Staywiththem
Designing how Previu feels for the people inside it.
belongs to a person
A notebefore you read
Here’s a strange finding that shaped this proposal. In 2016, researchers at UCL found that people were more stressed by a 50% chance of a mild electric shock than by knowing it would definitely come. Uncertainty hurt more than the pain itself.
That is Previu’s real competitor. Not another app, but the gaps: the wait for a physician, the silence after a test, a status with no reason.
Your team has thought the system through carefully. Physicians approve every follow-up. Silence escalates. That is rare, and it is the right foundation.
What isn’t designed yet is how all of it feels to a son reading his mother’s report at night, a navigator with a full queue, and a physician with ten minutes between clinics. This proposal is about that layer.
It is also about pace. We would rather build Previu in phases, with your team, than design everything at once and hope it lands. Part 07 explains why.
You plan to use AI, and you should. But every result belongs to a person, and that person needs to feel someone is with them.
Words by
Nithin Prakash Motupalli
The Tribe Team
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We read your brief, your journeysand your references.Here’s what we found, andhow we’d act on it.
What we found
- Status isn’t meaning. Every status needs its reason, in plain words, for this person.
- The customer is several people. The patient, the family member holding the phone, and whoever pays.
- Prevention starts before the test. People need a reason to test that fits their life.
- The navigator is the product. Care and cost must never arrive together.
- Waiting is where trust breaks. Give every wait a map: what’s happening, who has it, and when they’ll hear.
What we propose, in phases
Late Oct – early Nov · Align. Research, one shared model of the system, personas and the state system.
November · The front door. Logo, website live, onboarding begins with your navigators.
December · Apps open. Patient app and navigator dashboard for a first group, with a physician link.
Jan – Mar 2027 · Deepen. The full journey, family flows, the complete doctor portal and testing rounds.
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What’sinside
Use the arrow keys, swipe, or the buttons below to move through the proposal. Press C to open the contents at any time.
A note before you readp. 2In shortp. 301Our understandingp. 502The gapp. 1503The customerp. 2304The navigatorp. 3105The physicianp. 4006Moments that matterp. 4507How we would build itp. 51QYour questionsp. 67Stay humanp. 75with
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under-
standing
Previu exists sonobody is leftalone in the system
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Health is continuous.Healthcare isn’t.
Your homepage tells the story behind Previu: eight family members lost to cancer, each found late. Not because care didn’t exist, but because nobody stayed with them through the system.
Hospitals own an episode, labs own a report, insurers own a claim. The patient is left to connect them.
So the promise in your brief is simple: one connected record, one human guide, and you never have to work out what to do next.
Everything in this proposal is measured against that promise. Wherever a screen, a message or a wait breaks it, we say so.
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Where Previu stands,
as of 21 October 2026—
| Navigation service | Running | Human navigators guide patients today, mainly in cancer care. |
| Patient app, navigator and doctor portals | Built, in test | The patient app is moving from a dark to a light theme. |
| Website | Live | To be redesigned. |
| Home blood draw | In progress | Thyrocare through BookMyTest. Blood only; no measurements at home. |
| Imaging partners | About 20 Nov | Depends on confirmed partners, so it needs a clear fallback. |
| Wearables | Planned | Apple Watch, Whoop, Fitbit and Samsung, into the same record. |
| Payments | At launch | Customers pay at each stage, with the price shown first. |
| Platform go-live | November | The target date, India first. |
Your strongest asset
The service exists.
The platform is in test.
What customers meet first in November is the website, onboarding and their navigator. That is where the first phase of design should go.
The Tribe Team ’26
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Three people,one record,six stages
record
Customer
Sees a path: where am I, what happens next, and who do I ask?
Navigator
Sees the work: one open item per customer, with an owner, a deadline and a channel.
Physician
Approves every follow-up, clears red results, reviews every cancer signal.
Join
Baseline
Clarify
Imaging
Pathways
Staying with you
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Nine states,set by rules,not by people
Your clinical rules give every result one state. Each state has wording for the customer and a view for the navigator.
Green
“No action needed.”
Queue: nothing
Watchful
“Recheck planned.”
Queue: nothing
Amber
“Something to work on.”
Queue: only on a repeat, a worsening trend or a request
Red
“Your physician is reviewing your results.”
Queue: locked until the physician clears it
Critical
“We need to speak to you today.”
Queue: at once, acknowledged within 2 hours
Emergency
“Get medical help now.”
Queue: at once; the navigator stays on the case
Cancer signal
“Your results are with your physician.”
Queue: locked and redacted
Recovery
“Good progress.”
Queue: ready, so it can be celebrated together
Data hold
“We need one more thing.”
Queue: an operations item to fix
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How the workmoves, and whomay do what
The navigator works from one open item per customer per episode. Its urgency can only go up, and it closes only when the step has actually happened.
An item’s life
Created
Physician check
Ready
Acknowledged
Step done
Closed
When nobody responds
A reminder to the navigator
The navigator lead is alerted
The Medical Director is alerted
Who may do what
System. Sets the state, drafts the wording, sends reminders. Never diagnoses.
Navigator. Talks, arranges, follows through. Can reword, retime, escalate. Cannot add a test, change a state, reinterpret a result or disclose a cancer signal.
Physician. Approves every follow-up, clears red cases, reviews every cancer signal.
Medical Director. Decides critical cases and takes escalations from navigators.
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What your documentsalready get right
Physicians approve every step
Nothing is arranged until a doctor has agreed it.
Done means it happened
A step closes when the test is taken, not when a call is made.
Silence escalates
To the navigator lead at the window, the Medical Director at one and a half.
Held results stay held
No values or marker names until a physician has cleared them.
Nothing invented to fill a screen
No manufactured scores, warnings or tasks.
Price before commitment
The customer sees the cost before confirming any step.
These are the foundations of a service people can trust. Everything that follows builds on them.
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Others explain results.Previu stays until thenext step has happened
| Function Health | Nostavia | Previu | |
|---|---|---|---|
| After a result | Clinician notes and a protocol. Its terms say it does not recommend or refer. | AI explanation and protocols. | A physician-approved next step, arranged and followed until it has happened. |
| The human | Behind the product. | AI first; human support depends on the partner. | A named navigator, one tap away. |
| Tone | Aspirational, with celebrity endorsements. | Scores, biological age, gamified. | Calm and honest. |
| Model | Consumer membership, $365 a year. | An AI layer sold to labs and clinics, under their brand. | The customer pays per stage, price shown first. |
Sometimes the strongest position is the opposite of a competitor’s. Function sells the fear of what might be hidden. Previu can sell the relief of never facing it alone.
Function figures from functionhealth.com, October 2026. Nostavia from its website, app store listings and public profiles.
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Function Health, the reference
in your brief, as of October 2026—
$365
a year, framed as $1 a day
160+
lab tests, tested twice a year; MRI and CT as add‑ons
Where Function stops
Worth taking
- Plain-language explanations for every result
- Test lists labelled included, twice a year, or add-on
- One headline price, and what it includes
- Named clinicians, up front
Worth leaving
- “Thousands of diseases” fear marketing
- Celebrity endorsements
- Dramatic detection stories
- Results with no person to talk to
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gap
You’ve designedhow Previu decides.Next, designhow it feels.
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Your system runs on logic.People run on feelings.
Feelings are the reasons people act on, and a spreadsheet rarely predicts them.
What the system knows
What the person feels
A physician has cleared the result, so the status is green.
“Six numbers are flagged and nobody says why. It feels like I’m being fobbed off.”
The physician review is inside its agreed window.
“Nobody has told me when. It feels like bad news is coming.”
The follow-up has a fair price, shown before anyone confirms.
“They told me something is wrong, then asked for money. It feels like a sales pitch.”
Most customers never message their navigator, so the option looks unused.
“Knowing I could message someone is why I felt safe.”
Both columns are true. Only the second decides whether people trust Previu, come back, and tell their family.
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A mother’s results,
and her son reading them—
82
years old, three years of steady results, expected for her age, cleared by a physician. The system says green.
6
values printed outside the report’s normal range. That is what her son sees.
Right status,
wrong experience
Status is a product decision.
Meaning is personal.
Every status needs its reason, in plain words, for this person: what was checked, what’s outside the usual range, and why that is or isn’t expected.
The Tribe Team ’26
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“If six numbers are off,why does it sayshe’s fine?I need to talkto someone.”
drawn from the case above
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“Normal”depends onthe person
The printed range on a report is written for an average adult. A Previu status is written for this person. The screen has to explain the difference.
Later in life
At 82, several values can sit outside the printed range and still be expected for her age and history. The system says green; her son sees flags.
Before, during and after pregnancy
Pregnancy changes what normal looks like. Thyroid results, for example, are read against pregnancy-specific ranges, so a value inside the printed range may not be right for her, and the reverse.
Living with a long-term condition
Someone managing a condition has their own usual numbers. What matters is the change since their last result, not the distance from the printed range.
In one Australian study, applying general thyroid ranges to women in early pregnancy misclassified about one in five of them (Medical Journal of Australia). The clinical rules for each case are set by your physicians; the design makes them visible.
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Every statusneeds its why
As planned
No action needed. Reviewed by Dr Menon, 12 Sep.
A verdict without a reason. If the family can see flagged numbers in the report, it reads as a contradiction.
Why it works
When a service shows the work it has done, people value the result more, even when the result is identical. Harvard’s Ryan Buell and Michael Norton call this the labour illusion. “What we checked” is the work, made visible.
No action needed
What we checked
Your blood test from 12 Sep, alongside two years of earlier results.
Outside the usual range
3 results · See which
Why that’s expected for you
For your age and history, Dr Menon considers these normal for you. We’ll check again in March.
Reviewed by
Dr Menon, 14 Sep
Usually replies within 2 hours.
Green, Amber and Red stay out of the customer’s view. Age-, pregnancy- and history-aware readings come from your clinical team; design makes them visible.
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Say enough,not everything
How much information is too much? Enough to understand, never enough to overwhelm, and a named person and a time in every message that asks someone to wait.
What a red badge says on its own
Physician review required
Before a word is read, the colour has already told the family something is wrong. Often a review is simply the next routine step.
Calmer, and still honest
Your physician is taking a closer look at two results
This is a standard step before any follow-up. You don’t need to do anything yet.
Aswathy will update you by Thursday, 6pm.
See which results, and why
Colour never speaks alone
A label and an icon, every time.
Meaning first, detail one tap away
For those who want it, never forced on those who don’t.
A time and a name
In every message that asks someone to wait.
Illustrative wording. Final copy needs sign-off from your physicians.
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customer
The customeris never justone person
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Four peoplehide inone word
Two questions separate people more than age or income: are they looking after themselves or someone else, and do they want to know?
Looking after myself
Looking after someone else
Wants to know ↑
Would rather not ↓
The planner
Reads everything and asks questions. Needs depth when they want it, and a reason to keep testing.
The worried child
Manages a parent’s health, often from another city. Needs access, updates, and to be reachable when it matters.
The avoider
Tests only when pushed. Needs one clear message and a person they trust, not a dashboard.
The reluctant parent
Being looked after, sometimes unwillingly. Needs dignity, plain words and a phone call rather than an app.
Also in the picture: spouses, caretakers and whoever pays. The patient, the person holding the phone and the payer are often three different people.
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Nobody testswithout a reason
A reason to test
Join
Baseline
Clarify
Imaging
Pathways
Staying with you
New
There is nothing preventive in the journey yet: it begins at the blood draw. Prevention has to begin earlier, with the reason someone decides to test.
This new first stage helps each person see why testing now makes sense for them, from their age, their history and their family, without using fear.
Cancel the Cancer’s screening camps are a natural doorway into it.
What actually brings people in
A relative’s diagnosisA symptom or a worryA milestone birthdayA report already in handAn employer or community campA gift from a son or daughterwith
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Cancer is whyPreviu exists,not a reason to fear it
Cancer can touch anyone, so the person to design for is not “a cancer patient”. It is anyone with a reason to look.
As the reason
Prevention and screening: family history, age, a worry. Spoken about honestly and calmly, never with fear.
As a signal
Handled only by physicians. Never shown raw, and never reaching a family before the patient has been told personally.
As a journey
Treatment support, where your navigators already work today. The deepest proof of what “we stay with you” means.
Does cancer lead the story, or sit behind “every critical illness”? Our suggestion: lead with continuity, and let cancer be the proof, through the founder’s story and the families your navigators already support.
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Family isone flow,not a profile switcher
How children look after their parents, and how parents look at their own results, should be designed as one flow, from both directions.
A son or daughter caring for a parent
- Books tests on a parent’s behalf
- Sees only what they’ve been allowed to see
- Is reachable when news is urgent
A parent looking at their own results
- Large type and plain words
- A phone call, not only an app
- Decides what their children can see
Rules the whole family can trust
- Each adult gives their own consent, as the DPDP Act requires
- Access is withdrawn as easily as it was given
- Every view of a record is logged
When a result is serious, who hears first: the patient, or the person holding the phone?
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Customers havework to do too
The navigator’s tasks are designed in detail. The customer’s own tasks, where most drop-off happens, aren’t yet. The highlighted ones are where we expect people to slip.
Give consent
Prepare for the draw
Be home for the technician
Enter BP, weight and waist
Read the report
Decide on next steps
Attend the scan or visit
Come back for the recheck
The right reminder, at the right time
On WhatsApp, the night before the draw and the morning of it.
Check unusual entries
A reading that looks wrong is confirmed before it counts, so a typo never triggers an alarm.
Show what’s done and what’s next
Progress the customer can see, so the next task is never a surprise.
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The choice always stays with the person
Anyone can ask for a person,at any status.We inform.We never push.
Green means nothing is urgent. It doesn’t mean “you don’t need to talk”. If someone wants to speak to a navigator or a doctor, that is their choice. Offer it, with an honest reply time.
Even at red, say clearly how urgent it is and what the next step is. The decision is theirs, and saying no never ends the relationship. That is exactly the person who needs us to stay.
In a field experiment by Michelle Kinch and Harvard’s Ryan Buell, simply inviting anxious loan applicants to reach a person raised uptake by 24%, even though very few took up the offer. Management Science.
A test for every screen: is this honest, and is it in this person’s interest?
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navigator
However the navigatormakes someone feelis how they’ll feelabout Previu
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Your navigatoris the hero
The system can find the pattern. Only the navigator can make it human. They are the reason someone trusts a result, books the follow-up, and comes back next time.
The same person, every time
Continuity is the promise. A handover is the exception, and it is always explained.
Translates, never sells
Explains, arranges and stays. Prices come from the app, never from the navigator.
Knows when to bring in a doctor
Clinical questions go to physicians quickly, and the customer knows who is looking.
Why a call beats a notification. People judge how much a message means by how much it cost to send. A navigator’s call is a costly signal of care; a push notification is not.
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From what the system findsto what a person hears
The system can cross-reference every result. A person has to make it land well. An illustrative example.
1 · The system notices
Fasting glucose
Apr
Aug
Oct
Third rise in a row
2 · The system drafts
System draft
Your fasting glucose has risen across your last three tests. A follow-up is recommended.
Correct, but it reads like a lab, not like someone who knows you.
3 · The navigator makes it human
Aswathy · WhatsApp
Hi Meena, it’s Aswathy. I went through your results with Dr Menon. One number has been creeping up since April. It isn’t urgent, but it’s worth acting on now, while it’s easy. Could I call you this evening to talk it through?
Navigators can reword, retime and choose the channel. They can’t change the clinical meaning. That line stays.
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Keep careand cost apart
Behavioural economists call it the pain of paying: a price hurts most when it is tied to the moment of use (Prelec and Loewenstein, 1998). At Clarify, the price arrives at the most frightening moment of all.
As planned
Asked for money while worried, people think: this is how they make money from me. The navigator starts to look like a salesperson.
As we would design it
Result explained, calmly
The physician’s recommendation, and why
Time to ask questions
Cost shown by the app, on its own
Navigator helps book
Worth exploring: include the first follow-up in the Baseline price, so the most anxious moment never brings a new payment.
An “I need time to think about the cost” option, so the navigator knows it’s a cost question, not a refusal.
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“We stay with you”has to be full-time
Full-time doesn’t mean a navigator online around the clock. It means nobody is ever alone with a result, even at 2am.
A rhythm for everyone
Today, Green and Watchful results never reach a navigator, so most customers meet theirs once and then hear nothing. A light rhythm changes that: a welcome, a walkthrough if wanted, a check-in before the next review, and a moment to celebrate improvement.
An honest answer to “when?”
Every message is acknowledged with a time. When a navigator is offline, the app says so, with their hours, the expected reply time, and what to do if it’s urgent.
Round-the-clock where it matters
Your own proposal: set hours for chat, with 24-hour cover for critical and emergency cases. The 2-hour promise holds only if overnight cover is staffed, with a backup.
Most of the rhythm can be drafted by the system and sent by the navigator, so it doesn’t depend on queue capacity.
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Where the navigatormeets the customer
Every stage has a human moment. These are the ones we would design first, and the channel each belongs on. Clarify is the one that matters most.
Join
A welcome call. “I’m Aswathy, and I’ll be with you from here.”
Call
Baseline
A reminder the night before the draw, and a walkthrough of the report if wanted.
WhatsApp · App
Clarify
Explains the finding in plain words, and stays close while the physician reviews.
Call · WhatsApp
Imaging
Books the slot, confirms attendance, and explains the report once it’s in.
WhatsApp · App
Pathways
Coordinates each step, and keeps the family informed, with permission.
Call · WhatsApp
Staying with you
Check-ins, recheck reminders, and celebrating good progress.
WhatsApp · App
Family members join these moments only with the patient’s permission, and only at the moments the patient chooses.
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Urgency is fixed.Priority is flexible.
Fixed: clinical urgency is set by your rules and physicians. It is never lowered by hand.
Flexible: how the day is planned belongs to the navigator, by patient or by task, by theme or by deadline. Sometimes being with a patient matters more than closing a task.
The system’s job: connect the dots, and say what matters today and why.
Today, for Aswathy
Three themes, in order, and why
Why: families in review are the most anxious, and a promise is about to be missed.
Why: silence after a result needs a check before it becomes drop-off.
Why: preparation reminders today prevent missed draws tomorrow.
Navigators can reorder these. Clinical urgency can’t be lowered.
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Heroes needsupport too
Who they are
People with basic healthcare knowledge, trained for difficult conversations. Customers should know what their navigator is: nurse, counsellor or coordinator.
A direct line to physicians
Their review queue, their availability, and a logged way to ask. Without it, all a navigator can say is “please wait”.
A workload you can plan
One number, 150 families, can’t plan a team. Preventive members and families in active care need separate numbers.
Looking after the navigator
Delivering hard news all day is heavy. Caseload limits, handover cover and regular debriefs keep people well, and kind.
How are navigators measured? If any target is tied to sales, the trust model breaks.
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physician
When it’s red,people wanta doctor
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Three needs,one missing link
In a red moment people panic, and they don’t trust a coordinator to answer. If the navigator doesn’t know when the doctor will look, the experience breaks.
What the customer needs
- To know when the physician will look, and when they’ll hear back
- A way to reach a doctor when worried, not only a coordinator
- A named physician they can see, which builds more trust than any endorsement
What the navigator needs
- The physician’s review queue and availability
- A direct, logged line to ask a question
- A warning before a review misses its deadline
What the physician needs
- Short, focused review sessions with safe defaults
- Only the cases that need them, already summarised
- Never being chased over WhatsApp
You’ve decided to design the doctor portal with the navigator dashboard. For the apps’ opening, the minimum is one shared view: who is reviewing what, and by when.
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Everyone should knowwhat the others are doing
The customer sees
- Who is handling it, by name
- When they’ll hear, and from whom
- Which physician reviewed their result
The navigator sees
- The physician’s queue and availability
- The customer’s last contact and consent
- What the customer has been told
The physician sees
- A short case summary
- What the navigator has already done
- What the customer has been told so far
One result, one shared timeline · illustrative
09:10
Result arrives
09:12
Physician check created
09:30
Customer told: “Dr Menon is reviewing; update by 6pm”
14:05
Physician clears; follow-up approved
14:20
Aswathy calls the customer
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that
matter
UCL, 2016: 45 people, a game of
hidden snakes and mild shocks—
50%
chance of a shock was the most stressful condition of all
100%
certain shocks were among the least stressful
The Uber map
Previu needs a map
for every wait.
More physicians won’t make a review feel shorter. Showing who has it, and when you’ll hear, will. Changes like this are small to build and huge in how they feel.
The Tribe Team ’26
Source: de Berker et al., Nature Communications, 2016 (University College London).
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Waiting is wheretrust is lost
When someone is anxious and gets no answer, they leave and rely on someone else. Every party should be able to answer four questions at any moment. Together, they are the map.
01What is happening now?
02Who has it?
03When will I hear?
04What happens next?
Your results · the map
09:10
now
6pm today
Aswathy · Usually replies within 2 hours
- The time comes from real data, not a target
- An acknowledgement counts as a response
- When results are with a physician, show the physician’s time too
- When someone is offline, say so, with hours and what to do if it’s urgent
The same idea Airbnb uses with hosts: an honest expected time lets people stop checking, and the reply often arrives sooner.
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A randomised trial in
colonoscopy patients—
682
patients. For half, the procedure ended more gently.
1.41×
the odds of coming back for a repeat colonoscopy, over about five years
The peak and the end
People remember the worst
moment and the last one.
Kahneman’s peak-end rule. So we fix the peak first, then give every episode a good ending: “Good progress”, a thank-you, the next date. The middle still counts; the evidence says so too.
The Tribe Team ’26
Sources: Redelmeier, Katz and Kahneman, Pain, 2003; Alaybek et al., meta-analysis, 2022.
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Nine moments that can break,and our answer to each
Your journeys document lists these breaking points. Here is how we would approach each.
The home draw doesn’t happen
Rebook in one tap, navigator alerted, and no blame in the wording.
A result is held for a physician
A calm, honest status with a time. No values, and no lab report reaching the customer first.
Red, and the customer is asking
An acknowledgement with the physician’s expected time, and a way for the navigator to escalate.
The customer declines a follow-up
Two clear paths, “I’ve decided” and “it’s the cost”. The issue stays open, and so does the door.
Lab data is unclear or incomplete
Data hold says what’s missing and why, with one action to fix it.
Someone can’t be reached in a critical case
A fallback agreed with your clinical team, including a family contact the patient has approved.
The navigator is away or leaves
Handover with full context, and the customer is told their new navigator’s name.
A step costs extra
The price is shown on its own, after the clinical conversation and before anything is confirmed.
Family access or consent changes
It takes effect at once, both sides are told, and it is logged.
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Six things to resolvebefore launch
Questions to confirm with your team, not conclusions. Each one changes what we design, and some could hurt a real person if missed.
| To resolve | Why it matters | Who decides | |
|---|---|---|---|
| 1 | Lab reports reaching customers directly | Many booking channels send reports straight to the patient’s phone. If that happens, the physician hold no longer holds. | Tech and lab partner |
| 2 | Self-entered readings triggering Emergency | A typo in a blood pressure entry could tell someone to call 112. | Clinical and design |
| 3 | Red and cancer-signal wording differ | Families will learn to tell the two messages apart. | Clinical and design |
| 4 | Urgency can only go up | Physicians need a logged way to step an item down, or queues fill with past alarms. | Clinical and product |
| 5 | Family access and serious news | Who is contacted first: the patient, or the account holder? | Clinical, legal, design |
| 6 | Green customers and the navigator | A promise of companionship needs a rhythm, not silence. | Product and operations |
Also worth deciding early: who receives the daily digest, and on which channel; quiet hours for notifications; how WhatsApp conversations are stored in the record, with consent; and how a customer leaves, taking their record with them.
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would
build it
Doing everythingat once is howgood productsfall flat
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Why we’d buildPreviu in phases
Decisions come before screens. Who pays first, how family access works, what a red result says: these are still open. Design every surface before they’re settled and you design it twice.
Phase 1 settles them once, together.
Your developers can only absorb so much at once. One huge handoff in the weeks before launch is how quality slips quietly, screen by screen.
Each phase hands over a finished, tested piece, so the build keeps pace with the design.
Nothing replaces real people using it. Every phase opens something to real customers and navigators, and what we learn shapes the next.
If one part slips, the rest still ships: the website can go live while the apps finish.
And the cheapest wins come first: a reason on every status, a time on every wait, a name on every message. Changes like these are small to build and large in how they feel.
From Nithin, The Tribe Team
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All at once,or in phases
The same work, two ways of doing it. The difference shows up at launch, and in what families experience in their first month.
| If we design everything at once | If we build in phases | |
|---|---|---|
| Open decisions | Screens get designed around guesses, then redesigned once the answers arrive. | Phase 1 settles who pays, family rules and clinical wording before any screen depends on them. |
| Features that aren’t ready | Imaging, wearables and the full doctor portal appear before they exist, breaking your own rule: never imply a feature works if it doesn’t. | Each surface shows only what is live, and grows as partners and features arrive. |
| Your team’s capacity | One big handoff lands on your developers just before launch. | Smaller, tested handoffs your developers can build with confidence. |
| Learning | The first real feedback arrives after everything is built. | Every opening is tested with real people, and the next phase uses what we learn. |
| Launch risk | If one piece slips, the launch slips. | The website and onboarding go live in November while the apps are finished. |
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Eight principleswe’d add to yours
Your brief’s nine principles stay as they are. These eight add the human side of the same system.
1Explain the why behind every status
Meaning before numbers, reasoning before verdicts.
2Keep care and cost apart
The clinical conversation first; the price later, from the app.
3Give every wait a map
What’s happening, who has it, when you’ll hear, what’s next.
4The person always chooses
Inform clearly, never push, never close the door.
5Prevention starts before the test
Give each person a reason to test that fits their life.
6Design the family, not the profile
Patients, the people helping them, and the people paying.
7Automate the door, keep the doorman
AI for the routine; people for reassurance.
8Empathy for all three
Customers’ fear, navigators’ workload and physicians’ time.
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How we work:four modes, in parallel
Your brief asks us to start now and validate as we go, building on the platform you already have. Every phase runs all four, in different measure.
Understand
Research with navigators, physicians and families. We learn the real work before redesigning it.
Align
One shared model of the system, agreed with your team. Decisions recorded; assumptions kept separate.
Design
Flows, screens and the words, built on your existing platform rather than starting again.
Validate
Testing with real people before each opening, including whether they understand their results.
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Research: who we’ll learnfrom, and what for
Light, fast and focused on the real work. Most of it happens in Phase 1; testing continues through every phase.
| Method | With whom | What we learn | When |
|---|---|---|---|
| Shadowing | 2–3 navigators, half a day each | The real queue, real calls, real waits | Phase 1 |
| Interviews | 1–2 reviewing physicians, and the Medical Director | Review rhythm, sign-off needs, what slows them down | Phase 1 |
| Family conversations | 6–8 people across the four customer types, including adult children and elderly parents | Why they test, what they fear, and the words they use | Phase 1 |
| Field visit | One Cancel the Cancer screening camp | The community doorway into Previu | Phases 1–2 |
| Product audit | The current app, portals and website | What to keep, and what to fix first | Phase 1 |
| Conversation review | Anonymised WhatsApp threads and support logs | The real questions, and where people wait | Phase 1 |
| Usability rounds | 5–6 people per round, per surface | Ease of use, and whether results are understood | Phases 2–4 |
Every conversation with a patient or family is consented and anonymised, in line with the DPDP Act.
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The roadmapat a glance
The website opens in November, onboarding starts with your navigators, and the apps open about a month later. The work deepens from January.
Research and validation
Alignment and system model
Logo and brand
Website and onboarding
Patient app
Navigator dashboard and physician link
Full journey, family, doctor portal
Design system and handoff
Milestones
Website live
Your imaging partners, ~20 Nov
Apps open to a first group
Assumes we start in the last week of October 2026. Development runs on your side in parallel, from each handoff.
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Phase 1 · late October to early November, about two weeks
Align
One shared picture of the system, agreed before anything is redesigned.
What we do
- Shadow navigators and sit with physicians
- Talk with families across the four customer types
- Audit the current app, portals and website
- Two workshops with your team: one system, and states and words
What you get
- A service blueprint of all three journeys, including the new first stage
- Personas and the family model
- The state system, version one: one component and draft wording for all nine states
- Experience principles, a prioritised risk list, two or three logo directions
What we decide together
- Who pays first, and who the website speaks to
- Family permission rules for serious results
- Whether the first follow-up sits inside Baseline
- The logo direction, and how navigators are measured
Ready to move on when your team has agreed the system model, the personas and version one of the state system, and a logo direction is chosen.
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Phase 2 · November
The front door
The logo is final, the website goes live and onboarding begins, with your navigators welcoming the first customers while the apps are finished.
Brand
- Final mark, light and dark
- App icon and favicon
- Short usage rules, shown in use
Website
- Homepage first, then how it works, what we test, navigators, pricing, families, privacy and FAQ
- One primary action
- The real product shown, with named clinicians
- Tested with 5–6 people before it goes live
Early onboarding
- Sign-up and layered consent on the website
- A welcome from a named navigator, by phone and WhatsApp, as the service works today
- Baseline booked with the navigator’s help where the integration isn’t ready
Foundations
- Design tokens, type and colour
- One severity scale for every surface
- The first developer handoff
The website is live and the first customers are onboarded by navigators. Ready to move on when sign-up and consent test well.
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Phase 3 · December
Apps open
The patient app and the navigator dashboard open to a first group, about a month after the website, with a physician link in place.
Patient app
- Onboarding and consent
- Today, with every status and its why
- Journey, Care and Profile
- Reaching your navigator, including when they’re offline
Navigator dashboard
- Today’s themes, and why
- Queue and escalations
- Patient view, with the conversation beside the record
- Handover when a navigator is away
Physician link
- Who is reviewing what, and by when
- Review times visible to navigators and customers
- Sign-off for follow-ups
Before opening
- Accessibility: contrast, text size, low digital literacy
- A usability round with customers and navigators
- Open to a first group: current navigation families and early sign-ups
The apps open to a first group. Ready to move on when customers can name their next step and navigators can run their day from the dashboard.
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Phase 4 · January to March 2027
Deepen
The full journey, the family, the physician, and the evidence that it works.
The full journey
- Clarify, Imaging and Pathways views
- One living timeline, with wearable data once it arrives
Family
- Children caring for parents
- Parents viewing their own results
- Permission and consent changes
Physicians
- The complete doctor portal
- Quiet, precise, and sign-off in minutes
Proof
- Usability rounds two and three
- Comprehension testing with your physicians
- Design system complete, with final handoff
- An AI assistant, if added, built to the rules in “Stay human”
The full journey is live, with three rounds of testing behind it and a design system your developers can build on alone.
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Your deliverables, mapped to the plan
Deliverable
Phase 1 · Align
Phase 2 · Front door
Phase 3 · Apps open
Phase 4 · Deepen
Website
Patient app (mobile)
Navigator dashboard (desktop)
Doctor portal
Logo redesign
Design system and severity scale
Structure and key flows
Wireframes, high fidelity, prototypes
Usability testing, and the fixes
Developer handoff
Status and message wording (our addition)
Screen states such as new user, empty, loading, error, incomplete data, nothing due, needs attention and navigator offline are part of the UI design for every surface. Nothing extra for you to track.
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How we’llwork together
Rhythm
- A weekly sync-up with your team
- Design reviews timed to each milestone
- One decision-maker on your side
- Physician sign-off on all clinical wording
- Design QA with your developers at each handoff
- Shared design files, open to your team throughout
One shared decision log
Your brief asks us to keep facts, assumptions, proposals and open questions apart, and never to turn an assumption into a requirement quietly. So every statement that shapes a design sits in one of four columns, and moves only when it has been checked and agreed.
Established facts
True today, and checked.
For example
Navigators already guide patients, mainly in cancer care.
Founder assumptions
Believed, but not yet tested.
For example
One navigator can look after about 150 families.
Proposed capabilities
Ideas we are suggesting.
For example
A light check-in rhythm for Green customers.
Open questions
Need a decision from you.
For example
When a result is serious, who hears first?
How one item moves
A founder assumption
“About 150 families per navigator”
Tested in Phase 1
We shadow navigators and count the real work, by type of family.
Agreed and recorded
It becomes a fact, or two numbers: preventive members and families in active care.
Nothing becomes a requirement until it has been checked and agreed.
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How we’ll knowit’s working
Your brief’s four usability measures stay, tested in every round: onboarding unaided, understanding a result, naming the next step, and knowing the platform’s limits. These ten go further: five that show whether families trust Previu, and five that show whether the service works as designed.
Is it working for families?
Promises kept
Reply and update times met, by navigators and by physicians.
Time to clarity
From a result being ready to the customer confirming they understand it.
Follow-through
Recommended next steps completed within the clinically agreed window.
Return for the recheck
Customers who come back for their next scheduled test.
Remembered experience
How families rate an episode once it closes, and whether they’d bring a parent.
Is the service working as designed?
Silence escalations
Items that reached the navigator lead or Medical Director because nobody acted in time.
Hold integrity
Results seen by a customer before physician clearance. The target is zero.
Drop-off by stage
Where people stop between Baseline, Clarify, Imaging and Pathways, and why.
Cost pauses
Next steps paused for cost, and how many resume after a conversation.
Caseload health
Overdue items and active-care load per navigator, against the plan.
Baselines come from the first usability round and the first month of live use. Targets are agreed with you after that, as your brief suggests.
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What we needfrom you to start
A few decisions shape the design from day one, and a little access lets us learn from the real work.
Decisions
Who pays first, and who the website speaks to
This shapes the homepage and the family model.
Who your navigators are, and how they are measured
This decides whether they can be trusted as guides.
How physicians are scheduled, and their review times
Every waiting message depends on it.
Whether the first follow-up can sit inside Baseline
This removes the most anxious payment.
Family permission rules for serious results
This decides who hears first.
Access
The feature inventory, current builds and screens
So we build on what exists, as your brief asks.
Time with two or three navigators and one physician
Half a day each, watching real work.
A handful of families for early conversations
Adult children and parents, ideally both.
Technical constraints, including how lab reports are delivered
This settles the first of the six things to resolve.
The approval process and timeline
Who signs off what, and by when.
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Appendix
Your questions
Your brief ended with seven questions. Here are our answers.
Question 1 of 7
Does the home screen make “where am I and what’s next” obvious in five seconds, including the state where items need attention?
What sits behind it
You want the Today screen to calm people, not test them, and you suspect the reference only works when nothing is wrong.
Our answer
Not yet, and not because of the layout. Your reference works well when nothing is due: a status, a next step, a named navigator. The state that matters most, “needs attention”, hasn’t been designed. That is the moment someone opens the app worried.
We’d design that state first. Every status carries its why: what we checked, what’s outside the usual range, why it is or isn’t expected for this person, who reviewed it, and when they’ll hear next.
Then we test it. Five or six people, including adult children reading a parent’s results, asked one question: where do you stand, and what happens next? If they can’t answer in five seconds, we redesign.
Where this lives in the proposal
Every status needs its why (p. 21) · Uncertainty hurts more than bad news (p. 46) · Waiting is where trust is lost (p. 47)
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Question 2 of 7
Which label works best for reaching a person? If you add an AI assistant, how does it hand off to a human?
What sits behind it
You want the human to be the obvious way in, and you’re wary of an assistant that gets between a family and their navigator.
Our answer
Lead with the person, by name. “Message Aswathy”, with “Your care navigator” beneath, her photo and an honest reply time. A named person builds more trust than any label.
If an AI assistant arrives, it says “AI”, sits second to the person, and never pretends otherwise. Its job is the routine: where is my report, how do I prepare, when is my draw.
When a question touches a result, a worry or a decision, it hands over to the navigator with the conversation attached, so nobody repeats themselves. We’d test “Message your navigator”, “Care guide” and the navigator’s name with five or six people before locking it.
Where this lives in the proposal
Your navigator is the hero (p. 33) · The choice always stays with the person (p. 30) · Automate the door. Keep the doorman. (p. 76)
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Question 3 of 7
How should one timeline show episodic results and continuous wearable data without overwhelming a first-time user?
What sits behind it
You want one living record, not a dashboard that floods a new user with numbers on day one.
Our answer
The timeline is made of events that mattered: a blood draw, a reviewed result, a follow-up, a milestone. That is what a first-time user sees, with the source and date on every item.
Wearable data sits in a trend layer that people open on purpose. It is summarised (“resting heart rate steady this month”), labelled with its device, and never looks as authoritative as a lab result. Your own rules say this; the design makes it visible.
For a new user with almost nothing on record, the timeline says what will appear and when, instead of showing an empty chart.
Where this lives in the proposal
Every status needs its why (p. 21) · Phase 4 · Deepen (p. 62)
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Question 4 of 7
Should the website and staff portals follow the patient app’s light theme, or stay dark and share only accent colour and type?
What sits behind it
You want one brand across every surface without compromising how navigators and physicians work all day.
Our answer
One token system matters more than light or dark. If the severity scale, type and spacing are shared, the surfaces feel like one product whatever the background.
We’d default everything to light, including the portals, because your status colours (peach, amber, rose) were chosen for light surfaces. On dark backgrounds they shift, and in a clinical tool a colour that reads differently is a risk.
Navigators spend long days in the dashboard, so we’d offer a dark mode later if they ask for it, built from the same tokens. The decision is made in Phase 2, with the design-system foundations.
Where this lives in the proposal
Phase 2 · The front door (p. 60) · Your deliverables, mapped to the plan (p. 63)
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Question 5 of 7
Where would a first-time user most likely stall between Baseline and Pathways, and how do we remove that point?
What sits behind it
You want to know where people drop out before they reach care, the part of Previu that matters most.
Our answer
At Clarify, the moment a follow-up is recommended. As planned, it arrives with worry and a price together. That is where trust breaks, and people pause or leave.
Keep care and cost apart: explain the result calmly, give the physician’s reasoning, leave time for questions, then show the cost separately in the app. Consider including the first follow-up in Baseline.
The second stall is Imaging, if partners aren’t ready by around 20 November. A clear fallback, not a dead end, keeps people moving: the navigator arranges an alternative and says so plainly.
Where this lives in the proposal
Keep care and cost apart (p. 35) · Nine moments that can break (p. 49) · Six things to resolve before launch (p. 50)
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Question 6 of 7
How do we make DPDP consent clear and lightweight without breaking the flow?
What sits behind it
You need to comply fully without burying a worried person in legal text at sign-up.
Our answer
Ask in layers, at the moment each kind of data is first needed, not in one bundle at sign-up. Sharing a report with a physician, adding a family member, connecting a wearable: each gets its own short, plain explanation of what is shared, with whom, and why.
Each adult consents for themselves, so family access is designed person by person, and withdrawing is as easy as giving. A parent decides what their children can see.
The DPDP Rules’ main duties phase in by May 2027. Building consent this way now avoids rework later. Your legal team confirms the wording; we design how it reads.
Where this lives in the proposal
Family is one flow (p. 28) · Phase 2 · The front door (p. 60)
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Question 7 of 7
Who is the website’s primary audience, and what single action should it drive?
What sits behind it
You need the website to work in ten seconds for one clear person, not for everyone at once.
Our answer
It’s a business decision, so we’d make it with you in Phase 1, but we’d arrive with a hypothesis to test.
Our hypothesis: adult children arranging care for a parent. They often manage and pay for a parent’s tests, and the family model in your brief already points to them.
The single action would be “Talk to a navigator” or “Book your Baseline”. We’d test both with five or six people before launch. Corporate partners and investors get their own page, so the homepage can speak clearly to one person.
Where this lives in the proposal
Four people hide in one word (p. 25) · Phase 1 · Align (p. 59) · Phase 2 · The front door (p. 60)
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Closing chapter
Stay human
AI can do the reading. People do the caring.
Automate the door.Keep the doorman.
There is a well-known story about a hotel that replaced its doorman with an automatic door. The door opened perfectly. But the hotel had quietly lost its security, the welcome for regular guests, the taxis it hailed, and a signal of quality.
None of that was in the job description.
What the job description says
- Sends messages
- Books tests and scans
- Chases follow-ups
- Updates the record
What a navigator actually does
- Notices when someone goes quiet
- Calms a frightened family
- Knows when to call instead of text
- Earns the trust that brings people back
AI can do the left column well. Only people can do the right one. That is how Previu gets AI’s efficiency without losing what families come for.
Behavioural economists call this the doorman fallacy: valuing a role only by its most visible task.
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Use AI.Stay human.
You plan to use AI, and you should. It can read every result and draft every message. But every result belongs to a person, and how that person feels decides whether Previu is trusted.
What AI does well
- Cross-references every result, across time
- Drafts messages and explanations
- Surfaces today’s themes for navigators
- Summarises cases for physicians
What people must do
- Deliver hard news
- Reassure, and stay
- Decide the next step, with a physician
- Notice what the data can’t
The rules between them
- AI is always labelled as AI, and never diagnoses
- A person approves anything clinical
- It hands over with the history attached
- A human is always one tap away
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Staywiththem
“We stay with you” has to be felt, not just said. Most of all while someone is waiting for news.
If you have any questions, we’re open to a meeting. In it, I’m happy to answer every question your team has.
Prepared for Previu Health · October 2026
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