Tono Health
For millions of patients who need specialized care, the wait for an in-network specialist can stretch weeks or months. Tono Health was founded by Dr. Mandana Ghias, a dermatologist who experienced this problem firsthand. The virtual multi-specialty clinic connects patients with expert dermatologists, endocrinologists, and immunologists quickly, within their insurance network, from anywhere in the country.
As the founding designer, this work spanned a full year. The roadmap was twofold: a consumer-facing marketing website serving patients, providers, health systems, and payers simultaneously, and an internal provider platform used by Tono's care team to manage schedules and patient appointments in real time.
The Tono Health marketing site required a clear content strategy for several distinct audiences while maintaining one coherent brand. Patient stories and outcome data were centered throughout. My goal for this work was to ensure patients felt cared for, not just marketed to.
Project Scope:
— Brand Direction + Creative Direction
— Marketing Website Design + Content Strategy
— Desktop, Mobile + Tablet Design
— Provider Platform UX + UI Design
— Scheduling System Design
— Patient Research + Interviews
— Engineering Collaboration + QA
The Team:
— Amy White Eyes Doermann: Founding Product Designer, Creative Direction, UX + UI Design
— Engineering Team: Platform Development
— Co-Founders: Product Vision + Clinical Direction
Presence and attention are design tools.
At Tono, user interviews were non-negotiable. These intimate calls brought patients, physicians, and the care team together to share real experiences navigating the platform during ongoing care and acute symptom flareups. The conversations shaped everything: product priorities, care team workflows, and how the marketing site spoke to people who had been failed by the system. Our goal was never to gather data, but rather to witness the lived experience of our patients so that we could continue to support their healthcare journey with care.
This work required:
Strategy
Working directly with the co-founders to shape product vision, prioritize features, and make decisions that balanced patient needs with business goals.
Design
Working from concept to launch across brand, marketing website, and internal provider platform, designing for patients, providers, and the care team simultaneously.
Research
Leading qualitative patient interviews to understand lived experience, surface product pain points, and ensure every design decision was grounded in the reality of its users.
