Be:Seen Health, Co-Founder, Chief Product & Design Officer
2020 - 2022
Integrated Product and Brand Design Leadership: Empowering Innovative Healthcare Solutions and Market Success
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)
![An product overview image of both marketing landing pages for Be:Seen Health](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/661b0017f13e333115027027_BeSeen%20Marketing%20LPs%20Overview.png)
![Be:Seen Health provider calendar and profile overview.](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/653725258aeaa62dfea8663e_CleanShot%202023-10-23%20at%2018.57.31.png)
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
- 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
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/652df782ec0aa957aba05246_CleanShot%202023-10-16%20at%2019.53.29.png)
Designed, and supported front-end and back-end devs to build, enrollment and setup for the provider portal
![Overview of the setup forms within the Be:Seen provider portal.](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/653bf233af2253a54b5259da_CleanShot%202023-10-27%20at%2010.22.59.png)
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
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/653bf11169ed277cb3d160ba_CleanShot%202023-10-27%20at%2010.13.16.png)
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
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/653bf15b91e3154115cdca06_CleanShot%202023-10-27%20at%2010.14.24.png)
Designed, and supported front-end and back-end devs to build, the web and native mobile patient apps
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/65394ce1d90694ef4bd3777a_CleanShot%202023-10-25%20at%2010.13.42.png)
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/6538407b7da716079bf78b93_CleanShot%202023-10-24%20at%2015.08.06.png)
Created the initial prototype of patients finding and booking providers for user testing
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/664ce06fb7f0f8dc2ecb8ae3_BeSeen%20Mobile%20App.png)
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/65384740e00906d8444ea59c_CleanShot%202023-10-24%20at%2015.37.04.png)
Created a breakdown of cost to collect funds, showing providers the benefit of using the Be:Seen service
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/653840a03bdf10934b112a58_Cost%20to%20Collect%20Overview%20Example.png)
Designed all sales and marketing collateral, enabling the company to lock the first 12 providers to pilot the product
![](https://cdn.prod.website-files.com/558e30f33c430fe037bdefae/65372448f22aef3b6932aa95_CleanShot%202023-10-23%20at%2018.55.05.png)