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Homebase Medical Experience Platform:
Elevating In-Home Care Through Clinician-Centered Design

Service design and product strategy

For Homebase Medical, enhancing care for homebound older adults meant more than upgrading technology—it required a reimagined digital ecosystem rooted in clinical empathy, operational clarity, and scalable care delivery. The Homebase Medical Experience Platform was envisioned as a unified, user-centered solution to support clinicians, care teams, and operational staff in delivering consistent, high-quality care at scale. Through thoughtful service design, integrated data strategy, and streamlined workflows, the platform empowers frontline users, reduces administrative burden, and enables deeper connection between patients, providers, and care partners—advancing Homebase Medical’s mission of helping patients live independently with dignity.

Overview

Business Challenges

Homebase Medical needed to enhance care for homebound older adults—not just by improving technology, but by transforming the entire service ecosystem that supports in-home care. This required aligning digital tools, human interactions, and organizational processes around the needs of clinicians and patients.

Engagement Overview

We conducted a multi-week discovery phase to understand current business adoption, user challenges, and the technical platform configuration. We created personas and empathy maps for key roles, completed service blueprints across core visit types, and documented workflows and capability needs. To ground our insights in real-world context, we joined clinicians on home visits to observe their workflows firsthand. Following Discovery, we planned and facilitated the integration of Athenahealth as the new EMR—migrating from eClinicalWorks—and implemented Salesforce Health Cloud as the CRM and scheduling platform to streamline coordination and improve data continuity across the care ecosystem.

My Role & Team

As Lead UX designer, I led experience and service design discovery efforts alongside our Enterprise Architect, Project Manager, Salesforce Architect, Data Architect, and Chief Data Officer to reimagine the clinician experience and define a scalable care delivery platform for Homebase Medical. Together, we mapped workflows, identified pain points, and aligned on a unified product strategy to streamline in-home care, improve data flow, and close critical care gaps.

Product Discovery & Service Design Approach

Working across clinical operations and digital product strategy, I helped unify disconnected workflows into a cohesive, clinician-centered experience for Homebase Medical. Through journey mapping, service blueprints, stakeholder interviews, and field observation, we uncovered critical workflow gaps and designed a foundation for a scalable, data-driven product organization. Leveraging persona development, capability mapping, and continuous user validation, we prioritized features that simplify care delivery, reduce administrative burden, and close care gaps—ensuring every experience is intuitive, efficient, and aligned with real-world needs.

1

Stakeholder-Centered Discovery

- Mapped the experiences of clinicians, care coordinators, patients, and back-office staff.
- Identified critical friction points in clinical documentation, scheduling, referrals, communication, and care planning.
- Used ethnographic research and shadowing to uncover both emotional and operational pain points in real-world settings.
2

Service Blueprinting

- Visualized the frontstage (clinician-patient interactions) and backstage (support systems, workflows, and data handoffs).
- Uncovered gaps in coordination between clinical and operational staff (e.g. misaligned visit types, redundant documentation, unclear next steps).
- Mapped dependencies across EMRs, scheduling platforms, and care management tools.
3

Journey Mapping + Ecosystem Design

- Designed service journeys for key moments like: Pre-visit coordination, In-home clinical encounter, Post-visit care planning and documentation.
- Highlighted opportunities for automation, real-time data access, and contextual guidance within those moments.
4

Platform Integration

- Integrate a new EMR (Athenahealth) and CRM (Salesforce Health Cloud) into the redesigned service ecosystem.
- Enable a connected, intelligent experience across care delivery, operations, and patient engagement.
- Reduce fragmentation and enhanced continuity of care by ensuring data flowed seamlessly between clinical, operational, and communication systems.

Customer Archetypes

The identified customer archetypes span clinical, operational, and engagement roles, each playing a key part in delivering and supporting in-home care. From frontline clinicians and care coordinators to schedulers, billers, and pre-screeners, these users face fragmented workflows and data gaps that impact efficiency, patient experience, and care continuity.

Service blueprint: Key Findings​

The Patient Engagement and Mobile Clinical Care service blueprints illustrate the end-to-end journey from initial referral through to in-home care delivery. The first blueprint focuses on activating patient relationships and converting interest into readiness, while the second maps the experience of an in-home clinical visit, including the behind-the-scenes coordination required to close care gaps and maintain continuity between multiple types of visits.​

Wellness & Clinical Workflows

End-to-end journey of wellness and clinical patients and staff (e.g., clinicians, care coordinators, schedulers) across key service phases — Referral, Outreach, New Patient Establishment, Pre-Visit, Visit, and Post-Visit.

Development Roadmap

This roadmap outlines a phased rollout of healthcare service improvements and supporting technologies from April 2025 through Q3 2026. It includes MVP builds and launches across Salesforce CRM, Athena EMR, and data integrations, followed by ongoing iterations to support product and market growth. This artifact was created to help the client align on timing for clinical process documentation updates, and to guide the planning, staffing, and coordination of product teams needed for the EMR and CRM buildout.

Service Components & Touchpoints Enhanced

Clinician Workflow:
The clinician experience was unified across both mobile and desktop tools, enabling seamless transitions between devices. Enhancements included fewer clicks to complete common tasks, contextual alerts to support clinical decision-making, and offline functionality to ensure continuity of care in low-connectivity environments.

Scheduling & Operations:
Scheduling and operational workflows were streamlined through smart routing algorithms, real-time schedule updates, establishing patient and visit tyoe classifications, and a reduction in manual coordination between staff. These improvements maximized clinician efficiency and minimized delays in patient care.

Patient Communication:
Patient communication was standardized via clear and constant scripting across service lines and automated messaging was implemented to enhance patient engagement and care plan adherence.

Data & Insights:
Clinical decision-making was improved by embedding insights within workflows, providing clinicians access to interoperable health data from multiple systems, and simplifying the documentation processes to reduce administrative burden and improve data quality.

Clinical Documentation Improvement:
We improved the accuracy, completeness, and specificity of clinical documentation by transitioning to Athena EMR. Through a series of process improvement workshops, we identified the configuration needs to tailor Athena’s clinician-centered UI and workflows to meet Homebase Medical’s standards for compliant and efficient documentation.

Strategic Outcomes

💡 Operational Clarity
Integrated workflows reduced ambiguity across teams.

🩺 Empowered Clinicians
Tools aligned to how clinicians actually work in the field.

🚀 Scalable Care Delivery
Platform design supported expansion without sacrificing quality.

🙍🏼‍♂️Humanized Experience
Made room for empathy in care delivery by reducing cognitive and administrative load.