health + experts
year
2023-2025
TOOLS
Figma, user testing, ux labs
team
2 DESIGNERS, 7 pms, 30 engineers
project context
Health is one of the most searched topics online, yet finding trustworthy information remains a significant challenge. Users often have to navigate conflicting advice, varying levels of source credibility, and complex medical information before they can confidently understand or act on what they find.
my role
My work focused on reimagining the health search experience—from improving the trustworthiness, readability, and accessibility of existing experiences to envisioning zero-to-one AI-powered concepts for the future of health search. I led the health + experts on msn and bing and monetization work, shipping four major experiences - top span growth initiative contributed to 4× growth to >350K (not actual value) daily active users, revenue revamp generated >$2M revenue (not actual value), and magazine answers established reusable design patterns that scaled across Bing Search AND had highest engagement across segments >1.8m MAU.
opportunity
01
finding trustworthy health information online is difficult
Results online are cluttered with conflicting advice, content of varying quality, and sources whose credibility is difficult to assess at a glance
02
health information is scattered across the web
Users struggled to find information that directly addressed their health questions, often needing to visit multiple websites to piece together a single answer
03
opportunity for a continued health journey
each query is a standalone event, with no connection to what came before or after. This leaves users to repeat context, re-navigate familiar ground, and rebuild their understanding every time
PROJECTS & impact
01
Three lenses of trust: designing health search results people can rely on
Projects: Verified health expert answer, Health magazine answer, Health Research answer, China Web Experts answer
My Role:
User research, information design, shaping design framework, design for trust and credibility.
Impact:
Shipped multiple Health magazine answer and cards Health magazine: Engagement was 2x higher than mainline answer
Topical queries, expert answer, PLM
WP PCR: >7% (not actual value),
APSAT: >60%, CCR: (High) (not actual value)
Expert magazine APSAT: > 60% (not actual value)
China Web Experts answer: WPSBS gew to over 10x
APSAT: > 60%
Mobile research answer: APSAT score was > 50%
02
Engagement and Monetization
Top Span pills on Health articles
Revenue from SERP answer
My Role:
Explored UI for information hierarchy, shaping framework, designing for trust and credibility
Impact:
Top Span - DAU: 4x growth
Revenue Flight - >2m revenue
03
Envisioning future of health on Bing and Copilot
Projects: Health feed page, Health Northstar pitch and Copilot Concept
My Role:
Scoping the problem, creating a design system for the page, aligning on content strategy, discovery, user flows, usecases and testing final outcome
envisioned detailed Bing experts feed page as a Zero-to-One concept (flighted); Envisioned concepts to pitch to senior leadership
Impact:
North-star concept design shared with Microsoft CEO of AI
Positive recognition from CEO of Microsoft AI
PROJECT 01
Three lens of trust: Health results on Bing
Help users go find trustworthy health users online
The content is shown from 3 lens - expert answers, medically reviewed journals, research answers
Trust and Credibility
" I WANT TO FIND TRUSTWORTHY, EASY-TO-UNDERSTAND INFORMATION WHEN I QUERY ABOUT HEALTH ONLINE"
Health-magazine
Brief
Health information on Bing was fragmented across multiple experiences, including Health Conditions, Drugs, Expert Answers, and PAA. The goal was to design a unified, dynamic health magazine that intelligently adapts to each query, presenting the most relevant information in a single, cohesive experience.
Design process
designed for trust and redability
Findings from a user study shaped a set of magazine-style cards with clear trust signals: a blue checkmark for verified sources, doctor credentials, and source attribution within the main answer. A consistent blue accent replaces colors picked up from the lead image, keeping the design calm and recognizable (user research pointed at blue to be considered trustworthy). readability was emphasized by optimizing type, adding type hierarchy, icons, graphs and spacing.designed to address the intent for the query
the magazine cards were designed to provide different channels of information for
where there is potential for exploring more related queries, the card is split from the contentdesigned for variations in data types
The health magazine cards had to handle graphs, images, input modules, and external links, each with its own spacing and text-length challenges.To keep the page consistent, every card shares one structure: a heading with trust signals, a content area that adapts to the data type, and a "See more" link. A fixed spacing grid keeps cards aligned, and truncation rules keep them scannable, though safety warnings are always shown in full. Edge cases like missing data, long names, and varied image sizes were designed for too.
Design craft
accessibility and interaction
Every card was tested with different data types, languages, and screen sizes to make sure the content never broke. Each card was also designed with accessibility built in from the start.
The PatientsLikeMe card set the standard for accessible charts and became the reference for all Bing magazine cards. Close collaboration with engineering brought each card to life across a range of layouts.
Impact and Learning
Health magazine was one of the highest performing Bing magazine answers reporting 2X engagement from standalone answer (2M MAU) with >$400 ARR (not actual value) in Bing revenue with SBS winrate of - >80% (not actual value)
Health Expert Answer
Brief
The existing answer for showing answers by health experts performed well, however it was getting cluttered with lot of information and was failing sbs, not scaling to smaller size and expert credibility was not emphasized. most of the content was behind a read more,
telemetry
user research
Users appreciate insights from real doctors - human in the loop
"accreditations have been verified, the ticks are encouraging. It is not written by AI…
i'VE SEEN STRANGE THINGS FROM ai..things that are generated (by ai) can be incorrect or broken in some manner"ai can inform but users trust experts and known website"
"i'm not ready to trust my medical health to ai..right now i think it's algorithmic.. it's still like trusting your health to a machine, you still want that element to intervene. it's not as sophisticated as it should be"
"I might do some research (using ai) but i'd always come back to a real website for good source material like WebMD and Mayowhat makes online health information trustworthy?
getting insights from local experts and specialists in domain
"there is a lot of information out there, but not a lot of specialists..ideally you would want to find an article written by a specialist"
trust established sources, relevant content with transparent references
"I'd like to know how long they have practiced, what organization are they practicing with..
The fact that I can quickly find the source makes it more trustworthy"
Design process
optimizing readability and scanability
the goal was to simplify the answer and make it scannable and less overwhelming by celebrating the content, highlighting key info, maintaining trustworthiness through expert metadata and institute affiliation, bulleted points,
design framework
bing framework update were being implemented paralelly hence the design had to address the new framework requirements while defining how health fits into the new framework
Scaling answer to Web experts in China
In the China market, the Health magazine experience lagged behind the competition because it relied on a limited corpus of answers from Bing-verified health experts, while competitors surfaced expert content from across the web, enabling broader query coverage.
The opportunity was to design a Health magazine experience that incorporated trusted web expert content, expanding coverage across a wider range of health queries.
Impact and Learning
The visual design of answers in China varied from simplified experiences launched in other makets
The new experience won in SBS (PC and mobile) against top Chinese competitors
Expert magazine APSAT: > 60% (not actual value)
China Web Experts answer: WPSBS improved from >10x and mobile from ~4.5x (not actual value)
APSAT: > 70%
Health Research Answer
Brief
Conceptualize a zero-to-one experience that enables users to discover trustworthy, evidence-backed answers summarized by AI from medical research journals.
Design goal
How might we surface relevant health research information for users looking for credible content online?
Design process - Showing relevant research
user research:
i PARTNERED WITH MY PM to conduct a survey to get a perspective on how users fell about ai health information. Users trust - reputation of research institute, how the study was conducted, journal/ publication, peer review. In ai SUMMARIES, CITATION/ LINKS AND TRANSPARENCY IN HOW IT WORKS WERE ATTRIBUTED AS IMPORTANT TRUST MARKERS.REFINING QUERIES: for which topics does research answer add value
showing research answer for every health topic would not add value to users journey. It was important to narrow it down to the relevant usecases where users are actively looking for medical research.ranking algorithm: ensuring relevant research weighted in their order of priority + exclusion criteria
the magazine cards were designed to provide different channels of information fortrust value:
what are markers of good research and how can we transform it into trust markers?
Impact and Learning
The citation badge design was adopted into the broader Bing design framework, establishing a reusable pattern for experiences where source credibility and trust are critical.
Flighting revealed that research-backed answers are a strong differentiator, but only for a subset of health queries. This reinforced the importance of identifying the right query types and user intent to ensure the experience delivers meaningful value rather than being applied universally.
Design principles
ui to build trust in content
emphasizing credibility of sources, arranging metadata in right order of importance, using icons for trust and building confidence, providing transparency about source and the selection processvisual order to guide the eye
type hierarchy, variations for contrast, focus on key elements, minimize noiseintuitive interactions
contextually reveal study details and sources without having them to re-learn behaviour
hovering over the fact reveals additional information about the study type and more details related to the study
PROJECT 03
Engagement and Monetization
UI improvements that resulted in improved user journey and engagement and monetization growth
Top Span
"As someone reading a health article, I want to see which conditions I can learn more about, who the information comes from, and where each link will take me, so that I can explore related topics with confidence."
the opportunity
New canvas on MSN
MSN introduced a new top-span component above articles. The framework was open to exploration, and different teams came up with their own ways to use it to improve engagement.
For health articles, the first version was a simple pill listing the name of each condition mentioned in the article. The challenge was to redesign it to be more trustworthy and more engaging.
The design approach
thee opportunity -
We had a library of articles written by experts on the conditions mentioned, along with expert-reviewed information. The existing pills didn't show any of this, and it wasn't clear where clicking a pill would lead.
I explored designs that brought this layer of trust to the surface and made the next step clear.
the impact
The redesign resulted in a massive growth in engagement that directed users to health page
4x growth in clicks
the side pill design explored in health was added to the framework so the condition pills stay visible as users scroll down the page.
Monetization
"As someone reading a health article, I want to see which conditions I can learn more about, who the information comes from, and where each link will take me, so that I can explore related topics with confidence."
the opportunity
Health answer had good engagement but showing ads below the answer would disrupt the experience and trust
the existing mainline answers were long and comprehensive which increased the answer length considerably and the content was hidden behind see more.
Additionally, Ads are also measured by viewed ads on page reloads
The design approach
to enable users to see ALL TITLES REGARDING THE TOPIC FOR WHICH THEY HAVE QUERIED, THE PILLS WERE SURFACED AT THE TOP.
This enabled content discovery better and also allowed for page reload on clicks which generated revenue.
The initial suggestion from product was to explore the left rail component, i pushed back as earlier learnings from shopping showed a considerably low engagement on left rail components.
the impact
The redesign resulted in a massive growth in revenue and it earned a certification through reverse flighting and testing the experiment
tHE IMPACT:
SIGNIFICANT ARR revenue AND REVENUE CERTIFICATION.
Concept Pitch
"AS SOMEONE LOOKING TO IMPROVE MY HEALTH, I WANT PERSONALIZED GUIDANCE TO BUILD SUSTAINABLE HEALTH HABITS."
holistic health journey focusing on building positive habits over quantitative outcomes
Envisioning a holistic health journey that covers aspect from fitness, nutrition to mental health to motivation.
The opportunity
According to WHO, 1.8 billion adults are physically inactive.
Health on MSN, features a repository of evergreen content and expert-answered questions. However, daily habit modules are isolated and lack good engagement
How might we bridge the gap between knowledge and action to foster healthy habits that enhance long-term wuality of life?
The proposal
Designed for the full health journey: Expanded the experience beyond medical expertise to support every stage of wellness—from fitness and nutrition to mental well-being and motivation.
Built for trust and personalization: Combined credible expert content with AI-powered personalization to recommend activities and content aligned with each user's goals, interests, and progress.
Designed to build lasting habits: Shifted the focus from tracking outcomes to enabling behavior change, helping users turn health knowledge into achievable daily actions through small, actionable steps.
The impact
Pitched to CEO of Microsoft AI with positive response.
other projects
For detailed case-study get in touch with me