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KASA

Where Stories Become Strength

#B2C

#HEALTHCARE

#UX · UI

#BRANDING

Our stories

View All

The girl with 9 wigs.

Sarah

By Sarah

108

How my wigs changed my life.

RonM

By RonM

50

Get time for yourself.

AnnaK

By AnnaK

32

Healing through connection.

Maya

By Maya

75

Your stories

Story Cards Grid

Find a story about…

How our words affect others

The pleura around my left lung runs in a curve so nice and smooth I could copy it with a compass. The fleece around my right lung, however, is not geometric in the least. It looks like spaghetti with some odd pieces of ravioli. The biggest ravioli is down low, close to my liver. I named the three hanging around the middle of my lung “Huey”, “Dewey”, and “Louie”. There’s a loner up at the top, hidden deep behind my right breast. I christened him “Naughty Norbert”. “Rhabdo” means rod-shaped, “moo” means muscle tissue, and a “sarcoma” is a malignant growth. In a “rhabdomyosarcoma, the tumor cells attach themselves to the body’s soft tissue.

These words became part of my daily vocabulary, medical terms that once seemed foreign now rolled off my tongue with familiar ease.

Learning to speak this language changed how I understood my own body. Each medical term was a key to understanding what was happening inside me, transforming fear into knowledge. The doctors appreciated when I could describe my symptoms using their vocabulary—it made communication clearer, faster, more precise.

But there was another language I had to learn: the language of hope. Not the false optimism that ignores reality, but the genuine hope that acknowledges difficulty while believing in possibility. This was perhaps the hardest language of all, one that required daily practice and constant refinement.

Words matter. They shape how we think about our experiences, how we communicate with others, and how we make sense of the world. In my journey, I learned that choosing the right words—whether medical terminology or words of encouragement—could make the difference between feeling lost and feeling empowered.

 

20
2

Challenge

People facing terminal illnesses often experience isolation and uncertainty when seeking emotional support and reliable information. Most platforms focus either on medical data or general social interaction, leaving little space for meaningful, experience-based connection. Kasa needed to create a safe and empathetic environment for sharing personal stories and finding guidance.

20M+

New cancer cases worldwide every year

60%

Of patients experience emotional distress

85%

Search online for health information and support

< 30%

Receive professional psychological support

*cancer.org • *PubMed • *cancer.gov

Impact

The platform helps users feel less alone and more supported by fostering peer connection and self-expression. Increased engagement with stories and resources shows that users find value in both sharing and learning. Kasa strengthens users’ sense of belonging and emotional well-being.

How my

wigs changed

my life.

SophieVS

By SophieVS

20

Solution

Through user research and product analysis, I redesigned the Earn and Market experiences to improve clarity and usability. New screens introduced clearer explanations of returns, rates, and asset information, making key financial actions easier to understand. The Market was expanded beyond simple listings by adding discovery tools, a live activity feed, and information about market trends and stablecoins, helping users stay informed and explore opportunities more confidently.

🔥 Tendencias

Diarias

Subieron

Bajaron

Más comprados

XRM

-0.01%

185 USD

DAI

-4.00%

0.998 USD

LUNAC

-3.00%

35 USD

DOT

-2.50%

6 USD

Lemon illustration

Design Thinking

HOW MIGHT WE QUESTIONS (KEY)

The “How Might We” questions helped reframe user challenges into design opportunities, guiding myself toward solutions focused on emotional safety, trust, and accessibility.

How might we help users feel supported and less alone?

How might we deliver helpful resources without overwhelming users?

How might we encourage safe and meaningful story sharing?

MOSCOW MODEL (MAIN FEATURES)

The MoSCoW framework was used to prioritize features based on user needs and project constraints, ensuring that core emotional support and privacy features were delivered first.

PRIORITY

MUST

  • Secure login & profiles
  • Onboarding
  • Story creation & reading
  • Personalized home feed
  • Resource library
  • Privacy controls
  • Moderation & reporting

SHOULD

  • Comments
  • Reactions
  • Search & filters
  • Bookmarks
  • Anonymous posting
  • Accessibility settings

NICE

  • Direct messaging
  • Journaling prompts
  • Mood tracking
  • Expert sessions
  • Smart recommendations
  • Audio stories

EMOTIONAL USER JOURNEY

This journey map shows how users move from feeling overwhelmed and vulnerable to gradually feeling supported and empowered through community connection and accessible resources.

Emotional State

Awareness (Cancer)

3

Onboarding

4

Exploring Stories

4

Engaging

5

Sharing

5

Using Resources

7

Awareness(Cancer)

Emotional state

1

2

3

4

5

6

7

8

9

10

Onboarding

Exploring

Stories

Engaging

Sharing

Using

Resources

INFORMATION ARCHITECTURE

The information architecture was designed to keep navigation simple and emotionally safe, prioritizing easy access to community stories and clearly organized resources to reduce cognitive load.

Sign In

Free access

Register

Stories

Search

Story detail

Feed

Share

Learn

Profile

Favs

My Stories

Article

Section List

+ creation guide

Authentication

Free Access
Sign In
Register

Stories

Story Feed
Story Detail
Search
Share

Learn

Articles
Article List
Article View
Resources
Section List
Resource Detail

Profile

My Profile
My Stories
Favs
Settings

Story Creation

Creation Guide
Story Form
Preview

Branding & Identity

The isologotype is based on the concept of an origami crab, symbolizing cancer, resilience, and transformation. Inspired by the art of folding, the form represents how personal experiences are shaped and shared over time. The crab becomes a metaphor for protection and strength, while the origami style reflects care, empathy, and the act of sharing love through personal stories.

Kasa logo

Red

#FF0707

Pink

#FFD2D5

Dark Blue

#5087FD

Blue

#009FFF

Green

#51BCC1

Marine Green

#3AE1E9

Yellow

#F0E258

Visual decisions focuses on creating a calm and emotionally safe environment through the use of soft illustrations, pastel color palettes, and gentle imagery. Light-weight Avenir typography was selected to enhance readability and maintain a clean, approachable interface. Vector-based and flat illustrations were integrated throughout the experience to reinforce visual consistency and provide users with a sense of comfort and clarity.

New treatment

methods

Typography hierarchy

UX · UI

FEED

The Home feed was designed as the heart of the community, showcasing personal stories in a calm and readable layout. Content is organized to encourage empathy, discovery, and meaningful connection without overwhelming users as well as easy access to user stories.

Feed screen
Story detail screen

ONBOARDING

The onboarding was kept minimal and emotionally considerate, collecting only essential information such as name, privacy settings, and profile picture. Soft, supportive illustrations were used to create a welcoming atmosphere and help users feel more comfortable and at ease from the start.

Create your account
Welcome to Kasa
Set your profile
Choose your picture

STORY CREATION

The story creation flow was designed to make sharing personal experiences feel safe and manageable. Users are guided through a simple, distraction-free interface with supportive prompts and flexible editing tools, allowing them to express themselves at their own pace while maintaining full control over privacy and visibility.

Think of a creative title

|

Story creation step 1
Story creation step 2
Story creation step 3
Story creation step 4
Story creation step 5
Story creation step 6
Story creation step 7
Story creation step 8
1 / 8

LIBRARY AND RESOURCES

The library provides structured, easy-to-navigate resources that help users understand and manage emotional and practical challenges. Information is presented in clear categories to support learning at the user's own pace.

Read about

What is Cancer?

Common

treatments

On food

Uncommon

treatments

On excercise

Socializing

with cancer

Myths or not?

Kasa's mission

Wigs etc

 

Library Article Detail

PROFILE

The profile space allows users to manage their identity, privacy settings, and shared content in a simple and secure way. It reinforces user control and trust while supporting personal growth and self-expression.

My Profile - Brandon87
Profile Saved Stories

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