Texas Health Resources — Case Study

01 — Problem

Sales teams drowning in fragmented tooling

Meta's global sales organization relied on a patchwork of legacy tools, spreadsheets, and workarounds to manage their pipeline. Context switching and data silos cost thousands of hours per quarter and introduced error into critical revenue processes.

Research Finding 01

73% of sales reps reported spending more than 2 hours daily on manual data entry — time that could be spent selling.

Research Finding 02

Interviews across 5 global offices revealed 11 distinct tool combinations for the same core workflow.

Research Finding 03

Pipeline data inconsistency led to forecasting errors averaging 22%, undermining leadership confidence in sales data.

02 — Project 01

Patient Referral Navigation

Texas Health was losing ~$4M annually as physicians referred patients outside the THPG network. I led 43 interviews and 17 observations across primary care physicians, navigators, and specialists — then synthesized findings into a journey map and five directional concepts that became the foundation for leadership's reform roadmap.

THR Primary Care

THPG Specialty Care

THPG Patient

SWHR

Interviews

Primary Care Clinics

Specialty Care Clinics

6,000+

Survey Responses

15+

SWHR Referral Navigators

Observations

4 hrs

of Primary Care Observations

10+ hrs

of Specialty Care Observations

—

N/A

35+ hrs

of SWHR Referral Navigation Observations

Directional Concept 01

Referral Status Tracker

A "pizza tracker" for healthcare. A visual referral status tool for providers and patients — surfacing where a referral stands and how long it's been there. Removes uncertainty and reduces calls to navigators.

Directional Concept 02

Enhanced Reporting

Rich reporting for providers, navigation leadership, and network development directors — surfacing referral effectiveness, navigator efficiency, and provider-network utilization at a glance.

Directional Concept 03

Navigator Dashboard

A single interface that helps navigators organize their day — highlights from key systems, work-queue triage, and contextual training nudges — so they can focus on patients, not tooling.

Directional Concept 04

Training Hub

A consolidated home for navigator training — searchable playbook, bite-sized modules by category, ML-driven recommendations based on individual performance, and peer-to-peer knowledge sharing.

Directional Concept 05

Network Development Dashboard

A multi-purpose dashboard for network directors — surfacing which providers are referring out-of-network, where the growth gaps are, and which specialty affiliates to pursue next.

01 / 05

03 — Project 02

Heart & Vascular Research

In a crowded DFW Heart & Vascular market, Texas Health wasn't being chosen by patients — they were being assigned. I led patient and physician research, plus a market scan of leading programs, to uncover where new services could differentiate the experience.

Physician stakeholder interviews

Patient consumer interviews

15+

Industry innovations scanned

10+

Leading programs benchmarked

Market Scan · Out in the Wild

Studying the leading edge

Beyond stakeholder interviews, I led a comparative analysis of 15+ innovations and 10+ leading programs in heart & vascular care — from FDA-cleared platforms like Eko to value-based care models at Thomas Jefferson University Hospitals and HonorHealth. These benchmarks gave Texas Health a sharp picture of where their program could differentiate.

Key Themes

Theme 01

Personal Relationships Matter

Patients who described the best experiences consistently pointed to feeling a personal connection with their care team — not just clinical competence.

Theme 02

Volume = Expertise

Patients believe the more procedures a facility performs, the more skilled the physicians become. Surfacing that signal builds patient trust.

Theme 03

Location, Location, Location

Patients with great Texas Health experiences will drive any distance to keep that relationship. Proximity matters less than perceived quality of care.

Step 01 · Synthesis

Research Synthesis in Miro

Starting from raw interview notes, I synthesized findings into three personas — Health Enthusiast, Natural Ager, Family History — across Daily Life, Clinical Engagement, and Life Enhancement. Each opportunity tagged to a strategic theme.

Step 02 · Visualization

Patient Journey Map

Working with a visual designer, I brought the sticky-note synthesis to life as a single end-to-end journey — Daily Life → Clinical Engagement → Life Enhancement — with three persona swimlanes running through every phase.

Phase 01 · Daily Life

Pre-Awareness through Referral

Zooming into Daily Life: how each persona encounters early heart health signals — and the opportunities for data monitoring, self-service subscriptions, and added-care offerings before clinical intervention is needed.

Phase 02 · Clinical Engagement

Consultation through Check-In

From cardiology consult to surgical prep, this phase surfaces opportunities for seamless data services, value-added pre-stay experiences, and connected patient records across every facility touchpoint.

Phase 03 · Life Enhancement

Post-Op through Follow-Ups

After surgery, opportunities span value-added recovery services, subscription-based meal and rehab support, connected patient communities, and ongoing monitoring services that keep Texas Health in the patient's life long after discharge.