Company
HealthEquity
Year
2023-2025
My Role
Brand Designer
Event Design
Presentation Design
Conference Design
Building stronger client relationships through strategic design
HealthEquity needed better ways to connect with clients and grow their business across multiple touchpoints. As the leading provider of HSA and FSA solutions, they required design systems that could work seamlessly from conference booths to boardroom presentations.
The challenge was creating cohesive experiences that would generate meaningful client feedback, build deeper relationships with key accounts, and stand out in crowded healthcare conference environments.
I worked to develop HealthEquity's client engagement design from the ground up, creating integrated systems that transformed how they connected with clients across the entire relationship lifecycle.
Key Client SummitCreating premium
feedback experiences
With the need for strategic client input established, I designed comprehensive branding systems for exclusive 3-day client summits. The visual framework unified everything from pre-event landing pages and mobile app interfaces to executive presentation decks and breakout session materials.
Working directly with senior leadership, I translated complex B2B objectives into engaging visual systems that facilitated meaningful dialogue around product roadmaps and market needs. Every touchpoint was strategically designed to encourage honest partner feedback and actionable insights.
Client Advisory BoardTransforming feedback into collaboration
I developed custom presentation templates and feedback collection systems that turned advisory sessions into productive product innovation experiences. The design framework included session guides, visual frameworks, and materials that made complex development objectives accessible to client participants.
Over two years of biannual meetings, the consistent design system supported four valuable advisory sessions that generated critical product insights while strengthening client relationships through collaborative product development.
B2B ConferencesCutting through conference noise
With the brand foundation established, I created modular booth systems that adapted to various conference sizes while maintaining brand consistency. The design included interactive demonstrations, custom presentation materials, and takeaway resources that simplified complex tax advantages into actionable information.
Working with sales and product teams, I translated technical product features into compelling visual narratives that resonated with HR professionals and benefits administrators, transforming HealthEquity's presence from vendor to trusted healthcare benefits partner.
ResultsMeasurable impact across all touchpoints
The integrated design approach created a complete client engagement ecosystem that delivered measurable business results:
Product Innovation: Client feedback directly influenced feature prioritization and development roadmaps
Relationship Building: Key clients became active collaborators in product development
Lead Generation: Conference booths consistently generated qualified leads and meaningful conversations
Market Position: Elevated HealthEquity from service provider to strategic partner
The comprehensive framework demonstrated how strategic design across multiple client touchpoints transforms B2B relationships and drives sustainable business growth.
