The health startup's main product is an AI-enhanced chatbot that helps diagnose medical conditions by asking users questions about their symptoms. But while trying to hone in on a diagnosis, it's also important that the chatbot keep users engaged and make them feel both like they're being understood and like they shouldn't be too worried. Those challenges are where we came in. We'd take the bare-bones outlines drawn up by the medical team -- what questions to ask in what order -- and inject some life in them, effectively creating the voice of the bot and, to a degree, the brand. The goal was to make it like talking to a close friend who just happens to be a doctor or nurse. And to do that at about a sixth-grade reading level. That meant trying to find a moment in the midst of a serious medical conversation where the bot could make a joke and, especially, striking just the right tone between "Man, that's terrible" and "Don't worry, you'll be fine."