GMI Platform Consolidation

Discovery

Understanding two platforms

The product team faced significant challenges maintaining two distinct platforms with redundant features, separate clinical teams, differing workflows, and distinct technical stacks. GMA facilitated patient visits while GMI handled test ordering and authorization.

"The gross margin on the GMA side was 40%, the gross margin on the GMS side was -2%"

Research goals:

• Document workflows across genetic counselors, assistants, care coordinators, intake coordinators, administrators, and customer success teams
• Identify efficiency areas and pain points
• Extract and share findings for decision-making
• Assess duplicative functionality

Genetic Counselor Persona

System Architecture

Project Goals

Aligning cross-functional priorities

Cross-functional teams held differing priorities. I facilitated a whiteboarding session with production management to establish guiding principles:

• Prioritize UX improvements with most immediate impact on revenue and ability to scale
• Deliver unified experience through singular platform
• Support team capabilities without sacrificing timely delivery
• Establish single source of truth across systems, data architecture, and content management
• Balance long-term programmatic care vision with immediate revenue objectives

Teams adopted a phased, component-based approach rather than full platform migration or complete rebuild.

Prioritization Matrix

Phase 1 Goals

Defining initial scope

• Increase availability and weekly patient volume for genetic counseling
• Increase genetic services gross margin
• Standardize workflows with baseline metrics
• Conduct all genetic counseling visits on standardized platform

Outcomes

Mapping interactions and building alignment

Created comprehensive swim-lane diagram mapping user interactions across platforms and backend systems. Created high-level prototype to educate stakeholders and serve as a springboard for discussion.

Swim-lane Diagram

Takeaways