iSleep / sleep medicine / a HIPAA-grade platform, the brand, the cloud / me

I built a HIPAA-grade platform, the brand around it, and the cloud under all of it for iSleep. By myself.

It’s all me though.

Live call map from the production voice console: a dark United States map with one active call glowing in Texas.

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.

Scheduled calls view from the admin console: tabs for scheduled, history, and queue, an initiate-call button, one upcoming resupply call queued against Michael's own test record, and a note that call data is encrypted end to end and recorded with patient consent.

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 I wrote and kept green
100%
Sonar + security scores
1
operator on the whole thing

The thing, running.

Real production surfaces from the platform I built, framed to keep member identifiers out of the shot. The data on screen is synthetic QA I ran against my own test record. Everything here is mine, top to bottom.

Drift is the platform I’m proudest of.

Drift is iSleep’s member and compliance platform, and I built it alone. 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. The screens below come from the QA run, on my own test record. The part I’m proudest of is underneath them.

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 to Drift. One platform I built 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 I designed: 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. I had it ask the member for a reason to stick with therapy, then hold them 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, and every gate clears before the next one opens.

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. The AI assistant I wired up comes 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, one screen. Synthetic QA data, my own test record.

A voice AI that calls insurance companies, and gets it right.

The hardest piece of Drift never shows up in a screenshot. I built an automated calling system on ElevenLabs and Twilio that picks up the phone on its own and works the calls a human used to dread: insurance companies for eligibility, and the durable medical equipment clearinghouse over EDI for resupply. Anyone who has done a CPAP resupply by hand knows EDI is a special kind of pain. I tamed it.

Member data is involved, so I treated security as the actual product. I wrote 5,955 test cases and kept them green, and the platform holds perfect SonarQube and security scores. The voice agent defends against prompt injection, so a caller can’t talk it into doing something it shouldn’t. When a call or an integration fails, the failsafes catch it, the dashboards I built surface the error instead of swallowing it, and the resync logic picks the work back up where it left off. I QA’d it, debugged it, secured it, and hardened it until I’d trust it with my own record. Which I did, over and over, because the agent kept calling me.

Then I turned the design department into software.

The print program below outgrew shared folders, so I built Moonbase, iSleep’s internal brand hub. Every brand asset organized and versioned, a design request flow any staffer can drive without me, and an AI pipeline I wrote that drafts new collateral from approved templates and outputs print-grade PDF. It syncs both ways with the company’s project tracker, so the design queue runs itself.

Moonbase asset library: filter chips for thirteen asset types and a documents row showing branded Epworth and STOP-BANG screening questionnaires, each with version state and download controls. — The Moonbase library I built. 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. I built it so any staffer could drive it without me.

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. — My pipeline drafts from an approved template. A human still approves before anything saves.

I redesigned the whole storefront too.

Same year, I redesigned iSleep’s public storefront: a new homepage and a landing page for every front door into care. Sleep apnea, CPAP therapy, insomnia, sleep hygiene. These are my design files, and 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 I designed. Loud retro palette, one job: get someone to order the test kit.

Patient landing page design: conquer the night and slay the day hero beside a cloud-wrapped sleeper photo, with a book-an-appointment call to action. — 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 with a book-an-appointment call to action beside a photo of a sleeper with an alarm clock. — 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

I was also the whole design department.

The same year I ran iSleep’s creative direction across two 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. I designed every piece, and every piece shipped.

Drag to scrub / click any piece to read it at full size

And the conference booth, down to the cut lines.

When iSleep booked a trade show, I designed the whole booth: 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 the fabricator could build straight from. The booth TV ran the ad program below.

The back wall I designed. 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.

Plus an AI ad program, script to publish.

Seven concepts I wrote, 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.

How one person did all of this.

iSleep is a sleep medicine company with members on one side, clinicians on the other, and insurance rails in between. I came in on brand and creative direction, and the scope grew the way it does when one person can hold the whole map in their head: the storefront, the martech, the analytics, the member platform, the cloud estate. I held all of it.

Drift went from first commit to production in eleven weeks.

That speed only holds because the floor is overbuilt. 5,955 test cases I kept green, encryption on the identifying data, and a log on every administrative read. Compliance work rewards the kind of person who finds that stuff fun. I do, a little bit.

FIELD NOTE / THE BORING PART IS THE POINT

With member data on the line, the goal is for nothing to ever go wrong, and for me to be able to prove it. So I built the boring safeguards first and made them carry real weight. The exciting part of this job is that nothing about it is exciting.

PERFECT SONAR + SECURITY SCORES / PROMPT-INJECTION DEFENSE / FAILSAFES THAT HOLD

I gave them the numbers too.

I took the first analytics console from an empty repo to five live pages in one afternoon, wired straight to commerce and ads data. That proved the appetite, so I built the real one over the next thirty days: a proper warehouse, a Python API, and a live order feed. Same person who wrote the platform wrote the numbers that watch it.

17
data sources
commerce, ads, email, search, support
1
place to look
everything pulled together
live
order feed
updates as it happens
1
Python API
I wrote it, feeds every view
20+
dashboards
exec, product, cohort, live

// first console: one afternoon, empty repo to live · the real suite: thirty days, solo

And then there’s everything else.

The platform and the analytics were the spine, but I was also the brand, the web, and the person keeping iSleep’s cloud safe. One head meant the security work and the print files never waited on a handoff, because they were both me.

Moonbase, what it actually does
The brand hub above. AI-assisted templates, print-grade PDF output that the print vendor takes straight to press, and a queue any staffer can run on their own. I built it in seven weeks.
Storefront page system
An AI page-generation pipeline I wrote, with a library of reusable section templates behind the production landing pages on the storefront. The web redesign above shipped through it.
Their AWS, secured and hardened
I took ownership of iSleep's cloud environment and locked it down: secured it, hardened it, and cleaned up an inherited estate so I actually knew what every piece did and could prove it was safe.
SEO + editorial
Long-form articles for the organic surface, plus an SEO intelligence layer I built to handle interlinking and find the keyword gaps worth chasing.

What this means if you’re thinking about hiring me.

Most companies would split all of this across five or six people and spend real energy keeping them in sync. The brand person waits on the dev, the dev waits on the security review, and everyone is a little fuzzy on what the other person actually shipped. I did the whole thing myself, which meant the voice AI, the compliance floor, the brand, and the cloud all lined up because they came out of one head.

That is the bet you make hiring me. One person who can design the thing, build the thing, secure the thing, and stand behind all of it. I did it for iSleep, in their regulated world, with member data on the line. I’d do it again tomorrow.

Drift in production behind three portals, the analytics suite beside it, a two-brand creative program with a sub-brand launch, and a secured AWS cloud under all of it. One operator on the whole thing. Me.

Want this kind of range on your side?

I take this on as a monthly retainer: the platform, the security, the analytics, and the brand, all handled by the same person. Mostly DTC and healthcare companies in the $2-10M range. It’s just me on the file.

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