Case Study

Einstein Healthcare Network is a $1.19 billion not-for-profit regional health system in the Philadelphia area. 2016 marked the organizations 150th anniversary and EIN's Development Team commissioned a book to commemorate the occasion. 

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The project:

What was the problem and what was the goal?

Who were the main stakeholders?

What was your role?

What constraints were you working with?

What was your timeline?

The project:

What was the problem and what was the goal?

Who were the main stakeholders?

What was your role?

What constraints were you working with?

What was your timeline

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hospital system. connections of major donors go back hundr major driver of intense brand loyalty and increase monetary contributions. It needs to appear scientifically cutting-edge and technologically advanced.  but also embrace







  • Front-end development
  • Mobile development
  • Web development
  • UI development
  • Virtual reality


  • Content management
  • E-commerce
  • Email marketing
  • SEO/SEM analysis
  • Social media management
  • Web/data analysis


  • UX design
  • Visual design
  • Web design


  • Content strategy
  • Digital marketing management
  • Project management
  • Site merchandising
  • UX research

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A crucial part of the Einstein Healthcare Network brand story is its history as a Jewish organization, and the majority of support continues to come from Jewish donors. Private donations make up the majority of financial support, and most of the supporters have personal connection to Einstein


2. Rebranding

Although Einstein was founded by Jewish people, it was created to serve all people, and to serve a need in society for a place where all people were welcome. A place for healing, help, support, and a place for training, and learning, where all people had a chance to become doctors, nurses, researchers, no matter their race, ethnicity, sex, or country of origin. 

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2. Your UX process:

How did you make decisions based on user research?

How did you collaborate with other teams, designers, and PMs to learn as much as possible about user needs?

Einstein Healthcare Network

The most helpful UX writing portfolios we see showcase a variety of samples across different types of UI copy. This includes:

  • Settings
  • Notifications
  • Errors
  • Landing pages
  • User onboarding
  • Tooltips
  • Forms
  • Menus
  • Product-generated emails


To help you create a killer UX writing portfolio, we’ve gathered some tips and guidance from our UX Writing team’s combined experience hiring writers.

Showcase your words

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When you copy and paste your writing into a text file or plain text, we see your words (good) without context (not good). For a blog writing position, that might be OK. But for a UX writing position, we need to see your words in a user interface context.

Screenshots help us understand navigation, flow, and clarity of action. When we have context to get inside the user’s head, we can learn how your words contribute to the user’s overall experience.

Highlight the parts you wrote

Using arrows or other highlighting tools, point out the exact copy you wrote. If you screenshot a page but don’t give us any context, we’ll assume you wrote every word on the page. If we interview you, we might ask how you came up with that fantastic headline and subhead. If it turns out you wrote the settings, not the headers, we’d rather know upfront. The point of a portfolio is to showcase your work — so make it clear which words are yours.

A basic case study answers these questions:

Group projects by theme

You can show a bunch of projects within a theme, with a summary for each project.

For example, show ten

landing pages for various clients or a series of

onboarding emails with information about the project, scope, and process.

Bullet points work fine here!

We just need to know the basics, so we understand how the words you wrote appeared where they did and why.

Here’s an example of information you can include, either with each project or as a group:

  • Project: Landing page redesign
  • Scope: Create new headline, subhead, and 1-paragraph descriptive blurb
  • My role: Lead writer
  • Stakeholders: Project manager, lead designer
  • Goal: Redesign started in Q3; ship redesign by EOQ1
  • Challenges: How can we get more users to sign up for the newsletter when they sign up for our product?
  • Results: 45% increase in newsletter sign-ups over the following quarter

Creative Brief:

Create a book with a branded editorial narrative to commemorate the organization's 150th Anniversary. 

Strategically reinforce client's purpose-driven mission, communicate its value proposition, identify brand assets.

Optimize content and design for ongoing, multi-channel distribution.

Creative Process:


Gathered ideas from the client, developed initial storyboard, and then wireframes, which served as a roadmap for the architecture, functionality, and content prior to the writing and designing process. Wireframes provided a simple, effective point of reference that everyone involved could relate to throughout the project.

Helped to keep the focus on the "big picture" while confronted with a century and a half of material to draw from.

A wireframe diagram for a clearly understanding what goes on each page, where it goes, and why it goes there, for overall balance and structure for each page. 


Conducted exploratory meetings for a clear understand of the client’s visual preferences and how I should properly incorporate the visual elements of their brand, including colors, fonts and stylistic treatments of logos and other graphical elements. Designed page mock-ups with possible colors, imagery, look and feel, overall style and tone. Created an iterative and flexible design to maximize functionality for the current and future digital applications and ongoing user experience.


UX writing and design is only successfully executed when you know what your audience wants and understand the user in a way not accessed through algorithmic based search. To this end I employed various research methods to identify and understand the target audience and establish a central theme with layered components, and a cohesive narrative. Reviewed client's current "content supply-chain" including repositories, archives, third party resources, user-generated content, internal programs. Explored unknown content sources, including from local news, industry publications, from within the organization, including individuals, departments and programs. Finally, reviewed web search logs, abandoned searches, and successful search trails to qualify keywords, phrases, and areas of interest. Accessed meta data, established key indicators and navigators for both the client as well as for the healthcare industry as a whole.

Persona Building (who):

Established multiple personas encompassing patients, major donors, and internal staff across all departments. Developed new personas for revenue building initiatives and lead-generation. Curated user generated content from social media channels, video, podcasts, as well as open-source information from multiple websites. Devised key personas, preferences, and drivers for internal and external users by accessing data and information from community outreach, education, patient advocacy, medical services, volunteers, research, professional development, marketing, pr, c-level suite, fundraising events, competitive research, social media campaigns, consumer research, and patient testimonials.

Developed an inventory of relevant data, terminologies, and insights to optimize user experience. 

always keep your target audience in mind when creating a wireframe. A simple technique for maintaining focus on who you are designing the solution for is to define user "personas" - detailed profiles of fictional characters that each represent a typical target user of the solution.


Maximized value with highly-searchable, metrics-driven content that is easily repurposed and UX optimized across all platforms. including the main website, landing pages, emails marketing, press releases, web apps, interactive media, training programs, e-learning platforms, blogs.  content program with ongoing revenue generating opportunities.


Produced evergreen content that's relatable and relevant within multiple contexts and at every possible touchpoint for every user. Utilized research, created wire frame,