Designing internal tooling for configurable care delivery at scale
Cityblock partners with health insurance companies. Multiple insurance partners across 7 markets, each requires different things.
Project 1: Outreach configuration tooling
Problem
When Cityblock migrated to a new autodialing system, market managers lost their ability to control campaign targeting. Unable to quickly respond to trends, markets began bypassing the autodialing system entirely, instead manually creating call lists in Gsheets for their teams to use. These manual work-arounds lacked the optimizations of the new system (prioritization and exclusion logic, pre-call priming texts), leading to lower reach rates and poor member experience.
I designed outreach tooling to give markets control over call targeting, restoring flexibility lost during the migration to the new autodialing system.
Research insights shift our thinking
My user research revealed that campaign targeting was more specific and complex than we’d realized. This critical insight led us to shift our approach to leverage filtering capabilities in external analytical tooling markets already trusted and used daily.
Delivering value quickly with iterative releases
MVP: I designed a lightweight upload tool that fit directly into existing workflows. Using their existing analytics tool, Market Outreach Managers could filter and export a list of members to upload into our platform, where prioritization and exclusion logic were applied. The targeted and prioritized call list then fed directly into the autodialing system.
Final solution: We’d delivered the ability to target outreach, but markets were still forced to work off chase lists when they needed to run multiple campaigns at once. Partnering directly with stakeholders to iteratively prototype toward a final solution, I transformed our MVP list uploader into a multi-campaign management system.
Project 2: Business rules for automation
Problem
Adding or adjusting automation in our care management platform could only be done by an engineer. Frequent requests competed with other product priorities, leaving teams stuck with error-prone, manual processes, outdated guidance, and stalled innovation.
I designed tooling for operations and market managers to create and manage select automations, like automatically kicking-off or cancelling a workflow or dis-enrolling members.
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