Adam Baker

Selected product design & product management work.

Iodine 2014

Empowering people to find what works, faster

iodine.com

A new way of understanding what to expect from medications.
Iodine users build a custom "lens" tailored to their individual lifestyles and concerns.
As often as possible, we build tools that help people interact with information, not just read it, and understand that they have choices.
As often as possible, we build tools that help people interact with information, not just read it, and understand that they have choices.

Iodine 2014

Empowering people to find what works, faster

iodine.com

What it is

Iodine, founded by my colleague Matt Mohebbi from Google and Thomas Goetz, the former editor of Wired magazine, is a tiny startup in San Francisco. We’re working towards the goal of using real-world medication experience to help people find the right medication for their life—in concert with healthcare providers. Iodine brings together medical data and clinical content-as-data, with reviews and ratings of perceived efficacy elevated in a way that hasn’t been done before. Ultimately we want to help people decide what’s important to them with respect to health decisions, and find answers based on the combination of research and real life data.

What’s special about it

A big part of Iodine’s initial launch (it’s been around since October 2014) has been setting the tone and style appropriate to a new era of shared decision making. We’re straightforward, data-driven, friendly, jargon-avoidant, and give people interactive tools—not just content. Huge drivers of our product design include tailoring and personalizing information, building tools to facilitate epxloration and filtering (not just reading), and elevating real-world experience and social support. We are still a startup though, and launching plenty of things I should be embarrassed about from a design perspective!

Role

Working especially closely with our erstwhile head of product, Amanda Angelotti, I have been setting the design direction of Iodine for the past year as Director of Product Design, and doing a ton of front-end development in React.js (JavaScript, HTML5, and LESS/CSS3). The whole team has done great work, including our other designer, Michael Schultz. All of this while also making openFDA and doing a thesis. :)

Start 2016

Clearing the fog of depression treatment

iodine.com/start

Start 2016

Clearing the fog of depression treatment

iodine.com/start

What it is

The first line of depression treatment in primary care—antidepressants—work at best about 1/3 of the time. Imagine if your car, your phone, or some other critical part of your life only worked so rarely. Worse, it takes weeks, and sometimes months, to find out that the medication isn’t working—and it’s a process highly dependent on the sufferer being motivated to get back to the doctor to continue the trial-and-error. Start brings a clarity to depression treatment and accelerates the trial and error process, guiding people through the initial period of adjustment to the medication, and providing actionable context at critical times about whether the medication and other treatment efforts are working.

What’s special about it

People with depression can find themselves in a fog, ruminating on negative thoughts, and struggling to see a path towards improvement. Start is designed for minimal interaction, but just enough to help people take action. It provides pharmacist guidance about what to expect, daily tips, and optional pill reminders. Data collection is sparse—just every couple of days. No "daily dashboard" is provided; instead, a Start user gets a bi-weekly progress report that carefully reflects back and contextualizes the person’s experience in research about evaluating and making treatment decisions. These are explicitly designed to be useful both to them and their clinicians, with whom they can easily share the report. Apple recognized the app and we were a CareKit launch partner.

Role

Given the broad mission of "therapeutic optimization," I turned research with our iodine.com users on their latent needs into this project. I conceived of the program from scratch, did a great deal of evidence-gathering to support the mission, and helped guide product development as a product manager. Since its initial launch, I’ve designed most of its new experiences, and interfaced with people throughout the indsutry including clinicians to speed its adoption and incorporation into practice and health system use.