About
Playground
Work
Jade Luu
Case study 01
EMI Network · Product design · 2026
EMI Network
This project is developed and contributed under EMI Network's agency under contract as the sole UX Strategist of the team. Any work exhibited is under the ownership of EMI Network LLC.
At a glance
Role
Lead product designer
Timeline
March 2024 - October 2025
Team
PM · Developers · Marketing
Scope
Journey strategy, UX, UI
The challenge
The client's website failed to clearly communicate their capabilities to potential customers including: confusing service messaging, buried navigation, and a dated interface that undercut their credibility.
What changed
I built a four-phase UX framework that guided the work from research through final interface design.
01
One plan, organized around the patient’s next decision.
02
A shared language for clinical confidence and human clarity.
03
A flexible interface ready to grow with future care pathways.
04
A flexible interface ready to grow with future care pathways.
Selected process
Use these editable panels to add research evidence, flows, or decision-making moments as the story develops.
Add research insight
Interview pattern, journey map, or a moment of friction worth showing.
Add research insight
Interview pattern, journey map, or a moment of friction worth showing.
Add interface evolution
Early flow, usability finding, or final screen that makes the change tangible.
Add interface evolution
Early flow, usability finding, or final screen that makes the change tangible.
01 · Discovery & strategy
What did you need to understand before changing a B2B site with real operational constraints?
Add project goals
Who needed this site to work better — and what did success need to look like?
Add constraints
Development limits, stakeholder needs, content gaps, and the assumptions you had to test.
02 · Information architecture
Show the navigation and task paths you simplified — and why those changes mattered.
Add sitemap, user flow, or navigation comparison
Make the structure visible: what was buried, what was clarified, and how a customer now gets to the right service.
Add a navigation decision
What changed and why
Add a content decision
What became clearer
Add a validation moment
What you learned
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