Product thinking · 9 min
How I turn complex data into a product people can understand
How 40 Medicare conversations became themes, decision questions, and a self-service comparison concept.
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Product & UX Designer · Chicago · Bilingual — English & Español
Turning complex workflows into clear, useful products
I'm Cynthia — I untangle complicated systems, find the decisions hidden in the evidence, and make the next step easier, in English and Spanish.
What I solve
Complexity with real consequences
01
Complex workflows
Mapping systems and edge cases before simplifying the interface.
02
Evidence into direction
Turning research and behavior data into decisions.
03
High-stakes clarity
Accessible, bilingual paths that help people act.
What are you hiring for?
Pick a role and I'll tell you what to read
I plan, run, and synthesize mixed-method studies, then turn them into decisions a team can build against.
- 01 · Start here
Medicare User Research — GoHealth
The study gave Marketing leadership a shared evidence base and directly informed the self-service Plan Finder concept.
Read it - 02 · Start here
Running Point Media — Agency Rebrand & Site
The shipped site increased sessions 106%, direct traffic 88%, and unique visitors 54%.
Read it - 03 · Start here
Earnings Alpha
Newsletter signups doubled; 72% understood the value immediately and 64% preferred the redesign.
Read it
Case studies
Selected work
Flagship case study
Forty conversations that changed how GoHealth talked to people turning 65
- The challenge
- The team assumed Medicare friction was informational; people were actually overwhelmed, anxious, and afraid of choosing wrong.
- The move
- I led 40 interviews and surveys, synthesized the evidence into themes and personas, and translated it into actionable product and marketing directions.
- 40
- Medicare-eligible adults interviewed and surveyed, ages 45 to 65
- 85%
- described Medicare as confusing or overwhelming
- 60%
- felt anxiety about choosing the wrong plan
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Marketing & branding agencyRunning Point Media — Agency Rebrand & Site
The challenge
A usable agency site still left prospective clients unconvinced and gave them no clear path to act.
The move
I paired usability testing with a preference study, reframed the issue as persuasion, then rebuilt the brand, structure, and experience around proof.
106% increase in site sessions after the redesign
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- Healthcare & Medicare
GoHealth Plan Finder — Concept
The challenge
Every path to comparing Medicare plans ended in a phone call, even for people who wanted to research independently first.
The move
I turned findings from 40 participants into a self-service flow organized around doctors, prescriptions, total cost, and accessible comparison.
Self-serve a first path to compare plans without calling an agent
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Healthcare (Medicare)GoHealth — Spanish Lead Form
The challenge
Spanish-speaking Medicare shoppers completed a long form before learning they were not eligible.
The move
I combined funnel data, agent feedback, interviews, and prototype testing to move eligibility guidance earlier and make it recognizable.
30% fewer ineligible submissions after adding the confirmation step
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Fintech / MediaEarnings Alpha
The challenge
Strong financial analysis was packaged in a landing page people described as untrustworthy and unclear.
The move
I translated trust research into a five-part design checklist, structured the argument first, and validated it against competitors.
2× increase in newsletter signups after the redesign
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Healthcare / NonprofitNever Alone Recovery
The challenge
People seeking recovery support could not quickly find resources, events, or a clear way to ask for help.
The move
I reduced the architecture to three urgent user questions and designed direct, supportive paths around each one.
34% Longer average visit duration
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Essays from the work
How I work
Research leadership · 10 min
How I lead research from a messy question to a clear direction
How I frame a study, choose methods, synthesize evidence, and carry findings into product decisions.
Read article →Responsible design · 8 min
How I design to trust
What healthcare and recovery work taught me about clarity, control, dignity, and human help.
Read article →AI & prototyping · 7 min
How I use AI in my work
How I accelerate synthesis, exploration, and coded prototypes while keeping decisions grounded in evidence.
Read article →01 / 04