Oya Care

In a world where medicine has not been designed with the female body in mind, Oya Care is a femtech startup on a mission to transform the way women relate to their health—through knowledge, care, and autonomy.

Beyond its informational front, which includes a blog, social media, and scientific research, Oya Care became Brazil’s first digital clinic focused on women’s health. Initially operating 100% online, the company quickly expanded its services within gynecology and fertility, adding in-person consultations, procedures, and exams.

The challenge was to transform a platform built on different rapid-deployment software solutions into a scalable and sustainable product. Over two years, I led design processes from research to prototyping, working closely with developers to ensure seamless implementation.

During this time, we enhanced the digital experience across the entire patient journey, addressing the unique needs and challenges women face when seeking medical care. This journey covered everything from the first access, scheduling, and payments to medical consultations and follow-ups.

Another key challenge was the shift from a fully online model to a hybrid one. To adapt, we redesigned the platform to reflect this new service model, ensuring clear communication of new offerings and refining the digital journey to accommodate both online and in-person experiences.

Working in a startup initially without a dedicated design team, I identified the need for a design system to ensure consistency as the company scaled. With the support of my lead, I was given two sprints to lay the foundation for the design system.

Over nearly two years, I collaborated with developers to refine and expand the component library. By the time I left, I had built a solid system ready for continued improvement. As the team grows, future designers will be responsible for evolving the library as new components are introduced.

Throughout the design process, we conducted various types of research, including discovery sessions, A/B tests, and usability testing, to validate hypotheses and gather user insights on product usability.