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Sarah Khan Azamy

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  • Blood, the Journal of the American Society of Hematology App (2016)

    UX & UI Design | Freelance via Agency | Solo Designer

    Overview

    “Blood” is the premier journal in the field of hematology, publishing clinical and laboratory research relevant to blood diseases. The goal of this project was to design a mobile-first app experience that allowed researchers, physicians, and students to easily browse, search, and engage with journal content anytime, anywhere.

    Problem

    While the journal had a strong web presence, its mobile experience was limited and not optimized for reading or research workflows. The key challenges included:

    • Poor discoverability of new or trending content
    • Lack of personalization or saved search features
    • Minimal offline accessibility
    • Outdated UI and navigation

    Objectives

    • Improve article readability and mobile navigation
    • Enable personalized content recommendations
    • Support offline reading and saved articles
    • Enhance search with filters for article type, date, and topic

    Discovery & Research

    I conducted stakeholder interviews with editorial staff and surveyed 15+ users including physicians, medical students, and researchers. Key insights:

    • Users frequently searched for specific topics or authors
    • Many read on commutes or during short breaks — speed and simplicity were critical
    • Users wanted to bookmark, share, and cite articles quickly

    I also conducted a competitive audit of medical journal apps like JAMA, NEJM, and The Lancet to identify UX patterns and gaps.

    UX Strategy & Design

    I mapped out user flows for primary tasks: searching, browsing by issue or topic, reading, and saving articles. From there, I designed low-fidelity wireframes and interactive prototypes. Key features included:

    • Smart Search: Autocomplete, filters, and saved queries
    • Home Feed: Personalized based on user interests
    • Article View: Clean, readable layout with quick-access tools (save, cite, share, download PDF)
    • Library: Offline access to saved articles and past issues
    • Dark Mode: For night reading and eye strain reduction

    Testing & Iteration

    I facilitated two rounds of usability testing with 12 users each. Notable changes included:

    • Simplifying the bottom nav from 5 to 3 items
    • Adding citation export formats to the article view
    • Enhancing accessibility contrast ratios and font sizes
      • post_views_count: 13224
  • Drones for Utilities (2018)
  • CommonHealth Action (2014)
  • S&C Design System
  • DNC Convention Party Branding (2012)
  • CFSA
  • University of Colorado OnCampus Portal
    University of Colorado, Boulder Student Portal (2016)
  • Patton Boggs Branding
  • Waitscape – Startup Weekend DC Concept (2013)
  • Portfolio →

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