BRIEF

Abi Global Health is a digital health company that was well ahead of the AI curve. Long before artificial intelligence and large language models became mainstream, the company was exploring their potential to solve the first mile of healthcare and make access to medical guidance available globally.

Healthcare is one of the most time constrained and emotionally charged domains people navigate. Abi’s core promise was simple yet ambitious. Give people their time back by making healthcare fast, effortless, and human.

DESIGN CHALLENGE

The ambition went beyond accessibility and scalability. The goal was to fundamentally rethink how people access care. Rather than designing another complex healthcare platform, we challenged the assumption that users should navigate dashboards, menus, and workflows to reach medical guidance.

Abi envisioned AI as the primary point of interaction. A conversational, intelligent layer that could connect people to trusted medical expertise quickly, effortlessly, responsibly, and at any time.

This shift required rethinking the interface itself. AI became the default entry point, with human expertise embedded throughout the experience. The result was a set of tightly connected yet distinct experiences designed around real user needs.

My challenge as design lead was; How might we design an AI first healthcare Brand and Products that replaces complex platforms with a conversational interface, while preserving trust, clinical credibility, and human care across users, healthcare professionals, and business stakeholders?

Key constraints

• AI as the primary entry point, not an add on

• Human expertise embedded throughout the flow

• High trust and safety in a sensitive medical context

• Scalable across apps, websites, and partner platforms

• Adaptable to multiple brand environments

Design focus

• Reduce cognitive load and friction

• Replace dashboards with conversation

• Make AI feel calm, transparent, and supportive

• Enable fast access to verified medical expertise

MY PROCESS

Knowing that the AI interface needed to embed seamlessly into both apps and websites, I began with benchmarking emerging AI interaction patterns and early conversational products. From there, I moved quickly into sketching, validating concepts through rapid stakeholder reviews, and iterating toward a viable interaction model.

1. Content Audit
2. Industry Benchmarking
3. User Interviews (Formative)
4. Desk mining
5. Personas
6. Ideation
8. Design
8. Test (Summative)
9. Iterate
10. Launch
11. Track

BRAND AND VISUAL SYSTEM

Alongside rethinking the product interface, I was responsible for building the Abi Global Health brand from the ground up. This included the creation of the logo, typography system, visual language, illustration style, and overall design direction.

Because the experience was AI first and deeply rooted in trust, the brand could not feel cold, clinical, or overly technical. Every visual decision needed to reinforce clarity, safety, and human presence while supporting the intelligence of the system operating beneath the surface.

I designed the brand to:

• Communicate trust and credibility in a medical context

• Feel calm, approachable, and human

• Support conversational and AI driven interactions

• Scale consistently across products, partners, and channels

In addition to the core brand and product experience, I applied the same design principles across all business facing communication.

I designed executive level presentations to support multimillion dollar funding conversations, translating complex AI driven healthcare concepts into clear, credible narratives for senior stakeholders and investors.

I also created sales enablement materials that equipped commercial teams to confidently communicate value, differentiate the offering, and adapt messaging to different client contexts.

To support adoption and growth, I designed social media content to build awareness and trust, alongside customer success and partner enablement materials that ensured clients understood the service, activated their users, and remained engaged over time.

Together, this ensured that the brand, product, and business story were aligned end to end, reinforcing trust and clarity at every touchpoint.

COMMERCIAL EXPERIENCE

For prospective clients and partners, the challenge was clarity, credibility, and conversion. The website needed to clearly communicate the value of an AI driven healthcare service, establish trust quickly, and support business and partnership growth.

I designed the full information architecture and end to end experience, and was also responsible for implementation, development, and ongoing maintenance using WordPress. This ensured that the commercial presence remained closely aligned with the product, brand, and evolving business strategy, while allowing the team to iterate quickly as the company scaled.

PATIENT EXPERIENCE

The challenge was to design an AI driven interface that could live across multiple environments including apps, websites, and partner platforms. The experience needed to feel trustworthy, calm, and supportive while remaining technically scalable and adaptable to different brand contexts.

Trust emerged as a critical design pillar throughout research. Every interaction needed to reinforce credibility, clarity, and safety.

BUSINESS EXPERIENCE

For insurance clients, partners and business owners, the challenge was clarity and control. They needed to understand how the service was performing, how users were being supported, and how value was being delivered at scale.

The experience was designed around a business dashboard that surfaced critical insights, license management, and adoption signals, alongside clear enablement and marketing materials to ensure organizations could activate users, communicate value, and confidently scale the service.

PROFESSIONAL HEALTHCARE EXPERIENCE

For healthcare professionals, the challenge was time. Research consistently showed that lack of availability was the biggest barrier to participation.

The interface needed to enable fast, focused micro consultations. It had to respect clinical expertise while minimizing friction, cognitive load, and administrative overhead.

I partnered closely with the CEO, CMO, and CTO, alongside engineering, marketing, and customer success teams, to align on this vision and translate it into a cohesive, AI first product experience across organizational silos.

TESTING AND VALIDATION

Research was continuous throughout the project. We conducted qualitative user interviews to validate both usability and perception. In addition to continues big data anylitcs tracking. The primary research goals were to understand:

• Whether users could successfully ask, follow up on, or cancel a medical question
• Whether system status was clear and predictable
• Whether the experience prevented errors and confusion
• Whether the interface felt calm, minimal, and respectful of cognitive load
• Whether users trusted the AI mediated interaction and the medical responses
• What type of questions were users asking 

This feedback directly informed refinements to both interaction design and visual language

DESIGN SYSTEM AND SCALABILITY

I hold myself to high standards for both customer facing and internal design work. In a project of this scale, trust is earned through rigor, clarity, and accountability.

Because of the project’s size and structured delivery approach, teams required tangible, detailed artifacts before committing to execution. This resulted in extensive documentation covering interaction patterns, visual standards, component behavior, and implementation guidance.

While this created a high maintenance overhead, it was essential for enabling alignment across teams and ensuring that AI powered experiences could scale consistently and safely.

The outcome was a design system that supported:

• AI first interaction patterns

• Multi channel deployment

• Partner brand customization

• Long term product evolution

This work laid the foundation for AI driven healthcare experiences that move away from traditional platform complexity and toward intuitive, conversational access to care.

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