In 2020, healthcare facilities nationwide started seeing massive rises in the need for temporary contract nurses. Traveling clinicians began touring the country by the thousands, going where the need was greatest.
Nomad’s platform for travel nurses had grown to $700M per year in revenue, but lacked direct partnerships with health systems. The company needed to reach out to facilities and their management companies with a value offering.
Research and design an in-app strategy for promoting specific health systems, driving 30% greater applications against baseline.
The insights gained from our research efforts led us to some surprising conclusions that informed the project direction. Since Nomad could not simply ask health system partners to raise their pay rates to attract more nurses, we needed to consider other ways to generate interest.
To get a better sense of the kinds of interactions that might lead to higher user interaction with certain health systems, we assembled a focus group to test several concepts in wireframe. We found that users were highly cynical about health system branding, and skeptical of data like cost of living numbers that could be perceived as subjective. They most resonated with features that would deliver less bureaucracy and more decision-making autonomy.
Armed with insights, we needed to start prioritizing to form a strategy.
We were on a tight deadline and needed to launch quickly in the first quarter.
In launching the feature for testing, we saw an immediate improvement in engagement with partner listings based on visibility, though we still needed to push the numbers higher.
An additional insight we gathered through analyzing the data and talking with internal account managers was that health systems are virtually always regional brands, lending themselves well to a location spotlight approach. Providing a map view increases the usability of these listings, and therefore engagement.
We also knew from user interviews and Facebook communities that ratings and reviews from fellow travelers was the single most powerful way to connect, aside from pay. By sourcing and featuring these kinds of reports specifically for partner brands, we achieve authenticity while calling attention to priority partners.
We also uncovered opportunities to remove bureaucracy and wait times for users, if they are willing to consider higher priority health systems. We worked with the data science team to identify users who are pre-qualified for promoted listings, and offer them two options:
To make these approaches scalable, we recognized the need for a campaign management interface that would allow Nomad's account managers to quickly review partner listings and adjust promotional strategies.
As part of our quick pivot to a partnership model, we saw an opportunity to re-use our team's previous product work, which included a self-management tool directed to facility hiring managers. We found we could adapt this to the new market opportunity.
We successfully launched most of our proposed features within 2 quarters, and met our OKR of a 30% increase in engagement with promoted listings.
A major part of this success was integrating the efforts of multiple cross-disciplinary teams including marketing, sales, account management, and data science in a unified outcome.
This project also coincided with a company-wide rebrand and design system overhaul, in which I participated heavily to increase the efficiency of design handoffs and the flexibility of the codebase for an set of feature priorities.
Nomad Health's design system was an ever-evolving work in progress resulting from the combined efforts of the UX design and front-end engineering teams. Implementing the system required auditing inconsistent and ad-hoc code from across many areas of the product, and establishing a set of shared resources available in both Figma and Github. The outcome was a streamlined development workflow with fewer quality control issues and more nimble product iterations that improved team productivity by 20%.
The use of "design tokens" were key to the success of the design system, giving the app's React code base a way to update styles and components in a cascading way from a single source of truth. Designers could access a global library of components, with one-to-one mirroring between Figma and code.
As a core member of the design team at Nomad Health, I helped build the UX Research function, working to establish in-house procedures to effectively conduct and document research insights for use across the organization.
As part of this effort, I conducted original research on both sides of Nomad's two-sided marketplace, connecting storylines between facility managers and traveling clinicians. For each study, I compiled a results deck with summaries of actionable findings.
Product team members at Nomad continually needed to see how insights from user interviews connected to business goals. I iteratively re-examined personas and user needs with each study, and made proposals based on accumulated insights.
As the first full-team design hire for a new product initiative, I took advantage of an on-site engineering summit at Nomad's office in Charlotte to work with my team in person and conduct a UX design thinking workshop.
Prior to the workshop, I prepared a visual summary of research done on the initiative's target users to date.
Through user interviews with more than 20 managers, the most important pain points in the travel nurse hiring process were:
To build empathy for users, I divided the 12-person team into small groups, each assigned an exemplary persona from the user interviews. Each group had an hour to write a story about their persona, following a hero's journey structure.
After each group shared its story, I led the group in narrowing down a user need statement that we could all agree rang true for the people we were writing about.
In addition to building team camaraderie, the exercise led to building momentum for new product features, including Bill rate insights and Market analytics.
Building on the success of our Bill Rate Insights project, and taking learnings from our Team Vision workshop, my team decided to address the need for data insights in the travel nursing market at the level of healthcare facility executives and decision makers.
Our proposed Market Analytics dashboard tool delivers actionable budget planning guidance for healthcare finance teams, including predictive trends and competitive intelligence based on Nomad's industry-leading database of travel nursing jobs.
Nomad's B2B product allows nurse managers within healthcare facilities to manage their job postings for travel nurse positions. For each job posted, managers can see the number of views by nurses on the Nomad platform, and evaluate applications as they come in.
Through user interviews with more than 20 managers, the most important pain points in the travel nurse hiring process were:
While Nomad's MVP facility product created time efficiencies for managers in processing applications, my team needed to find ways to continually improve our offering to solve for our users' most pressing needs.
User stories
Outcome
We designed and shipped the bill rate insights feature within one quarter, with the outcome of increasing sales opportunities with new customers and landing the product's largest health system to date.
Applying to traveling clinician jobs can be an arduous process, requiring many forms and certifications. One of the benefits for users in registering for the Nomad platform is the ability to re-use application elements when applying for new jobs.
I developed a 'one-click apply' flow that allows users to apply to all jobs in the system that match an application they have already made. We designed, tested, and launched the feature within one quarter, resulting in a 30% increase in job applications.
Building on this success, we beta-tested a new 'application auto-pilot' program, allowing users to opt in to have Nomad submit applications to jobs on their behalf. To increase intake into the program, we integrated the auto-pilot sign up into the one-click apply flow, resulting in 1.5x increased participation.
In growing Nomad Health's business-to-business (B2B) capabilities, an important goal was to give internal account managers the ability to run promotional campaigns to boost applications for specific blocks of jobs.
My role was to design an in-product merchandising experience that would add value for both users and business partners.
For this project, a rapid ideation approach was needed, generating many options that could lead to novel solutions. One of the first challenges to overcome was a negative reaction on the part of users as well as stakeholders to the idea of adding advertising to the product, which many saw as an anti-pattern. At the same time, various strategies were already underway to boost applications across all jobs on the platform, so to give promoted jobs an additional edge required a unique approach.
Ideation and testing with users revealed many insights that helped to define how a merchandising flow could serve user needs. Users shared a number of pain points that could be uniquely addressed in a promotional strategy.
As a growing startup, a key business goal for Nomad Health was to increase its registered user base. The inbound search feature performs an important role in onboarding new users by allowing them to search Nomad's job inventory before committing to creating an account.
Working with my product partners, I began by defining critical elements of the user flow to create a useful, high-impact call to action for the site's home page.
Through iterations, we identified ways to quickly connect new users with the most relevant jobs possible, in order to boost new registrations as well as job applications.
Due to the complex nature of healthcare work, users filter their search by multiple factors including discipline, specialty, and location.
In user testing with travel clinicians, we learned that the first question users need to answer is whether the platform supports their discipline track they are trained and certified in. To commit time to the platform, the user needs to know quickly if it staffs for the roles they can work in.
One of Nomad's competitive strengths as a platform is that it supports a broad range of disciplines, allowing people from many backgrounds to find travel work. Asking for the discipline up front works in Nomad's favor as an opportunity to market its broad jobs inventory.
The result of this user flow was to increase new registrations by 20%, especially among the longer list of Allied Health disciplines.
