Finding the next direction for a queer and trans health platform that had stopped growing.

Folx built a trusted, affirming home for LGBTQIA+ healthcare — then its growth stalled when new products didn’t repeat the first one’s success. As the founding designer, I co-led the research and strategy that reframed the problem: the ceiling wasn’t the product lineup, it was what we were selling. We ran three parallel bets against the community’s real unmet needs — access, affordability, and belonging. Pieces of that strategy still shape the product today.

Role

Founding product designer — owned research and synthesis end-to-end; co-led product strategy

Scope

0→1 direction-setting for a stalled telehealth business serving the LGBTQIA+ community

Who I worked with

My product counterpart (co-lead), clinical and care teams, marketing/brand, and leadership — plus the community members the whole thing was for

The problem handed to me

“The gender-affirming product worked; the next products didn’t. Find the next one.”

What I actually did

Reframed the question from which product to build next to what unmet need the business should serve — then de-risked three bets against it

Outcome

A direction leadership adopted · a financial-flexibility model that shipped and still lives in the product · tests that shaped what Folx is today