Herzliya Medical Center
I led the UX/UI design of Herzliya Medical Center’s digital ecosystem, bridging the gap between complex clinical data and empathetic user experiences. By designing intuitive mobile applications for patients, medical staff, and corporate partners, we transformed stressful healthcare journeys into seamless, transparent interactions. I focused on creating clean visual timelines, effortless tracking tools, and highly accessible interfaces that simplify hospital processes, reduce user anxiety, and establish a deeply supportive care journey from any device.
Results :
85% Anxiety Reduction | 4.5/5 Patient Satisfaction | -20Pre-op No-shows
Focus: Atomic-level components, UI/UX Design, Prototyping, Scalable, reusable system, Technical implementation
Goals
1.
Simplify the medical journey by creating a clear, calm digital experience that gently guides patients through complex pre-surgery steps.
3.
Enhance staff convenience by optimizing work platforms, making shift tracking and time-logging completely friction-free for busy doctors and nurses.
2.
Increase trust by providing transparent, easy-to-understand medical timelines and instant access to clear care requirements.
4.
Drive health engagement by creating a highly rewarding ecosystem that encourages corporate partners book preventative wellness screenings.
Business Goal
Preparing for surgery is historically stressful, and a lack of clear digital guidance can lead to high patient anxiety and missed pre-operative requirements. When patients are confused about fasting times, medication adjustments, or arrival schedules, it leads to a surge in repetitive hospital support calls and preventable procedure delays.
The existing preparation process relied heavily on fragmented paperwork and manual phone calls, making it difficult for patients to track their specific medical timelines and easily verify completed tasks. This operational friction strained hospital administration and limited overall care efficiency.
Business need: Create an empathetic, high-performance patient application that simplifies the pre-surgery journey, increases user trust through transparent medical timelines, and scales the hospital's digital care delivery.
User problem
Patients preparing for an upcoming surgery face immense stress and a fragmented pre-operative experience, often struggling to balance overwhelming hospital instructions with the fear of the procedure itself.
Existing digital communication options lack clear, centralized guidance, making it incredibly difficult for individuals to track critical timelines—like exact fasting cutoffs or required medication adjustments—on their mobile devices, leaving them feeling anxious and unsupported.
User need: A calm, intuitive mobile experience that breaks down complex pre-surgery instructions into a transparent timeline, simplifies preparation tracking, and offers an easy, reassuring way to arrive at the hospital ready and confident.
Problem to solve
Preparing for a major medical procedure is often a high-friction experience due to confusing clinical paperwork and a lack of transparent timelines, leading to intense patient anxiety and preventable hospital schedule delays.
Competitive analysis
I studied local and international e-commerce platforms to identify best practices for checkout efficiency, trust-building, and cross-device navigation.
1.
Friction
High drop-off rates due to complex checkout flows and difficulty managing variable-weight produce on mobile devices.
2.
Trust
Users are hesitant to purchase fresh items online when product origins and quality guarantees are not clearly communicated.
3.
Navigation
Key product categories are often buried, making it difficult for users to quickly find seasonal items or complete recurring orders.
Friction
Accessible, low-friction entry points and streamlined checkout flows improve conversion.
Wolt: Uses a highly reactive interface and "one-tap" additions to minimize decision fatigue.
Trust
Clear communication of product quality and origin validates the user’s choice.
HelloFresh: Provides transparent ingredient sourcing and freshness guarantees to build user confidence.
Navigation
Predictive search and smart categorization reduce the time-to-purchase.
Instacart: Displays personalized "frequently bought" lists for instant reordering.
Mapping the purchase journey
Guided by research insights, I iterated on design directions to align with user needs and business goals. Principles like transparency, efficiency, and freshness informed every aspect of the Noy Hasade experience. Smart Home Page: A dynamic feed highlighting seasonal picks and personalized recommendations to spark discovery.
Intuitive Lists: Centralize favorites and recurring items to allow for instant reordering in just a few taps.
Visual Product Pages: Deep transparency with clear origin labels and fresh-harvest indicators to build consumer trust.
Optimized Checkout: A high-conversion payment flow that handles variable weights and delivery slots with zero friction.
Order Management: A dedicated space to track delivery in real-time and access history for effortless repurchasing.
We tested two layouts for the category pages to identify which structure best reduced cognitive load and improved product discoverability:
User testing
This layout prioritized a prominent search bar at the top, assuming users have a high intent to find a specific item. Sub-categories were placed at the bottom to keep the initial view focused on the search results.
This layout prioritized horizontal sub-category chips at the top, allowing users to browse through related produce quickly without typing. The search was reduced to an icon to give more vertical space to the product grid and discovery filters.
A clear preference emerge
The new version replaces the bulky search bar with quick-tap sub-category chips, allowing users to browse "aisles" instantly instead of typing. This browsing-first approach reduces cognitive load, highlights more fresh product imagery to build trust, and streamlines the mobile experience for faster, seasonal discovery.
The proposed design
I designed a vibrant, playful interface that brings the energy of a real marketplace straight to the screen. By blending rich brand colors, fun micro-interactions, and sharp visual hierarchy, the app makes it easy to browse seasonal categories, handle variable weights, and breeze through a completely frictionless checkout.
Discover!
The result
By focusing on reducing checkout friction and making product discovery a breeze, the new Noy Hasade experience successfully bridged the gap between agriculture and digital commerce. Moving away from third-party reliance gave the brand full control over its customer journey, leading to a massive boost in retention and smoother daily operations.
Results:+125K Active Users | +12% Basket Size Lift | +3% Cashback Opt-in ↑