Lead Visual and Web Designer for Patientfy — Managed end-to-end design projects for Medical and Dental practices, created reusable Visual components, and maintained Brand consistency

Results achieved during the work period

During my time at Patientfy, I led end-to-end branding and website design for over 20 healthcare businesses, contributing to a 25% increase in average client margin and a 20% lift in user engagement. By implementing scalable AI-driven workflows and a robust design system—including reusable components, templates, and QA checklists—I helped double delivery speed and significantly improve cross-team handoff quality. I also spearheaded user research, prototyping, and validation, turning qualitative and quantitative insights into clear design decisions that elevated both patient and client digital experiences.


As part of the company’s international expansion, I supported the launch of a clinic in Paris, creating all key marketing materials and digital brand assets to ensure a cohesive and high-impact presence. My work received external recognition on Awwwards, where projects earned strong community feedback, including several high overall ratings of up to 8.6/10 and 15 positive community votes out of 16 across Design, Usability, Creativity, and Content. I also launched an AI Avatar content service that allows clinics to generate marketing and website video content without in-house photo shoots, enabling evergreen visuals that save doctors time while dramatically increasing content volume.


Working closely with the team, I contributed as a designer to scaling subscription revenue to a six-figure monthly run rate with approximately 70% year-over-year growth between August 2024 and December 2025. In parallel, I developed complete brand identities for more than ten healthcare businesses, along with structured client presentations and brand guidelines that improved the quality and consistency of final deliverables. These assets not only strengthened the perceived professionalism and value of Patientfy but also helped clients implement and maintain their brands effectively in day-to-day operations.

About the product

Our Customers

Patientfy works with healthcare clinics, dental practices, and aesthetic spas that want more patients and clients, a stronger online presence, and marketing that runs with less manual effort. Many of them are growing or multi-location businesses that need modern, conversion-focused websites and clear visual branding but do not have a full in-house design team.


Their Problems

-Clinics and nurses face several challenges:

-Outdated or generic websites that do not reflect the quality of their healthcare or aesthetic services, leading to fewer inquiries and bookings.
Inconsistent or weak visual branding across pages and channels, which reduces trust and makes them look less professional than competitors.
-Fragmented marketing tools for SEO, ads, and analytics, making it hard to understand what works and to scale patient acquisition efficiently.
-Limited in-house design and marketing resources, so teams struggle to keep sites updated, optimized, and compliant while focusing on daily operations

Clients also face their own set of issues:


-Confusing or cluttered websites that make it difficult to understand services, pricing, and benefits or to compare options between providers.
Slow, non–mobile-friendly experiences that feel outdated and untrustworthy, causing visitors to abandon the site before booking.
-Lack of clear visuals, social proof, and reassuring content about safety and outcomes, which increases anxiety and delays the decision to schedule an appointment.

Constraints
I joined Patientfy at the beginning of its life (employee 2). Patientfy is growing fast and expanding into new markets like Canada, Mexico, Spain, and Australia, so new websites and brands need to be launched quickly and consistently. There is little room for one-off designs: solutions must be reusable, easy to maintain by non-designers, and flexible enough to work for many different types of healthcare and aesthetic businesses.

My Role
As the Web & Visual Designer, my responsibilities were to own the end-to-end design of Patientfy’s client websites and brands, from early research and wireframes to final launch and iteration. This included designing and shipping websites for 20+ healthcare and aesthetic businesses, creating a reusable design system and template library, and ensuring every layout, component, and visual followed a clear, minimal, and conversion-focused style that matched Patientfy’s positioning. 

The role also involved leading visual direction for new features and markets, collaborating closely with product, marketing, and development teams, introducing AI-driven workflows to speed up production, and translating user feedback, analytics, and business goals into concrete design decisions that helped clinics and spas earn more trust and bookings

I used research to build a deep understanding of our customers & inform product decisions.

-Created custom WIX templates that significantly speed up website production and provide a flexible base for future customizations across different projects.

-Designed fully responsive templates for all device types, enabling other designers on the team to quickly adapt layouts to new brands and use cases without sacrificing quality.

-Produced AI‑driven “photoshoot” content for brands without existing visuals, generating cohesive image sets and video avatars for Instagram and other marketing channels.

-Built a reusable photo library for services and treatment sections, reducing content preparation time and accelerating delivery of new pages and marketing sites.

-Ran A/B tests on layouts and content to identify which variations improved conversion rates, user engagement, and time on key pages.

-Led weekly design presentations for the team to align on product vision, share research insights, collect cross‑functional feedback, and guide the next iterations of the design work.

Other tasks in the product

-Proposed and led a project to introduce AI “photoshoots” for clients who had no visual content. I created realistic portraits and team headshots that  made their practice look more professional while saving clients money on expensive in‑person shoots. I also produced AI video avatars as digital “twins” for social media and ads, helping clients save time on filming  and streamline their Instagram content.

-As part of my personal initiatives for the company, I built a dedicated photo library for service and treatment pages. These images were pre‑selected, cropped, and optimized for web use, which cut website  production time in half because we no longer had to search stock sites  and resize new photos for every list of treatments.

-I also designed a custom PDF presentation for delivering logo and brand  identity as a final product. This presentation clearly explains logo  usage, color, typography, and overall brand rules, so clients can  confidently work with any print or marketing vendor while keeping their  branding consistent. Before this, projects were handed off in a very “dry” way, and this upgrade made our company look much more professional and thoughtful in the eyes of clients.

-Proposed and created a video ad showing how I build a website in real time, so future clients could see our process behind the scenes. This “inside the kitchen” approach helps people feel closer to us, builds trust, and  makes the brand feel more human and transparent.

-Created presentations in Pastel to showcase website and branding concepts at the design stage. In these presentations, I walked clients through the  thinking behind the selected visual style, explained design decisions  for each screen, and documented the story behind the brand. Clients  could review everything remotely at a convenient time, leave comments  and edits directly in the file, and receive updates within 24 hours,  which kept the pace high and showed them that their feedback truly  mattered in real time.

-Collaborated with the marketing team to define detailed personas and pain points for our target audience, making sure our messaging speaks directly to their needs and challenges. Based on these findings, I built in‑depth visual  analyses for each vertical (dentistry, med spa, primary care,  psychology), which made it easier to switch between projects in  different domains and quickly see which visual solutions work best for each industry.

-Developed a comprehensive UI kit and design system in Figma to keep our work consistent and speed up the entire design process. Designed user‑friendly websites to present our clients’ businesses to both US and European markets, helping visitors quickly find the right information and understand the value of each service.

-Improved our brand book and refined the tone of voice to create a more cohesive and recognizable identity for our own brand. Also created custom illustrations for the current Patientfy website to make it feel more  unique and memorable.

-Worked within tight timelines to design business‑focused components and pages, consistently delivering high‑quality work under pressure while keeping both usability and brand expression in mind.

I crafted a brands that communicates trust, understanding, and a focus on generational bonds.

I’m going to walk through a few key projects I led and show both the final results and the process behind them.

SmileLodge - https://www.smilelodge.com/

Nephronlife Kidney Care - https://www.nephronlifekidneycare.org/

CML Health - https://www.cmlhealth.org/

Dr Pink - https://www.drpinkortho.com/

Good Life Physical Theraphy - https://www.good-life-pt.com/

Blooming Smile - https://www.bloomingsmiledentalct.com/

Sina Health - https://www.sinahealth.com/

BTR. - https://www.btrmentalhealth.com/

Dr K Dental - https://www.dentistry.nyc/

DMD Dental&Wellness - https://www.dmd-dental.com/

LLD Laura Loftn - https://www.lauraloftindentistry.com/

Before starting any design work, I review the client’s brief to understand their vision, goals, and expectations for the brand. I look closely at their competitors, current positioning, and existing materials to see where they stand in the market and where we can differentiate.


I write down the problems I need to solve as a designer: 
key pain points, business goals, and user needs. 

I also define the target audience, collect references and inspiration, review any existing analytics or performance data, and outline measurable success criteria for the  project.


One of the most important stages is visual analysis. 

Instead of repeating the same research for every project from scratch, I grouped clients by domain:


-Dentistry
-Primary care
-Veterinary
-Med spa
-Psychology
-Urology
-And other medical specialties

For each category, I created a visual analysis board that highlighted the main visual patterns, common layouts, and recognizable cues that distinguish one specialty from another. I marked the strongest and most effective solutions and then pulled the best ideas forward to apply them thoughtfully to our projects.

Next, I moved into prototyping and building the site map, taking user flows and UX patterns into account. I mapped how different types of visitors would navigate the site, what information they needed first, and where conversion points should be placed.

I then presented a low‑to mid‑fidelity prototype together with a style moodboard to align on direction. Once the structure and visual direction were approved, I moved on to the full visual design.

Based on the brief and the agreed‑upon moodboard, I created a design that clearly differentiated our client from their competitors. The goal was to showcase how professional the clinic is, how much they care about each patient’s experience, and how easy it is to understand and book  their services. I paid special attention to hierarchy, clarity of  information, accessibility, and trust‑building elements such as reviews, credentials, and social proof.

To present the design, I used Pastel, which allowed me to collaborate in real time with the marketing and client success teams. We walked clients through each page, collected comments directly on the screens, and  discussed changes live during review sessions.

All requested edits were implemented within 24 hours to maintain momentum and demonstrate reliability, which helped us stand out from other agencies. This fast, transparent iteration loop built a lot of trust and made clients feel actively involved in the process.

After the design and copy were fully approved, I built the website on the  no‑code platform WIX, using custom code only where necessary to enhance interactions and match the desired vibe. This approach kept development  efficient while still allowing for polished, high‑quality experiences that reflected each brand’s unique character.