Elliot RylandsWorking at the intersection of Web, Brand, Product, and AI for healthcare royalty.
Senior UX Designer at Jane App, a healthcare practice-management platform used by clinics around the world. Working across web, AI, design systems, and product. Led the new marketing website on a lightweight system shipped in a month, built the Figma plugin that translates tokens into engineering-friendly outputs, and leads exploratory AI initiatives shaping Jane's product direction.
Jane needed someone who could work in the gaps between brand, product, systems, and AI. The marketing site hadn't meaningfully evolved in years, the structure had drifted, accessibility consistency was limited, and there wasn't a flexible system underneath that marketing and engineering could confidently build from.
Build enough structure underneath the work that the site could evolve properly afterwards. A lightweight marketing design system shipped in a month, refined while delivering. A Figma plugin built alongside, bridging tokens into engineering. AI prototyping in parallel, quiet AI, not performative AI.
Seventeen feature pages live on the new system, with the homepage imminent. The Figma plugin picked up across design and engineering. AI prototypes influencing wider roadmap conversations. The role itself stopped being about individual screens and became about the structure that lets teams keep moving.
Designing across web, AI, and the seams between teams
Jane App is a healthcare practice-management platform used by clinics around the world. Practitioners rely on it to run their businesses day-to-day, and patients rely on it to access care without friction.
I joined as a Senior UX Designer in April 2025, working across web, AI, brand, systems, and product. The role naturally sat between disciplines. Part product design, part systems thinking, part design engineering, and increasingly AI workflow exploration as the company accelerated its investment in tooling and experimentation.
How might we…
The questions that anchored the marketing system, the plugin, and the AI prototyping. Each one had to be answerable for both clinicians using Jane and the teams building it.
Ship a marketing design system in a month without it feeling rushed, fragile, or single-use?
Translate an evolving brand into product surfaces without breaking the trust practitioners place in the tool every day?
Get tokens out of Figma and into engineering in one step: CSS, JSON, and human-readable docs?
Introduce AI to clinicians in ways that feel genuinely useful, not performative or risky?
Hold seventeen feature pages together with shared structure without making any of them feel templated?
Pace inside a scale-up.
Joined April 2025 as Senior UX Designer. The role started systems-heavy and shifted toward web and AI as the platform foundation stabilised. Four numbers that frame the rest.
Lightweight enough to ship in a month, structured enough that seventeen pages now sit on it.
Designed from shared layout, interaction, and accessibility foundations.
Figma plugin translating primitive and semantic tokens into CSS, JSON, and developer documentation.
A mature company still operating with the momentum and trust of a much smaller one.
How the work came together
The work sat between systems, brand, and product
The role quickly became about the gaps between teams. Brand evolving in one direction, product in another, marketing timelines moving fast, AI becoming a serious conversation across the company. The website project landed inside that environment. The site hadn't meaningfully evolved in years and there wasn't a flexible system underneath the experience that marketing and engineering could confidently build from. The challenge wasn't just redesigning pages, it was building enough structure underneath the work that the site could evolve properly afterwards.
A month of building enough structure to move
The first month was spent building a lightweight marketing design system quickly enough that the wider project wouldn't stall behind it. Not a giant enterprise system. Not a six-month redesign exercise. Just enough structure to support the homepage, seventeen feature pages, marketing experiments, and accessibility improvements without every page becoming bespoke. The interesting part wasn't the speed. It was the adoption. The system was picked up quickly by both design and engineering without the usual friction mature companies create around new process. Alongside it, a Figma plugin that translated primitive and semantic tokens directly into engineering-friendly outputs, CSS, JSON, and developer documentation.
Three moving problems at the same time
The website project became difficult because three problems were moving at once. Brand translation, as Jane's visual identity evolved while the site was actively being shipped. System flexibility, with seventeen feature pages needing variation without turning into seventeen disconnected layouts. Alignment across product, marketing, and brand, all three teams with different valid priorities. The only realistic way through was systems thinking. Instead of solving the same tension repeatedly at page level, the design system absorbed the negotiation upfront through reusable patterns, layout rules, and shared interaction behaviour.
Building quieter AI experiences
Alongside the website work, I lead exploratory AI initiatives across multiple teams at Jane. A large part of the work focuses on prototyping how AI should actually appear inside healthcare software. Not AI for the sake of visibility. Useful AI. Quiet AI. The kind that supports practitioners without becoming distracting or performative. Interaction models, workflow integration, heuristic testing, prototyping systems, and internal tooling designed to help teams experiment faster without losing quality. Several prototypes have already started influencing wider roadmap conversations.
Most large design problems start underneath the interface long before they appear on the interface itself.
Marketing system, plugin, first pages.
The first six months at Jane. Foundations were laid quickly so the wider work, pages, plugin, AI, could land in parallel rather than queue behind the system.
From negotiated to absorbed.
Before the system, every feature page repeated the same negotiation between brand, product, and engineering. After the system, that negotiation lived in the foundation, and page-level cost dropped sharply.
Each page absorbed the cross-team negotiation independently. Cost stayed roughly flat as more pages shipped, because every page was its own project.
With the marketing system absorbing brand / product / eng decisions upfront, page-level cost dropped rapidly. By page seventeen, a new page was a layout choice, not a design problem.
Find the right feature. Then make the page earn the click.
Seventeen feature pages only work if people can find them. The Features nav was a long flat list with descriptions fighting for attention. The rebuild treated IA as a research problem first: group the product the way clinic buyers already think, validate findability, then let Online Booking prove the new page pattern.
- 01Card sort
Sort Jane's feature inventory into buyer-shaped clusters instead of sitemap leftovers. The goal was mental model, not internal org chart.
- 02Tree test
Run findability tasks against the proposed tree. If Telehealth or Payments take wrong turns, the group labels change before anything ships.
- 03Behaviour
Read CTR, bounce, and pathing on the old Features surface so redesign effort lands where intent already exists.
- 04Ship + watch
Release the grouped nav and the Online Booking template, then watch whether people reach demos with less hunting.
- Online Booking
- Payments
- Reporting & Analytics
- Staff & Appointment Scheduling
- Online Appointments
- Online Booking
- Scheduling
- Telehealth
- Documentation
- AI Scribe
- Intake Forms
- Reporting & Analytics
- Jane Payments
- Billing & Insurance
Mobile Features nav
Online Booking feature page
Whether Features items earn cleaner clicks once labels get shorter and groups match buyer language.
Whether tasks that used to fail in the tree (Telehealth, Payments) become first-try finds in the live nav.
Whether Online Booking holds attention longer and sends more people into Sign up or Book a demo.
Whether the Booking pattern transfers cleanly across the rest of the seventeen-page set without bespoke fights.
Whether fewer "where is X?" questions show up once Features stops reading like a flat inventory.
Whether brand, product, and eng can ship the next feature page without reopening the IA debate.
The chapter is still open on hard numbers. The before and after are not. The Features map changed. Online Booking changed with it. The marketing system made that change repeatable.
A system underneath, the work on top
Most of the artefacts from this work live in the layer underneath the marketing site rather than on it. Tokens, plugins, layout systems, AI prototyping surfaces. The pages are the visible part. The system is the part that lets the pages keep evolving.
Building systems that help teams move
The biggest surprise after joining Jane was the pace. Five hundred-plus people, but still operating with a level of momentum and trust that feels much closer to a startup environment. The work rewards people who can build structure quickly, make decisions without over-ceremonising them, and stay hands-on while complexity increases around the project.
A lot of the role has become less about individual screens and more about helping teams move clearly through ambiguity. Design systems. AI tooling. Prototyping workflows. Accessibility. Engineering collaboration. Product thinking. Brand translation.
The interesting part is rarely the interface itself. It's the structure underneath that allows the interface to keep evolving without the whole thing slowing down.
Select highlights
The lightweight marketing design system that seventeen feature pages now sit on.
Feature pages designed from shared layout, interaction, and accessibility foundations.
The Figma plugin translating primitive and semantic tokens into CSS, JSON, and developer documentation.
Picked up quickly by both design and engineering without the usual friction around new process.
Prototypes shaping how AI lands inside healthcare software, useful, trustworthy, and appropriately restrained.
A mature company still operating with the momentum and trust of a much smaller one.