Project information
Year
2023 - Present
Industry
Health & Wellbeing
Services
Brand Strategy
Communication
Graphic Design
Content Creation
Visit
Teletherapy
MiMente is a teletherapy platform connecting enterprises and individuals across Latin America with mental-health professionals. It’s the sister company of Sherpa Health Cloud, a web platform providing digital solutions for companies managing occupational health. I’ve worked with both MiMente and Sherpa since 2022 through my company, Sin Tesis Studio, where we were initially tasked with aligning the product’s communication strategy across the website, product UI, and live activations.
What began as a one-off UX/UI and communications project evolved into a multi-year partnership covering strategy, research, information architecture, responsive web design, a modular design system, and expo/activation collateral. We audited content and flows, interviewed stakeholders, ran various user tests, and rebuilt key journeys such as booking, therapist selection, enterprise onboarding with clearer language and tighter performance constraints.
One of our biggest challenges with MiMente was breaking the stigma surrounding mental-health treatment, helping workers understand that using these services wouldn’t harm their professional reputation but could actually strengthen their wellbeing and performance. We approached this by centering human stories and warmth in the visual language, designing visual touchpoints that felt professional yet approachable.
Another recurring challenge was collaborating across different departments which each had distinct priorities. Product managers, developers, and executives often pulled in different directions, creating friction and countless revisions. We learned to navigate these dynamics by structuring feedback loops and clarifying ownership. This kept design decisions anchored to shared user goals rather than individual preferences.
MiMente eventually transitioned its business model from a B2C to a B2B, and so we refined its value proposition and repositioned the product for enterprise clients. The new design and messaging improved lead qualification, shortened the sales cycle, and increased conversions. These shifts helped MiMente secure partnerships with multinational corporations including Cemix, FEMSA, Xignux, and Sigma, marking a pivotal step in the company’s regional growth.
Alberto Fernandez, MiMente CEO
The greatest opportunity to increase productivity in Mexico is by improving people's mental health. Sin Tesis understands this issue and joined our mission and beyond. Now our image reflects the same level of professionalism as our operations, achieving consistency between who we are and how we present ourselves.
More work
