Building 0 to 1: Reimagining how chronic pain patients find and manage their care at a pre-seed, health-tech startup

Healthcare is not easy to navigate and is generally filled with anxious and unpleasant emotions. Dorsal Health provides users with easy-to-use, accessible, and affordable medical help geared towards improving chronic pain and musculoskeletal (MSK) disorders.

Roles

Lead Design
User Experience
Prototyping
Project Management

Problem

Chronic pain and musculoskeletal disorders represent the second largest source of medical spending in the US. Patients struggle to find relief in a disjointed system. The severity of chronic pain and the confusion around the process contribute heavily to the opioid epidemic. It’s a result of a lack of access and uneducated users.

Opportunity

Healthcare is expensive. Insurance is confusing. Chronic pain specialists are hard to access. Appointment availability can be inconsistent, and it can be hard to get a second opinion. Often timeDorsal/Paceway health responds to each of these pain points.

Business Hypothesis

Leveraging the power of virtual technology, users are assigned to a care team consisting of a doctor, health coach, and physical therapist. This care team works together with their patients, and patients can message their care team anytime, 24/7. Virtual appointments are always available within two days, and patients living in health deserts can gain access to world-class care. Through a monthly subscription model, Dorsal keeps costs transparent, low, and flexible to users’ needs.

Solution

Design a product and service that empowers patients to take control of their healthcare. Provide resources for patients so they can educate themselves outside of appointments. We allow users to schedule appointments, meet with a care team including 24/7 messaging, check the status of their medication, and more. Patients also have access to mini-lessons where they can learn ways to improve their condition with a strong emphasis on physical therapy.

Fig A—Key screens on the consumer-facing mobile app showcasing how brand and UI come together.

Fig B—Our internal EMR (Electronic Medical Record) system is stripped back, with a lighter, simpler UI. We enable clinicians to move quickly through our system.

Fig C—An overview of brand expression across a mobile app and web app. Brand moments in product balance professionalism and trustworthiness with innovative and youthful touches.

Fig D—This illustration style is dynamic, playful, and professional. We intentionally aimed to represent humans anonymously as our customer base is a wide range. We also wanted to represent our brand and the healthcare we provide with an optimistic, positive lens.

Fig E—For social and advertising material, we leverage abstract shapes, bright colors, supporting text, and mostly anonymous human forms, we communicate the notion of pain alongside a clear value proposition. Color and shape in ad and marketing material connect to the illustration style within the product.

Fig F—This logo design takes direct inspiration from somewhat overused medical logos. As a new startup on the scene, consumers have a somewhat familiar notion with some of these forms.

Fig G—Final Paceway logo takes direct inspiration from the previous Dorsal logo. Multiple pieces form a whole, acting as a nod to the multi-faceted, mult-person care team this service offers. There’s an indirect human form that nods to the human element of healthcare.