Nove Group

A 360° Healthcare Portfolio

🎯 The Strategic Overview

As a Senior Product Designer for Nove Group, I led the digital transformation of three distinct healthcare brands: Estenove, Novemed, and Graftly. The primary goal was to create a unified yet brand-specific ecosystem that simplifies complex medical information, builds deep user trust, and drives high-conversion rates for international patients.

 

💡 My Strategic Role

  • End-to-End Design Lifecycle: From competitor analysis and stakeholder workshops to high-fidelity UI and developer hand-off.
  • Conversion Optimization: Designing specialized landing pages that transformed clinical data into trust-building user journeys.
  • Brand Scalability: Expanding and maintaining a versatile design system across multiple sub-brands.

 

🔍 Phase 1: Research & Structural Foundation (Estenove & Novemed)

“Every project began with a deep dive into the patient’s psyche. Working with POs and PMs, I mapped out the ‘Trust Triggers’ required for medical tourism.”

  • Low-Fidelity Ideation: I started with rapid wireframing to establish a logical information hierarchy, ensuring that ‘Before/After’ results and doctor credentials were prioritized.
  • Information Architecture: I structured pages to answer critical patient questions: Am I a candidate? What is included? What are the results?.

🎨 Phase 2: Visual Execution & Trust Building

“I developed procedure-specific landing pages tailored to the unique emotional and medical needs of each department.”

  • Hair Restoration (Estenove): Focused on a professional, clean aesthetic to showcase medical technology and successful transformations.
  • Aesthetics & Bariatrics (Novemed): Designed comprehensive ‘Package’ modules (Mommy Makeover, Breast Lift, Gastric Sleeve) that clearly communicate ‘What’s Included’ to eliminate hidden-cost anxieties.
  • Interactive Social Proof: Integrated video-first testimonial modules (‘Through Patients’ Eyes’) to humanize the clinical experience.
See in Figma

💎 Phase 3: Premium Brand Positioning (Graftly)

“To capture the high-end boutique market, I designed Graftly—a luxury-focused sub-brand that elevates the patient experience beyond standard clinical care.”

  • Bespoke Visual Identity: Moving towards an editorial feel with sophisticated color palettes and high-end imagery to appeal to VIP personas.
  • VIP Service Modules: Explicitly highlighting 5-star accommodation, private transportation, and dedicated concierge services.
  • Ready for Development: While the code is currently pending, the design is fully documented and spec’d for a future premium launch.

🧠 The Impact & Learnings

By centralizing these three brands under a cohesive design strategy, I was able to:

  • Accelerate Launch Cycles: Creating a modular design system that allows Nove Group to launch new procedure pages with speed and consistency.
  • Optimize Mobile Engagement: Ensuring that sensitive medical research—often done on mobile—is frictionless, utilizing accordions and digestible content cards to manage high information density.
  • Establish Market Leadership: Positioning Nove Group as a versatile leader in the global healthcare market, from affordable excellence to niche luxury.