In 2013, the Affordable Care Act upended the US health insurance market — millions of Americans suddenly had to shop for plans on their own for the first time. The experience waiting for them was confusing, cold, and built for insurance brokers, not people.
I co-founded Healthnook to fix that. We built an online comparison platform for US health insurance plans that felt approachable, clear, and genuinely helpful — closer in feel to a consumer fintech product than a government portal.
- $6M Revenue Generated
- Co-Founder Role
- 2013-2014 Operating Window
I created the Healthnook brand from scratch — identity, visual system, and tone of voice — built around the idea of modern health, family values, and trustworthiness. The brand needed to work across both a consumer-facing marketing site and a marketplace application without ever feeling clinical or corporate.
To support the business model, I also launched InsuredLife as an in-house insurance agency sub-brand — a natural extension of Healthnook's positioning, aligned in look and feel but clearly differentiated in purpose.
- Full brand identity and guidelines for Healthnook
- Sub-brand identity and positioning for InsuredLife
- Digital and print applications across both brands
I owned end-to-end design and front-end development of the product — from the marketing site through to the comparison marketplace where users could evaluate and purchase plans. The UI system was built to simplify the comparison process: clear hierarchy, plain language, and a flow that guided users rather than overwhelming them with options.
- Full UI system and front-end architecture
- Marketing site and marketplace application
- Plan comparison interface designed for clarity and conversion
- Front-end development across all product surfaces
