2021 • Ahead • Founding Product Designer
Patient-Facing Mental Health Application
Role
Founding designer who shaped the patient experience, brand identity, and go-to-market presence. Defined the intake and appointment management flows, led the branding initiative with an external firm, and designed all patient-facing materials including communications, social media, therapy office environments, and mailing collateral.
Outcome
200% increase in conversion after evaluating and revising initial MVP content proposal from the branding agency.
Positive patient reviews after initial market skepticism toward a health-tech startup vs. traditional providers.
Team / Stakeholders
Product Manager
Engineering
CEO
A patient-facing application that streamlines the ADHD treatment journey — from intake and mental health assessment through account creation, appointment booking, and ongoing appointment management. Designed to feel approachable and trustworthy in a sensitive clinical environment.
The Challenge
Ahead was one of the first health-techs prescribing Schedule II medication through a primarily online model — and patients were skeptical.
The ADHD patient population needed more support and guidance than a typical user, and they were accustomed to being overwhelmed by complex forms and long clinical processes. Beyond usability, patients had real concerns about HIPAA compliance and whether the company's practices were legitimate.
Key Decisions
Prioritized copy, tone, and compliance signals over feature depth
In a space where patients questioned whether an online startup was a legitimate alternative to a hospital, the biggest design lever wasn't functionality — it was communication. I prioritized getting the copy right, surfacing compliance callouts throughout the experience, and making it clear that a streamlined process didn't mean a less rigorous one.
Compressed a multi-hour clinical process into a focused digital flow
Traditional intake involved 100+ question applications, in-person assessments during work hours, and long wait times before being matched with a provider. I researched the minimum required questions, mapped the existing patient journey and its pain points, and designed a compliant path that got patients assessed and matched immediately after passing our screening — without sacrificing clinical rigor.
The MVP focused on intake, assessment, and appointment management — enough to validate that patients would trust an online-first ADHD treatment model before expanding into ongoing treatment features.
Scoped the first release around proving the care model, not the product suite
What informed my decisions
Patient interviews surfaced two layers of skepticism: first, whether an online startup could deliver legitimate medical care, and second, whether the streamlined experience meant corners were being cut on compliance. Those concerns — not feature requests — drove the design priorities. The emphasis on transparency, compliance messaging, and tone came directly from understanding that trust was the prerequisite to adoption, not a byproduct of it.
Results
200% increase in patient conversion
Shifted patient perception from skepticism to trust, reflected in positive reviews
Streamlined onboarding reduced drop-off during intake
Positioned Ahead as a credible alternative to traditional providers
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