Lifeforce

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mylifeforce.com

Telehealth. E-commerce

Apex Inc.

2021-2023

Apex Inc.

Overview

Note: Lifeforce underwent a full rebrand in 2025. The designs, systems, and outcomes shown here reflect my leadership during the original 0→1 growth phase and no longer appear on the live site.

I joined Lifeforce in late 2021 as the first product designer, responsible for turning a handful of early wireframes into a full telehealth and membership platform. In the company’s formative 0→1 stage, I led design across the product experience: navigation, diagnostic flows, onboarding funnels, telehealth integration, email campaigns, and the design system itself.

When other designers cycled through, I became the consistent design voice across engineering, content, and growth teams — bridging gaps between OKRs, KPIs, and execution. Every pivot — from launch velocity, to inclusivity, to funnel optimization — required design to shift in lockstep with company priorities.

My Roles

0→1 Designer — Delivered the MVP in ~5 months (Oct 2021 → Feb 2022), shipping the navigation, diagnostics, and telehealth integration.

System Builder — Consolidated outsourced components into a governed design system, powering both the product and Storyblok marketing surfaces.
Cross-Functional Partner — Worked across engineering, content, growth, and compliance; bridged time zones with UK-based teammates.
Funnel Optimizer — Improved onboarding clarity and diagnostic flows with data-backed copy changes and streamlined layouts.
Experimentation Lead — Introduced standardized A/B testing templates and analytics hooks, operationalizing growth experiments.
Team Enabler — Onboarded new hires to design processes and systems, ensuring continuity as the team scaled.

Tools & Stack

Research & Strategy: UserTesting, Notion, surveys, affinity mapping

Design & Prototyping: Figma (wireframes, components, systems), Storyblok (marketing surfaces)
Build Collaboration: Engineering handoff in Jira, Zeplin exports, compliance/legal review cycles
Analytics & Experimentation: Amplitude, Google Analytics, A/B testing templates
Content & Growth: Storyblok CMS, Iterable (email campaigns), cross-team OKR dashboards

The Problem

Lifeforce set out to merge diagnostics, telehealth, memberships, and e-commerce into one trusted platform. But at launch, we faced structural design challenges:

Narrow appeal — Branding skewed heavily masculine, excluding broader audiences.
Fragmented experience — Product and marketing surfaces were siloed, creating inconsistent journeys.
Retention risks — Over 2,000 deletion events highlighted churn issues linked to onboarding clarity and mobile reliability.
Experimentation gaps — Tests were ad hoc, with no shared framework to measure impact.

To succeed, we needed a design foundation that could ship quickly, drive inclusivity, and support data-driven iteration.

Research & Discovery

I partnered with founders and compliance teams to ensure regulatory alignment while auditing competitor platforms for inclusivity, trust patterns, and funnel design.

Key findings:

Language clarity was critical — medical jargon confused users and drove drop-offs.
Inclusivity gaps in branding and flows limited adoption beyond the initial male-focused audience.
Retention risk was tied to lack of guidance: users didn’t know their “next step” after diagnostics.
Mobile-first mattered: >60% of traffic was mobile, yet flows weren’t optimized for smaller screens.

These insights guided the product principles: clarity, inclusivity, and guided journeys.

The Solution

By the time I left Lifeforce, the product had shifted from a male-centric telehealth MVP into an inclusive, mobile-first health platform supported by a scalable design system.

Key outcomes delivered through design:

Clarity in funnels — Improved diagnostics completion through clear CTAs and simplified onboarding flows.
Guided journeys — Card-based portal prototypes provided the framework for future personalized guidance.
Retention improvements — Quick-win fixes reduced support tickets by 70%; mobile redesign increased engagement by 65%.
Inclusivity in brand and UX — Gender adoption balanced at ~50/50, expanding audience reach.
Experimentation culture — Standardized A/B testing templates made experimentation faster, more reliable, and directly tied to OKRs.

UX Process

I translated business pivots into design initiatives across multiple quarters:

Q1 – Launch velocity: Shipped the MVP in five months, establishing navigation, diagnostics, and telehealth.
Q2 – Funnel clarity: Reframed diagnostic CTAs (“Measure My Baseline” → “Get Started”), improving top-of-funnel conversions.
Q3 – Retention & guidance: Conducted churn analysis (>2,000 deletions) and designed card-based portal prototypes to surface “next steps.”
Q4 – Inclusivity & mobile-first: Optimized branding and mobile flows, improving engagement and stabilizing adoption across genders.

Reflection

At Lifeforce, my role as the first designer went beyond execution. I became the connective tissue between founders, engineering, growth, and compliance — translating shifting company priorities into actionable design solutions.

The design system, experimentation frameworks, and inclusive UX practices I put in place outlasted my tenure, supporting the company’s rebrand and scaling efforts.

Leadership takeaway: Founding-stage design means building systems and culture as much as product surfaces. My impact wasn’t just what I shipped, but how I left the team with practices that made design scalable, measurable, and aligned with the business.

Lifeforce

mylifeforce.com

Note: Lifeforce underwent a full rebrand in 2025. The designs, systems, and outcomes shown here reflect my leadership during the original 0→1 growth phase and no longer appear on the live site.

0→1 Designer — Delivered the MVP in ~5 months (Oct 2021 → Feb 2022), shipping the navigation, diagnostics, and telehealth integration.

System Builder — Consolidated outsourced components into a governed design system, powering both the product and Storyblok marketing surfaces.

Cross-Functional Partner — Worked across engineering, content, growth, and compliance; bridged time zones with UK-based teammates.

Funnel Optimizer — Improved onboarding clarity and diagnostic flows with data-backed copy changes and streamlined layouts.

Experimentation Lead — Introduced standardized A/B testing templates and analytics hooks, operationalizing growth experiments.

Team Enabler — Onboarded new hires to design processes and systems, ensuring continuity as the team scaled.

Research & Strategy: UserTesting, Notion, surveys, affinity mapping

Design & Prototyping: Figma (wireframes, components, systems), Storyblok (marketing surfaces)

Build Collaboration: Engineering handoff in Jira, Zeplin exports, compliance/legal review cycles

Analytics & Experimentation: Amplitude, Google Analytics, A/B testing templates

Content & Growth: Storyblok CMS, Iterable (email campaigns), cross-team OKR dashboards

Lifeforce set out to merge diagnostics, telehealth, memberships, and e-commerce into one trusted platform. But at launch, we faced structural design challenges:

Narrow appeal — Branding skewed heavily masculine, excluding broader audiences.

Fragmented experience — Product and marketing surfaces were siloed, creating inconsistent journeys.

Retention risks — Over 2,000 deletion events highlighted churn issues linked to onboarding clarity and mobile reliability.

Experimentation gaps — Tests were ad hoc, with no shared framework to measure impact.

To succeed, we needed a design foundation that could ship quickly, drive inclusivity, and support data-driven iteration.

I partnered with founders and compliance teams to ensure regulatory alignment while auditing competitor platforms for inclusivity, trust patterns, and funnel design.

Key findings:

Language clarity was critical — medical jargon confused users and drove drop-offs.

Inclusivity gaps in branding and flows limited adoption beyond the initial male-focused audience.

Retention risk was tied to lack of guidance: users didn’t know their “next step” after diagnostics.

Mobile-first mattered: >60% of traffic was mobile, yet flows weren’t optimized for smaller screens.

These insights guided the product principles: clarity, inclusivity, and guided journeys.

By the time I left Lifeforce, the product had shifted from a male-centric telehealth MVP into an inclusive, mobile-first health platform supported by a scalable design system.

Key outcomes delivered through design:

Clarity in funnels — Improved diagnostics completion through clear CTAs and simplified onboarding flows.

Guided journeys — Card-based portal prototypes provided the framework for future personalized guidance.

Retention improvements — Quick-win fixes reduced support tickets by 70%; mobile redesign increased engagement by 65%.

Inclusivity in brand and UX — Gender adoption balanced at ~50/50, expanding audience reach.

Experimentation culture — Standardized A/B testing templates made experimentation faster, more reliable, and directly tied to OKRs.

I translated business pivots into design initiatives across multiple quarters:

Q1 – Launch velocity: Shipped the MVP in five months, establishing navigation, diagnostics, and telehealth.

Q2 – Funnel clarity: Reframed diagnostic CTAs (“Measure My Baseline” → “Get Started”), improving top-of-funnel conversions.

Q3 – Retention & guidance: Conducted churn analysis (>2,000 deletions) and designed card-based portal prototypes to surface “next steps.”

Q4 – Inclusivity & mobile-first: Optimized branding and mobile flows, improving engagement and stabilizing adoption across genders.

At Lifeforce, my role as the first designer went beyond execution. I became the connective tissue between founders, engineering, growth, and compliance — translating shifting company priorities into actionable design solutions.

The design system, experimentation frameworks, and inclusive UX practices I put in place outlasted my tenure, supporting the company’s rebrand and scaling efforts.

Leadership takeaway: Founding-stage design means building systems and culture as much as product surfaces. My impact wasn’t just what I shipped, but how I left the team with practices that made design scalable, measurable, and aligned with the business.