Sleep Again: Making Diagnosis Easier, Faster, and From Home
A cutting-edge telehealth experience for diagnosing sleep apnea—designed for trust, speed, and scale.
$7.5M
Projected Annual
Revenue Growth
15%
Growth in New
Customer Sales
4
Months to
MVP Launch
Breaking Barriers to Diagnosis
Millions of people with potential sleep apnea weren’t getting diagnosed—held back by outdated clinical models, fragmented systems, and unclear digital experiences. We saw an opportunity to remove those barriers and bring diagnosis home.
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Clinical Barriers Blocked Access
In-lab sleep testing required users to stay overnight in sterile, uncomfortable environments—leading many to avoid diagnosis entirely.
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Millions Undiagnosed = Untapped Market
Every undiagnosed person represented not just a health risk, but also a missed opportunity for CPAP.com to reach new customers and grow the business.
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Digital Experience Expectations Were Rising
Consumers increasingly expected healthcare experiences to be mobile-first, easy to understand, and as seamless as shopping online.
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Fragmented Ecosystem Needed Unification
Hardware, telemedicine, and e-commerce platforms all operated separately. Without a cohesive journey, users risked confusion and drop-off at every stage.
The Emotional Reality of Sleep Testing
Our early interviews and discovery work uncovered the emotional burden and fear many users carried around sleep, health, and testing:
Customer Sentiment Insights
“I haven’t had a good night’s sleep in years, but the idea of sleeping in a lab just sounded unbearable.”
“I knew something was wrong, but I didn’t want to go through all that medical red tape just to get a diagnosis.”
“My partner says I stop breathing in my sleep. I’ve heard about sleep studies, but I never followed through—they just sound intense.”
“Honestly, I just didn’t want to deal with the hassle or the cost. It felt easier to ignore it.”
Leading with Purpose and Precision
As Director of UX, I led the initiative with a team of 2 UX designers. My role extended beyond design execution—I was responsible for driving alignment across internal product, engineering, legal, and executive stakeholders, while also coordinating directly with two external vendors: Night Owl (testing hardware) and Sleep Med Rx (telemedicine provider).
Cross-Functional + Vendor Team
CPAP
UX Team
Product Manager
Engineering Team
Merchandising Team
CSR Team
Night Owl
Product Manager
Engineering Team
SleepMedRx
Clinical Manager
Engineering Team
Product Manager
CSR Manager
My Leadership Objectives
🔄 End-to-End Service Design
Mapped the complete journey across CPAP.com, Night Owl, and Sleep Med Rx to create a unified, patient-centered experience.
✍️ UX & Content Strategy
Led UX and copy development for landing pages, the pre-screen quiz, and a full email-based engagement system.
🤝 Cross-Vendor Collaboration
Aligned internal and external teams—including two outside partners—to ensure consistency and clarity at every touchpoint.
🎨 Brand Creation & Visual Identity
Directed naming, logo design, and tone-of-voice to position Sleep Again as a reassuring and trusted health solution.
📱 Mobile-First Execution
Embedded mobile-first thinking into every phase, from wireframes to messaging hierarchy to responsive components.
🚀 Phased Rollout Strategy
Planned and executed a Texas-based beta launch, followed by a phased national rollout informed by user insights and performance data.
Success Criteria
✅ Build user trust in a fully remote, telehealth-enabled diagnosis experience
✅ Ensure HIPAA compliance and legal data-handling protocols
✅ Create a seamless, mobile-first journey from awareness to diagnosis
✅ Communicate clearly through email as the primary engagement layer
✅ Convert users who had historically avoided in-clinic testing
✅ Expand CPAP.com’s total addressable market with a new, undiagnosed audience
✅ Generate significant, trackable revenue growth through customer acquisition
From Pain Points to Product
We used direct user input and service design strategy to build an at-home testing experience that was easier, faster, and far more human.
🔍
User Research Discovery
Understanding the real-world experience of sleep testing
We began by speaking directly with users who had undergone sleep studies—both in-clinic and at-home—to uncover core pain points and unmet expectations.
Key Activities
🔶 Interviewed individuals who had done traditional in-lab sleep studies to understand emotional and logistical friction
🔶 Spoke with users of other at-home tests and identified common complaints: unclear instructions, confusing setup, and lack of guidance
🔶 Discovered a deep desire for a simpler, lower-stress experience that users could actually follow through with
🔶 Used insights to frame our product as “easier than expected” with a thumbprint-sized sensor and band-aid-like application
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Service Design Across Three Systems
Aligning every touchpoint in a fragmented healthcare ecosystem
We needed to unify the user journey across CPAP.com, the Night Owl app, and Sleep Med Rx to ensure a seamless diagnosis experience.
Key Activities
🔶 Created an end-to-end journey map showing every interaction, handoff, and risk of dropout
🔶 Defined the ideal flow that balanced user trust, operational feasibility, and legal boundaries
🔶 Identified and closed experience gaps between vendor systems to minimize user confusion
🔶 Documented all back-end dependencies to support cross-team implementation
⚖️
Compliance, HIPAA, and Legal Coordination
Designing within regulatory boundaries
Bringing medical-grade services to e-commerce users required deep coordination with legal teams across all partner organizations.
Key Activities
🔶 Defined data-sharing, consent, and notification rules with legal/compliance teams
🔶 Updated flows to meet HIPAA standards for secure communication and records
🔶 Documented PHI-related touchpoints with detailed redlines
🔶 Aligned timing and behavior across systems to balance usability and compliance
🛑 Mid-Flight Pivot: Shifting from Portal to Email-Driven UX
We originally planned a user portal for onboarding, but HIPAA compliance and account-creation delays forced a pivot. I shifted to an email-driven experience with 10+ triggered messages—helping us launch on time, stay compliant, and still guide users with clarity and care.
📧
Email: The New
Experience Backbone
Using email as the primary navigational and support layer
Without a customer portal for MVP launch, we relied on strategically timed emails to guide users through the full diagnosis process.
Key Activities
🔶 Mapped email triggers across the full journey: purchase → onboarding → testing → diagnosis
🔶 Wrote and designed 10+ responsive email templates tailored to different stages and emotions
🔶 Embedded simple instructions and clear next steps to reduce user confusion and drop-off
🔶 Coordinated delivery logic across CPAP.com, Night Owl, and Sleep Med Rx systems
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Pre-Screening Quiz for Risk Assessment
Helping users self-assess before committing
We developed a consumer-friendly version of the industry STOP-BANG quiz to educate users and improve conversion.
Key Activities
🔶 Adapted clinical language into accessible, empathetic UX copy
🔶 Designed quiz logic to score risk level (low, moderate, high) and offer test recommendations
🔶 Created clear feedback messaging to increase trust and transparency
🔶 Used the quiz as a strategic top-of-funnel tool—resulting in a 30% conversion to test purchase
🎨
Branding the Healthcare Journey
Building a trustworthy, emotionally resonant product identity
We created a brand that made users feel cared for, not just diagnosed.
Key Activities
🔶 Conducted competitive brand analysis of at-home testing and DTC health products
🔶 Named the product Sleep Again to center emotional benefit rather than medical jargon
🔶 Led logo design, visual direction, and tone-of-voice development
🔶 Ensured consistent application across landing pages, email, and marketing collateral
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Beta in Texas → Nationwide Rollout
Testing early, learning fast, and scaling smart
We used a phased rollout to refine the product before going nationwide.
Key Activities
🔶 Recruited 10 early users in Texas to pilot the full experience
🔶 Conducted diary studies, 1:1 interviews, and follow-up surveys to gather qualitative insights
🔶 Used findings to improve messaging, flow timing, and instruction clarity
🔶 Launched nationally in phases, optimizing regionally based on user behavior and feedback
From eComm to Telehealth Innovator
The launch of Sleep Again not only improved lives—it opened up a major new growth channel for the business. Our efforts delivered clear wins across revenue, adoption, and user confidence—proving that better design can drive better healthcare.
4
🚀 Months to nationwide launch
500+
📈 Diagnosed patients within 4 months
15%
💰 Increase in new customer sales
30%
🎯 30% quiz-to-test conversion rate
$7.5M
💵 Projected annual revenue growth
100%
🛡️ HIPAA-compliant, secure experience
Long-Term Strategic Value
🌐 Expanded Market Reach
Opened an entirely new segment of customers by targeting previously undiagnosed individuals.
🤝 Built Brand Trust
Increased trust in CPAP.com as a supportive, credible healthcare ally.
🩺 Led in Telehealth UX
Demonstrated industry leadership in designing accessible, effective telemedicine experiences.
🔗 Unified Ecosystem
Built a scalable, multi-vendor system with consistent UX across platforms and partners.
🚀 Positioned for Innovation
Established CPAP.com as a category leader in at-home diagnosis and digital healthcare delivery.
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Where Healthcare Meets Experience
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This wasn’t just a UX challenge—it was a healthcare service transformation. We bridged multiple platforms, vendors, and compliance systems to create one clear, empathetic experience.
“Sleep Again” helped hundreds of people get diagnosed, many for the first time. But more than that—it redefined what kind of company CPAP.com could be.
💡 What I'd Do Differently Today
While the experience delivered major impact, today’s tools and hindsight offer new opportunities to evolve the experience even further. If I were approaching this project now, I would:
🤖
Leverage AI for
Personalization
Use generative AI to dynamically adapt quiz logic, provide real-time coaching, or tailor recommendations and email content based on quiz responses, engagement patterns, or test outcomes.
📊
Integrate a Lightweight
Tracking Portal
Even without a full account system, a simple user dashboard (secured via email link) could have helped users track progress, revisit results, and re-engage more confidently.
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Build in Continuous
Feedback Loops
Set up post-diagnosis surveys and automated Net Promoter Score (NPS) capture to better understand drop-off points, emotional responses, and opportunities for care follow-up.
🌎
Plan for Multilingual and
Accessibility Scaling
Expanding beyond English and incorporating accessibility best practices earlier would have future-proofed the experience and widened our eligible audience from the start.
🧠
Formalize Post-Diagnosis
Behavioral Nudges
We could have incorporated behavior-change techniques post-diagnosis—like tailored sleep tips, habit-tracking tools, or even automated refill nudges—to build long-term loyalty.
📞
Integrate Live Support
Touchpoints
Even with a streamlined experience, some users felt uncertain mid-journey. Optional live chat or callback support could’ve eased edge-case friction and boosted confidence.