Tidepool x Oura — Keller Masnyk

A problem that hit close to home

My aunt and my grandfather both had type 1 diabetes. My grandfather passed away when he was 75.

My aunt passed away January of 2026 at 65.

I spent the last six years of her life unable to visit her. She was too immunocompromised to risk it.

Portrait of Keller's grandfather — My Pop Pop and Aunt Cheryl both passed away from type 1 diabetes.

Portrait of Keller's aunt Cheryl — My Pop Pop and Aunt Cheryl both passed away from type 1 diabetes.

I knew that type 1 diabetes was serious, but I didn't know it was measurably more serious if you were a woman. I definitely didn't know why.

What I eventually learned was that the gap wasn't biological destiny. It was a research failure as a result of decades of studies that excluded women, or ignored the ways their bodies worked differently. A century of missing data that translated directly into worse outcomes.

That finding was what this project was about. Not just raising awareness of a partnership, but making the case that a gap this consequential deserved to be known.

Defining the problem I could solve

Tidepool and Oura had announced a partnership to collect open-source data on how menstrual cycles affect glucose management in women with type 1 diabetes. The initiative was significant, but public awareness of it wasn't.

The design problem wasn't simply "build a landing page." It was:

How could I make someone care about a health inequity they'd never heard of?

That question shaped every decision that followed, starting with the research.

Tidepool and Oura partnership illustration — This project existed to promote Oura and Tidepool's new partnership

Equipping myself with facts

What I found when I researched the issue of the type 1 diabetes gender outcome gap was more specific than I expected, and worse. This wasn't a vague disparity. It was documented and quantified across multiple independent studies, and could be summed up with one devastating statistic:

A girl diagnosed with type 1 diabetes at age 10 can expect to live until age 56 — 4 years less than a 10-year old boy with the same diagnosis.

The reason was well-documented too, and it wasn't biological. It was a research discrepancy.

Women represent 50% of adults with type 1 diabetes but only 37% of clinical trial participants.

These findings reframed everything. This campaign wasn't about a partnership. It wasn't even about outcomes.

This campaign was about a century of missing evidence, and what it had cost.

Building a strategic foundation

Now that I was good and pissed off, I started to build out the campaign's strategy, beginning with defining its goals.

Goal 1

Convey to the audience why this mattered.

Goal 2

Communicate what Tidepool and Oura were doing to address it.

Goal 3

Inform the audience what they could do to help.

Two distinct groups emerged with different relationships to the problem:

Audience 1

Women living with type 1 diabetes

Audience 2

A general public that included press, donors, and health advocates

Each needed a different call to action, but both needed to leave the page understanding why this issue mattered, what Tidepool and Oura were doing to address it, and what they could do to help.

The tone should be warm but credible.

Human enough to move people, rigorous enough to earn trust. The copy shouldn't editorialize. It should let the data do the work.

The page's visual design shouldn't compete with the statistics that are illustrating the issue, it should highlight them.

For the colors, I settled on using a nearly-black shade of Tidepool's blue for the page's background, which allowed the single accent color, Tidepool's indigo, to pop.

The circles and dots from Tidepool's branding system became useful building blocks for this landing page.

Tidepool x Oura moodboard — Inspiration for the visual design system

Bringing the solution to life

The page was structured in two moments: The Outcome Gap, and The Research Gap.

The first established what was happening to women with type 1 diabetes. The second explained why.

Outcome Gap intro screen — The user's first encounter with The Outcome Gap

Research Gap intro screen — The user's first encounter with The Research Gap

Each moment was illustrated by a series of simple statistics, driven home by looping, animated data visualizations.

Statistic paired with data visualization

The data visualizations were designed in Figma and animated in Principle.

All the page's data visualizations

The Tidepool and Oura partnership reveal came only after both cases were made, because the initiative only meant something once the user understood why it existed.

The page closed with a split CTA: one for women with type 1 diabetes who might be eligible for the study, one for everyone else who wanted to support the work.

Campaign call-to-action section — CTA section with separate CTAs for the page's primary and secondary audiences

Now what?

To validate the design before a real launch, I developed a proposed research framework built around the three goals I developed this solution to achieve: