10Y+ Experience in UX
Health products designed for how humans actually behave.
I help digital health teams design products that patients stick with and clinicians actually adopt — by applying Behavioural Science & Psychology to every design decision.
Working Experience from
The Problem
Health products fail when they ignore behaviour.
The retention collapse
Over 95% of health app users stop using the app within 30 days. Not because they're broken — because they're designed for features, not habits. Users understand your app. They just don't come back.
The adoption wall
Clinicians work around your system, ignore alerts, or revert to paper. Not because they're resistant to change — because the tool adds cognitive load instead of reducing it. It doesn't fit how they actually work.
Missing Behavioural Science
Behaviour change is a discipline — COM-B, Fogg, cognitive load theory. Most health products ignore it. That's why "well-designed" tools still fail to stick.
Free Scorecard
Not sure where you're losing users?
Take the Retention Scorecard — a free 3-minute assessment. You'll get a behavioural read on where your product is leaking users, plus personalised recommendations.
What I Help Teams Achieve
For Patient-Facing Products
Increase Day 30 retention
Over 95% of health app users stop using the app within 30 days. The difference between 20% and 40% retention isn't UX polish — it's behavioural architecture. I design for habit formation, not just onboarding completion.
Improve treatment adherence
Patients know they should take their meds, log their symptoms, complete the program. They still don't. I align product flows with real patient motivation — so your intervention actually work.
For Clinician-Facing Tools
Reduce cognitive load
Cut the clicks, simplify the decisions. Clinicians make hundreds of decisions per shift — and decision quality degrades as the shift progresses.
Accelerate adoption
Build workflows that fit clinical reality, not just product vision. Most clinical tools fail in the first weeks. I design for the messy reality of clinical workflows, not the ideal state in your product spec.
Prevent errors
Use decision architecture to reduce slips and mistakes. Preventable medical errors contribute to tens of thousands of deaths annually — defensible without citing the contested higher figure. BMJ 2016, AHRQ, Yale meta-anlysis 2020
Fight alert fatigue
Stop your system from being ignored. Meta-analyses show 90% of medication alerts get overridden — most because they're clinically irrelevant. When everything is urgent, nothing is. I help you earn attention back by designing alerts that actually deserve it. Felisberto M, Lima GS, Celuppi IC, et al., 2024
About
I'm Flavio — UX specialist with a background in Psychology & Cognitive Neuroscience and a decade of experience in Product Design & UX Research.
I've contributed to projects for MedTech startups, digital health interventions, and complex regulated environments — across consulting and academic roles. I also teach Human-Computer Interaction, Usability & User Experience Design at swiss universities of applied sciences.
Most UX designers make products usable & shiny. I make them effective & sticky — by understanding the psychology behind why patients engage, avoid, or abandon health tools.
FAQ
Answers to your most common questions
What is behavioral science and why does it matter for digital health?
I already have a UX designer. Why would I need you?
We're pre-launch. Is it too early to work with you?
What if our problem isn't UX at all?
Do you work with regulated products (MDR, IVDR, FDA)?
What frameworks do you use?
How do you work?
What do I actually get at the end?
How do I get started?