Ownership
As the sole Product Designer, I led the product experience from discovery to final delivery, designing the full user journey across website and mobile.
My work focused on transforming a complex clinical nutrition process into a more intuitive, personalized and engaging digital experience.
Focus areas
Discovery
UX Strategy
Flows
Logged Experience
ROLE
Solo Product Designer
TIMELINE
2024–2025
INDUSTRY
HealthTech
Image: Unified web and mobile experience designed to create a more consistent, scalable and seamless rental journey across platforms.
The challenge
Eatoplay aimed to digitize a highly personalized nutrition process traditionally managed through manual follow-ups and clinical routines.
The challenge was to design an experience that could guide users from onboarding to habit creation, while simplifying health forms, supporting personalized meal planning and increasing long-term engagement.
Process
To redesign the experience, I followed a structured product design process combining research, mapping, prototyping and validation to align business goals, technical constraints and user needs.
Discovery
Research
Flows
Prototyping
Validation
Handoff
Image: Key product artifacts created to support research, user flows, information architecture and strategic design decisions.
Research findings & pain points
Early discovery helped uncover key friction points across onboarding, habit formation and nutrition planning, revealing opportunities to simplify complexity and improve engagement.
72%
Needed clearer onboarding guidance
Users often felt uncertain about how to begin the experience and complete the first setup.
64%
Health forms felt overwhelming
Long anamnesis flows created friction and increased cognitive load during onboarding.
58%
Difficulty maintaining consistency
Users struggled to build routines and stay engaged over time.
53%
Wanted more personalized recommendations
Meal plans needed to feel tailored to personal goals and medical context.
47%
Needed stronger motivation to continue
Progress indicators and rewards could help reinforce healthy habits.
Product experience
Designing a connected experience across web and mobile, from onboarding and nutritional assessment to personalized meal planning and habit building.
01. Core mobile flows
02. Website experience
Image: Web and mobile experiences designed from the ground up, connecting product discovery, onboarding, nutrition planning and daily routine management.
Business validation
Although the product had not yet launched, the redesigned experience helped communicate a clearer product vision and contributed to the project's validation during an investment round.
Investment approval
Validated through investor interest
The product experience helped communicate a clearer and more scalable HealthTech vision during an investment round.
End-to-end ecosystem
A complete product journey designed from scratch
From website discovery to onboarding, anamnesis, meal planning and habit-building.
Scalable foundations
Designed for long-term growth
A modular system created to support new features, personalized routines and future product evolution.
Personalized experience
Health complexity translated into usability
Clinical nutrition workflows were transformed into a more intuitive and guided digital experience.
Learnings
Working on a large-scale ecosystem reinforced how consistency across channels directly impacts trust and usability.
It also highlighted the importance of balancing business needs, technical constraints and user expectations within a complex cross-functional environment.
Complexity needs guidance
Health-related products require stronger guidance than traditional consumer apps. Reducing friction and cognitive overload became essential for helping users complete complex onboarding steps.
Personalization increases engagement
The more tailored the experience felt, the easier it became for users to understand the value of maintaining healthy routines.
Motivation matters as much as usability
Building healthy habits is not only about simplifying interfaces, but also creating moments of reinforcement, progress and reward.
End-to-end thinking creates better products
Designing the full journey, from website discovery to long-term habit formation, reinforced the importance of viewing experiences as connected ecosystems rather than isolated screens.
Working on Eatoplay reinforced how product design can translate complex medical workflows into experiences that feel more approachable, motivating and human-centered.
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