Médis, one of the leading insurance companies in Portugal, developed a program to support couples who are planning to become parents or are already navigating parenthood. The project involved designing a comprehensive digital solution that combines medical expertise with intuitive design, guiding users through the conception phase, pregnancy, and the early years of their child’s life.
Overview
The platform was envisioned as a trusted companion for couples at every stage of their journey to parenthood. Beyond providing valuable KPIs and reliable medical content, it integrates practical digital tools such as fertility tracking, health cost management, and personalized calendars. The solution ensures that users can easily monitor their progress, manage appointments, and access tailored recommendations, all within a friendly and approachable interface.
Extensive user research and interviews informed the design, ensuring the app reflected real needs and provided reassurance at each step. The final product combines Médis’ credibility with a human-centered digital experience that strengthens the relationship between families and the brand.
Challenge
The main challenge was to transform complex medical data and processes into a seamless, user-friendly interface without losing accuracy or depth. Médis needed to ensure the experience felt professional and reliable, while also warm and supportive for new parents who might feel anxious or overwhelmed. Another challenge was creating a scalable design system that could adapt to future program extensions and additional features.
Solution / Approach
The project followed a research-driven design process, starting with interviews and usability testing to identify pain points and expectations. UX flows were carefully mapped to reduce cognitive load and simplify navigation across multiple features. UI design prioritized clarity, warmth, and trustworthiness, using visual cues and typography to communicate medical rigor while remaining approachable. A full design system was developed to standardize colors, components, and patterns, ensuring consistency and scalability. Interactive prototypes were created in Adobe XD and tested with real users before delivery.
Key features & Highlights
User Research & Testing
– Interviews and usability sessions with couples validated design decisions and ensured relevance.
Complete Design System
– A scalable system of components and guidelines for consistent visuals and intzeractions.
Fertile Period Control
– Tools to track fertility windows, helping couples plan conception with greater accuracy.
Health Data & Costs Tracking
– Centralized access to key health metrics and financial management of medical costs.
Personalized Calendar
– Custom calendars to manage pregnancy milestones, medical appointments, and child growth.
Program Activation & Management
– Easy onboarding for new families, with guided program setup and ongoing management.
UX/UI Prototypes
– Fully interactive prototypes that demonstrated user flows and validated navigation before development.
The Médis Baby Plan positioned the company as a pioneer in family-centered digital healthcare in Portugal. The platform helped couples feel supported with clear, accessible, and trustworthy information, while offering Médis a stronger connection to younger, digital-native families. The comprehensive design system also set a foundation for future digital health initiatives, improving both scalability and consistency across the brand’s ecosystem.
