RealSelf has created the world’s largest community for learning and sharing information about cosmetic surgery, dermatology, dentistry, and other elective treatments. I started my relationship with RealSelf by helping the team create ad hoc personas to capture key ‘differences that make a difference’ in both the consumer- and doctor communities that thrive on the site. Throughout the next 18 months, I worked with the team regularly on everything from strategy to deep-dive UI and content design projects, and with CEO Tom Seery as he saw the company through sustained growth and profitability RealSelf was founded in 2006 and funded in 2007 & 2008 by top tier angel investors, led by Rich Barton (Zillow and Expedia founder) and Second Avenue Partners. Learn more about RealSelf.