Doctoralia Pro

Doctoralia Pro serves healthcare professionals, clinics, and hospitals across 13 global markets. While the platform successfully scaled in core sectors, expanding its online offerings for diagnostic facilities had been an unresolved challenge for over a year.

• My role: Product Designer (but also: facilitator, strategist, team un-blocker)
• Team: ~15 people (PMs, developers, designers, stakeholders, ops)
• Target group: Diagnostic facilities
• Goal: provide new service configuration solution to unlock new customer sector

🔄 Before I joined the project

• Multiple pivots
• Overcomplicated logic
• No solution shipped
• Team morale low

🔎 My Discovery Process

• Participated in team rituals
• Tested the existing solution (UX audit and user testing)
• Conducted informal 1:1s with designers, PMs, developers, stakeholders
• Analyzed collaboration patterns and decision-making structures
• Interviewed multiple facility managers

🧠 Key Problems Identified

• Communication silos
• Proxy decision-making
• Low context for devs and ops
• Focus on short-term fixes over long-term approach

Alignment goes first—and costs the most. So that’s where I started.

• Cracked silos through regular cross-functional syncs
• Set up collaboration with the Product Trio model
• Created space for direct dialogue between engineers and stakeholders
• Promoted continuous discovery culture
• Provided context of the global product strategy

🔧 Key UX Improvements

• Simplified service configuration flow
• Separated offer setup from visibility management – treating them as distinct tasks for the user
• Refactored backend logic for marketplace service display, reducing internal complexity
• Defined long-term design direction to support iterative scaling

🚀 Outcomes (First 4 Months)

• ✅ First E2E solution shipped (4 months vs over 1 year)
• 💬 Improved CSAT (from 3.9 to 4.3)
• 🏥 Hundreds facilities onboarded
• 🔓 Sales enabled (new segment unlocked)
• 📈 Ongoing improvements (feedback loop and usage data collection)