Ongoing UX modernization (2023 to present) of Optimal DX, a global functional health SaaS platform originally launched in 2012. Used by over 7,000 clinical practices across the Americas, Europe and Arab countries.
Role: Senior Product Designer. Work includes the Treatment Plan Builder redesign, Biological Age Report, Resource Center UX system, AI-assisted clinical recommendation workflows, platform navigation improvements, and marketing and educational experience design.
Outcome: More than 38% growth in customer base during the modernization period. Reduced workflow friction for practitioners. Stronger platform foundation for continued product expansion.
Healthtech · Global SaaS · 2023 → Ongoing
Optimal DX is an advanced functional blood chemistry platform used by practitioners to transform conventional lab results into functional and integrative health reports.
Originally launched in 2012 as BloodChemSoftware, the platform helps clinicians identify early dysfunction patterns and root causes before symptoms evolve into chronic disease.
Today, the platform is used internationally by practitioners and clinics across the Americas, Europe and Arab countries.
When I joined Optimal DX in 2023, the platform already had more than a decade of market presence and a highly specialized clinical audience.
Years of continuous growth had expanded the product's capabilities, but also introduced UX inconsistencies, operational friction and scalability challenges across workflows, reports and educational experiences.
The challenge was not rebuilding the platform from scratch, but helping modernize and evolve the experience while the product continued operating globally.
Optimal DX handles dense functional health data, advanced biomarker interpretation and treatment-planning workflows used daily by practitioners.
The product needed to support both experienced clinicians and patients trying to better understand their health reports for the first time.
At the same time, the platform was expanding its educational ecosystem, marketing presence and AI-assisted capabilities — requiring a more cohesive UX foundation for future growth.
The work focused on reducing friction, improving usability consistency and helping the platform evolve without forcing disruptive changes onto active users.
Key contributions included:
The new Treatment Plan Builder became one of the most significant workflow redesigns inside the platform — replacing a legacy experience with a more intuitive and scalable system that was quickly embraced by practitioners.
The Resource Center was designed as a centralized educational ecosystem inside the platform, bringing together articles, webinars, podcasts, downloads, calculators and scientific resources into a unified experience.
AI-assisted workflows were also introduced into strategic areas of the platform, including the new "Recommended Actions" experience, helping practitioners accelerate dietary, lifestyle and exercise recommendations for patients.
The modernization effort helped reduce friction across workflows, improve visual and UX consistency, accelerate the creation of new product areas and strengthen the platform's educational and marketing experiences.
My work eventually expanded beyond product UX into broader communication and marketing initiatives — including website improvements and strategic visual materials supporting the company's growth.
During this period, improvements across both the platform and communication channels contributed to the company expanding its customer base by more than 38%.
Scale · Platform snapshot
Gallery · Selected screens