Alex
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Read: My Perspective on AI in Product Design
Alex
11:45pm Apr 7
Just launched: This is the MVP version of my site—designed to scale. More updates (and a few extras) coming soon.
Contact
NurseGridCelebrating a Community Through Playful, Personalized Design
UX & Creative Director
2 years
Digital Campaign
Nursegrid.com
Intro
Each year, NurseGrid celebrates its community of over 500,000 nurses with a year-in-review campaign. It’s a moment of reflection, joy, and connection—built to give nurses a well-earned sense of pride and a platform for sharing their impact.
Team
I led UX and creative direction for the first two years of the campaign, collaborating with internal stakeholders and engineering to concept, prototype, and ship the experience end-to-end. I worked closely with our design team on interaction design, content structure, animation, and community engagement tactics.
Goals
Deepen Community Engagement
Use interactive moments and thoughtful details to strengthen the relationship between NurseGrid and its user base.
Offer Levity and Reflection
Provide a moment of joy in an often high-stress profession—balancing humor, celebration, and empathy.
Incentivize Profile Completion
Incentivize deeper product engagement in subtle ways, without interrupting the flow or feel of the campaign.
Insights
Nurses are incredibly resilient—and incredibly human.
They openly share frustrations and inside jokes, often using humor to cope with the demands of their work. We leaned into that culture, creating something that felt like it came from within the community itself.
deliverables
High-Fidelity Wireframes
for multiple experience flows and layout variations.
Personalized Badge Design
tailored to user data, providing shareable moments of recognition.
Purposeful Animations
to add warmth and personality without overwhelming the interface.
Community Survey Integration
that teased the campaign and revealed results in the recap.
Engagement Rewards System
designed to increase interaction without pressure.
Interactive Patient Calculator
that turned input into meaningful, feel-good insights.
LEarnings
Designing for joy takes just as much rigor as designing for utility.
We prioritized simplicity and personality, and found that even small, well-crafted interactions can build real emotional connection. The full moon graphic—a subtle nod to nursing folklore—was the most-shared detail two years running. That taught me to listen closely to culture, and to not be afraid to lean into the weird, specific, human stuff.
handoff
Our product design handoff is thorough yet adaptable to the unique needs of each project.
Given the focused scope of the end-of-year experience, we prioritized clarity by producing animated references that captured the full interaction flow. While we provided lightweight flow documentation, real-time collaboration played a key role—I partnered closely with our lead developer throughout the two-week sprint to address design intent questions as they arose, ensuring a smooth and accurate implementation.
Results
The campaigns saw high engagement, thousands of shares, and a notable increase in profile completions. But more importantly, they strengthened community trust and gave nurses something to celebrate at the end of a hard year.
Testimonial
"Everyone loved the recap and couldn't stop talking about how great it looked, how fun it was, and how we all want to do and see more campaigns like it."
— Eric, NurseGrid
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Made for and by Alex Severino™