The work

No clinician in the roomBiofeedback is a proven migraine treatment that barely exists; Juva Health set out to deliver it through a phone. My job for two years was the delivery itself: turning the program our chief medical officer ran, in-person, into an app that carries her judgment. This page walks through the how: the program’s structure, its instruments, its copy, and the one problem I never got to solve.

The model has to show its workOrita’s product is a machine-learning model’s judgment: which customers an e-commerce brand should stop emailing, and what revenue that protects. The output is statistical. Lift, holdouts, projections. The customers reading it are marketers, and this is how the interface learned to do the explaining.

Design is the stage, content is the performerOrita’s brand grew up in two years. Research changed what it had to do, every surface got rebuilt on one set of rules, and then I wrote the rules down so a team of non-designers and a machine could hold them without me.