iSleep + uNITE Sleep / sleep medicine / regulated healthcare / one operator

A HIPAA-grade platform, the analytics beside it, and the cloud under both, for a sleep medicine company.

Boring on purpose.

Production console showing a live voice call: a United States map with an active call glowing in Texas, a caller row with the name redacted, and a verification pipeline with identity verified, insurance check active, and compliance check running.

Weekly usage bar chart from the member portal: seven teal bars, one per day, against a dashed goal line, with seven of seven nights achieved.

Recent call history list from the admin console: four completed resupply calls a few minutes apart, each row showing a duration and a completed badge, with vendor chips redacted.

Badges card from the member portal: level three with an XP progress bar, plus streak badges named Getting Started and Week Warrior with progress toward nights in a row.

11 wks
first commit to production
5,955
test cases in the suite
201
API routes on the platform
1
operator on the whole thing

The platform, on screen.

Real production surfaces from the member platform and the admin console. Names and identifiers are covered, and the data on screen is synthetic QA.

Drift: three portals, one compliance engine.

Drift is the platform those screens belong to. Members onboard in four steps, watch their own nights against the insurance goal, and reorder supplies through a pipeline that clears eligibility before anything ships. Providers get the same data with a billing layer on top. All of it from the QA run, on my own test record.

Drift portal selector: Welcome to Drift heading over three sign-in cards for the patient portal, provider portal, and admin dashboard, each listing its capabilities. — The front door. One platform behind three portals: patient, provider, admin.

Drift provider analytics page: a provider score dial at 53, compliance and RPM stat cards, a performance trend chart against a 70 percent goal line, a revenue tracker with billing codes, and an RPM efficiency panel. — The provider side: compliance trend against the 70 percent goal, RPM billing, panel health.

Step four of Drift patient onboarding: a four-step wizard with three steps checked, nightly usage goal cards at 4, 6, and 7+ hours, and a what-motivates-you field reading more energy during the day. — Onboarding, step four. The platform asks for a reason to stick with therapy, then holds the member to it.

Drift equipment page: counts for items due and active orders, and three resupply orders each moving through eligibility confirmed, prescription verified, insurance verified, and processing for shipment. — The resupply pipeline. Eligibility, prescription, insurance, shipment; each gate clears before the next.

Drift support hub on a phone: How can we help heading over cards for the AI assistant, care team messaging, a call line with hours, and a detailed request form. — Support on a phone. AI assistant first, care team a tap away.

Drift patient portal home: greeting, a sleep score ring, last night at 5.7 hours above the 4-hour goal, current streak and weekly compliance stats, a weekly usage bar chart, and an insurance progress card showing a passed 90-day check-in. — The patient home. Last night's hours, the weekly goal, and the 90-day insurance check in one view. Synthetic QA data, my own test record.

Moonbase: the design department, as software.

The print program below outgrew shared folders, so I built Moonbase: every brand asset organized and versioned, a design request flow any staffer can drive, and an AI pipeline that drafts new collateral from approved templates and outputs print-grade PDF. It syncs both ways with the company’s project tracker.

Moonbase asset library: filter chips for thirteen asset types, a documents row showing branded Epworth and STOP-BANG screening questionnaires, and a flyers row starting below. — The library. Thirteen asset types, two brands, version state on every card.

Moonbase design request modal asking what type of asset to create, with cards for document, flyer, trifold, sign, postcard, business card, letterhead, envelope, social, print, email, deck, and Meta ad. — A design request starts as a conversation. Any staffer can drive it.

Moonbase generate-from-template modal previewing an AI-drafted pediatric sleep apnea screening document on the iSleep letterhead, with start over, request changes, and approve-and-save buttons. — The AI drafts from an approved template. A human approves before anything saves.

A homepage and a landing system, designed in-house.

The same year redesigned the public storefront: a new homepage and a landing page for every front door into care. Sleep apnea, CPAP therapy, insomnia, sleep hygiene. These are the design files; the AI page system further down carried them to production.

iSleep homepage design, hero section: sleep care shouldn't feel like a maze headline in a bold orange blob over a photo of a sleeping woman, with an order-your-test-kit button. — The homepage hero. Loud retro palette, one job: order the test kit.

Patient landing page design: conquer the night and slay the day hero, then a switch-your-care section with provider checkmarks. — Patient landing page

Sleep apnea landing page design: sleep care is broken, we fixed it hero, then statistics on how few patients make it to treatment. — Sleep apnea landing page

CPAP therapy landing page design: welcome-to-better-sleep hero, then a getting-started checklist for the first week of therapy. — CPAP therapy landing page

Sleep hygiene landing page design: why your bedroom matters more than you think hero over a candle-lit bedroom photo. — Sleep hygiene landing page

Insomnia landing page design: still awake at 2am hero with test kit call to action, then a when-you-can't-sleep section. — Insomnia landing page

Two brands, one designer.

The same year produced the creative direction for both brands: voice documentation, the uNITE Sleep Institute launch collateral, provider flyers, paid social systems, and the print program below, from brochures to a rodeo program ad to the holiday coffee label. Every piece shipped.

uNITE Sleep Institute tri-fold brochure, front and inside spread: hero messaging, value props, and service lines. — Tri-fold brochure, front + inside

uNITE Sleep Institute tri-fold brochure back panels: patient education content, contact, and locations. — Tri-fold brochure, back panels

uNITE Sleep portrait flyer with provider photography and treatment messaging. — Provider flyer

Ultimate Sleep Package service flyer: tiered offering layout. — Service package flyer

Ribbon-cutting ceremony postcard for the uNITE Sleep Institute opening, teal cloudscape over a purple sky. — Launch event postcard

Paid social ads, set one

Second nine-panel grid of paid social ad variations. — Paid social ads, set two

iSLEEP mask and machine workshop tri-fold: CPAP not working right, get free help in person, with contact panels and a sleeping couple photo. — Workshop tri-fold, iSleep brand

Full-page rodeo program ad: we'll take care of the night so you can ride all day, over an American flag at a dusty arena at sunset. — Rodeo program ad, full page

Referring-clinic one-pager: tired of waiting months for your patients to get help, with a four-step referral path. — Referring-clinic one-pager

CPAP supply replacement schedule rack card in four color bands: every two weeks, every 30 days, every 3 months, every 6 months. — Resupply schedule rack card

Holiday coffee bag label: rested, roasted, and ready to sleigh, 2025 iSleep holiday blend with field notes of vanilla, baked cherry, and dried fruit. — Holiday blend coffee label

Valentine's card with a smiling cartoon CPAP machine surrounded by hearts: you're the reason iSleep with a smile. — Valentine's card

uNITE Sleep Institute billboard design over a starry night sky: let's talk sleep, whether you're a patient or provider, we're here to help. — The billboard, sized for a highway face. Part of the same launch push as the postcard above.

A conference booth, designed at fabrication scale.

When the company booked a trade show, the booth came through the same one-person studio: a back wall with a built-in screen, a before-and-after side panel, the header banner, and the counter wrap, all drawn at print dimensions for the fabricator. The booth TV ran the ad program below.

The back wall. The dark rectangle is a cutout for the booth TV, which ran the ad program below.

Booth side panel design in orange: TV cutout at top, before-iSleep and after-iSleep bed photos side by side, and a snoring-isn't-sexy headline. — The side panel. Before and after, under the second screen.

The counter case wrap.

Booth header banner design in teal: conquer the night, slay the day headline with the website address, surrounded by white sparkle marks. — The header banner that spans the booth.

Seven ad concepts, script to publish.

Written, generated, edited, and published as a running ad program. Still in rotation on the channel, and the reel the booth screen carried. Tap to play.

The one-operator model, on hard mode.

A regulated healthcare company with members on one side, clinicians on the other, and insurance rails in between. The work started in brand and creative direction, and the scope grew the way it does when one operator can hold the whole map: storefront, martech, analytics, the member platform, the cloud estate.

The platform went from first commit to production in eleven weeks.

That speed is only safe because the floor is overbuilt. 5,955 test cases, field-level encryption on the identifying columns, an access log on every administrative read. Compliance work rewards the operator who finds that kind of thing fun. I do, a little bit.

One map, five zones, real counts.

The actual topology of the compliance platform, drawn from the repo instead of a slide. Vendors appear as categories because naming them would fingerprint the client. Click through the zones; every number in here is real.

Three portals, one data layer.

Admin console, clinician portal, member portal. All three render off the same API surface, so a compliance rule changes in one place and holds in three.

Admin consoleClinician portalMember portal

all three call

One API surface201 routes

over

One Postgres116 tables

Portal experiences: 3
Staff role types: 5
API route files: 201
Authorization: Role-scoped at the app layer

The calls a small care team can't take.

Outreach and inbound support run through a queue. A dispatcher hands calls to a voice agent that verifies identity before anything else, then works the member's actual record through live tools.

Call queueDispatcherevery 5 minVoice agent3 personas

agent calls into

17 live toolsidentity, coverage, orders, scheduling

then

Transcript + outcomeReconcilerevery 10 min

Call types: 7
Agent personas: 3
Tools callable mid-call: 17
First pipeline step: Identity verification, always

Ten seams, named by category.

Eleven third-party services sit behind ten category seams. Naming the vendors would fingerprint the client, so this map stays at the category level. Every inbound hop validates a webhook signature.

Telephony + SMSConversational voice AIDevice telemetryInsurance eligibility (EDI)Payments

Fulfillment partnerEnterprise CRMCommerce catalogTransactional emailAI assistant

Integration categories: 10
Services behind them: 11
Inbound validation: Signed webhooks on every hop
Failure posture: Retry lanes + a sync-state ledger

Boring on purpose.

The patterns are standard. The discipline is applying them on every path and putting tests on all of it. Identifying columns are encrypted at the field level, and every administrative read lands in an access log with two sinks.

RequestApp-layer authTOTP MFA on sensitive rolesField-level encryptionAES-256-GCM

writes through to

Postgres116 tables, 68 migrationsAccess log18 action types, 2 sinks

Encryption: AES-256-GCM on identifying columns
Access log: 18 action types, database + SIEM
Credential paths: bcrypt-12, rate-limited
Member data: Export and deletion routines built in

Fifteen jobs run the clock.

Queue dispatch every five minutes, telemetry sync every six hours, eligibility re-verification at 2am, compliance metrics recalculated nightly. The full 24-hour wheel is plotted further down the page.

Every 5 mindispatch + healthEvery 10 minsession reconcile2h / 4h / 6hpartner + telemetry sync

02:00eligibility re-verify03:00metrics recalc08:00 - 10:00monitoring + outreach

Scheduled jobs: 15
Fastest cadence: Every 5 minutes
Overnight lane: 4 jobs between 02:00 and 04:00
Alerting: Health monitor pages on failure

// counts verified against the production repo before publishing · vendor names withheld on purpose

FIELD NOTE / THE COMPLIANCE FLOOR

If the audit log is the most interesting thing in your architecture, something has gone wrong. Mine is the dullest table in the database. It gets written to more than any other.

18 ACTION TYPES / TWO SINKS / EVERY ADMINISTRATIVE READ

Fifteen jobs run the clock.

Eligibility re-verifies at 2am. Compliance metrics recalculate at 3. The queue dispatcher never gets to stop. This is the platform’s real schedule, plotted on the wheel it actually runs.

Call queue dispatch + health monitorevery 5 min
Voice session reconcilerevery 10 min
Fulfillment order submissionevery 2 h
Fulfillment status syncevery 4 h
Payment outreachevery 4 h
Device telemetry syncevery 6 h
Insurance eligibility re-verification02:00
Report artifact cleanup02:00
Compliance metrics recalculation03:00
Catalog sync04:00
Compliance + data-retention check08:00
Referral pipeline monitor08:30
New-member onboarding outreach09:00
AI SMS outreach10:00

// real schedules from the production deploy config · job names at category level

// schedules read from the production deploy config · static render, no animation to wait for

Warehouse first, dashboards second.

The first console went from empty repo to five live pages in twenty commits on a single afternoon, wired straight to commerce and ads data. It proved the appetite. The enterprise rebuild followed in thirty days: a real warehouse, a Python API, and a live order feed over websockets.

17
data sources
commerce, ads, email, search, support
1
ingestion layer
webhooks + scheduled backfills
38
warehouse models
staging to marts, tested
136
API endpoints
25 routers, one websocket feed
20+
dashboards
exec, product, cohort, live

// v3 console: 20 commits, one afternoon · v4 rebuild: 79 commits, 30 days · source categories only

Platform plus analytics was the spine. The same engagement carried the brand side.

That pairing is the point of one operator. The person wiring the access log also art-directed the print files, and neither waited on a handoff.

Moonbase, by the numbers
The brand hub above: AI-assisted templates, print-grade PDF output (PDF/X-1a, CMYK, 300 DPI), and routing straight to the print vendor. 86 commits over seven weeks.
Storefront page system
An AI page-generation pipeline with 158 reusable section templates behind 6 production landing pages on the commerce storefront. The web layer above shipped through it.
Cloud estate, documented
An inherited estate of 90+ cloud functions and 47 storage buckets, inventoried function by function: 68 runbook and architecture docs covering 23 systems and 8 partner data pipelines.
SEO + editorial
Fourteen long-form articles for the organic surface, plus a Python SEO intelligence layer on Postgres + pgvector for interlinking and keyword-gap work.

5,955
test cases
330+
API endpoints, two platforms
116
database tables
15
scheduled jobs
17
voice-agent tools
38
warehouse models
90+
cloud functions documented
68
runbook + architecture docs

Regulated work punishes handoffs.

Every boundary between the person who knows the compliance rule and the person who writes the query is a place where member data can leak. Most companies staff those as two people and spend real energy managing the seam. The consolidation that makes a one-operator stack fast in DTC is the same thing that makes it safe in healthcare: the whole pipeline lives in one head, so the floor holds everywhere.

The client’s name stays off this page. The receipts still carry it: 5,955 tests, the schedule the platform keeps at 2am, and an access-log pattern I’d build again tomorrow.

A member platform in production behind three portals, a warehouse-backed analytics suite, a two-brand creative program with a sub-brand launch, and a cloud estate with real documentation. One operator on the whole thing.

Regulated work needs a steady pair of hands.

I take this on as a monthly retainer: the platform, the compliance floor, the analytics, and the brand surface, handled together. DTC and healthcare companies in the $2-10M range, mostly. It’s just me on the file.

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