Perception Health

Creative Direction, Copywriting, Product Design, UX  & UI Design


United States healthcare company administrators.


Design a brand that would stand out as memorable from all other healthcare data brands and communicate its capabilities in easy-to-understand terms.


Working with a team of data scientists who use predictive analytics and machine learning to analyze more than 22 billion clinical referral records, I designed and produced messaging that helped potential healthcare company clients understand the benefits of engaging with Perception Health. I also worked with the internal development team to improve the user experience of the flagship TEAM™ Platform.

As a one-person department, I was tasked to refine the company’s brand and the existing SaaS product identities. This included new text for all public-facing products and services, promotions for the web (, print and sales presentations.


TEAM Platform - UX and UI - TEAM Platform Physician Overview
At the time, the platform had more than 22 Billion clinical healthcare records. Hospital executives would use this information to make strategic decisions for everything from physician performance evaluations to build the next dialysis clinic.

This high-fidelity wireframe highlights an individual Physician Overview’s critical features and functions, along with the reasoning behind some of the more essential enhancements.

Perception Health Team Platform UX/UI Concepts

TEAM Platform - UX and UI - TEAM Platform - Shared Visits Report
United States physicians who refer patients within the same network as their employer are revenue drivers for those healthcare systems. However, if a physician refers patients to out-of-network providers, it costs the healthcare system money. This is referred to as “leakage.” (An unfortunate name for such a vital report.)

The report was already valuable, but it was tough to read, and it lacked the functionality that let users see more than a handful of providers. Subtle color differences in rows, more legible fonts, a little bump line-height helped readability. This report’s utility was dramatically increased with the addition of column sorting and the ability to change preferences for how many records would be displayed on a single page.

Perception Health Team Platform UX/UI Concepts

TEAM Platform - UX and UI - TEAM Platform - Shared Visits Enhanced Search
Tapping the search icon revealed the extended search, where administrators could filter by specific NPI codes (treatments), specialties, facilities, or more general areas of a city, county, or state.

Perception Health Website DesignPerception Health Website Design

Website - Creative Direction, Design, Copywriting, and UX and UI
“We make bold statements like that because we can support them.” This was one of the first things I heard from the team at Perception. They had the data, and they had proven that they knew how to mine it. These are just a couple of the many bold claims I wrote for the website.

Care Product Collateral

Product Collateral
This was an at-a-glance product description for trade show hand-outs.

Window of Care Infographic

Infographic Design and Copywriting
Healthcare is full of confusing terminology. Not just doctor-speak, but analysts, marketers, and the c-suite all have their own language. As big as the industry is, we were continually having to educate someone about something.

In this case, “Windows of Care” is a term that measures the number of times a patient was treated (for the same issue or multiple issues) within a rolling 30 day time period. As simple as it may seem to some, the concept was a snagging point for many.

Perception Health Organization Brief

Organization Brief Sales Product - UX and UI
Without fail, anyone who sat for a 5-minute organizational brief would be amazed at how much detail could be revealed about their organization. The problem was getting them to agree to a meeting. So, we came up with an overview scenario. We would run the high-level numbers of a particular facility (usually one of the worst in a given network), then send that report to a prospective customer.

You can see that Physician Loyalty, Patient Loyalty, and Market Share were the primary measures in this mockup. Assuming the numbers were good, they were color-coded as green. If they were bad, the color was red. If they teetered on the edge of bad, they saw the yellow color.

These three numbers, plus a “leakage top 10” list of the most inefficient referral resources in their network, served as clear action items that administrators could act on immediately. But nearly every time anyone with P&L responsibility saw the report, we got a meeting.