The Challenge

The primary challenge at Zava was the "Compliance vs. Conversion" paradox. To prescribe medication safely, we needed users to answer detailed medical questions. However, long, clinical forms traditionally lead to high abandonment rates.

Furthermore, we had to solve for international scalability. Each country had different regulations, medical standards, and cultural expectations regarding healthcare. We needed a design architecture that was rigid enough to be safe, but flexible enough to be localised instantly.

The Solution

I designed a modular consultation framework that broke down complex medical questionnaires into digestible, interactive steps. By introducing "Progressive Disclosure" and human-centric micro-copy, we turned a daunting medical form into a supportive conversation.

To support the business's growth, I spearheaded the creation of a cross-market design system. This ensured that whether a patient was in London or Lyon, the brand felt cohesive, authoritative, and - most importantly - trustworthy. This work didn't just improve the UI; it solidified Zava’s position as a leader in the competitive European tele-health space.

Design Process

Discovery

I collaborated with the research team to plan and gather quantitative data and qualitative insights, ensuring our solutions were rooted in real user behaviour.

• Data & Analytics: Leveraged Google Analytics and Hotjar heat-maps to identify high-value features and engagement. A key finding was that 74% of traffic was mobile, which dictated our "mobile-first" technical constraints.
• Internal Knowledge Audit: Audited the existing research wiki to build on previous insights and avoid duplicating effort.
• User Interviews: Facilitated face-to-face interviews to uncover the "why" behind the data, allowing us to map mental models and empathise with core pain points.
• Usability Testing: Conducted remote moderated and unmoderated testing—including 5-second and task-based tests—to benchmark against competitors and surface friction points.

Design

With a solid foundation of data, I moved into an iterative design phase focused on cross-functional alignment and scalability.

• Ideation Workshops: Facilitated sessions with stakeholders—including doctors, pharmacists, and engineers—to translate research into actionable ideas through rapid sketching and collaborative exercises.
• Wireframing: Analysed workshop outputs to develop low-fidelity wireframes, prioritising information architecture for key product and content pages.
• Design Foundations: Established a library of functional and perceptual patterns. This design language ensured visual consistency and allowed for rapid, efficient scaling during the high-fidelity phase.
• High-Fidelity UI: Translated aligned wireframes into polished visual designs and reusable UI components once the product strategy was finalised.
• Iterative Testing: Conducted continuous UI and layout testing to validate design decisions, refining the interface based on real user resonance and empathy.
• Accessibility Standards: Led the initiative to implement a Level AA (WCAG 2.0) conformance policy. I collaborated closely with engineering and stakeholders to ensure our healthcare tools remained inclusive, compliant, and accessible to all users.

Screen designs - before & after