Case Study: Optum unifies pharmacy UX and speeds handoff with Oak Theory's design system

Optum consolidates 6 CTA button styles into one with OAK THEORY

Optum, a major healthcare and pharmacy provider, faced a fragmented patient experience on its pharmacy website due to multiple competing design guides. This inconsistency resulted in a disjointed user journey, slow design-to-development handoff, and accessibility gaps. To address this, they engaged the design studio Oak Theory.

Oak Theory solved this by building a unified design pattern library in Figma, which served as a single source of truth for tokens, components, and usage guidelines. This system was structured for direct handoff into Contentful, dramatically speeding up development. The solution consolidated numerous button styles into one, created a more consistent and accessible patient experience, and introduced a dynamic search feature. The redesign led to measurably better engagement, including longer session durations and more completed checkouts.

Optum