The first fully digital clinic for treating metabolic diseases.
Building a scalable digital clinic for continuous metabolic care
Holi Health is a fully digital metabolic health clinic designed to make complex medical care accessible, personalized, and scalable. I partnered closely with the founding team to design and launch a dual-sided platform: Patient App and Specialist App, supporting continuous care beyond traditional clinic visits.The engagement went beyond execution: it combined product strategy, user research, and hands-on delivery to validate the business model, drive adoption, and lay the foundation for long-term growth across new medical verticals and markets.
A modern, fully digital metabolic health clinic
Holi Health focuses on treating metabolic conditions such as obesity through a comprehensive, data-driven approach. The product combines medical diagnostics, prescriptions, nutrition guidance, habit change support, lab testing, and AI-assisted coaching into a single, cohesive experience. Patients receive continuous care from both doctors and nutritionists, while specialists gain real-time insights into patient progress, enabling more effective, personalized treatment at scale.
Turning complex medical care into a simple, scalable digital product
The primary business goal was to launch and validate a scalable digital clinic capable of serving a wide demographic (ages 18–65) with varying levels of digital literacy, while maintaining clinical credibility and long-term engagement. The work focused on designing a simple yet highly functional experience that abstracted medical complexity without losing user trust, increasing patient engagement and treatment adherence over time, and enabling specialists to manage patients efficiently through structured data and actionable insights.
In parallel, a long-term product and expansion strategy was defined to support entry into new health verticals such as longevity, fertility, and menopause, as well as future international markets. From the outset, the challenge required carefully balancing usability, medical rigor, and business scalability.
Strategy-driven product design with continuous validation
My approach combined product strategy, UX research, and hands-on execution, ensuring that every design decision supported both real user needs and core business goals. The process began with product and market validation, defining the core value proposition, testing early assumptions, and aligning the product direction with demand in the European health-tech landscape. I grounded decisions in user-centered research by conducting 20+ interviews and qualitative surveys with patients, doctors, and dietitians, translating real behaviors and clinical workflows into actionable product insights.
I then designed and delivered two core products: a Patient App and a Specialist App, enabling seamless collaboration between patients and healthcare providers. The product evolved through 3+ major iterations, with onboarding, tracking, and engagement flows continuously refined based on analytics and structured feedback loops. Throughout the engagement, I worked in close partnership with the CEO, COO, product owner, engineers, and marketing team to align product, brand, and growth strategy into a single coherent system. This structured, hypothesis-driven approach allowed the team to move quickly without compromising quality, scalability, or long-term vision.
From strategy to adoption: measurable impact
The platform is now live and actively used by patients and healthcare professionals on a daily basis, validating both the product vision and execution.
active patients using the platform
specialists delivering care through the app
average user rating across platforms
product
iterations
Long-term product strategy & expansion readiness
Defined and executed a scalable product strategy that supports Holi Health’s evolution beyond obesity treatment into adjacent medical verticals such as menopause care. This included structuring the platform to accommodate new clinical workflows, regulatory requirements, and user types without rework. The result is a product foundation built not just for launch, but for sustainable growth across multiple markets.
Growth, conversion & marketing alignment
Co-created the digital product and marketing strategy to ensure a seamless journey from first touchpoint to long-term patient engagement. Led the redesign of key website and in-product conversion flows and validated improvements through A/B testing and behavioral analysis. This alignment between product, brand, and growth directly supported higher retention, improved activation, and ongoing revenue growth.
