Amino is a mission-driven healthcare startup working to help Americans find experienced, cost-effective, in-network care. When I joined in early 2016, our product was a free website offering unique experience data on almost every doctor in America by virtue of one of the largest (if not the largest) collection of private, anonymized health insurance claims. Using these "receipts" we could string together a patient story, sometimes called an "episode of care," and wrap insurance network and plan specific prices around a given procedure.

Eight months after joining the team, I was invited to participate in the Meraki tribe of Remote Year, traveling the world with a group of digital nomads for a full year. Amino worked with me to transition my role away from product design and add flexibility to my hours so that I could more easily work away from San Francisco. I will forever be grateful to the team and especially the cofounder and design lead, Sumul Shah, for valuing employee growth and making the year possible. I stayed with Amino through the end of my travels, and left the team as they pivoted toward an HSA offering.

Accounts and Graphics

When I first joined Amino the website had been live in market less than a year. One of my first projects was designing user accounts and a registration flow. I worked closely with engineering and our legal counsel to save user's information in a way that was HIPAA compliant. I was also flexing my visual communication muscles more frequently, adding clarifying illustrations into the product and our published data findings.

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While we pumped out lots of interesting data science tidbits on our blog, we also produced a few infographics challenging me to find more creative ways to visualize information.

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Exploring styles

As I traveled with Remote Year, we worked through a design refresh of the UI kit underpinning Amino. This included a subtly updated color palette, new type treatments, and an updated illustration style. We used our graphics to explain scenarios across a wide range of characters, places, and even medical procedures. It was important that they be diverse, anatomically correct, and consistent.

My explorations were influenced by greats like Dropbox and Mailchimp, but ultimately most ended up in the graveyard as Amino itself went into an exploration phase.

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B2C becomes B2B

As the year ended, strategy shifted. High-deductible health plans were becoming the norm, and businesses and employees alike were looking for any way to cut costs, stay in-network, and make smarter healthcare decisions. Amino took the free, consumer-facing product and put it behind a paywall, instead focusing on using its healthcare navigation products as a carrot alongside a new health savings account it sold to businesses.