Genwell
2025
-
present
Eris, the founder of Genwell has over 15 years of experience in the US healthcare and insurance industry and had been struggling with her personal health for decades until she stumbled upon a random video with fewer than 100 likes on Instagram. Thanks to this one piece of content, she found out that she was suffering from an incredibly rare condition that could be kept at bay with some lifestyle changes, if you knew about it. She realised that the healthcare system is messed up and that she could spearhead the change. Genwell is the all-in-one female health ecosystem. Think health information discovery, supplement marketplace, doctor's appointment directory - all in one place and a thumb swipe away. Board-certified medical practitioners meticulously verify everything on the app, making sure that you only see the real stuff - no scams, no fluff.
Challenge
At a very early stage, Eris needed to put a visual next to her ideas and explore the possibilities for what Genwell could be.
Soon after the concepts were finished, we realised that the product had enormous potential and Eris decided to commit to the project full-time, going through accelerators, conventions and most importantly - fundraising with VC firms in NY and SF.
With the current state of tech financing, investors are looking for real traction and tangible data to write a check, so we had to ship to the public.
Solution
I joined the project as a Design Consultant, quickly iterating a few ideas for the core functionalities and screens of the Genwell mobile app.
Through collaboration and exigency, I quickly became a design team of one and I facilitated all design processes, keeping close communication with our CTO.
The project is currently in a pre-seed round and I am still working on it as a part-time Design Lead.
Project highlight -
Voice AI Onboarding
Identifying product market fit is crucial at this point of a startup. We had some hunches about how we wanted the core experience to look but we quickly realized we needed a lot of data to get users to their "aha-moment".
So we decided to test out a relatively new approach - as a final step to the account creation flow we implemented a voice chat, powered by a LLM, so that users could directly talk to someone for as long as they wanted and express all of their experiences and issues. We wnated to see if users would even entertain this, considering the rising popularity of AI Assistants.
The results were outstanding. People were spending upwards of 15 minutes per call, sharing data and desires we would have never have found through conventional UXR or general usage data . This quickly turned into our data moat and is used as the core of our recommendation engine.
Impact
Accepted into John's Hopkins University Accelerator
~14m 34s average conversation time for 200+ testers
Angel Round $80K raised
Pre-Seed Round $800K secured as follow-on investments
What I did
Release Strategy and Prioritisation
User Research
Design System
Mobile App Design
Pitch Decks and Presentations
Tools
Figma
Claude Code
ChatGPT
React
