My role:
Brand definition
UX and interaction design
Product and experience strategy
MVP scope definition
Certain details have been omitted to respect confidentiality.
Ourself was designed as an MVP mobile platform to support a second round of funding for a women’s health startup. Under tight timelines and limited resources, the work delivered a development-ready prototype that defined the product’s core experience, validated key flows, and positioned the client to move quickly from concept to build.
Ourself aimed to provide a comprehensive women’s health experience by combining symptom tracking, analytics, and educational content in a single mobile platform. The domain required a high degree of trust, clarity, and sensitivity, while also supporting a wide range of health needs and user behaviors.
While the client had conducted initial research, it did not fully account for early adopters. To define a meaningful MVP, we needed to ground the experience in how users actually think about and track their health.
I served as the primary design lead, responsible for:
Brand definition
UX and interaction design
Product and experience strategy
MVP scope definition
Design execution and quality oversight
Coaching and guidance for a junior designer
Designed to build trust quickly and set expectations around tracking, privacy, and personalization without creating friction at first use.
A flexible tracking system that allows users to log and rate symptoms over time. I intentionally used a 1–10 severity scale, mirroring what users encounter in clinical settings, to reduce cognitive load and increase familiarity.
Defining the MVP through focused research
I facilitated targeted stakeholder sessions and lightweight research with potential early adopters to identify which features were essential for initial value, allowing us to define a realistic MVP scope.
Information architecture grounded in user mental models
Rather than debating medical classifications (e.g., symptom vs. trigger), I reframed the problem around how users actually experience and describe their health. This shift informed a more intuitive information architecture and simplified tracking interactions.
De-risking through high-level wireframes
I created high-level wireframes to communicate the full structure and depth of the product early. This helped align stakeholders, validate assumptions, and reduce downstream rework.
Interaction design with intention
Despite time constraints, I focused design effort on interactions that materially impacted usability and trust, prioritizing clarity and ease over feature breadth.
Design execution & leadership
I led visual design and defined the core UI elements and patterns for the app. Alongside hands-on execution, I guided a junior designer through feedback and iteration, ensuring consistency, quality, and alignment with the product vision.
The resulting MVP prototype provided a clear, development-ready foundation for the product—balancing usability, sensitivity, and scalability—and enabled the client to confidently move forward with fundraising and product development.