WHAT IS CLAIRE
ALL ABOUT?

Claire is a blood diagnostic testing platform that provides users with clear and accessible results that don’t require a interpreter.

Claire stops them from frantically googling their results spiraling into anxiety while they draft their will.

WHAT PROBLEMS WERE
CLAIRE TRYING TO SOLVE?

There is nothing more personal and anxiety-inducing than blood testing.
Yet the experience is cold, confusing and disconnected. We wanted to see what it would look if we put care back into healthcare.

A DISCONNECTED EXPERIENCE

The health industry puts the onus on the user and calls it convenient. From finding out what they needed to get tested, to getting it scheduled and then having to track down their physician to talk about what the results mean, there was no connected experience and the patient would be left on their own to connect it all together, leaving them confused and frustrated.

A HIGH ANXIETY EXPERIENCE

At some point, the health industry just sort of gave in on making a patient feel comfortable. We all knew it would suck and we felt like we had to be okay with it. There is a lack of empathy and a coldness in the industry even reflected in the common colors of healthcare: white and blue. A cold process when it comes to something as physically warm and personal as giving your own blood.

A CONFUSING EXPERIENCE

By the time you figure out how to access your test results, you realize there wasn’t really a point. What the hell does it all mean and what do I really need to be worried about? Then comes the real challenge. While anxiety is at an all time high, it’s time to play phone tag with the physician. At some point, both give up until it’s time to test again next year.

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IDENTIFYING THE GAP

We tasked the team with defining our purpose and value proposition to measure success effectively. After conducting extensive interviews with medical teams and analyzing data, we found that no one was providing a seamless, stress-free blood testing experience. The process was often overwhelming, increasing anxiety and raising heart rates to unhealthy levels.

Our goal was to eliminate the stress and anxiety associated with blood testing, ensuring that patients did not abandon the process due to its complexity or discomfort.

IDENTIFYING THE HESITATION

No other industry is as defined by anxiety as blood testing, which is invasive, painful, and inconvenient but crucial. To understand why people struggle to follow through on this important aspect of their health, we consulted with nurse teams, patients, and physicians.

IDENTIFYING THE USERS

With Claire we honed in on 3 main users under the umbrella of anxiety. The fearful tester, the busy tester and the skeptical tester. The fearful tester is the one who is simply afraid of the process involving needles and getting their blood. Currently the attitude in the health world is more of “we can’t do anything about it" and we wanted to challenge that. The second user is just hard to nail down when it comes to scheduling. In our interviews with doctor practices a lot of the health care providers themselves or their teams spend most of their time just coordinating, re-scheduling and playing phone tag for people who are all over the place. The last user we wanted to focus on was someone who is complacent. They see blood testing as something you do when you’re older and they don’t find the value. This person is typically in their 20-30’s or sometimes into their 40’s. Below is a snippet of the anxious target user.

PHEOBE

THE PHOBIC

Background

Sarah is a marketing manager with health-related anxiety, especially around medical procedures and blood tests. Although she is health-conscious and stays active with yoga and hiking, she often delays check-ups due to her fear of needles and test results. She values convenience and reassurance in her healthcare, frequently researching health topics but feeling overwhelmed by conflicting information.

Interests

Pilates: Dedicated to maintaining core strength and flexibility, they integrate Pilates into their fitness routine.

Scuba Diving: They find excitement and tranquility exploring underwater worlds through scuba diving.

Pickleball: For a mix of fun and competition, they enjoy playing pickleball, blending social interaction with an active lifestyle.

Needs

Proactive: Stay on top of health without triggering anxiety. 

Routine: Find a health routine that minimizes stress while ensuring essential medical tests are completed. 

Simplicity: Use an app that simplifies health management and makes it approachable.

Frustrations

Anxiety: Significant anxiety around blood tests, especially fear of needles and bad news. 

Complexity: Overwhelm from complex medical jargon and information overload
. 
Inconvenient: Dreads logistical hassles of making appointments and visiting clinics.

THE TARGET

Data revealed a 30% patient non-completion rate, primarily due to stress. We adopted the message "Claire: The home of stress-free testing" and conducted interviews, surveys, and medical report analysis to address the issue. Our goal was to reduce the non-completion rate and encourage more regular testing.

THE TEAM

At any given time, I had six designers on the Claire project. Two focused on the patient product, two on the physician portal, one on marketing, and one on the design system. This setup evolved, but it was the core structure, supported by a top-notch vendor in Italy.

THE TIMELINE

Claire, a spin-off of the successful COVID testing app Bella Health, secured $78 million in funding thanks to my team's compelling pitch. We expanded investor interest beyond COVID testing to a broader range of at-home health tests, offering a holistic view of personal health during a time of heightened awareness.

Alice

Design Leader
Rita

Storyteller
Bartolomeo

Prototyping Pro
Laura

User Flow Pro
Polina

Animation & Presentation
Luca

Out There Innovator
Alessia

Design System
Francesca

Artistic Touch
Gigi

Branding Guru
Cristina

Product Architect

This is who I was in the trenches with.

Collaborators. Innovators. Allies. Co-creators. Friends.

My team came from a vendor in Italy, some of whom I worked with on the previous project, Bella Health including working closely with Alice who I saw as my counterpart and co-conspirator. We complimented each other in ways I can only hope I have again in my career.

These designers rotated in and out (usually about half of them at any given point) depending on who was available and each one of them brought something unique and fresh to the project. I wanted us to all grow together, but give each of them a chance to really shine at what they loved doing the most, which really translated to what they are good at. Getting to spend time with each and every one of them in person in Italy was a definite highlight and the first thing I made sure was part of the culture we would create together.