Instituto Anexo
The Instituto Anexo is known as the Silicon Valley of Brazil as it invests in startups and technology. It is valued at over $200 million dollars.
Instituto Anexo
During the years 2021 and 2022, I had the privilege of working as a UI/UX professional at Instituto Anexo. Throughout this period, I was responsible for developing the company’s new website and actively participated in the exciting project of creating an artificial intelligence-based psychological counseling application.
Within this app, my role was primarily focused on research due to the complexity involved in the innovation of being served by an AI. Addressing the challenges related to breaking prejudices and stereotypes was a crucial aspect during the project’s development to ensure an inclusive and respectful user experience.
Another significant responsibility I took on was ensuring full compliance of the app with the standards and guidelines set forth by medical councils. This involved a detailed analysis to ensure that the AI-based counseling adhered to the best practices and ethical standards, safeguarding the safety and privacy of users.
The entire project was challenging but extremely rewarding. Contributing to the creation of an innovative tool that promotes mental well-being and meets the users’ needs in a responsible manner was an enriching experience that allowed me to grow professionally as a UI/UX specialist. I am proud of the work accomplished and the achievements made during this period.
Timeline
Six Months
My Role
UI/UX Designer
Collaboration
2 Manager and Owner
Platform
Figma
PhotoShop
ChatGPT
Client’s Need
The Instituto Anexo developed an AI-powered psychological counseling application to meet the growing demand for accessible and available emotional support services. Recognizing the barriers people face in seeking traditional psychological help, the app offers users the opportunity to engage with a virtual psychologist while ensuring complete confidentiality and anonymity. This innovative initiative aims to make mental health services more inclusive, flexible, and stigma-free, providing a practical and reliable solution for users to take care of their mental well-being.
Problem
Developing an application that offers psychological counseling through artificial intelligence requires overcoming challenges related to the complexity of AI, addressing biases, ensuring compliance with medical regulations, and guaranteeing the user experience.
- Complexity of Artificial Intelligence
- Bias Challenge
- Compliance with Medical Regulations
- Ensured User Experience
Solution
When I started the project, I used my 17 years of experience in Marketing and immediately identified a significant problem. The app was called “DO Bem,” and users interacted with an artificial intelligence called “Inteligencia Artificial,” which made the app experience feel very mechanical and impersonal. It needed to be humanized.
I conducted research for Portuguese names that fit the acronym “IA,” and arrived at the name SophIA. Sophia means wisdom, making it the perfect fit for the name! Now, instead of saying “Hello, Artificial Intelligence,” customers will say “Hello, Sophia!”
To address the complexity of Medical Regulation, I created a feature where Sophia conducts preliminary assessments and cross-references information from previous consultations to verify responses. When she detects the user’s issue, she immediately recommends a doctor, also analyzing the doctors’ consultation database. Sophia provides the doctor’s online appointment schedule, displays profiles of 3 doctors, and shows their locations on the map, making access easier.
Doctors participating in the app simulate constant consultations, sharing their lived experiences, providing information, and studies to enrich Sophia’s knowledge.
Additionally, doctors consult with Sophia to understand their specialization and complete area of expertise. This allows for cross-referencing patient information with that of medical professionals, bringing more accuracy for both patients and doctors.
Empathize Solution
During my research, I identified a common issue in many applications: the lack of empathy in the login experience. Typically, apps follow a standard approach that treats all users the same. However, for SophIA, an app aimed at providing cognitive and in-depth solutions for human well-being, I came up with an idea to make the experience more personalized for the user.
After completing the registration and self-awareness process, Sophia can identify user preferences. We then created seven customized logins, each catering to different user profiles. For instance, a login designed for families, displaying an image of a family using the app; or a login for LGBTQ+ individuals, featuring an image of two same-sex partners. This approach makes the app more inclusive and representative for all people, encompassing diverse backgrounds and realities.
Personas
Persona: Marina Santos
Age: 40 years old
Hometown: São Paulo, Brazil
Family: Divorced, mother of two children (12 and 15 years old), living in Brazil
Occupation: English Teacher
Story: Marina is a 40-year-old Brazilian woman who has been living in the United States for five years. She moved there in search of new career opportunities and a better life for her children. However, she faces emotional difficulties due to the distance from her family in Brazil and misses the support and companionship she had before the move.
Needs:
1- Emotional support to cope with the longing and loneliness of being away from her family.
2- Guidance on how to maintain a strong connection with her children despite the distance.
3- Resources to deal with the challenges of cultural and emotional adaptation in the foreign country.
Frustrations:
1- Feelings of sadness and missing her family and friends in Brazil.
2- Difficulty balancing her professional life with caring for and supporting her distant children.
3- Challenges in adapting to a new culture and language barrier.
Social Media Activity: Marina is active on WhatsApp and social media, where she maintains frequent contact with her children and relatives in Brazil.
Personality: Marina is a resilient, dedicated, and loving person. She highly values her family and is willing to make sacrifices to provide a better future for her children.
Current Feeling: At the moment, Marina is feeling emotionally overwhelmed and longs to be physically close to her family in Brazil.
Impactful Phrase: “Distance may be challenging, but love and care overcome any barrier.”
Process
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