From a B2C to scalable B2B, optimised for growth and consistency
As the sole Designer, my role combined strategy, product design, and evangelising UX across the company
ROLE
Lead Product Designer
Design System Designer
Design System Designer
CLIENT
Mediktor
From march 2021 to april 2022
From march 2021 to april 2022
TEAM
PM, iOS, Android, Web & Backend Devs, QA and stakeholders
01
One minute overview
CONTEXT
During my time at Mediktor, I worked on several key projects focused on scaling the product and laying the foundations for the future design team.
As the sole UX/UI Designer, my role combined strategy, product design, and evangelising UX across the company.
As the sole UX/UI Designer, my role combined strategy, product design, and evangelising UX across the company.
HIGHLIGHTS
š§©
Built a Design System
from scratch and scalable for client implementations and derivative products.š»
Corporate Website Redesign
to align with the new branding and market-product fit for MWC 2021š
Introduced User Testing & KPIs
after eight months, fostering a data-driven design culture.
OTHER PROJECTS I WORKED ON
Evaluator Improvement Loops
Redesigned different parts of the evaluator, like the the summary screen and implemented feedback collection to drive ongoing product optimisation.Mediktor Hospital
Collaborated on the creation of Mediktor Hospital, a version of the product tailored for professional use, designed to help healthcare teams streamline triage in clinical environments.02
Main Projects Details
Mediktor Hybrid Evaluator
CONTEXT & PROBLEM
My first project was the Mediktor Hybrid Evaluator with the main goal of merging the classic symptom checker and chatbot into a single, cohesive experience.
Over time, Mediktor had developed two parallel products:
Each had strong points but maintaining both meant double effort, inconsistencies, and confusion for users and teams alike.
We needed to bring them together into one hybrid evaluator that combined:
š The usability and guidance of a chatbot with the efficiency and clarity of the structured evaluator.
Over time, Mediktor had developed two parallel products:
š
Classic Evaluator
A step by step symptom checker, focused on speed and structured diagnosis.š¬
Chatbot Symptom Checker
More focused on guided, conversational interaction.We needed to bring them together into one hybrid evaluator that combined:
š The usability and guidance of a chatbot with the efficiency and clarity of the structured evaluator.
process
Behind the scenes
- Researched user behaviour and drop-off points between both flows.
- Defined a new unified information architecture and flow logic.
- Designed new interface patterns and component behaviour rules.
- Collaborated closely with developers to ensure seamless integration.
OUTCOMES
The Hybrid Evaluator became a turning point for the company:
This project marked the start of a new era for Mediktor focused on consistency, scalability, and user clarity.
- It unified the core product into a single, consistent experience.
- Reduced maintenance time and improved data accuracy.
- Set the foundation for Mediktorās Design System and product architecture.
This project marked the start of a new era for Mediktor focused on consistency, scalability, and user clarity.
Building the Foundation: The Design System
CONTEXT & PROBLEM
When I joined, Mediktor only had a rough style guide that no longer matched the product.
To bring consistency across Web, iOS, and Android, I started working on a new Design System in Figma.
To bring consistency across Web, iOS, and Android, I started working on a new Design System in Figma.
process
I started by auditing all existing versions of the product: identifying overlapping components, inconsistent patterns, and missing documentation.
In 5 months I was able to get half-way through it but I couldnāt work on it as much as I wanted since I was alone in the team and working on features at the same time:
The to-do list:
ā Run an audit on all environments
ā Created the foundations (color, typography, spacing, icons)
ā Designed and documented basic components (buttons, inputs, cards...)
ā¬ļø Designed and documented more complex components (symptom checker modules)
ā¬ļø Sync everything with developers to ensure consistency between design and dev.
ā¬ļø Iterated continuously as the hybrid product evolved
In 5 months I was able to get half-way through it but I couldnāt work on it as much as I wanted since I was alone in the team and working on features at the same time:
The to-do list:
ā Run an audit on all environments
ā Created the foundations (color, typography, spacing, icons)
ā Designed and documented basic components (buttons, inputs, cards...)
ā¬ļø Designed and documented more complex components (symptom checker modules)
ā¬ļø Sync everything with developers to ensure consistency between design and dev.
ā¬ļø Iterated continuously as the hybrid product evolved
Behind the scenes
Evangelising UX: Changing How We Work
CONTEXT & PROBLEM
When I arrived, design was seen mostly as a visual step at the end of development. There were no shared processes, no user testing, and very limited documentation.
Changing that was one of my biggest challenges.
Changing that was one of my biggest challenges.
WHAT I DID
It turned design discussions into something measurable and trackable.
š¤
Created alignment between teams
I introduced overview sessions between Design and Development before implementation. These meetings gave developers full visibility into the reasoning behind each decision, and the opportunity to flag technical constraints early.š
Standardised design documentation
Together with the PM and QA, we created a scalable documentation template where every feature included: business goals, KPIs, user stories, acceptance criteria, and Figma links.It turned design discussions into something measurable and trackable.
š§Ŗļø
Introduced research and testing
I built a small user database and proposed regular testing sessions to validate new features. I also prepared an internal presentation for stakeholders on the value of user research, connecting it directly to product KPIs and business outcomes.Behind the scenes
CONTEXT & PROBLEM
Within 8 months, UX became part of Mediktorās roadmap.
Research and KPIs were included in every release, developers had context and ownership, and product discussions started revolving around user insights not just features.
Research and KPIs were included in every release, developers had context and ownership, and product discussions started revolving around user insights not just features.
Extending the Vision: The Corporate Website Redesign
CONTEXT
After redesigning the core product, we noticed a major inconsistency: the corporate website didnāt reflect our new visual language or product maturity.
It was especially important because we were preparing for MWC 2021, a key milestone for Mediktorās global visibility.
It was especially important because we were preparing for MWC 2021, a key milestone for Mediktorās global visibility.
PROBLEMS & CHALLENGES
- The site was targeted at B2B audiences, but still received a large number of B2C users.
- The look and feel was outdated and disconnected from the productās evolution.
- The homepage, which also functioned as a landing page, needed to balance storytelling with conversion.
- We needed a progressive redesign approach: updating page by page, without breaking existing traffic or SEO.
process
Led a two-sprint redesign: one for MWC 2021 (tight deadline) and one for the full rollout.
Reframed the messaging and structure for B2B, while keeping the B2C entry point active.
Designed a modular system to update sections progressively without breaking the old site.
ā¶
ā·
āø
Before
After
OUTCOMES
The redesigned homepage introduced:
This redesign became a key asset during MWC 2021 and served as the starting point for gradually updating the rest of the site.
- A refreshed visual identity aligned with the new product and branding.
- Clearer B2B messaging supported by real product visuals.
- A homepage that could work as a standalone conversion-oriented landing page.
- Optional dark mode, reinforcing Mediktorās modern and tech-forward positioning.
This redesign became a key asset during MWC 2021 and served as the starting point for gradually updating the rest of the site.
03
Key Learnings
- Design became part of every roadmap and release
- Developers and PMs used shared documentation templates
- The Design System was starting to be continuously used across platforms
What i learned
Scaling a health-tech product isnāt just about building features: itās about building trust, consistency, and shared understanding.
For me, Mediktor was a crash course in bridging design, tech, and medical complexity. It taught me how to turn efforts into a cohesive, scalable products and how to make design a catalyst for collaboration and growth.
For me, Mediktor was a crash course in bridging design, tech, and medical complexity. It taught me how to turn efforts into a cohesive, scalable products and how to make design a catalyst for collaboration and growth.