HEB Case Study

A healthcare worker wearing a face mask, protective gown, and blue gloves speaks to a masked driver in a white car during a drive-through interaction on a sunny day.

Simplifying the curbside care journey

Challenge

How might we elevate curbside care beyond the norms of traditional healthcare experiences while keeping our solution flexible and scalable? 

Context

Many health clinics are incorporating curbside care into their care options. n 2021, Magenta Health aimed to improve the curbside experience across its first four locations, advancing human-centered healthcare from HEB—a brand Texans know and trust.

A team of five learners in the M.A. in Design focused on Health program explored patients’ communication experiences with curbside care at Magenta Health.

Approach

Using observations and data to inform the design decision, the team created a clear and concise three-pronged communication architecture that includes physical signage, text messaging, and a high-tech kiosk.  

A printed diagram titled "Magenta Health Communication Architecture" outlines a communication flow for patient check-in, including steps like scheduling, map directions, and digital check-in via a mobile interface. The design uses black and magenta text with icons and smartphone mockups to illustrate key stages.
An infographic titled “Curbside: Reimagined” features three redesigned touchpoints for Magenta Health: magenta-colored directional signage, a text messaging interface showing map updates, and a mobile kiosk. Each panel highlights improvements for accessibility and patient experience, including visual cues, real-time text updates, and Spanish language support. A car icon at the bottom represents the curbside context.

Insights

  1. The need for weatherproof directional signage became clear when observing the old, weather-beaten signs, which had to be placed outside and brought in for storage.
  2. Many patients ignored the “call this number” sign and went inside, taking up valuable front-desk time—highlighting the need for an outdoor check-in solution.
  3. Given the variation in activity levels across clinics, estimates for future volume increases needed to be factored into prototyping efforts.

Outcome

A design evolution storyboard labeled "MOBILE KIOSK" shows the redesign process for a Magenta Health check-in kiosk. On the left, a sketch of an older kiosk with a buzzer labeled “TEST LABOR” is shown. In the center, wireframes illustrate interface updates for scheduling and check-in. On the right, the final 3D rendering of the redesigned kiosk appears simplified, with a clean touchscreen interface and bold “MAGENTA HEALTH” branding.
Three side-by-side photos show a prototype for a mobile kiosk by Magenta Health. The left image features a kiosk sign placed on a sidewalk, with a large red arrow pointing toward it. The center image shows a close-up of the kiosk sign mounted on a stand, with labeled options like “Tests” and “Buzzer.” The right image captures a hand pointing to a button labeled “Request Test” on a dark background with vibrant pink and orange interface elements.
A four-quadrant infographic under the heading "Mobile Kiosk: How well does the mobile kiosk streamline patient flow?" Each quadrant is color-coded. Top left (HMWs) asks, "How might we make the process adaptable to any location?" Top right (Key Metrics) lists behavior change, staff satisfaction, and visit duration. Bottom left (Testing) describes testing patient autonomy with kiosk prototypes. Bottom right (From Feedback) features a quote: “I like how interactive this is, from both the patient side and the s
A collage of images labeled “Physical Signage” showing red directional arrows adhered to a concrete surface. The arrows guide pedestrian flow around an exterior brick building. In the center, four stylized pink arrows are numbered 1 through 4, reinforcing their role in wayfinding.
A visual summary slide titled “Physical Signage” exploring how asphalt signage can reduce patient confusion. It includes four quadrants: "HMWs" poses design questions about weather resistance and clear guidance; "Key Metrics" lists patient behavior and staff satisfaction; "Testing" suggests mock sign trials with staff; "From Feedback" includes a quote about needing simple, landlord-approved signage. The slide uses a bright pink palette and infographic icons.
Side-by-side comparison of the evolution of a patient text messaging system for Magenta Health. On the left, earlier iterations include hand-drawn and app mockups with instructions to call on arrival. On the right, two modern smartphone screens show an automated appointment reminder text and a location map interface, highlighting improvements in clarity and patient experience.
Infographic titled "Text Messages" exploring how improved communication increases patient understanding. The layout includes four sections: "HMWs" asks how the process can adapt to any location; "Key Metrics" tracks behavior, staff satisfaction, and patient satisfaction; "Testing" describes navigation trials using text and map wireframes; and "From Feedback" shares a quote about the importance of clarity in messaging to overcome landlord restrictions.

Reducing clinic staff workload

Using three prototypes, the team redesigned the patient’s clinic visit—removing communication barriers that complicated workflows and confused patients.
The patient journey now begins with a simple text message that includes appointment location, date, and a map to help them navigate once they arrive. Magenta arrows on the asphalt guide the patient to a kiosk where they can check in. From there, they follow directions to a parking spot and wait to be notified when to pull into a curbside care bay.

To evaluate the impact of their design, the team proposed measuring changes in front-desk support needs, using a baseline in which 50% of curbside patients bypassed instructions and walked to the front door instead of calling.

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Learn More

Find out more about H-E-B Wellness Primary Care (formerly Magenta Health).

Design Team

Bridget Dickinson

Raphael McIntyre

Surya Nair

Srichakra (Sri) Narasimhan

Amanda Wu

Project Summary

To improve the curbside care experience, students partnered with Magenta Health to redesign communication at clinic entrances. The team created a three-part system—signage, text messaging, and a check-in kiosk—that reduced confusion and staff workload. Their design aimed to guide patients smoothly from arrival to care, even during high-volume or socially distanced conditions.

Project Contributors

Magenta Health (now H-E-B Wellness Primary Care)

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