Incline
Incline’s founder needed to replace low-quality outsourced design work with a product that felt credible, cohesive, and built for scale. As a solo designer, I took ownership of the full UX and visual system—delivering both product features and marketing assets. Mid-project, Incline pivoted to serve healthcare teams specifically, which required a full redesign of the UI system, product copy, and website experience.
Competitive Audit
To position Incline effectively, I reviewed other operations and training platforms like Trainual, Jolt, and Flip. Most lacked clinical visuals or compliance structure. I built a design language rooted in clarity, speed, and accountability—without becoming cold or sterile.
User & Founder Interviews
Since our direct users were clinical managers, I worked with the founder to define key tasks: SOP delivery, daily checklist completion, and audit preparedness. The founder had deep insights from working with franchise owners and early beta testers across industries, which I translated into interface flows.
The Problem
"Clinical teams need a centralized, easy-to-use platform for training, task execution, and audit tracking—without relying on paper binders or hallway reminders."
Core Features I Designed
- Playbooks: Structured training with embedded media and quizzes
- Tasklist: Timestamped, trackable checklist system
- Cal: Internal event calendar with callout workflows and role-specific views
- Social Feed: Internal posts for team-wide updates
Flows & Wireframes
I designed feature flows in low- to mid-fidelity before moving to high-fidelity mockups. Wireframes prioritized clarity, with iconography, inline status feedback, and card-based segmentation.
Brand & Web
After the healthcare pivot, I rebuilt the site in Webflow with a simplified color palette (navy, coral, turquoise) and compliance-anchored language. I created matching ad creatives, decks, and campaign assets.
High-Fidelity Prototype
All flows were developed in Figma and handed off with clear documentation. I delivered responsive designs for mobile and desktop, tested internally, and coordinated async with devs via Notion & Slack.
Style Guide
I created a visual system based on healthcare trust cues—simple shadows, modular cards, and restrained typography using Inter and IBM Plex Sans.
- Rebuilt app and brand from scratch with full client trust
- Supported full healthcare pivot with new visuals, voice, and product direction
- Enabled smoother onboarding and higher audit readiness for beta users