Client: Omaia Health
Industry: Healthcare
Timeline: 2 weeks Alpha prototype, 3 months closed beta | 2025
My Role: Product Design Lead (UX/UI & Product Strategy)
Team: 1 PM, 2 Founders, 2 Developers, UX Researcher, Clinical Advisors

Contribution

I led the end-to-end design of a wellbeing-focused mobile app for pregnancy, combining CBT content with AI. I shaped the product direction from early concept to alpha and then a closed-beta release. When I joined, only the brand basics were in place. I established the product’s UX foundation, built the first interactive prototype (Figma + Lovable), and collaborated closely with founders, engineers, and subject-matter experts throughout the design cycle.

My work spanned core flow definition, interface design, design system creation, content structuring, and user testing. I translated research findings into actionable iterations and guided the team through decisions affecting usability, clarity, accessibility, and emotional tone.

Competences.
Product Design · UX Design · UI Design · UX Strategy · Prototyping · Usability Testing · Accessibility · Interaction Design · Design Systems

Challenge

Most digital products in the pregnancy/wellbeing space focus heavily on static information, leaving little support for day-to-day individual emotional experience. The focus is also more on the progress of the baby instead of the mental health of the pregnant person. The challenge was to design an experience that felt supportive, trustworthy, and easy to use — even for users who may be overwhelmed, low-energy, or anxious.

How might we design a health-oriented product that remains simple, emotionally supportive, and low-cognitive-load while still providing meaningful guidance?

Live website: https://www.omaia.ai/

Approach

My approach was research-driven, iterative, and delivered under fast-paced startup conditions. I collaborated closely with engineering and domain specialists to design flows that balanced functionality, clarity, and emotional safety.

Key responsibilities included:

• Establishing the core navigation and interaction patterns for the app.

• Designing modular templates for different types of interactive content.

• Creating the product’s visual direction and early design system tokens.

• Conducting user interviews, structuring the research process, and facilitating synthesis workshops.

• Building the Alpha and Beta prototypes (Figma + Lovable) used for internal testing and stakeholder alignment.

• Ensuring accessibility, readability, and inclusivity across all UI components.

Due to NDA restrictions, detailed feature logic and prototype visuals cannot be shared publicly.

Activities.
Competitor Analysis · User Interviews & Synthesis · Personas · Wireframes · User Flows · Prototyping · Usability Tests · Accessibility Review · UX Writing · Design System Foundations

What was Tested (Alpha).

• Understanding of onboarding and privacy messaging.

• Clarity of navigation and ability to find key sections.

• Comprehension and usability of guided content flows.

• User perception of tone, support, and trustworthiness.

• Content digestibility (chunking, pacing, length).

What was Changed (Beta).

• Simplified navigation with a bottom bar replacing the hamburger menu.

• Redesigned homepage as the main entry point for orientation.

• Unified learning and resource areas into a single, more structured section.

• Refined conversational flows to improve clarity and guidance.

• Updated dashboard with a simple visual overview of recent activity.

• Introduced structured templates for interactive content to standardize creation.

• Strengthened trust messaging, transparency, and onboarding clarity.

Accessibility & Inclusivity.

• AA/AAA-compliant color contrast and typography.

• Large touch targets and clear focus states.

• Alt text and semantic labels.

• Short-form content options for low-energy states.

• Inclusive, neutral language throughout the interface.

• Dual-language support (EN/SV) in early prototypes.

Result

The closed beta delivered a secure, dual-language experience with improved clarity, navigation, and emotional tone. Users could complete key flows with less confusion and stronger sense of support.

I also developed a set of reusable templates for the content team, allowing complex information to be delivered in simple interactive formats — transforming long articles into structured, guided experiences. The product reached a stage ready for broader usability testing, clinical review, and partnership demonstrations.

Deliverables.
Research Synthesis · Personas & Journeys · IA · Alpha & Beta Prototypes · Core Flow & Core Loop · Conversational Flow Framework · Accessibility Specs · Visual System Foundations · Developer Handoff Documentation

Learnings

Designing for users in emotionally sensitive contexts requires low cognitive load, gentle pacing, and absolute clarity. Trust is built through consistency, transparency, and careful attention to language and accessibility. I also strengthened my ability to work under rapid timelines — balancing product strategy with hands-on design execution in a fast-moving startup environment.

Takeaway.
I delivered a validated MVP ready for further development, designed to be clear, supportive, and easy to navigate. The next phase includes expanding personalization, translating into dark mode, refining conversational tone and behaviour of chatbot, and extending content depth, all informed by additional testing, stakeholder feedback and workshops with clinical experts.

Prototype available on request.