# Amanda Hofman > Design Leader | Healthcare & Digital Health UX Strategy | Practitioner-Centered design and interventions Location: Martinez, California, United States Profile: https://flows.cv/amandahofman I’m a design leader and people manager with over 10 years of experience designing and scaling digital products, specifically in healthcare and insurance. I specialize in building UX teams, defining design strategy, and translating complex systems into intuitive, human-centered experiences for patients, clinicians, and internal teams. I’ve led design across digital health platforms, Medicare and insurance products, enterprise tools, and customer-facing experiences—often as the first or early design hire. I enjoy building strong team cultures grounded in collaboration, craft, and continuous learning, and partnering closely with product, engineering, and business leaders to deliver meaningful outcomes. What I’m known for: • Building and mentoring design teams • Establishing design processes in lean and agile environments • Driving user-centered decision-making through research and data • Designing accessible, scalable systems in regulated healthcare contexts I’m currently focused on design leadership roles in healthcare or digital health, where design can meaningfully improve care delivery, operational efficiency, and patient outcomes. ## Work Experience ### Manager, UX Design @ Counterpart Health Jan 2024 – Present | United States Led UX design for the Interventions pillar of Counterpart Assistant, a clinical decision support platform used by practitioners to improve patient outcomes. • Hired, managed, and mentored across the counterpart design team, building a culture of collaboration, quality, and continuous improvement • Partnered closely with Product and Engineering leadership to define UX strategy aligned with clinical impact and business goals • Designed physician experiences that contributed to Clover Health’s PPO plans achieving the #1 nationwide Medicare Advantage PPO HEDIS rating for the second consecutive year • Drove design standards, accessibility, and consistency across complex healthcare platforms • Championed user research and evidence-based design practices within a regulated healthcare environment ### Manager, UX Design @ Clover Health Jan 2022 – Jan 2024 | Remote Led UX design within a digital health organization focused on improving care delivery through practitioner-facing clinical tools. • Early design team hire and founding member of the first Diagnosis & Treatment pod, shaping how design partnered with Product, Engineering, and Clinical teams • Managed and coached designers working on complex practitioner-facing healthcare products and workflows • Helped stand up foundational design and research processes, including partnering to hire and onboard UX researchers • Established design practices that improved collaboration and decision-making across Product, Engineering, and Clinical teams • Contributed to strategic initiatives that improved clinical intuitiveness of the product and care quality • Championed accessibility, usability, and clinician-centered design principles in a regulated healthcare environment ### Lead Product Designer @ SeekMedicare Jan 2021 – Jan 2022 | Remote First design hire responsible for building design practice, process, and team while owning UX across core product lines. • Led the design and launch of Seek’s first customer-facing portal • Designed a SaaS platform enabling field agents to sell Medicare plans in person and remotely • Built the company’s first design system, brand guidelines, and hiring process • Spearheaded the first customer research initiative, securing cross-functional buy-in and applying insights to product decisions • Partnered closely with Product, Engineering, Sales, and Leadership to align design with business goals ### Product Design Manager @ eHealth, Inc. Jan 2020 – Jan 2021 | San Francisco Bay Area Managed design for eHealth’s Back Office enterprise platforms supporting sales and operations. • Led and mentored designers building internal tools for lead management, sales scripting, and analytics • Facilitated cross-functional collaboration to deliver user-friendly enterprise software • Oversaw UI consistency and design quality across multiple product lines • Led design workshops, research, and usability testing ### Senior Product Designer @ eHealth, Inc. Jan 2019 – Jan 2020 | San Francisco Bay Area Senior Product Designer leading design for eHealth’s Back Office enterprise systems. • Drove end-to-end UX for internal platforms supporting sales and operational teams • Collaborated cross-functionally with Product, Engineering, and Sales to deliver scalable enterprise solutions • Set UI direction and ensured design consistency across multiple product lines • Planned and conducted user research and usability testing to validate and refine solutions • Partnered with offshore development teams to ensure design intent through delivery ### User Experience Designer @ eHealth, Inc. Jan 2016 – Jan 2019 User Experience Designer across Medicare, Partner, and Small Business product lines. • Participated in ethnographic research studies, translating insights into personas and user-centered product improvements • Designed key enrollment and homepage experiences for Annual Enrollment Period journeys • Led creation of an accessible, coded style guide for Medicare products • Owned design for partner and white-label experiences, including healthcare marketing initiatives with Sutter Health • Partnered cross-functionally to improve small business enrollment, lead generation, and conversion-focused experiences ### Interactive Designer @ Macy's Jan 2014 – Jan 2016 | San Francisco Bay Area Interactive Designer on the SF Creative Enhancements team. Supported cross functional lean development labs in creating customer centric innovative experiences that uphelp the Macy’s brand. Projects include: GroupGifting, Tablet Optimization, Easy Returns, Partnership with zTailors, and responsive overhaul of the operational email system. ### Digital Designer @ SEPHORA Jan 2013 – Jan 2014 | San Francisco Bay Area Contract designer during the 2014 holiday season and beyond. Created digital web assets (emails, landing pages) for Sephora Inside JCPenny. Managed and applied stakeholder feedback. ### Strategy | Print | Web Designer @ Project6 Design, Inc. Jan 2012 – Jan 2013 | Berkeley, CA Designer at an award-winning graphic and web design firm working with high tech, retail, education, and nonprofit organizations. • Created high quality print designs from concept through production, including press checks. Included stationery systems, print ads, posters, tshirts, and more. • Created & assisted in creation of personas, mood boards, and wireframes. • Developed Brand & Identity guidelines for branding campaigns. • Created web style guides for web designs, refined and handed off psd's & worked alongside developers to create and launch websites. • Clients include but are not limited to AUL Corps, GAP, Old Navy, NCCD, and the California Health Care Foundation. ### Design Consultant - UX | UI | Visual @ AY Designs Jan 2008 – Jan 2013 Completed various projects for clients on a freelance basis. Includes both print & web design. • Highlights include concept of "Planet News" created alongside Sarah Seegal for Planet Labs when approached by Planet Labs when they were seeking ideas for applications using their API • Created various print pieces for start ups ### Designer - Identity | Strategy | Product @ a-blast,inc. Jan 2011 – Jan 2012 Worked with a innovative startup company to create • Original branding & identity • Various pieces of print collateral • Assist in designing product dashboards • Creation of design & assistance with content for presentation decks used to raise VC funding. ### Visual | Print & Display Designer (contract) @ Levi Strauss & Co. Jan 2011 – Jan 2011 Designer/Production artist for Dockers Creative Services. Projects include: • FH2012 Visual Guide layout • Designing hang tags, labels, POP signage, and fixture signage based off styleguides • Creating press ready production files • Rendering mock ups of POP display designs for the FH2012 season. ### Marketing Assistant @ RMS Jan 2011 – Jan 2011 Worked as a Marketing Assistant throughout the duration of the current Marketing Assistants maternity leave, assisted client in preparing for their annual conference by cleaning up and creating collateral according to pre-determined theme and following the company brand & identity guidelines. Also created various collateral pieces for RMS ranging from backdrops, informational flyers, and print ads. ### Front End Web Design - West Elm @ Williams-Sonoma, Inc. Jan 2011 – Jan 2011 Worked in E-Commerce department as a Production Artist. Responsibilities include: • Cropping & editing images • Content entry using wizzy wig editor • Fixing bugs in site builds • And completing any other task handed down from the Production Assistant. ### Digital Designer @ TargetCast Networks Jan 2007 – Jan 2008 Designed a series of ads for innovative interactive marketing technology featuring over the top television advertising. Responsibilities included: • Collaborating with a motion graphics designer to create dynamic advertising. • Notable clients include McDonalds, Applebee’s, and TGI Fridays. ### Designer - Ads | Digital Signage @ IKS Media Jan 2006 – Jan 2007 Designed a series of ads for interactive marketing technology featured in The Saskatchewan Roughrider Football Club Stadium. Developed concepts and constructed ads based on client’s desires, incorporated client feedback, and created final product. ## Education ### Bachelor of Fine Arts in Visual Communications School of the Art Institute of Chicago ### Degree Progress in Graphic Design California State University, Long Beach ## Contact & Social - LinkedIn: https://linkedin.com/in/ayarmolich - Portfolio: http://www.ayarmolich.com --- Source: https://flows.cv/amandahofman JSON Resume: https://flows.cv/amandahofman/resume.json Last updated: 2026-04-13