What I owned
Led design end-to-end across two apps, patient and clinic, 265+ screens, iOS-first, with the period tracker as the core, not a feature.
Back to work02 / 05
HealthTech · 0→1 · RTL-first · 2024
265 screens. One mission: a health app that's actually hers.
Led the design of an RTL-first female health app from zero, 265+ screens, patient app + clinic app, iOS-first, for a demographic most health tech ignores.
Two weeks. That's how long before 69% of women walk away from a health app. So I designed trust into screen one, in Arabic, from day zero, never as a translation.
+265+
screens designed across two apps
preview soon
- Role
- Lead UX/UI Designer
- Duration
- ~5 months
- Platforms
- Mobile · iOS-first
- Industry
- HealthTech · 0→1
The setup
Most health apps are designed for a global generic user. Taa Marbuta was designed for her, Arab women navigating health systems that weren't built with their context in mind. From the language to the cultural sensitivities to the booking flows, nothing was off-the-shelf.
Role & constraint
The constraint
RTL-native from day zero (not a translation), for Arab women whose context most health tech ignores, and a demographic that abandons fast.
The problems
What was actually broken.
Problem 01
69% abandon a health app within 2 weeks
Trust and onboarding quality are make-or-break. The first session had to earn confidence before asking for anything.
Problem 02
78% still book appointments by phone
Digital friction had to be lower than a phone call, or users would just keep calling.
Problem 03
Trust beats features in app choice
Verification badges, doctor credentials, and review authenticity weren't decoration, they were the primary factor in whether someone stayed.
Problem 04
Clinics struggle with no-show management
The #1 clinic pain point. The clinic app needed real appointment control, not just a display of bookings.
How it went
From signal to shipped.
Research
Mapped why women abandon, trust, onboarding quality, and the gap between a phone call and a digital booking.
Design RTL-first
Built an Arabic typography hierarchy and laid every flow out RTL-native, never retrofitted from an English layout.
Two mental models
Split patient and clinic into distinct apps, each tuned to how that user actually thinks and works.
The solutions
What I actually did about it.
01Solution 01 / 04
RTL-first from day zero
The Arabic experience was the primary experience, not a retrofit, not a translation.
Built an Arabic typography hierarchy optimized for health-content readability, with every layout designed RTL-native.
Native to Arab womennot localized
preview soon
02Solution 02 / 04
Trust-building UI patterns
Doctor credentials, clinic verification badges, and review authenticity signals woven throughout the booking journey.
Confidence designed into every decision moment
preview soon
03Solution 03 / 04
Period tracker as the core
3× higher engagement with period-tracker features, the Health Hub is the core, not a nice-to-have.
Calendar → daily log (expanded + collapsed) → history → predictions, all inside a dedicated Health Hub.
A daily-use anchor in her routine
preview soon
04Solution 04 / 04
Two apps, two mental models
Patient app (5-tab) and clinic app (4-tab), each with flows tuned to how that user actually thinks, research differently than they book.
265+ screenspatient + cliniciOS-first
preview soon
By the numbers
+265+
screens designed
2
apps: patient + clinic
×3×
engagement on period tracker
%69%
abandonment problem solved for
Designed for her. Not translated at her.
Gallery
A closer look.
The screens behind the story. High-fidelity shots landing soon.
taa-marbuta/011:1
taa-marbuta/021:1
taa-marbuta/031:1
taa-marbuta/0416:9
Reflection
What I'd carry forward
I spent my obsession on trust, not features: verification, real credentials, honest reviews. For something this personal, you earn confidence before you ask for a single tap.
Next case · 03
Islam Online
95 million views. A design stuck in 1998.