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Case study · HealthTech · AI · Mobile Product · 2020
See it on Behance ↗
Role
Lead Designer · Hoobox
Client
Merz · São Paulo
Platform
Patient app + doctor app (mobile)
Scope
Branding, research, IA, UX, UI
01 — Context
Most people can’t tell a crow’s foot from a nasolabial fold, or judge how serious it is — so they worry, delay or pick the wrong treatment. Finding a qualified dermatologist is slow, and less experienced doctors can struggle with complex cases. TINOLY uses AI to help on both sides: clearer answers for patients, sharper insight for doctors.
02 — Users
Two audiences with opposite needs
Patients: people who can’t judge how serious a skin concern is, and who need a fast, trustworthy route to a qualified dermatologist.
Dermatologists: including less experienced doctors, who need precise photo analysis and support with complex cases — without extra noise in a busy clinical day.
03 — Constraints
What the design had to respect
A dual-user system: one AI platform serving both patients and doctors, each with a different mental model.
AI facial assessments and annotated photos had to feel effortless for people of any digital skill level.
The doctor app had to be precise and powerful without adding noise to clinical routine.
A sensitive subject: when an algorithm comments on someone’s face, tone matters as much as accuracy.
04 — My role
Leading design at Hoobox, I created the TINOLY brand, mapped the information architecture of both apps and designed their UX and UI — moving from branding and research to wireframes, high-fidelity screens and testing alongside development.
05 — Key decisions
Four decisions that shaped the product
Split one platform into two apps
Problem: patients and dermatologists need very different things from the same AI.
Decision: two apps with their own information architecture — evaluation, photo briefing, scheduling and history for patients; daily schedule, pending evaluations, annotation and consultations for doctors.
Why: each audience sees only what it needs, instead of one interface compromised for both.
Two clear paths on the patient home
Problem: patients arrive unsure how serious a concern is or what to do next.
Decision: a home with two explicit paths — request an AI facial evaluation or book a dermatologist — plus guided photo capture and annotation of what bothers them most.
Position AI as support, not judgement
Problem: an automated assessment of someone’s face can feel cold or alarming.
Decision: plain language, a warm and inclusive identity, and every AI result pointing to a real specialist — the AI informs, the dermatologist decides.
Colour-code the two audiences
Problem: two apps from one brand had to feel related yet clearly distinct.
Decision: one typeface (Poppins) with a blue palette for patients and violet for doctors, softened by warm accents and a wordmark whose “O” changes colour.
06 — Solution
Information architecture
Separate flows for patients — evaluation, photo briefing, scheduling, history — and doctors — daily schedule, pending evaluations, annotation, consultations.
The patient app
A home with two clear paths — request an AI facial evaluation or book a dermatologist — plus guided photo capture and annotation of what bothers you most.
The doctor app
High-resolution photo analysis, pathology annotation, treatment indication and a synchronised schedule — powerful without overwhelming.
In detail
Brand identity. A bold wordmark whose “O” changes colour — a nod to every individual’s skin.
Typography and colour. Poppins with a blue palette for patients and violet for doctors, softened by warm accents.
Problem and solution. Each pain point — self-diagnosis, finding a specialist, supporting less experienced doctors — mapped to a product answer.
In the clinic. The doctor app brings photo analysis and treatment indication into the consultation.
07 — Process
Branding and research set the direction; wireframes, UX and UI ran in parallel; development and testing closed the loop. The hardest part was the dual-user system: the patient app had to make AI facial assessments and annotated photos feel effortless for any skill level, while the doctor app needed precise tools without adding noise to a busy day.
08 — Learnings
When an algorithm comments on someone’s face, tone matters as much as accuracy. Plain language, a warm and inclusive identity and always pointing to a real specialist made the AI feel like support, not judgement.
Contact
Open to Senior Product Designer roles — remote or international. HealthTech, VR/XR, AI, and complex SaaS are where I do my best work.
Worked with
AbbVie · French Army · ADM · Cargill · Amaggi · LDC · Strada · Hoobox · Eretz.bio
© 2026 Antonio Prado · São Paulo, Brazil
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