Nove Group

A 360° Healthcare Portfolio

🧠 The Challenge

Nove Group operated multiple healthcare platforms under one umbrella: estenove.com, novemedical.com, and the luxury brand Graftly, each with inconsistent visual identity and disconnected user journeys. The challenge was to unify these into a cohesive design system while establishing a premium, trust-building experience for a niche luxury medical market.

 

🎯 The Goal

  • Redesign three major platforms under a consistent, modular design system
  • Establish a premium visual identity for the new luxury brand, Graftly
  • Build high-conversion landing pages for surgical procedures that prioritise trust and clarity
  • Simplify complex medical data for international, mobile-first patients

 

💡 My Role

As Senior Product Designer, I was responsible for:

  • Leading the full design lifecycle across all three platforms, from stakeholder workshops with Product and Project Managers through competitor analysis to high-fidelity UI implementation
  • Designing the MVP for Graftly, establishing its premium visual identity from scratch
  • Developing a modular design system to keep sub-brands visually consistent without duplicating design work
  • Optimising mobile-first patient journeys for an international audience

 

🔍 Discovery & Research

Research began with stakeholder workshops and competitor analysis across the medical tourism space, followed by low-fidelity wireframing to map out content hierarchy before any visual design work started.

  • Mapped recurring patient decision points across both platforms: trust signals (reviews, ratings), procedure education, and pricing transparency
  • Identified that international patients needed cost comparisons against their home country (e.g. Turkey vs. UK/US pricing) to justify travelling abroad for treatment
  • Found that video testimonials and before/after galleries were the strongest trust-building elements across competitor sites

🧪 Key Findings from Research

  • Despite covering different medical verticals (weight-loss surgery, hair transplants), Novemed and Estenove could share the same component library, hero patterns, trust-badge rows, video testimonial blocks, before/after galleries, pricing cards, and a repeated lead-capture form, without duplicating design effort per brand
  • Press coverage and structured Q&A patient stories (like Estenove’s Wilmer Sanchez case) added credibility beyond standard testimonials
  • Graftly’s luxury positioning required a distinct palette and VIP-focused content (accommodation, transport, translation) that the standard platforms didn’t need

🎨 Design Process

1. Wireframes

Built structured low-fidelity wireframes for each key page type (treatment landing pages, pricing pages, brand-specific launch pages) to lock in content hierarchy before visual design; this made it possible to reuse the same wireframe logic across all three platforms.

2. UI Design
  • Designed Novemed and Estenove using a shared component library, hero sections, sticky trust badges, video testimonial carousels, and FAQ accordions, adapted to each vertical’s content
  • Designed Graftly’s MVP with a distinct warm green and cream palette to signal a more premium, boutique clinic experience, while reusing the same underlying component structure
  • Added a dedicated VIP Services section for Graftly (accommodation, transportation, translation, medical pack) to support its luxury positioning
3. Handoff
  • Delivered a modular design system covering all three brands, allowing new landing pages to be assembled from existing components rather than designed from scratch
  • Documented pricing and comparison table patterns (FUE cost in Turkey vs. other countries) for consistent use across future procedure pages
See in Figma

📊 Results & Impact

📈 ~40% reduction in design time for Graftly’s launch, achieved by reusing component patterns established across Novemed and Estenove
💬 ~10-12% increase in consultation form submissions across the healthcare portfolio, driven by moving video testimonials and before/after galleries above the fold
🌍 ~20% higher average engagement time on Graftly’s VIP service pages compared to standard listing pages, supporting its premium international positioning

🧠 Reflections & Learnings

This project showed how a single, well-structured design system can flex across genuinely different medical verticals, and even different brand personalities, without starting from zero each time. The biggest lesson was that trust for international, mobile-first patients isn’t built through one element alone; it’s the combination of transparent pricing, real patient stories, and clear procedure education working together.