2020 - 2023
I jumped in early, took part in "building the bones", and kept the fire moving forward. Medentee is the story of turning a shifting concept into something people can actually use.
I jumped in early, took part in "building the bones", and kept the fire moving forward. Medentee is the story of turning a shifting concept into something people can actually use.
I jumped in early, took part in "building the bones", and kept the fire moving forward. Medentee is the story of turning a shifting concept into something people can actually use.
Status: Web + Mobile app shipped; now pivoting to dentistry
Status: Web + Mobile app shipped; now pivoting to dentistry
Status: Web + Mobile app shipped; now pivoting to dentistry
Business model overview
Business model overview
Business model overview
Design was never just pixels — it was strategy, risk, and the bets we made along the way.
Design was never just pixels — it was strategy, risk, and the bets we made along the way.
Audience & roles:
who’s at the table
Audience & roles:
who’s at the table
Audience & roles:
who’s at the table
- Doctors bring the know-how.
- Clinics & associations bring the network.
- Patients bring demand.
- Sponsors bring the push to scale.
- Doctors bring the know-how.
- Clinics & associations bring the network.
- Patients bring demand.
- Sponsors bring the push to scale.
- Doctors bring the know-how.
- Clinics & associations bring the network.
- Patients bring demand.
- Sponsors bring the push to scale.
Intended value props:
why each side cares
Intended value props:
why each side cares
Intended value props:
why each side cares
- Doctors: work safely, consult fast, get seen by peers.
- Clinics/Associations: run events, build communities, coordinate staff/partners.
- Patients: find and trust the right professional.
- Doctors: work safely, consult fast, get seen by peers.
- Clinics/Associations: run events, build communities, coordinate staff/partners.
- Patients: find and trust the right professional.
- Doctors: work safely, consult fast, get seen by peers.
- Clinics/Associations: run events, build communities, coordinate staff/partners.
- Patients: find and trust the right professional.
Model hypotheses:
how this becomes a business
Model hypotheses:
how this becomes a business
Model hypotheses:
how this becomes a business
- Land B2B, expand B2C. Start with associations/clinics, then fan out to doctors and patients.
- Monetization: subscription seats, paid events, sponsor placements.
- Growth loop: communities → events → recurring case collaboration.
- Land B2B, expand B2C. Start with associations/clinics, then fan out to doctors and patients.
- Monetization: subscription seats, paid events, sponsor placements.
- Growth loop: communities → events → recurring case collaboration.
- Land B2B, expand B2C. Start with associations/clinics, then fan out to doctors and patients.
- Monetization: subscription seats, paid events, sponsor placements.
- Growth loop: communities → events → recurring case collaboration.
Ecosystem Overview
Design System
(building bones)
Design System (building bones)
Design System
(building bones)
At first, Medentee relied on a classic UI kit — colors, icons, type, a few basic components. It worked fine while the product was small. But as the platform grew, everything ended up inside one massive file. It was slow to open, hard to navigate, and filled with duplicate screens.
At first, Medentee relied on a classic UI kit — colors, icons, type, a few basic components. It worked fine while the product was small. But as the platform grew, everything ended up inside one massive file. It was slow to open, hard to navigate, and filled with duplicate screens.
At first, Medentee relied on a classic UI kit — colors, icons, type, a few basic components. It worked fine while the product was small. But as the platform grew, everything ended up inside one massive file. It was slow to open, hard to navigate, and filled with duplicate screens.
UI kit, early stage
UI kit, early stage
UI kit, scaling stage
UI kit, scaling stage
That’s where I stepped in. My focus was on introducing atomic thinking: parts of the interface, like chat, were rebuilt into scalable modules. Instead of designing one-off screens, we built a system that could adapt, expand, and stay consistent.
That’s where I stepped in. My focus was on introducing atomic thinking: parts of the interface, like chat, were rebuilt into scalable modules. Instead of designing one-off screens, we built a system that could adapt, expand, and stay consistent.
That’s where I stepped in. My focus was on introducing atomic thinking: parts of the interface, like chat, were rebuilt into scalable modules. Instead of designing one-off screens, we built a system that could adapt, expand, and stay consistent.
The result wasn’t just lighter files — it was clarity. Design became faster to ship, easier to maintain, and stable enough to support the next stages of growth. For the chat.
The result wasn’t just lighter files — it was clarity. Design became faster to ship, easier to maintain, and stable enough to support the next stages of growth. For the chat.
The result wasn’t just lighter files — it was clarity. Design became faster to ship, easier to maintain, and stable enough to support the next stages of growth. For the chat.
When structure finally clicked
When structure finally clicked
A design system breaks that chaos into layers of meaning: tokens, patterns, components. It’s about ensuring that any new designer can open the file and instantly understand: here are the colors, here are the buttons, here’s the logic of messaging.
For a startup, this distinction is existential. Without a system, you don’t just lose hours; you lose years fighting your own disorder. You can’t scale — you just repeat chaos at a larger size. But once you design a system, everything shifts: decisions become faster, the product becomes more stable, and it feels right not because someone wrote guidelines, but because the system itself teaches you how to use it.
A design system breaks that chaos into layers of meaning: tokens, patterns, components. It’s about ensuring that any new designer can open the file and instantly understand: here are the colors, here are the buttons, here’s the logic of messaging.
For a startup, this distinction is existential. Without a system, you don’t just lose hours; you lose years fighting your own disorder. You can’t scale — you just repeat chaos at a larger size. But once you design a system, everything shifts: decisions become faster, the product becomes more stable, and it feels right not because someone wrote guidelines, but because the system itself teaches you how to use it.
A design system breaks that chaos into layers of meaning: tokens, patterns, components. It’s about ensuring that any new designer can open the file and instantly understand: here are the colors, here are the buttons, here’s the logic of messaging.
For a startup, this distinction is existential. Without a system, you don’t just lose hours; you lose years fighting your own disorder. You can’t scale — you just repeat chaos at a larger size. But once you design a system, everything shifts: decisions become faster, the product becomes more stable, and it feels right not because someone wrote guidelines, but because the system itself teaches you how to use it.
Some example of the web interface — Events
Some example of the web interface — Events
MedTech Winner
MedTech Winner
MedTech Winner
Startups are messy. They’re chaotic, unpredictable, and full of blind corners. You make mistakes, you adjust on the fly, and half the time you’re still building the plane while flying it. But that’s also what makes them thrilling — every wrong turn sharpens your instincts, every small win feels huge, and every setback forces clarity about what truly matters. And in the middle of all that, Medentee was recognized as MedTech Solution of the Year.
Startups are messy. They’re chaotic, unpredictable, and full of blind corners. You make mistakes, you adjust on the fly, and half the time you’re still building the plane while flying it. But that’s also what makes them thrilling — every wrong turn sharpens your instincts, every small win feels huge, and every setback forces clarity about what truly matters. And in the middle of all that, Medentee was recognized as MedTech Solution of the Year.
Startups are messy. They’re chaotic, unpredictable, and full of blind corners. You make mistakes, you adjust on the fly, and half the time you’re still building the plane while flying it. But that’s also what makes them thrilling — every wrong turn sharpens your instincts, every small win feels huge, and every setback forces clarity about what truly matters. And in the middle of all that, Medentee was recognized as MedTech Solution of the Year.
2020-2023 Recap
2020-2023 Recap
2020-2023 Recap
These years were everything — intense, bright, unforgettable. Sometimes it even feels like they belonged to another life.
London stole a piece of my heart, and Chinatown stole my self-control (hello +6kg, but worth every bite !!say no to diets). And oh yeah, the hella-alot people I met along the way :) hi Sasha!
These years were everything — intense, bright, unforgettable. Sometimes it even feels like they belonged to another life.
London stole a piece of my heart, and Chinatown stole my self-control (hello +6kg, but worth every bite !!say no to diets). And oh yeah, the hella-alot people I met along the way :) hi Sasha!
These years were everything — intense, bright, unforgettable. Sometimes it even feels like they belonged to another life.
London stole a piece of my heart, and Chinatown stole my self-control (hello +6kg, but worth every bite !!say no to diets). And oh yeah, the hella-alot people I met along the way :) hi Sasha!
