That’s when the real challenge (and opportunity) clicked: users needed a reason to open this app—and keep opening it.

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I reframed the app not as a hub, but as a starting point. And at the centre of that starting point? A guide. A personality. A voice.

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Inspired by Médis’ first-ever digital nurse, Carmo, I gave the app a human tone—someone users could connect with. Carmo would greet users and ask them a simple question:

“How are you feeling today?”

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This opened the door to empathy-driven navigation. Based on the user's response, Carmo would offer relevant services—from digital consultations to symptom checkers or even marketplace offers. This flow not only improved user engagement but also created a natural path to upsell services in a way that felt genuinely helpful—not pushy.

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The final concept we tested was a health companion, not just another app icon. Users responded positively to the idea of being guided, especially when the experience felt tailored, simple, and emotionally aware.

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As the Super App concept took shape, deadlines tightened and internal capacity hit its limit. To keep the project moving, Médis brought in a consultant agency to handle design and development. My role shifted into that of a strategic advisor—guiding the agency’s direction, helping them make sense of the concept, and ensuring the core vision didn’t get lost in translation.

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But very quickly, it became clear that this project needed more than just oversight—it needed action. There were gaps in understanding, UX flows were underdeveloped, and the timeline didn’t allow for long back-and-forths.

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So I stepped in.

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I went beyond the advisory role and dived back into hands-on work—designing screens, building out key user flows, and offering up exploratory UI ideas to help shape a product that was not only functional but true to its vision. Dozens of screens later, the experience began to feel more grounded, cohesive, and aligned with real user needs.

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One of the most meaningful parts of this phase was working alongside a fantastic colleague who helped define the tone and voice of Carmo—the digital nurse guiding users through the app. Their work gave personality, warmth, and emotional intelligence to Carmo’s interactions, making her feel like a real companion rather than just another chatbot. That collaboration brought the experience to life in a way no UI alone could.

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In the end, this phase was a blend of doing what was needed and defending the heart of the product. Sometimes, good UX isn’t just about designing what’s asked—it’s about stepping in when it matters, collaborating with the right people, and making sure the experience delivers on its promise.