Chosen Doctor is a UX concept exploring how public healthcare systems can become more transparent, structured, and accessible through digital design. The project focuses on improving how patients in Belgrade find, select, and manage their primary care - replacing a fragmented, call-center-dependent system with a centralized digital experience.
Client:
Concept Project
Type:
Mobile Product Case Study
Role:
Product Designer
Challenge
In Belgrade, patients wait upwards of 15 days for a specialist appointment. Booking still requires calling a call center. Medical records are error-prone, with an estimated 25% of patients encountering discrepancies in their documentation. And despite Europe's 80%+ internet penetration rate, Serbia has no centralized online system for medical results.
The goal was to design a public healthcare app that brings the efficiency of private care to the public system - making appointments, records, and doctor access available in a few taps.
Services
UX Research
User Journey Mapping
Information Architecture
Mobile UI Design
Interaction Design
My Contribution
Researched the public healthcare landscape in Serbia, identifying fragmented access, long wait times, and missing digital infrastructure as the core problems to solve
Defined a user persona - a tech-savvy Belgrade professional managing both personal and family healthcare needs - to anchor design decisions throughout the process
Built a UX Map covering all key patient scenarios before any screen design began, including edge cases around pre-scheduling, documentation access, and emergency situations
Conducted competitive analysis of local options and global role models including Mojkarton, Practo, Mfine Transit, and HealthPlix to identify best-in-class patterns
Designed the full app flow including Onboarding, Log In with LBO and BZK authentication, Home Screen, Side Menu, Appointment Booking, Doctor Reviews and Ratings, User Profile, Digital Medical Records, Preliminary Symptom Questionnaire, and Sick Leave Documentation
Introduced Family Member Profile Management as a key feature - allowing users to manage healthcare for dependents including children, spouses, and aging parents
Designed an Emergency 194 quick-access point directly from the Side Menu
Ran usability testing across three age groups and professional backgrounds, iterating based on findings before finalising the design
