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Getting Qubi ready.
Healthcare

Patient access.
Urgency before intent.

Most patient contact is administrative: booking, rescheduling, directions, preparation instructions, form completion. A small proportion is not, and the entire design problem is reliably telling the two apart.

All Healthcare & Pharma →
Pixel illustration for Patient Access: an appointment calendar beside a telephone and access cards.

The asymmetry

In most support contexts a wrong answer costs a customer some inconvenience. In patient access, the distribution of consequences is extremely uneven: nearly every interaction is harmless to get slightly wrong, and a very small number are catastrophic. A system designed around average performance is designed around the wrong statistic entirely.

So the architecture is built around the tail. The first question the system answers is not what the patient wants, but whether this contact shows any indication of urgency — and the threshold for handing to a human is set deliberately low, accepting a substantial rate of unnecessary escalations as the cost of the safety property.

That is an unusual thing to optimise for and it needs saying to a client early, because it means the automation rate will be lower than a vendor promising eighty per cent deflection will quote. We think a lower deflection rate with a safe failure mode is the only honest product in this setting.

What it handles

01

Scheduling and rescheduling

Booking against real availability, handling cancellations, managing waiting lists and filling slots freed at short notice — which is where a meaningful amount of unused clinical capacity actually sits.
02

Preparation and logistics

Fasting instructions, what to bring, where to park, how to get there, what happens on the day. High volume, low risk, and consistently the largest share of inbound contact.
03

Intake and forms

Structured collection before an appointment, validated as it is entered, so a clinician opens a complete record rather than chasing a missing item during the consultation.
04

Not: clinical advice

Any contact touching symptoms, medication, deterioration or distress goes to a human, immediately, with the full conversation attached. The system does not triage clinically and does not attempt to reassure.

How we validate it

The evaluation set is built primarily from the dangerous cases, not the common ones. Real contacts where urgency was present but the opening words looked administrative — the caller who asks to rebook and mentions chest pain in passing. Performance on that set is the gate; performance on routine booking is assumed and monitored.

Escalation is logged with the reason, and sampled by clinical staff on an ongoing basis. Two numbers are watched: how often it escalated unnecessarily, which is a cost, and whether it ever failed to escalate when it should have, which is not a cost but a stop.

And the system says what it is. Patients are told they are talking to an automated service and how to reach a person, in the first exchange. Beyond being required in many places, it materially changes how people phrase things — and in this setting that is a safety feature.

How a contact is routed

CONTACT PATH
  1. 01
    Patient contact

    call, message or web

  2. 02
    Urgency screen

    runs first, threshold set low

  3. 03
    Identify

    patient and appointment context

  4. 04
    Resolve

    booking · preparation · intake

  5. 05
    Confirm

    written back to the PAS

  6. 06 · Branch / escalation
    Human, immediately

    any hint of clinical urgency

Solid: the administrative pathDashed: escalation, with the full conversation attached
Urgency is evaluated before intent. The escalation threshold is deliberately conservative, which lowers the automation rate on purpose.
Questions

Questions about Patient Access.

What deflection rate should we expect?

Lower than a general-purpose support vendor will quote, because the escalation threshold is deliberately conservative. We would rather set that expectation at the outset than hit a target by weakening the safety property. The right measure is administrative contacts resolved without a person, not total contacts.

Can it handle triage?

Clinical triage is a clinical activity and in many jurisdictions a regulated one. This system detects possible urgency and routes to the people who triage. It does not assess severity and does not advise.

Does it integrate with our patient administration system?

It has to — availability, booking rules and patient identity all live there. That integration is usually the larger part of the build, and it is the part where the realistic timeline is set.

Shipped & in build

Real work. Check it yourself.

What we built, what stage it is at, and a link to the live thing wherever there is one.

The Sonora homepage on desktop: a full-bleed dune landscape behind the headline “Transform Your Life with Sound”, with App Store and Google Play download buttons.
The Sonora homepage on a mobile viewport, showing the same hero reflowed to a single column.
sonora.com — homepage, 1440×900
Live · iOS · Android

Sonora

Website, backend and app assets for Sonora, a free AI sound-therapy app on iOS and Android published by Cognitive AI.

What we built
  • Website
  • Backend
  • App assets
Read the case study →
The updated yourOS homepage: Roxy’s open ring surrounded by bento cards for calls, voice, translation, building, design, apps and more.
The yourOS homepage on a phone, with its compact navigation, welcome film button and bento cards.
youros.tech — the homepage bento hero
Our own · coming soon

yourOS

yourOS is an operating system with an AI at its heart. You talk to it like a person, out loud or typed. It makes your calls, plans your days and works on your projects with a crew of agents, on your own private server. Our own product, built from the first commit; the waitlist is open.

What we built
  • Operating system
  • Roxy
  • Agent crew
  • Voice calls
  • App store
  • Website
Meet yourOS →
The updated Podswap homepage on desktop: “Grow on Instagram and TikTok for free, with real engagement from creators your size”, beside a tilted wall of exchange, tool and guide cards on a violet gradient.
The updated Podswap homepage on a phone, with its floating navigation, Instagram and TikTok engagement headline and tilted tool cards.
podswap.app — homepage, 1440×900
Five platforms

Podswap

Brand, website, prototype, apps on five platforms, the AI backend and the algorithm-intelligence pipeline for Podswap, a social growth engine that runs without a human in the loop.

What we built
  • Brand
  • Website
  • Prototype
  • Apps on five platforms
  • AI backend
  • Algorithm pipeline
Read the case study →
The unOpen.AI homepage introducing Roxy, a private AI assistant that remembers who you are.
The unOpen.AI homepage on a mobile viewport.
unopen.ai — homepage, 1440×900
Prototype · closed beta

unOpen.AI

In closed beta: Roxy, a private AI assistant with permanent memory running on infrastructure the user owns. Brand, site, product, backend and conversational design.

What we built
  • Brand
  • Site
  • Product
  • Backend
  • Conversational design
Read the case study →
coherence.com on desktop, headed "Intelligence that moves in phase with people".
coherence.com on a mobile viewport, reflowed to a single column.
coherence.com — homepage, 1440×900
Live

Coherence

Live at coherence.com: brand identity generated with AI agents we directed, the motion system and website for the group behind Sonora, AboutAI, WakeUp and MudShadows. Agent work remains in build.

What we built
  • Brand identity
  • Motion system
  • Live website
  • Agent work — in build
Read the case study →
The new Domain Booth homepage on desktop: the headline “Premium Domains. Serious Buyers. Proven Results.” beside the animated DB monogram.
The new Domain Booth homepage on a phone, reflowed to a single column.
Our build of the Domain Booth homepage — 1440×900
Live

Domain Booth

Live at domainbooth.com for DomainBooth, a premium domain brokerage: a new animated mark, every page redesigned and rebuilt with designed mobile layouts, and a custom CMS for its sales record, featured names, press and enquiries.

What we built
  • Animated mark
  • Every page redesigned
  • Designed mobile layouts
  • Custom CMS
Read the case study →
Who we have built for

Twenty-one years. Names you know.

See all of our work →
  • BBC Good Food logo
  • Charities Aid Foundation logo
  • GAME logo
  • NatWest logo
  • Next logo
  • NSPCC logo
  • Tesco logo
  • Worldpay logo
  • Samsung logo
  • Sony logo
  • Land Rover logo
  • UAP Limited logo
  • Netflix logo
  • Amazon Prime Video logo
  • Mercedes-Benz dealerships logo
  • San Miguel logo
  • Biovene Barcelona logo
  • Seventy7 logo
  • Littlewoods logo
  • Smile logo
  • The Co-operative Bank logo
Let’s talk

Design for
the tail.

Average performance is the wrong statistic when a small fraction of contacts are urgent.

30-minute technical call · no deck