site also provides a link to connect with Certified Wellness Coaches on the Official Certified Wellness Coaches of California LinkedIn page.
FOR EMPLOYERS
Check a CWC's
Certification Status
Use the verification tool to confirm whether a Certified Wellness Coach is currently credentialed. This feature provides transparency for schools, families, and employers, ensuring confidence in a CWC’s qualifications.
FOR EDUCATION PROGRAMS
Become an HCAI-Designated Education Program
Learn how your institution can become an HCAI-designated education program to train and certify future Certified Wellness Coaches. The site explains how to update curricula to meet designation requirements, provides step-by-step application guidance, and shares resources to help you navigate the process successfully.
FOR EDUCATION PROGRAMS
Check Our Network
of Education Programs
See which schools are already HCAI-designated education programs. These state-partnered colleges and universities have curricula that meet all the requirements for students to apply for Wellness Coach certification upon graduation.
FOR POTENTIAL CWCs
FOR POTENTIAL CWCs
Apply for Certification
Once you know you’re eligible, you can create an account and begin the application process. The site outlines required documentation, provides step-by-step instructions, and connects you with resources to help you submit your application with confidence.
FOR POTENTIAL CWCs
FOR POTENTIAL CWCs
Check Your Eligibility
Check Your Eligibility
Take a quick eligibility quiz to see if you qualify to become a CWC. If you’re eligible, you’ll get a list of key documents you’ll need for your application. If not, the tool explains why and shares resources to help you get started on the path toward eligibility.
Take a quick eligibility quiz to see if you qualify to become a CWC. If you’re eligible, you’ll get a list of key documents you’ll need for your application. If not, the tool explains why and shares resources to help you get started on the path toward eligibility.
FOR EMPLOYERS
Bring a CWC Onto Your Team
Bring a CWC Onto
Your Team
You can use job description templates for CWC I and CWC II when hiring new employees. The site also provides a link to connect with Certified Wellness Coaches on the Official Certified Wellness Coaches of California LinkedIn page.
FOR EMPLOYERS
Check a CWC’s Certification Status
Use the verification tool to confirm whether a Certified Wellness Coach is currently credentialed. This feature provides transparency for schools, families, and employers, ensuring confidence in a CWC’s qualifications.
FOR EDUCATION PROGRAMS
Become an HCAI-Designated Education Program
Learn how your institution can become an HCAI-designated education program to train and certify future Certified Wellness Coaches. The site explains how to update curricula to meet designation requirements, provides step-by-step application guidance, and shares resources to help you navigate the process successfully.
FOR EDUCATION PROGRAMS
Check Our Network of
Education Programs
See which schools are already HCAI-designated education programs. These state-partnered colleges and universities have curricula that meet all the requirements for students to apply for Wellness Coach certification upon graduation.
FOR EMPLOYERS
Bring a CWC Onto Your Team
You can use job description templates for CWC I and CWC II when hiring new employees. The site also provides a link to connect with Certified Wellness Coaches on the Official Certified Wellness Coaches of California LinkedIn page.
FOR POTENTIAL CWCs
Apply for Certification
Once you know you’re eligible, you can create an account and begin the application process. The site outlines required documentation, provides step-by-step instructions, and connects you with resources to help you submit your application with confidence.
FOR POTENTIAL CWCs
Learn How to Become a CWC
cawellnesscoach.org outlines clear pathways to become a Certified Wellness Coach, whether you are a college or university student or already working in a behavioral health role with CWC-like experience.
FOR POTENTIAL CWCs
Check Your Eligibility
Take a quick eligibility quiz to see if you qualify to become a CWC. If you’re eligible, you’ll get a list of key documents you’ll need for your application. If not, the tool explains why and shares resources to help you get started on the path toward eligibility.
THE SOLUTION
Your Guide to Become a Certified Wellness Coach
cawellnesscoach.org serves as the central resource for learning about the Certified Wellness Coach (CWC) role, highlighting its purpose and benefits, outlining certification requirements, and providing guidance for prospective students, workforce candidates, employers, and education programs on how to get involved. I designed and optimized user flows to guide candidates through the application process, increasing engagement and completion rates while ensuring each step was clear, actionable, and aligned with user needs.
FOR EMPLOYERS
Check a CWC's Certification Status
Use the verification tool to confirm whether a Certified Wellness Coach is currently credentialed. This feature provides transparency for schools, families, and employers, ensuring confidence in a CWC’s qualifications.
FOR EDUCATION PROGRAMS
Become an HCAI-Designated Education Program
Learn how your institution can become an HCAI-designated education program to train and certify future Certified Wellness Coaches. The site explains how to update curricula to meet designation requirements, provides step-by-step application guidance, and shares resources to help you navigate the process successfully.
FOR EDUCATION PROGRAMS
Check Our Network of Education Programs
See which schools are already HCAI-designated education programs. These state-partnered colleges and universities have curricula that meet all the requirements for students to apply for Wellness Coach certification upon graduation.
THE RESEARCH
THE RESEARCH
Uncovering Needs, Perceptions, and Barriers
Uncovering Needs, Perceptions, and Barriers
Uncovering Needs, Perceptions, and Barriers
Because the Certified Wellness Coach role is brand new, we needed to understand how different audiences would approach the cawellnesscoach.org website and the unique needs driving their engagement. Our research focused on uncovering expectations, questions, and potential barriers so we could craft experiences, tailor information, and shape CTAs that resonate with each group.
Because the Certified Wellness Coach role is brand new, we needed to understand how different audiences would approach the cawellnesscoach.org website and the unique needs driving their engagement. Our research focused on uncovering expectations, questions, and potential barriers so we could craft experiences, tailor information, and shape CTAs that resonate with each group.
Because the Certified Wellness Coach role is brand new, we needed to understand how different audiences would approach the cawellnesscoach.org website and the unique needs driving their engagement. Our research focused on uncovering expectations, questions, and potential barriers so we could craft experiences, tailor information, and shape CTAs that resonate with each group.
As part of this effort, I was responsible for:
As part of this effort, I was responsible for:
Collaborating with stakeholders to define key audience types
Creating personas and user journeys to represent their goals and pain points
Developing the sitemap and information architecture to organize content effectively
Building a content model to map what information belonged where, and which audience it would best serve
Designing wireframes to visualize structure, flows, and CTAs
Collaborating with stakeholders to define key audience types
Creating personas and user journeys to represent their goals and pain points
Developing the sitemap and information architecture to organize content effectively
Building a content model to map what information belonged where, and which audience it would best serve
Designing wireframes to visualize structure, flows, and CTAs
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.
Defining Key Audience Types
One of the first challenges was identifying who the website needed to reach and how those groups might engage with the content. I worked with program leaders to define the core audience types, which included:
One of the first challenges was identifying who the website needed to reach and how those groups might engage with the content. I worked with program leaders to define the core audience types, which included:
POTENTIAL CWCs
POTENTIAL CWCs
Students interested in becoming Certified Wellness Coaches, as well as professionals already working in wellness-related roles who may seek certification.
Students interested in becoming Certified Wellness Coaches, as well as professionals already working in wellness-related roles who may seek certification.
POTENTIAL EMPLOYERS
POTENTIAL EMPLOYERS
Employers in schools, health care programs, and community-based organizations looking to hire CWCs or support current employees in becoming certified.
Employers in schools, health care programs, and community-based organizations looking to hire CWCs or support current employees in becoming certified.
EDUCATION PROGRAMS
EDUCATION PROGRAMS
Colleges and universities aiming to align their curricula with state requirements so graduates are eligible for CWC certification.
Colleges and universities aiming to align their curricula with state requirements so graduates are eligible for CWC certification.
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.
Defining Key Audience Types
One of the first challenges was identifying who the website needed to reach and how those groups might engage with the content. I worked with program leaders to define the core audience types, which included:
Defining these audiences early on ensured that our research, content strategy, and design decisions were grounded in a clear understanding of who we were building for, and what success would look like from their perspective.
Defining these audiences early on ensured that our research, content strategy, and design decisions were grounded in a clear understanding of who we were building for, and what success would look like from their perspective.
Personas and User Journeys
To meet the needs of each audience, I created personas and user journeys that captured their motivations, expectations, and pathways through the site. These deliverables helped the client see how each group might engage with content and where calls to action should be placed, grounding design discussions in user-centered stories and aligning on structure, messaging, and functionality.
Sitemap and Information Architecture
With clear audience types and user journeys defined, I created a sitemap to organize the website’s structure and content. The goal was to ensure that each audience could easily find relevant information, while also highlighting calls to action that drive awareness, trust, and adoption of the CWC role. The sitemap balanced high-level navigation for broad audiences:
1.0 Become a CWC (for potential CWCs)
2.0 For Employers (for potential employers)
3.0 HCAI-Designated Education Programs (for education programs)
with clear pathways to deeper resources such as certification steps, funding opportunities, and program requirements. This structure became the foundation for the content model and wireframes that followed.
POTENTIAL EMPLOYERS
Employers in schools, health care programs, and community-based organizations looking to hire CWCs or support current employees in becoming certified.
POTENTIAL CWCs
Students interested in becoming Certified Wellness Coaches, as well as professionals already working in wellness-related roles who may seek certification.
EDUCATION PROGRAMS
Colleges and universities aiming to align their curricula with state requirements so graduates are eligible for CWC certification.
Content Model
To translate audience needs into a clear site structure, I developed a content model that mapped what information belonged where, and which audience it served. This framework ensured content was purposeful, easy to locate, and aligned with CTAs.
To translate audience needs into a clear site structure, I developed a content model that mapped what information belonged where, and which audience it served. This framework ensured content was purposeful, easy to locate, and aligned with CTAs.
By outlining page types, key messages, and audience alignment, the content model guided decisions for the sitemap and wireframes. It also gave stakeholders visibility into how different groups, including potential CWCs, employers, and education programs, would encounter content tailored to their goals and motivations.
It also gave stakeholders visibility into how different groups, including potential CWCs, employers, and education programs, would encounter content tailored to their goals and motivations.
Wireframes
I created wireframes to visualize the structure, layout, and key interactions across the site. These wireframes helped align the team on how content would be presented, where CTAs would appear, and how each audience could navigate to the information most relevant to them. They served as a blueprint for UI, ensuring that user needs, messaging, and functionality were clearly represented before moving into high-fidelity designs.
Sitemap and Information Architecture
With clear audience types and user journeys defined, I created a sitemap to organize the website’s structure and content. The goal was to ensure that each audience could easily find relevant information, while also highlighting calls to action that drive awareness, trust, and adoption of the CWC role. The sitemap balanced high-level navigation for broad audiences:
1.0 Become a CWC (for potential CWCs)
2.0 For Employers (for potential employers)
3.0 HCAI-Designated Education Programs (for education programs)
with clear pathways to deeper resources such as certification steps, funding opportunities, and program requirements. This structure became the foundation for the content model and wireframes that followed.
Defining these audiences early on ensured that our research, content strategy, and design decisions were grounded in a clear understanding of who we were building for, and what success would look like from their perspective.
Personas and User Journeys
To meet the needs of each audience, I created personas and user journeys that captured their motivations, expectations, and pathways through the site. These deliverables helped the client see how each group might engage with content and where calls to action should be placed, grounding design discussions in user-centered stories and aligning on structure, messaging, and functionality.
Sitemap and Information Architecture
With clear audience types and user journeys defined, I created a sitemap to organize the website’s structure and content. The goal was to ensure that each audience could easily find relevant information, while also highlighting calls to action that drive awareness, trust, and adoption of the CWC role. The sitemap balanced high-level navigation for broad audiences:
1.0 Become a CWC
(for potential CWCs)2.0 For Employers
(for potential employers)3.0 HCAI-Designated
Education Programs
(for education programs)
with clear pathways to deeper resources such as certification steps, funding opportunities, and program requirements. This structure became the foundation for the content model and wireframes that followed.
THE DESIGN PROCESS
Translating UX into UI
Having established the site’s structure and flows, I collaborated with the UI designer and creative team to hand off a framework that connected UX insights to brand expression. My role was to bridge strategy and design, creating clarity around audience needs so our UI designer and creative team could focus on visual storytelling.
cawellnesscoach.org introduces California’s new Certified Wellness Coach role with approachable content, clear pathways, and resources tailored to students, employers, and education programs.
cawellnesscoach.org introduces California’s new Certified Wellness Coach role with approachable content, clear pathways, and resources tailored to students, employers, and education programs.
ITERATIONS & KEY TAKEAWAYS
Impact & Iterations
In 1.5 years, the platform had 377,600 site visits and certified ~2,500 coaches statewide.
In 1.5 years, the platform had 377,600 site visits and certified ~2,500 coaches statewide.
40+ colleges and universities are launching as the first cohort of HCAI-Designated Education Programs in Fall 2025.
40+ colleges and universities are launching as the first cohort of HCAI-Designated Education Programs in Fall 2025.
However…
However…
Out of 252 total applications received over 74 business days:
73% approved
19% rejected → due to applicants having an ineligible degree or lacking the required Field Experience hours.
8% pended → due to the missing forms not being submitted
Out of 252 total applications received over 74 business days:
73% approved
19% rejected → due to applicants having an ineligible degree or lacking the required Field Experience hours.
8% pended → due to the missing forms not being submitted
Out of 252 total applications received over 74 business days:
73% approved
19% rejected → due to applicants having an ineligible degree or lacking the required Field Experience hours.
8% pended → due to the missing forms not being submitted
This data highlighted:
the need for clearer communication around eligibility criteria
the need for clearer guidance and documentation during the application process.
This data highlighted:
the need for clearer communication around eligibility criteria
the need for clearer guidance and documentation during the application process.
This data highlighted:
the need for clearer communication around eligibility criteria
the need for clearer guidance and documentation during the application process.
Affinity Mapping Call Center Data
To uncover patterns in the application process, I organized Call Center data into an affinity map. This exercise helped group common reasons for rejections and pending applications. Clustering the data revealed key barriers that directly informed content strategy and application guidance on the site.
To uncover patterns in the application process, I organized Call Center data into an affinity map. This exercise helped group common reasons for rejections and pending applications. Clustering the data revealed key barriers that directly informed content strategy and application guidance on the site.
Eligibility Quiz User Flow and Wireframes
To reduce confusion, prevent ineligible applications, and streamline the user experience, I designed a user flow and wireframes for the eligibility quiz to help applicants determine if they are eligible to apply.
The eligibility quiz immediately tells users if they are eligible or not, directs them to the appropriate next steps, and provides the correct documentation to download if they are eligible. This approach helps reduce confusion, prevent ineligible applications, and streamline the user experience.
WHAT'S NEXT?
Based on our findings:
Conduct usability testing for site updates to validate the current design decisions
Analyze Call Center data after the eligibility quiz launch to track rejected and pending applications
Refine content, calls to action, and key milestones for each audience based on observed behaviors and feedback
Based on our findings:
Conduct usability testing
for site updates to validate the current design decisionsAnalyze Call Center data
after the eligibility quiz launch to track rejected and pending applicationsRefine content, calls to action, and key milestones
for each audience based on observed behaviors and feedback
Eligibility Quiz User Flow and Wireframes
To reduce confusion, prevent ineligible applications, and streamline the user experience, I designed a user flow and wireframes for the eligibility quiz to help applicants determine if they are eligible to apply.
To reduce confusion, prevent ineligible applications, and streamline the user experience, I designed a user flow and wireframes for the eligibility quiz to help applicants determine if they are eligible to apply.
This project showed me how to craft messages and calls to action that resonate with distinct user goals while maintaining clarity and trust, allowing me to design experiences that guide users toward meaningful actions.
This project showed me how to craft messages and calls to action that resonate with distinct user goals while maintaining clarity and trust, allowing me to design experiences that guide users toward meaningful actions.
Aaaand...that’s a wrap.
Aaaand...that’s a wrap.
Ready for another story?
Ready for another story?
THE DESIGN PROCESS
Translating UX into UI
Having established the site’s structure and flows, I collaborated with the UI designer and creative team to hand off a framework that connected UX insights to brand expression. My role was to bridge strategy and design, creating clarity around audience needs so our UI designer and creative team could focus on visual storytelling.
cawellnesscoach.org introduces California’s new Certified Wellness Coach role with approachable content, clear pathways, and resources tailored to students, employers, and education programs.
ITERATIONS & KEY TAKEAWAYS
Impact & Iterations
In 1.5 years, the platform had 377,600 site visits and certified ~2,500 coaches statewide.
40+ colleges and universities are launching as the first cohort of HCAI-Designated Education Programs in Fall 2025.
However…
Out of 252 total applications received over 74 business days:
73% approved
19% rejected → due to applicants having an ineligible degree or lacking the required Field Experience hours.
8% pended → due to the missing forms not being submitted
This data highlighted:
the need for clearer communication around eligibility criteria
the need for clearer guidance and documentation during the application process.
Affinity Mapping Call Center Data
To uncover patterns in the application process, I organized Call Center data into an affinity map. This exercise helped group common reasons for rejections and pending applications. Clustering the data revealed key barriers that directly informed content strategy and application guidance on the site.
WHAT'S NEXT?
Based on our findings:
Conduct usability testing for site updates to validate the current design decisions
Analyze Call Center data after the eligibility quiz launch to track rejected and pending applications
Refine content, calls to action, and key milestones for each audience based on observed behaviors and feedback
Eligibility Quiz User Flow and Wireframes
To reduce confusion, prevent ineligible applications, and streamline the user experience, I designed a user flow for the eligibility quiz to help applicants determine if they are eligible to apply.
The eligibility quiz immediately tells users if they are eligible or not, directs them to the appropriate next steps, and provides the correct documentation to download if they are eligible. This approach helps reduce confusion, prevent ineligible applications, and streamline the user experience.
Aaaand...that’s a wrap.
Ready for another story?
UX Strategy
UX/UI Design
Design QA
Accessibility
This project showed me how to craft messages and calls to action that resonate with distinct user goals while maintaining clarity and trust, allowing me to design experiences that guide users toward meaningful actions.
Aaaand...that’s a wrap.
Ready for another story?
UX Strategy
UX/UI Design
Design QA
Accessibility
This project showed me how to craft messages and calls to action that resonate with distinct user goals while maintaining clarity and trust, allowing me to design experiences that guide users toward meaningful actions.
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
