The Invisible Tech Strategy: Lessons from Corti AI’s Enterprise UX Philosophy
While most healthcare software demands attention, Corti AI takes the opposite approach. In a recent episode of Category Visionaries, Andreas Cleve revealed their counterintuitive design philosophy: technology should disappear into the background of clinical work.
The Problem with Healthcare Software
“The majority of big vendors today, only the majority of important workflows with clinicians, they actually build from a premise I don’t think they challenge enough, which is we need to get people back to a computer to do work,” Andreas explains.
This observation sparked Corti’s fundamental design principle: technology should enhance human interaction in healthcare, not compete with it.
Understanding the Human Element
Their approach stems from a deep understanding of healthcare professionals’ motivations. As Andreas notes, “Everybody who’s doing important work with people, they’re ultimately picking that job, if they are deliberately picking that job, to be that person that helps or is something important to those people.”
This insight led them to design technology that preserves and enhances these human connections rather than replacing them.
The Three-System Architecture
To make technology invisible, Corti developed a three-part system. “We have a pre concentration system, we have an in concentration system and we have a post concentration system,” Andreas explains. This structure allows their technology to support the entire clinical workflow without dominating it.
Each system serves a specific purpose while maintaining the natural flow of healthcare delivery. “Together those three systems will prep the person who’s taking the phone call or the TLove conversation or the ambient conversation to have the right one.”
Progressive Enhancement
Rather than forcing users to adapt to new interfaces, Corti’s technology adapts to existing workflows. Andreas describes how their system works: “When you’re then in the consultations, we’ll augment a notch so you can click around in them. You can also get them popping up. We can even whisper small notches.”
This progressive enhancement approach allows healthcare providers to maintain their focus on patients while receiving subtle, contextual support.
The Deflation Principle
A key insight driving their design philosophy is what Andreas calls the deflation principle: “Technology, as it deflates makes everything cheaper and more accessible, more distributed, also makes or usually becomes more and more invisible.”
This principle guides their product evolution, constantly pushing them to reduce the visibility of their technology while increasing its impact.
Measuring Success
The effectiveness of this approach shows in their growth numbers. “Last year we grew 300%. This year we’re hoping to grow still more than 200%,” Andreas shares. Their success with major healthcare systems, including “all of Sweden’s medical emergency hotlines,” demonstrates the appeal of invisible technology.
Looking Ahead
As they work toward their goal of “covering billion patients,” Corti maintains their commitment to invisible technology. “The more spectrums, the more kind of parts of healthcare we can help in. From mental health to emergencies, we get more excited,” Andreas notes.
For B2B founders building enterprise software, particularly in healthcare, Corti’s experience offers valuable lessons. The most impactful technology might be the kind users barely notice. By focusing on enhancing rather than interrupting existing workflows, you can create solutions that achieve adoption through invisibility rather than attention-grabbing features.
The key insight? Sometimes the best user experience is the one that disappears entirely into the work it supports.
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