“Listening is an art, and Sergi gets it.” – Gavin Fabian, CEO of Casetabs


Casetabs is a responsive web application for coordinating surgeries. When I joined the team, the web app was in Beta, but surgery staff were not finding it useful. Casetabs hired me to explore the issues at stake from a user experience perspective, with the goal of transforming their “customer council” (a group of real users that have agreed to provide feedback during design and Beta) into cheerleaders of the product.



  • Ethnographic Research: I shadowed the staff at surgery centers in Colorado and Ventura County, observing how they created cases in both our system and their prior systems
  • User interviews – the following user types provided valuable insight into the contrasting needs each had from a surgery coordination tool
    • 2 types of vendor reps: freelance vs dedicated
    • materials managers
    • case managers



  • Since I found the progression to completing the Case and Product Request steps to be non-linear, I separated them.
  • Through inquiry and impromptu design workshop strategizing, we were able to cut the 3-page form down to 1 page.

story mapping viral at Tiato


  • After modifying the case creation form, I reached out to the same users to validate our redesign. And watched the analytics to see how other users were being effected.
  • To improve usability, I led a series of rapid releases focusing on front end issues, such as alignment and contrast.

visual design



  • Surgery coordination involves disparate and outdated technology, such as photocopied 8.5″ x 11″ documents, clipboards, folders, fax machines, text messages, emails and voice mails. Getting users to transition to an app requires dedication from all parties – or messaging will be lost.
  •  At a surgery center in Colorado, a vendor rep might see that surgery tools are sterilized before a case is marked at completed; but at a surgery center in Ventura, the materials manager might be the one that calls the case completed since he’s washed the tools himself. Designing to meet the needs of both user flows is challenging.



  • We focused on incremental progress, for example, we made the case creation process fast and simple; then we targeted the next step in that progress, which is the vendor reps response, i.e., “I received the request” and/or “I received the request and have begun fulfilling it.”
  • Similar to Jared Spool’s now famous shopping cart solution, we allowed users to interact with the system from a non-logged-in-user state.



We saw hockey stick growth in the cornerstone element of the product – the case creation process.