Niche Care is an AI-powered training tool designed to help carers practice difficult scenarios in a safe environment before facing them in real life. The AI takes on the role of a patient, simulating challenging behaviour while providing live, best-practice feedback to support learning.

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I worked alongside Minimal Viable Launch, initially building on their early product thinking before leading the brand direction and product design. My role focused on shaping a calm, supportive experience that felt realistic without being overwhelming.

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The brand uses a calm, therapeutic visual language, supported by care-style illustrations to create a sense of safety and approachability.

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Testing with candidates resulted in consistently positive feedback. The strength of the brand and product design gave the business confidence to move forward, acting as a clear green light to invest in building the full product.