The move from print to mobile learning
My Access
Client: McGraw Hill
As medical students and professionals move beyond traditional textbooks, McGraw Hill Medical needed a subscription-based mobile learning environment that could deliver its extensive educational content in a modern, personalized way.
My role
Straddling the roles of strategist and content designer, I was deeply involved across the three main phases of the project:
Strategy & research
Identified and refined both the problems and opportunities, aligning user needs with business goals and defining the direction for the product.
Product definition & design
Developed user-centric solutions to meet the modern learning needs of medical students, shaping features, structure, and interaction patterns.
Implementation & build
Collaborated closely with engineering to ensure content, UX, and backend constraints aligned — delivering the intended user experience while avoiding unnecessary technical debt.
Key tasks performed
Content audit
Market landscape analysis
Competitor analysis
Content strategy
Feature definition & prioritization
Product mapping
Content priority guides
Information architecture (IA)
UX writing
As part of the WillowTree team, we created a personalized mobile learning experience aligned to each user’s stage in their education, specialty, and preferred learning style.
Key features:
Robust search and filtering.
Saved content & custom collections.
Offline downloads.
Multiple content types.
Text highlighting & annotations.
Personalization throughout the experience.
Impact (first 6 months):
4.2/5 average app store rating.
14,000 users logged in.
71% onboarding completion rate.
Webby Award Honoree.
