The Problem

Craneware needed to modernize its customer-only product homepage to align with updated product pages and introduce bundled “product suites,” while maintaining usability for existing users. The challenge was balancing business-driven marketing goals with day-to-day user efficiency.

The Craneware Group is a large B2B enterprise healthcare technology company serving hospital systems and healthcare organizations across North America. Its products support organizations ranging from small regional hospitals to large multi-hospital systems.

The Trisus customer portal supported thousands of active users, including analysts, managers, and finance leaders. Many accessed the platform multiple times per week as part of routine operational and financial workflows in high-compliance, high-stakes environments, where efficiency and clarity directly impact revenue cycle performance.

The Plan

I designed and led a discovery research initiative that incorporated both end-user and internal stakeholder perspectives to identify where experience improvements and business objectives intersected.

Research Methodology

  • Moderated discovery interviews with end users across all Craneware products

  • Conducted stakeholder interviews and focus groups with internal executives and sales leaders

  • Developed mini-personas and segmented users into these based on product usage and decision-making role

  • Conducted qualitative synthesis and thematic analysis


The Results

Key Findings

  • Content perceived as low-value created friction
    Social media and alert cards did not support user goals and detracted from usability.

  • Information sought was hard to find
    Card titles and layouts lacked context, forcing unnecessary clicks.

  • Desire for at-a-glance status
    Users wanted dashboards and summaries of tasks and updates directly on the homepage.

Research validated the removal of low-value elements, informed homepage redesign decisions, and surfaced broader usability issues that influenced future product prioritization beyond the homepage itself. User satisfaction with the website increased by 8 percentage points in the next update where these changes were implemented.