The Beginning

The current credentialing interface. Over the years, we've heard feedback from users about what isn't working.

• "Our team's have struggled to build things that work for our workflow"
• "The product isn't as user friendly as it should be"
• "The system is too clicky and not efficient"

Discovery

Through research, we uncovered credentialers' biggest pain points, critical blockers, and the workarounds they've built to get their jobs done.

We focused on the 5 most critical workflows credentialers use daily.

We defined success metrics and data collection methods to measure how workflow improvements would impact credentialer efficiency and patient care outcomes.

For each of the documented pain points, we asked:

• Do we need more information to understand this?
• How can we re-phrase the problem as an opportunity?
• Does the solution for this belong in credentialing application?

Vision Statement Workshop

Facilitated a vision workshop to define the future direction of credentialing. This vision statement serves as a north star for evaluating and aligning future initiatives.

Consolidated insights from UX research, Marketing surveys, and personas across credentialers and leadership to identify shared and distinct pain points.

Aligned on the vision across Product leadership, UX, Technical Writing, Support, Marketing, and clinical subject matter experts.

Created a credentialer vision statement to guide the upcoming vision prototype initiative.

Credentialing Vision Prototype

Leveraging research insights and the vision statement, I designed a 5-10 year concept of the credentialing workflow. To reinforce the futuristic nature, I applied a dark mode theme and restructured the navigation—visual signals that this is a forward-looking prototype, not a near-term product.

Sarah, a credentialer, logs in Monday morning after being out last week. A personalized task summary helps her quickly get back on track.

Sarah uses the dashboard to quickly identify her priority—Dr. Kirk—and see what tasks still need attention.

The system auto-generates verification lists based on provider type, specialty, and facility—eliminating manual spreadsheet work. Sarah confirms the NPDB fee will charge the correct account and sees everything is already configured correctly. With no customization needed, she kicks off the verification process.

Missing tasks automatically populate Sarah's main task list—no more digging through multiple levels to find what needs attention. She can now focus on completing January's committee verifications. A quick check confirms October's committee is done. The streamlined system keeps everything visible and manageable.

When Sarah completes all her credentialing tasks, the system acknowledges her accomplishment with a congratulatory message.

The Results

The credentialing vision prototype successfully communicated a compelling 5-10 year roadmap to stakeholders, generating excitement and alignment across Product, Marketing, Support, and clinical teams.

By visualizing solutions to deeply researched pain points—like automated verification lists, consolidated task tracking, and intelligent reminders—the concept demonstrated how credentialers could save hours of manual work and reduce missed deadlines.

The prototype serves as a north star for future product decisions, with plans to expand into additional credentialing phases. Its "concept car" positioning allows selective external showcasing to gauge market interest while setting clear expectations that these are aspirational features, not near-term releases.

Next steps include presenting to executive leadership to secure funding for phased development.