Why we’re focused on brain health
Erin hopes to turn devastating genetic news into a meaningful mission.
A few Sliders gathered at the 2015 Walk to End Alzheimer’s in Austin, Texas.
In the early days of Slide UX, one of our largest clients was A Place for Mom, a senior care referral service. We worked on several of their properties—OurParents.com, Alzheimers.net, and their lead management software You’ve Got Leads. Their team was sharp, the projects were meaningful, and when they signed up for the Walk to End Alzheimer’s, we did, too–eager to support a key client and a good cause.
At the time, I’d hardly met anyone with Alzheimer’s. That was 2015.
What I didn’t know was that inside my dad’s brain, Alzheimer’s had long ago begun its work.
First, we noticed small things—confusion, forgetfulness, calling me by my sister’s name. Eventually, we got the diagnosis: early-onset Alzheimer’s. He was in his late 50s. My mom, recently retired at the time, became his full-time caregiver.
Only 5–6% of Alzheimer’s cases are early onset. And within that group, about 10% are caused by rare genetic mutations. These mutations are deterministic—if you have one, you will develop the disease. Each child of a mutation carrier has a 50% chance of inheriting it.
My dad, turning pages of a memory book I made for him. I compiled pictures and text that tell a simple version of his life story. I hoped it might jog his memory, and help caregivers relate to him now that he is less verbal.
That was the case for my dad. And it meant a coin flip for me and my sister. It wasn’t long before I learned I carry the mutation, too.
It was devastating.
My two sons each have a 50% chance. I went from reading about Alzheimer's to living in its shadow.
Since then, my life has changed in every way. I’ve modified my lifestyle—diet, exercise, supplements. I joined a prevention trial. I became active in Youngtimers, a nonprofit that supports families affected by early-onset genetic Alzheimer’s. I joined their board and helped them rebuild their website. I started connecting with researchers, advocates, and other families navigating this same uncertain road.
Waiting for a radioactive injection at my first amyloid PET scan in the Houston medical center.
For a long time, I kept this part of my life quiet. I worried about privacy, stigma, and how this information might affect not just me, but my sister and my kids. So I wore two faces: one for work, one for everything else.
But the wall between the two couldn’t hold forever.
In early 2025, the prevention trial I’d been waiting on opened for enrollment. At the same time, federal funding for Alzheimer’s research was slashed. This moment—this chance to stop the disease before it progresses—is fragile. If funding runs dry, we could lose a decade of progress. I need that time.
Meanwhile, at Slide UX…
Over the past few years, like many companies, we’ve weathered a series of industry-wide disruptions—COVID-19, the Great Resignation, the advent of the AI boom, tech layoffs, and recession fears. At the same time, UX–once a hard-to-find specialty–has become flooded with entry-level talent. In this shifting landscape, every expert we’ve talked to says the same thing: the way forward is focus.
To survive and thrive, agencies like ours need to specialize—to choose a niche that we’re genuinely passionate about, can become the best in the world at serving.
Together with the other partners at Slide UX, I spent a long time analyzing potential niches. There were sectors that looked fine on paper, but nothing felt compelling.
Then one day, while updating the Youngtimers website, I noticed something small but telling—some of the resources we linked to included credits for the agencies that built them. And it hit me:
What if Slide UX becomes the UX partner for brain health, aging, and cognitive impairment?
It was an idea that brought everything together—our work, our values, our lived experiences.
And it just made sense.
Every partner at Slide UX has a personal connection to this space. And we already have a credible track record in the brain health and care space. Over the years, we’ve worked with:
A Place for Mom and SeniorAdvisor.com on digital experiences in elder care and senior housing
You’ve Got Leads, a CRM for senior care referral agencies
KindHealth, HumanN, and NNOXX in health and wellness
Huddl and Caregivers on tools that support caregivers and care teams
The University of Texas at Austin on student wellbeing
MedCognition on augmented reality-based medical training
American Board of Radiology on continuing education and certification
GB Sciences, focused on biopharmaceutical research
And most recently, Youngtimers, a nonprofit supporting families impacted by early-onset Alzheimer’s
Megan and I at the Dominantly Inherited Alzheimer’s Network Family Conference in summer of 2024.
All along, we’ve been building expertise in the very space that now matters most to me personally.
For my sister and me, this brings our identities into alignment. We’re thinking about Alzheimer's every day. Why not use our skills to make a difference?
Since proposing the shift, our partner team has aligned quickly. Here's why we believe this is the right move:
It’s deeply personal. Each of us has a connection to this space. That makes us credible, committed, and emotionally invested.
It’s meaningfully niche. No other UX firms is focused on brain health, aging, or cognitive impairment, yet the need is massive and growing.
It’s mission-driven. We’ve long wished our company had a bigger purpose. Now it does.
What We’re Focused On
Cognitive impairment can be caused by aging, Alzheimer’s, brain injuries, stroke, and more. It impacts memory, learning, decision-making, and daily life.
The digital tools that surround patients, caregivers, doctors, and researchers are often clunky and insensitive. We want to change that.
Our audiences include:
Patients and family members
Caregivers—professional and unpaid
Clinicians and healthcare teams
Researchers and institutions
Genetic counselors and labs
Policy makers and payers
We’re focusing on:
Diagnosis and education
Genetic testing
Research enrollment and compliance
Prevention and lifestyle modification
Caregiving and coordination
Legal and financial planning
Emotional and mental health
Inclusive and trauma-informed design
We already have relevant case studies. Now, we’re building new ones.
Where We’re Headed
We’re not “testing the waters”—we’re committing. We’ll still serve clients in other industries, but we’re specifically seeking out new clients in this space. We’re developing materials now and working on outreach. I’ll be spending this year sharing my story and asking for introductions to people doing important work in brain health, aging, and Alzheimer’s care.
I’m using every ounce of this difficult personal experience to move us forward—personally, professionally, and purposefully.
If you know someone in this space who’s building something and needs a thoughtful UX partner, please introduce us. We’re ready.
