Humans

We are motivated by what makes us human.

Mission

To create a more humane world that is compassionate and sustainable. Work on hard problems that impact peoples lives. Stay honest by engaging in direct conversation with the people impacted by our designs. Create technology, service and products that work for us all rather than us working for them.

Team

Our team organically grew together after years of collaborative work and shared values. Each of our team members on their own is an expert with years of experience. Together we are a scrappy, agile team that can quickly learn and deliver while having fun.

Brian Hoffer

Founding Partner, Design Lead

“For years in my early twenties I suffered a deep and prolonged depression because I was unaware of a serious hormone imbalance. Despite my privilege and education, healthcare did not keep me healthy. My journey humbled me. I discovered health and self are inseparable. It taught me that healthcare services, products and technology need a radical reinvention to make them more effective, empathetic and equitable.”

Brian studied art at The Cooper Union, design at the University of Art and Design in Basel Switzerland, and architecture MIT. While working as an Interaction Designer at IDEO Palo Alto, Brian uncovered an enduring passion: to bring empathy to the design of healthcare.

That passion fueled Brian to co-found PillPack, a design-focused pharmacy startup that simplifies the complex management of multiple medications for consumers in their home. PillPack was acquired by Amazon in 2018 for $1 Billion.

In 2012 Brian created Gestalt Design Inc to focus on health and wellness projects.

David Lubensky

Founding Partner, Research Lead

“At one point I was helping a client market sugar cereals while simultaneously designing solutions for the diabetes epidemic. I had to choose what helped me sleep well at night. I now prioritize helping all people live well.”

After completing a Master’s degree from UT Austin in 1994, David was recruited to be a design researcher at Paul Allen’s Interval Research think tank. There, he looked for insights into everything from broadband technology to technology assisted spirituality and laid groundwork for numerous patents.

In 2001 David saw the demand for a boutique design research and strategy consultancy and established Bagatto. Since then he has led observations around the world, published international health and sustainability insights, patented medical device innovations, and won awards for design elegance and innovation.

John Lai

Partner, Industrial Design Director

“I’ve sat in too many hospital rooms and clinics and watched family and friends being poked, prodded and passing away in less than desirable situations. I knew these experiences could be better and more human and have chosen to use my expertise in design to make positive changes in healthcare.”

John has a degree in Industrial Design and is a 25 year veteran of the world-class design firm IDEO where he created numerous award winning designs for Fortune 50 companies as well as start-ups.

His work includes a platform of injectors for Eli Lilly biologics, a new voting system and experience for LA County, and a medical device for the treatment of dry eye disease for a start-up.

John utilizes his deep expertise in Design Thinking and dedication to the craft of design to help companies discover relevant opportunities, define design strategies, envision creative solutions and bring meaningful products to life in the health and wellness space.