UX Strategy, Research & Leadership

The Nursing Administration website is a national-scale digital platform developed for Israel’s Ministry of Health.
I served as Art Director and UX Lead, heading the UI design team while personally leading the UX strategy and structure.

The project was developed in close collaboration with senior nursing leadership nationwide,
and supported by extensive user research.
Key user groups included nurses, nursing students, administrators,
and policy stakeholders—each with distinct needs, motivations, and content priorities.

Based on research insights, we defined four primary user-driven content pillars:
Study, Work, Stay Updated, and Influence — creating a clear, role-aware information architecture
that supports personalization while maintaining institutional clarity and trust.

Experience Design, System Coherence & Impact

Delivering a cohesive, inclusive experience across multiple user types required
balancing institutional authority with role-specific relevance.

I led visual research and content strategy, including a custom photoshoot at Tel Hashomer Hospital
executed by Amit Erez, defining compositions, subjects, and visual narratives
that aligned UX intent with institutional values.

The system provides adaptive content paths,
each pillar marked with a distinct visual identifier to enhance wayfinding, cognitive clarity, and task efficiency.

The platform consolidates fragmented resources, accelerates professional learning,
supports operational oversight, and reduces friction across workflows,
delivering a personalized, coherent, and scalable experience
that strengthens Israel’s national nursing system.