Details
Company: Paginemediche
Role: Product & UX/UI Designer
Team: CEO, CTO, multiple dev squads, junior designers (mentored by me), product & marketing stakeholders
Scope: UX/UI Design, Design System, Mobile Apps, Web Platforms, Growth Experiments
Link: paginemediche.it
Project Overview
Paginemediche is one of the leading digital health platforms in Italy, offering B2C services for patients and B2B tools for healthcare professionals and institutions.
For over 4 years, I led the design of both the patient-facing and doctor-facing apps, as well as multiple web platforms.
The goal was to modernize the ecosystem, build a scalable design system, and create a seamless user experience across a very complex set of features: from digital care programs and medical booking to medication tracking and data integration with wearables.
MY ROLE & DESIGN PROCESS
As the sole UX/UI designer for the entire app ecosystem, I was responsible for all product design decisions. Every new feature was discussed with me and validated against both UX best practices and technical feasibility with the CTO and dev teams.
My contributions included:
App Redesign & Design System
Completely modernized the Paginemediche app and created a scalable design system in Figma to unify style, patterns, and components across all products.
Feature Development (Patient App)
Designed and shipped key health-related features:Digital Care Programs: structured digital care paths with measurements, symptom tracking, questionnaires, and medical history.
Medication Management: pill reminders, therapy adherence tracking, and notifications.
Health Diary: centralized hub for appointments, measurements, and daily tracking.
Onboarding: guided flows to increase first-time adoption.
Ask the Expert: dedicated space for direct patient-doctor interaction.
Wearable & Apple Health Integration: seamless data synchronization and graphical dashboards.
Doctor App (Paginemediche App Medico)
Designed a separate app for doctors, including:
Calendar & appointment management.
Live availability / online consultations.
Agenda and patient management.
Web Platforms
Designed multiple iterations of the corporate website (corporate.paginemediche.it), the doctor marketplace (visitami.paginemediche.it), and landing pages for campaigns, digital care programs, and collaborations with big Pharma companies.
Growth & Paid Experiments
Collaborated with the marketing team to design conversion-oriented campaigns and test paywall flows for premium digital care programs.Mentorship
Supported and guided junior designers, ensuring coherence and quality across deliverables.
KEY CONTRIBUTIONS & ACHIEVEMENTS
- Led the full UX/UI redesign of a large-scale health app, creating coherence in a product with extremely high feature complexity.
- Built and maintained a comprehensive design system that scaled across patient app, doctor app, and web ecosystem.
- Designed dozens of mission-critical features, balancing user needs with complex healthcare regulations and backend constraints.
- Extended the ecosystem with a doctor-facing app, bridging patient-doctor interactions.
- Supported growth initiatives, creating targeted flows and landing pages that improved premium program conversions.
- Acted as a bridge between design and development, discussing every feature with the CTO and dev squads to ensure feasibility and alignment.
CHALLENGES & LESSONS LEARNED
Managing extreme product complexity
The app covered dozens of features (digital care programs, diaries, booking, therapy tracking, wearable integrations), requiring a constant focus on clarity and hierarchy.
Healthcare constraints
Designing in health tech meant balancing user experience with strict compliance, sensitive data, and technical integrations.
Cross-team collaboration
Working daily with the CTO and dev squads taught me how to negotiate design ambition with backend feasibility.
Growth in healthcare
Conversion campaigns for premium digital care programs required UX experiments in a highly trust-sensitive environment.
RESULTS & STRATEGIC IMPACT
Successfully redesigned and modernized the entire Paginemediche ecosystem.
Delivered a design system adopted company-wide to accelerate feature development and ensure consistency.
Launched dozens of features used daily by thousands of patients and doctors.
Strengthened the doctor-patient digital interaction with dedicated apps and booking flows.
Contributed to growth campaigns, testing monetization models in healthcare.
TAKEWAYS
This 4-year journey at Paginemediche taught me how to design at scale in a highly complex, regulated industry, where clarity and trust are as important as usability.
I learned to act as a single point of accountability for design, to collaborate deeply with development and business teams, and to lead design strategy in long-term product evolution.