The Vision

The founders of BitClaims wanted to do something big: use blockchain technology to build price transparency within the primary care market. The team had a great idea, but no product. Devin Halladay and I were asked to translate this vision into something that could be handed off to developers. We realized we needed to research and build internal consensus before the deign process could begin. The first step was to understand the core BitClaims value proposition.

Price Transparency

The product allows users to explore primary care services, see pricing, and purchase a plan. This is significant because many feel cheated by high medical costs, ambiguous pricing, hidden fees and inconsistent insurance coverage. BitClaims surfaces pricing so that users can make informed healthcare decision in a marketplace that incentivizes reducing patient costs.

Power in Numbers

BitClaims allows patients to form pools. Pools can create terms of entry building a patient pool with significant bargaining power. These groups can advocate for lower pricing and bundle their care together in order to receive bulk discounts. This incentivizes healthy life styles on the part of the patient and can create downward price pressure within the market place.

Patient Choice

All of this is rooted in patient choice. Not only does BitClaims surface service price points, it also surfaces the features of a plan, facility information and doctor profiles. This give the user the information they need to make well informed healthcare decisions, from their phone. By contrasting price point with other information, patients can find the choice that fits their needs.


With clear consensus, Devin and I conducted a workshop to develop user personas that would guide the design process. Gathering stake holders we began to refine who key user might be and what their specific needs would look like.
Dylan Gonzales

32 Years Old

Freelance Writer


No Children

Washington DC
  • find healthcare at lower cost
  • understand terms of a primary care contract
  • improve quality of service received
  • discovery doctor accessible by metro system
  • distrust of healthcare system
  • confused by insurance
  • requires few services, dislikes plans that bundle.
Healthcare Knowledge
Web Apps
Mobile Apps
Social Media
Bethany Freeman

40 Years Old



Two Children

Seattle, WA
  • find healthcare that covers family's needs
  • add a services to existing plan
  • must be affordable
  • improve quality of service received
  • healthcare at work offers inadequate coverage
  • switching doctors provokes anxiety
  • apprehensive of trusting family's health to an app
Healthcare Knowledge
Web Apps
Mobile Apps
Social Media


With this information, Devin and I were able to begin the design process. However, we had to consult with business design and the development team to determine the appropriate platform for the product. Ultimately, after considering development costs and with pressure to release a minimum viable product, it was determined we would d build a mobile first web app.
Thus began a process of uncovering initial interaction. From there we began to sketch low fidelity wireframes. Through this process we refined the search and price discovery user flow. We developed a number of key features during this process

Building out

These components can be fit together to form various features of the product, including doctor profiles, service pages and facility pages. Adding to this user flow, we began developing an on boarding process and a payment user flow. Of particular interest was adding a feature to allow payment in crypto. This was of particular interest to those providing the initial funding of the project.

Building out

Despite this emphasis, a goal from the beginning was to minimize user interaction with the blockchain. Though the underlying technology played an important role in the value proposition of the product, it was confusing and often detrimental to user experience to surface the blockchain.