We designed an ADHD app that keeps the word ADHD off its daily screens. It's Coastal Neuro Group's parent app. The everyday screens use words like attention, focus and regulation, and the ADHD framing stays in onboarding. Ami Hansji, the founder, then used the same rule for the patient headers in the practitioner portal.

love this framing rule. keeping adhd in onboarding only makes it feel less clinical day to day. smart

A Friday pick from the archives. I made this for Whale a few months ago, and it’s still close to my heart. The task was to explain a product with several features without making viewers work to understand it. I kept the structure simple: the problem, the main solution, then the extras. First, scattered company knowledge and the same questions being asked repeatedly. Then, how Whale puts answers inside the tools teams already use. Recording processes and training quizzes come later, once the main value is clear. That order matters. Viewers should understand why they need the product before learning everything it can do. I took the same approach with the animation: calm transitions, focused UI, and time to follow each action. Still proud of this one. Not because I squeezed everything in, but because I gave the important parts enough room.

Smart to hold the quizzes and recordings until the main value lands. Most explainers cram every feature into the opening seconds.