Dr Sophia AI

The engagement started in discovery. With Michel and the team, I mapped the Australian clinical decision-support field through desktop market research, then ran the user research and together we identified six buyer groups, each with different priorities and questions to answer before booking a demo.

I delivered the findings as living documents in a private project portal I built for the project, so the team could read, comment and decide against the same source of truth.

I designed a custom design system with a full components page: atomic, named, from palette and type through to the governance ledger components. Then I rebuilt it natively in Webflow at a close match, so the team can keep the site editable after handover.

Early on I set the tone with the moodboard and creative direction: warm, credible, precise. Familiar corporate patterns, considered motion, and one clear idea per section, ready for a marketing campaign.

I designed the home page around a signature animated hero and carried the same motion language through the Industries and Governance pages. As the group's public billboard, the site needed to hold up under campaign traffic and scrutiny, so I built every page to that standard.

Dr Sophia AI launched on its own domain in July 2026, with the Cloudflare account, form email sending and DNS handed over to the team.

After launch I worked through the details that separate a live site from a deployed one: I configured and tested the form email sending, disconnected the staging environment, and mapped the calls to action across the launched pages with the team, so the campaign sends every buyer to the right next step.