Ima Health
Organizing chaos. Empowering lives.
Context & Role
Role
As Lead Product Designer & Product Manager, I joined IMA Health at a turning point.
Context
A traditional sector, fragmented user journeys, and a vulnerable audience—elderly patients on multiple medications.
Mission
I led the digital transformation, bringing clarity, empathy, and precision to every touchpoint.
Problem & Challenges
Stress & confusion
For millions, daily medication is a source of stress and confusion.
Errors & risk
Errors mean real risk.
Broken process
Pharmacies were overwhelmed, patients felt lost, and the process was broken across analog and digital channels.
Human-centered challenge
The challenge: orchestrate a seamless, human-centered experience that makes medication management effortless, safe, and dignified.
Design Process
Research
Spoke directly with seniors, caregivers, and pharmacists. Mapped journeys, observed pain points in real time, uncovered moments of anxiety and opportunity.
Definition
Crafted personas rooted in reality, defined clear KPIs—error reduction, adoption, and satisfaction.
Ideation
Brought together cross-functional teams, prototyped new ways of interaction, prioritized clarity and warmth.
Prototyping
Delivered interactive flows, designed for accessibility and delight, validated every step with end users.
Testing
Continuous feedback loops with real patients and staff; iteration until even the most vulnerable users felt at ease.
Key solutions
Personalized medication blister packs, clearly labeled and delivered to the doorstep.
Integrated digital tracking: patients and families always know what's next.
Human-in-the-loop chat—real conversations with real people, no cold bots.
Seamless pharmacy updates: any prescription change reflected instantly.
Clients portal
Clients portal
Design system
Design system
Clients portal
Clients portal
Image description
Image description
Results
97
97% satisfaction
40
Errors down 40%
12000
12,000 shipments across 3 countries
1
Recognized as a model for patient-centric healthcare innovation
Learnings / Reflection
True transformation starts with empathy. Technology is only powerful when it disappears into the background, letting people feel cared for—never overwhelmed.