I focused on translating Firefly's ambitious vision - "half-priced healthcare that's twice as good, clinically and emotionally" - into tangible user experiences that members could understand and providers could deliver.

I established user research practices from scratch, conducting extensive interviews with patients and providers, facilitating service mapping workshops, and using Jobs-to-be-Done methodology to identify the experiences that would drive both engagement and health outcomes.

Every design decision had to align with our immediate product roadmap while building flexibility for future pivots and learnings. I created design systems and user flows that could evolve across our core capabilities, ensuring we could ship quickly in the near term while maintaining coherence as we discovered what members and the market truly needed.

As the sole designer initially, I was responsible for translating strategy into every screen, prototype, and user flow, but the best solutions emerged through close collaboration with clinical and engineering teams. This meant balancing rapid iteration with the precision required for healthcare applications, while ensuring designs were both technically feasible and clinically sound.