Platform with healthcare specialists

Marketplace, B2C (2023-2024)

How I led a holistic redesign of the foundations of key Marketplace pages - doctor and clinic profiles, to reduce design dept by 83%, improve implementation time for future changes and prepare service for new design system.

New design of marketplace doctor profile.Screen showing content components and cards from the design system created for profile redesign.Screen showing components from the design system created for profile redesign.Mobile views of new redesigned doctor and clinic profiles.

Before the redesign:

Mobile views of previous doctor and clinic profiles.

As Austin Knight defines it, design debt is the buildup of user-facing inconsistencies that undermine the experience. At Docplanner, rapid growth and multiple teams led to fragmented designs—especially on key system pages like doctor and clinic profiles. What should’ve been a unified layout evolved into nearly ten divergent versions, shaped by years of experiments and market-specific needs. The result: a "Frankenstein's monster" marked by:

  • Incoherent UX
  • Inconsistent UI behavior
  • Poor mobile support
  • Hard to scale across subscription plans

Goals

I led an initiative to tackle fragmented design and code. The goal: deliver a scalable, consistent experience across customer types, plans, flows, and markets—while simplifying future work and improving UX. To measure success, I targeted an 80% reduction in design debt, which stood at 2534 (per David Politi’s method) before the project began.

Process

I led a five-stage effort with cross-team collaboration:

  • Alignment – Workshops to unify goals.
  • Research – Mapped profiles and user needs.
  • Foundations – Set structural and modular design direction.
  • Vision – Defined long-term layout and component strategy.
  • Execution – Formed a dev squad, prioritized quick wins, and rolled out changes.

Outcome

After a few months of focused work, we implemented nearly all Quick Wins. Design debt dropped by 83%—from 2534 to 438—improving consistency, scalability, and UX. The outcomes now serve as a guidelines book, accelerating experiments and aligning teams.