JoshAI
A launched AI subscription product that delivers real-time guidance and support for people navigating complex caregiving situations.
OverView
JoshAI is a live, AI-powered subscription product designed to deliver real-time guidance and support for people navigating Alzheimer’s and dementia care. Built from the lived experience of caregiver advocate Josh, the product translates his voice, perspective, and approach into a scalable digital experience that users can access on demand. As the lead designer, I owned the end-to-end product design, shaping the subscription experience, interaction model, and core user flows from onboarding through ongoing engagement.
The Challenge
Caregivers navigating Alzheimer’s and dementia often face ongoing uncertainty, emotional strain, and a lack of accessible, personalized guidance. Traditional resources are static, difficult to navigate, or disconnected from real lived experience. The challenge was to design a product that could deliver meaningful, trustworthy support in real time while preserving the authenticity of Josh’s voice and maintaining clarity, safety, and usability in sensitive situations.
The Solution
I designed JoshAI as a subscription-based product that provides on-demand, conversational support grounded in real lived experience. The experience allows users to engage naturally, receive guidance in real time, and return to the product as an ongoing support tool throughout their caregiving journey. Key design decisions included: • Authenticity over generic AI responses: Structured interactions to reflect Josh’s voice and lived experience, ensuring responses felt personal and relatable • Guided conversation design: Balanced open-ended interaction with structured responses to maintain clarity and usability • Trust and safety considerations: Designed guardrails and tone to ensure responses remained supportive, responsible, and appropriate for sensitive topics • Subscription-based engagement model: Created a flexible experience that supports ongoing use rather than one-time interaction • Seamless onboarding and entry points: Reduced friction in sign-up and first interaction to encourage early engagement
The Process
My process focused on translating a real human perspective into a scalable digital product: • Defined key user needs and caregiving scenarios • Mapped conversation flows and interaction patterns • Designed onboarding, subscription, and core product experiences • Iterated on tone, clarity, and response structure • Partnered with stakeholders to align on product direction and implementation The result was a live product that enabled users to access support on demand, reduced barriers to seeking guidance, and extended a trusted human voice into a scalable digital experience.
