Be:Seen Health, Co-Founder, Chief Product & Design Officer
2020 - 2022
Integrated Product and Brand Design Leadership: Empowering Innovative Healthcare Solutions and Market Success
Following numerous discussions with a close friend, a prominent Medical Surgeon in San Diego, about a groundbreaking medical care concept, I spearheaded the project, convinced of its transformative potential. Collaborating closely, I helped crystallize his vision, formulated strategy, and crafted the brand identity. Taking charge, I personally designed and rigorously tested the initial product iteration. As momentum grew, I onboarded a seasoned full-stack developer from my network at Intuit to realize our web-based product vision. Subsequently, I expanded our team, bringing on a senior business strategist to guide our incorporation process. To accelerate development, we augmented our workforce with a customer success expert and engaged an offshore development team. Despite a successful launch, I faced a sobering realization about the pivotal role of founding team dynamics in shaping company culture. Regrettably, after two years of dedicated effort, I made the difficult decision to step away, recognizing the profound impact of organizational culture on business outcomes.
Responsibility Highlights
- Owned product design for the end consumer, healthcare provider, and customer support experiences
- Owned marketing and brand design for the entire company
- Hired, and managed, all product, sales, and support team members
- Worked cross-functionally with CTO and CEO to define product strategies, visions, and roadmaps
Designed the entire product, and supported front-end and back-end devs to build v1
(patient web and mobile apps, and the provider web app)
- Collaborated with a contract designer to create the entire brand and style-guide, visually bringing the CEOs vision to life
- Hired the entire team, enabling a non-tech-savvy CEO to build a best-in-class product and technology team
(CTO, CFO, 3 engineers, 1 senior designer, 1 pm, and 1 customer success manager) - Designed the entire product, and supported front-end and back-end devs to build v1
(patient web and mobile apps, and the provider web app) - Designed all marketing material
(micro-site, social accounts, pamphlets, and business cards) - Built the GTM micro-site, enabling the dev team to focus on the core product, significantly decreasing the time to market
- Directed the GTM strategy and execution
Collaborated with a contract designer to create the entire brand and style-guide, visually bringing the CEOs vision to life
Designed, and supported front-end and back-end devs to build, enrollment and setup for the provider portal
Worked with the CTO to define the strategy and IA of visit types combined with blocks of available time to enable patients see open availability and to book with providers
Designed, and supported front-end and back-end devs to build, the provider portal calendar to manage open availability, booked appointments, and booking follow up visits
Designed, and supported front-end and back-end devs to build, the web and native mobile patient apps
Created the initial prototype of patients finding and booking providers for user testing
Created a breakdown of cost to collect funds, showing providers the benefit of using the Be:Seen service
Designed all sales and marketing collateral, enabling the company to lock the first 12 providers to pilot the product
