Simplifying Healthcare Credentialing
Background
BilliMD is a B2B SaaS platform that helps healthcare providers and practices manage medical credentialing, a required process that verifies providers' qualifications to enroll them with insurance networks. As the lead UI/UX designer, I delivered a foundational second MVP with a new design system and simplified complex workflows, making it easier for providers and credentialing teams to navigate and scale their operations.
For any medical provider to accept insurance, they must go through a complex process called credentialing. This involves submitting licenses, certifications, and work history to each insurance company (often manually) one form at a time. Errors or missing documents can delay approval and revenue.
Providers face challenges with:
Tracking the status of multiple insurance applications
Managing various documents required by each insurance
Monitoring progress & documents across different states and insurers
Understanding which insurances to apply to based on their medical practice
Healthcare Providers
Submit credentials to get in network with insurances
Need visibility into credentialing progress and real time updates
Insurance Companies
Review applications to determine provider eligibility
Require accurate and timely documentation for approval
Credentialing Admin
Manage credentialing across multiple providers
Track document statuses and maintain compliance
User Pain Points
Confusing next steps after account set up
Dashboard lacks guidance for onboarding steps
Suggested UX Flow
Review applications to determine provider eligibility
Require accurate and timely documentation for approval
Landing Page -> Account Sign In Flow
Design Goal: Register quickly with minimal friction
Landing page CTA options tailored to new or returning user
Streamlined sign-in fields with clear error prevention
Included MSA Agreement for upfront legal compliance
Account Set Up -> Payment Flow
Design Goal: Address the lack of clarity on next steps after account creation. Current MVP was a one size fit all flow that didn't scale for both individuals and organizations and future enterprise plans.
Designed a role based decision point: “Are you an individual provider or representing an organization?”
Dynamic backend logic to route users to the right pricing plan based on previous decisions
A simplified transition into payment with only relevant fields shown
Onboarding Steps -> Dashboard Entry
Design Goal: Address the uncertainty and lack of user guidance pre-dashboard setup with a 3 step flow that collects critical information before accessing the dashboard
Connect medical licenses and pre-fill credentials
Select insurance
Upload as much information documents as possible
Visual Design Changes
Design Goal: Create UI components for design system & modernize dashboard
What I learned
Wearing Multiple Hats at a Startup
I was basically everywhere doing everything all at once! I jumped into every part of the process: product thinking, UX research, copywriting, documenting, designing.
I learned how to lead with clarity and make decisions effectively across a fast moving team.
I found joy in simplifying complex workflows. I had so much fun designing & iterating quickly :D
Prioritizing by Impact
I balanced multiple competing priorities in an agile environment
Made quick, informed trade-offs based on what would drive the most immediate user or business value
I grew comfortable letting go of “perfect” to ship meaningful progress fast
