Toastie: Health tracking made quick, easy and informative.
For 3 months, I concurrently served as a PM for Toastie while working full-time at DAPPA. Toastie is a startup focused on meaningful health insights and fast symptom tracking. I directed a team of 5 UX designers to enhance Toastie's "Insights" section, navigating diverse team schedules, skill levels, and stakeholder expectations to meet project plan deliverables.
For 3 months, I concurrently served as a PM for Toastie while working full-time at DAPPA. Toastie is a startup focused on meaningful health insights and fast symptom tracking. I directed a team of 5 UX designers to enhance Toastie's "Insights" section, navigating diverse team schedules, skill levels, and stakeholder expectations to meet project plan deliverables.
My role
Product manager, quality assurer, and contributed to UX & UI efforts.
Timeline
Sep 2024 - Nov 2025 (3 months)
Impact
Streamlined symptom logging by reducing 52 symptoms → 9 identifiable categories, resulting in a 57% decrease in logging time (from an average of 58 → 25 seconds).
+ SUS score from (15/100 to 75/100), a massive improvement meaning the designs are “good.”
+ CSAT score from (2/5 to 4/5), showing users were pretty satisfied with initial design impressions.
+ NPS score from (1/5 to 3/5), showing some promise in returning users but needing further improvement to solidify key offerings.
My role
Product manager, quality assurer, and contributed to UX & UI efforts.
Timeline
Sep 2024 - Nov 2025 (3 months)
Sep 2024 - Nov 2025
(3 months)
Impact
Streamlined symptom logging by reducing 52 symptoms → 9 identifiable categories, resulting in a 57% decrease in logging time (from an average of 58 → 25 seconds).
+ SUS score from (15/100 to 75/100), a massive improvement meaning the designs are “good.”
+ CSAT score from (2/5 to 4/5), showing users were pretty satisfied with initial design impressions.
+ NPS score from (1/5 to 3/5), showing some promise in returning users but needing further improvement to solidify key offerings.
STRATEGIC APPROACH + TIMELINE STRUCTURE
From vision to delivery: my PM framework
I led with efficiency, clarity, and open communication, balancing logic and empathy to drive progress. I adapted quickly to get things done, and ensured bi-weekly client meetings to gather feedback and hit targets.
I led with efficiency, clarity, and open communication, balancing logic and empathy to drive progress. I adapted quickly to get things done, and ensured bi-weekly client meetings to gather feedback and hit targets.
PROBLEM
People with chronic diseases feel lost, trapped & hopeless, finding symptoms logging a hassle.
Chronic illness patients feel trapped in an endless loop of inconclusive symptom logging and costly treatments. Why do they feel so lost and unable to find lasting solutions, and why do medical institutions fail them?
Chronic illness patients feel trapped in an endless loop of inconclusive symptom logging and costly treatments. Why do they feel so lost and unable to find lasting solutions, and why do medical institutions fail them?
SOLUTION
Intuitive insights providing a holistic view, enabling data-driven decisions and deeper illness understanding.
I ensured solution quality via careful task assignments and constant QA, while also, as the most experienced UI designer, directly coaching and tweaking designs where I could to adhere to professional and accessibility standards.
I ensured solution quality via careful task assignments and constant QA, while also, as the most experienced UI designer, directly coaching and tweaking designs where I could to adhere to professional and accessibility standards.
1. Insights hub w/ health overview and alerts
Engaging visualisations: Fun, vibrant graphics display insights to boost morale.
Engaging visualisations: Fun, vibrant graphics display insights to boost morale.
Actionable alerts: Important, relevant alerts provide guidance and clear next steps.
Actionable alerts: Important, relevant alerts provide guidance and clear next steps.
Holistic view: Clear insight formed from past logs that offer context.
Holistic view: Clear insight formed from past logs that offer context.
2. Detailed, but digestible user data.
Understandable visuals & trends: Data visualisations and simple summaries for clear trend identification.
Understandable visuals & trends: Data visualisations and simple summaries for clear trend identification.
In-depth condition explanations: Empowering users with knowledge for informed decisions and reduced confusion.
In-depth condition explanations: Empowering users with knowledge for informed decisions and reduced confusion.
Effortless data export: Streamlining doctor consultations for accurate diagnoses and tailored treatments.
Effortless data export: Streamlining doctor consultations for accurate diagnoses and tailored treatments.
3. Daily data-driven actionable
Personalised daily tasks: Tailored tasks to combat specific negative symptoms.
Personalised daily tasks: Tailored tasks to combat specific negative symptoms.
Automated actionable alerts: Reducing manual tracking of tasks with timely notifications.
Automated actionable alerts: Reducing manual tracking of tasks with timely notifications.
Streak functionality: Encouraging and tracking daily completion to build consistent habits.
Streak functionality: Encouraging and tracking daily completion to build consistent habits.
4. Online community and resources
Community-based tips & tricks: Access to alternative solutions beyond inconclusive or short-term medical prescriptions.
Community-based tips & tricks: Access to alternative solutions beyond inconclusive or short-term medical prescriptions.
Empowering knowledge base: Relevant studies and articles to help users make informed health and life choices.
Empowering knowledge base: Relevant studies and articles to help users make informed health and life choices.
Fostering community: A sense of belonging to boost morale and encourage mutual support among users.
Fostering community: A sense of belonging to boost morale and encourage mutual support among users.
Fast track your review?
Fast track your review?
Skip Research Fluff
Skip Research Fluff
Skip Research Fluff
DESKTOP RESEARCH + ONLINE ETHNOGRAPHY + LITERATURE REVIEW
Confusing health data, increasing demand for easy, informative apps that facilitate self-care and personalised holistic support.
Our 1st week focused on secondary research. I guided the team's desktop research, directing efforts towards efficiently gathering insights on chronic illness management and symptom tracking to quickly validate assumptions and inform our interview strategy within the tight timeframe.
Our 1st week focused on secondary research. I guided the team's desktop research, directing efforts towards efficiently gathering insights on chronic illness management and symptom tracking to quickly validate assumptions and inform our interview strategy within the tight timeframe.
COMPETITOR ANALYSIS
Competitors good at logging, but lacked any actionable insights.
I oversaw competitive research, allocating tasks and guiding its direction to identify a crucial market gap. The 10 most popular health apps revealed a common shortcoming: while great at logging symptoms, they failed to provide users with detailed information, educate them, or give actionable insights.
I oversaw competitive research, allocating tasks and guiding its direction to identify a crucial market gap. The 10 most popular health apps revealed a common shortcoming: while great at logging symptoms, they failed to provide users with detailed information, educate them, or give actionable insights.
USER INTERVIEWS + AFFINITY MAPPING
Users track symptoms, but find the effort wasted due to a lack of productive outcomes.
This 2nd week, we conducted 10 in-depth interviews with participants (aged 20-30) suffering from PCOS, gastrointestinal, or other chronic diseases, using questions formulated in our last meeting. We each interviewed 2 people, scheduled via YouCanBook.me, then individually and collectively affinity diagrammed the findings.
This 2nd week, we conducted 10 in-depth interviews with participants (aged 20-30) suffering from PCOS, gastrointestinal, or other chronic diseases, using questions formulated in our last meeting. We each interviewed 2 people, scheduled via YouCanBook.me, then individually and collectively affinity diagrammed the findings.
MAIN INSIGHT
Users want a guided, data-backed way to manage and understand their own illness.
Affinity mapping revealed that users want more control over their illness through clear data visualisation, trend insights, and relevant information to better understand, manage, and communicate with doctors.
Affinity mapping revealed that users want more control over their illness through clear data visualisation, trend insights, and relevant information to better understand, manage, and communicate with doctors.
How might we create a holistic, user-centred solution that has personalised insights w/ guidance on when to seek medical help - all in a simple, time-efficient manner for busy individuals?
How might we create a holistic, user-centred solution that has personalised insights w/ guidance on when to seek medical help - all in a simple, time-efficient manner for busy individuals?
How might we create a holistic, user-centred solution that has personalised insights w/ guidance on when to seek medical help - all in a simple, time-efficient manner for busy individuals?
STRATEGIC APPROACH + TIMELINE STRUCTURE
From vision to delivery: my PM framework
I led with efficiency, clarity, and open communication, balancing logic and empathy to drive progress. I adapted quickly to get things done, and ensured bi-weekly client meetings to gather feedback and hit targets.
I led with efficiency, clarity, and open communication, balancing logic and empathy to drive progress. I adapted quickly to get things done, and ensured bi-weekly client meetings to gather feedback and hit targets.
PRIORITISATION MATRIX
Focused on empowering users with educational guidance and digestible, personalised insights with actionable outcomes.
As the 3rd week approached, I facilitated a meeting to prioritise identified pain points, guiding the team to select realistic, high-impact problems achievable within the project deadline, focusing on high-priority, low-effort solutions first.
As the 3rd week approached, I facilitated a meeting to prioritise identified pain points, guiding the team to select realistic, high-impact problems achievable within the project deadline, focusing on high-priority, low-effort solutions first.
WIREFRAMES
In-person hangout: crazy 8s ideation, and addressing client feedback.
I organised an in-person crazy 8s session with stickers to combine preferred wireframe elements, followed by a team dinner. I allocated tasks by skill: experienced designers handled complex work (wireframes, hi-fi mock-ups), while less experienced members focused on design systems and prototyping. I ensured everyone contributed, guiding rather than dictating.
I organised an in-person crazy 8s session with stickers to combine preferred wireframe elements, followed by a team dinner. I allocated tasks by skill: experienced designers handled complex work (wireframes, hi-fi mock-ups), while less experienced members focused on design systems and prototyping. I ensured everyone contributed, guiding rather than dictating.
IMPROVEMENTS
Make insights useful, actionable, and visually clear.
Based on client feedback and A/B testing, these improvements span from the original client designs to our first hi-fi iteration, and finally to my final QA version. I stepped in for the final polish to ensure client-ready designs, collaborating closely with the team to preserve original design intent.
Based on client feedback and A/B testing, these improvements span from the original client designs to our first hi-fi iteration, and finally to my final QA version. I stepped in for the final polish to ensure client-ready designs, collaborating closely with the team to preserve original design intent.
1. Evolution of Insights Hub
Streamlined Navigation: Clear tabs, navbar, and headings for top insights, actionables, and resources eliminate confusion and reduce information overload.
Streamlined Navigation: Clear tabs, navbar, and headings for top insights, actionables, and resources eliminate confusion and reduce information overload.
Personalised Data Views: Customisable date ranges and visually scannable data (colours, sizing, graphics, font weights) ensure relevant insights.
Personalised Data Views: Customisable date ranges and visually scannable data (colours, sizing, graphics, font weights) ensure relevant insights.
Proactive Guidance: Actionable alerts for alarming symptoms reduce user stress and uncertainty.
Proactive Guidance: Actionable alerts for alarming symptoms reduce user stress and uncertainty.
Original Toastie
Our Hi-fi
My QA
2. New Features: Actionable Page & Resources
Daily data-driven: Health tasks for guided improvement.
Daily data-driven: Health tasks for guided improvement.
Online community: Support and relevant articles to boost health literacy.
Online community: Support and relevant articles to boost health literacy.
3. Improved Symptom Analysis
Condensed data: Paginated tabs to prevent overwhelming users.
Condensed data: Paginated tabs to prevent overwhelming users.
Structured summaries: Trends use icons and colours for glanceable information.
Structured summaries: Trends use icons and colours for glanceable information.
Balanced visual hierarchy: Toning down gradients and excessive colours, creating a more breathable feel.
Balanced visual hierarchy: Toning down gradients and excessive colours, creating a more breathable feel.
Original Toastie
Our Hi-fi
My QA
4. Data Export Page
Balanced design: Using neutral colours; reduced eye strain from excessive orange.
Balanced design: Using neutral colours; reduced eye strain from excessive orange.
Simplification: Streamlined data export; reduced cognitive load.
Simplification: Streamlined data export; reduced cognitive load.
Our Hi-fi
My QA
USABILITY TEST RESULTS
Overall successful testing scores with SUS, CSAT and NPS surveys.
We couldn't conduct more thorough testing for specific metrics due to time and team/interviewee scheduling conflicts. However, we did gather some valuable insights below.
We couldn't conduct more thorough testing for specific metrics due to time and team/interviewee scheduling conflicts. However, we did gather some valuable insights below.
15 → 75/100 AVG SUS
UX/UI issues on the original Toastie insights page made it hard to navigate and overwhelming.
2/5 → 4/5 AVG CSAT
Original insights page was unsatisfactory; new design significantly improved initial user satisfaction.
1/5 → 3/5 AVG NPS
Improved user return, with potential for further gains with more iteration and promising features.
58s → 25s AVG decrease logging time
We drastically condensed and categorised the number of symptoms from 52 down to 9, resulting in a 57% decrease in symptom logging time for users.
CHALLENGES
Adapting to technical and social challenges & constraints.
Delivering this solution demanded elevated social and management skills beyond my previous leadership roles. I'm proud to have successfully completed the project.
Delivering this solution demanded elevated social and management skills beyond my previous leadership roles. I'm proud to have successfully completed the project.
Inexperience & Unstructured Design: I was new to PM, so I could've used more efficient processes, managing skills and provided more direction. Additionally, the team's limited UI skills led to unorthodox design files; I taught best practices, but often had to clean up issues due to slow adoption.
Inexperienced Team & Unstructured Design:
The team's limited UI skills led to unorthodox design files; I taught best practices, but often had to clean up issues due to slow adoption.
Commitment & Scheduling Challenges: Faced ghosting, shifting schedules, and inconsistent attendance; I filled gaps by taking on more work and used tools like When2meet for scheduling.
Commitment & Scheduling Challenges:
Faced ghosting, shifting schedules, and inconsistent attendance; I filled gaps by taking on more work and used tools like When2meet for scheduling.
Communication & Task Management Gaps: Lack of proactive communication and improper Notion deadline use hindered oversight; I fostered open discussion, organised in-person hangouts to build rapport, and provided self-made video tutorials on how to use Notion.
Communication & Task Management Gaps:
Lack of proactive communication and improper Notion deadline use hindered oversight; I fostered open discussion, organised in-person hangouts to build rapport, and provided self-made video tutorials on how to use Notion.
Balancing my schedule and others' was challenging - I juggled full-time UX/UI work at DAPPA with PM duties for Toastie. Smarter scheduling and being more proactive earlier could of made it easier. Frequent changes in team availability also highlighted the need for more automated scheduling tools (e.g., When2meet.com) to streamline coordination.
Balancing my schedule and others' was challenging -
I juggled full-time UX/UI work at DAPPA with PM duties for Toastie. Smarter scheduling and being more proactive earlier could of made it easier. Frequent changes in team availability also highlighted the need for more automated scheduling tools (e.g., When2meet.com) to streamline coordination.
CONCLUSIONS + LESSONS LEARNED
What I’d do differently next time.
My first PM role was challenging. I successfully delivered designs, met deadlines, and maintained strong client and team communication. Despite limitations, I led and mentored the team to good results, gaining invaluable lessons that can’t be learnt through a ordinary text book.
My first PM role was challenging. I successfully delivered designs, met deadlines, and maintained strong client and team communication. Despite limitations, I led and mentored the team to good results, gaining invaluable lessons that can’t be learnt through a ordinary text book.
Organise more team bonding/outings - More could've boosted morale and camaraderie. In hindsight, building rapport quickly is crucial for new teams on short timelines, as face-to-face communication simplifies clarity.
Organise more team bonding/outings - More could've boosted morale and camaraderie. In hindsight, building rapport quickly is crucial for new teams on short timelines, as face-to-face communication simplifies clarity.
Allocate more time to testing and interviewee - Small sample size, hindered reliable finding verification and improvement measurement KPIs.
Allocate more time to testing and interviewee -
Small sample size, hindered reliable finding verification and improvement measurement KPIs.
Be more hands-on - While balancing autonomy is key, earlier direct involvement in UI/UX aspects could have prevented common mistakes, reducing later rework and strengthening product scope.
Be more hands-on -
While balancing autonomy is key, earlier direct involvement in UI/UX aspects could have prevented common mistakes, reducing later rework and strengthening product scope.
