Projects

The site worked, in that it existed and had content on it. But it wasn't doing its job - people landed, didn't find a clear reason to stay, and left. And behind the scenes, the coach pages were static, meaning every new hire meant more manual design and dev work rather than the system scaling on its own.

The app had been built largely solo by its founder, working with GPT to sketch out concepts. It worked, technically. But nobody had tested it as a real first-time user would, and the bigger idea - repositioning the product around closing the gap between a user's current style and their goal style - existed only as a rough idea, not something a dev team could build.

The platform hadn't been touched in years, while most users were either brand new or coming back after months away - so almost nobody had built up familiarity with how it worked, yet the dashboard still assumed they had. It threw four or five options at people the moment they logged in, with no clear starting point. For patients who were often dealing with pain and just wanted to know what to do next, that uncertainty was the whole problem.

The diagnostic service was running on a system that didn't talk to anything else. That meant everything downstream was manual - agents typing orders in by hand, admins juggling multiple tools, and patients left waiting without much visibility into what was happening.