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CLIENT

Huma

TIME

2025

SCOPE OF WORK

Product design

Mobile design

Pfizer hemophilia companion

01. The context & strategic challenge

As part of a high-stakes exploration for Pfizer, I was tasked with defining the MVP for a Hemophilia management platform. Hemophilia is a chronic condition requiring lifelong, meticulous tracking of "bleeds" (internal bleeding episodes) and complex medication schedules.

The primary challenge was not just "making an app," but minimizing the burden of illness. Standard medical logging is often perceived by patients as a reminder of their condition, leading to low engagement and "logging fatigue." We needed a solution that felt like a supportive companion rather than a clinical data-entry tool.

02. Design philosophy: accessibility via system alignment

To maintain brand consistency and technical feasibility, I worked within the established Huma Design System, applying its principles to this specialized medical use case.

  • Accessibility-first implementation: I utilized the design system’s core components to ensure the app remained usable even when a patient is experiencing a flare-up or physical discomfort.

  • The "One-task-per-screen" rule: To reduce cognitive load, I broke down the complex "Getting to Know You" onboarding into a linear, micro-stepped flow, ensuring each interaction was purposeful.

  • Systemic consistency: By leveraging existing Figma components and Atomic Design patterns, I ensured that every new feature, such as the medication scanner felt like a native extension of the Huma ecosystem.

  • Reduced friction via technology: Recognizing that manual entry is a major drop-off point, I designed a medication scanning feature (OCR) to allow users to instantly log dosage and batch numbers, eliminating manual entry errors.

03. The core innovation: the multi-layered body map

The centerpiece of the pitch was the interactive anatomical body map. This feature represented a strategic shift from traditional, text-heavy input methods toward a spatial UI that mirrors a patient’s own physical experience. By allowing users to point directly to the area of discomfort, we bypassed the cognitive strain of navigating complex medical terminology, ensuring faster and more intuitive data entry during acute bleeding episodes.

Handling complexity through systems thinking

I architected a system that handles three distinct clinical categories within a unified interface:

  1. Joint-related bleeds: High-priority events (knees, elbows, ankles) that require specific clinical protocols.

  2. Non-joint bleeds: Categorized entries for nose, gum, or gastrointestinal bleeds, which follow a different data path.

  3. Custom locations: A fail-safe flow allowing users to pinpoint "other" areas, ensuring the system never limits the user's reality.

The feedback loop

The map serves as a historical heatmap. By using different color states, such as red for active bleeds and grey for history, the patient gets an immediate visual overview of their target joints without needing to read through a log.

04. Bridging the gap: clinician driven personalization

A critical requirement for Pfizer was ensuring the app stayed relevant for a global, diverse patient base.

  • Modular health dashboard: I designed the My Health screen as a flexible container where specific metrics can be remotely toggled by the clinician based on the patient treatment plan.

  • Evidence based reporting: I integrated a Photo and Detail flow where patients can upload images of their bleeds, transforming a subjective pain scale into objective clinical evidence for the care team.

05. The design to development synergy

Drawing on my frontend development background, I built these explorations with a focus on technical scalability.

  • Component libraries: Every screen was built using a robust system of reusable Figma components, ensuring that the handoff to the engineering team would be seamless.

  • Edge case documentation: I meticulously documented empty states and medication not found scenarios to ensure a polished, premium experience across all user journeys.

06. Conclusion and Impact

The exploration was highly successful in demonstrating how design led strategy can solve clinical data challenges. By prioritizing the human experience of the patient while strictly adhering to the Huma design system, I delivered a vision that was both emotionally resonant and technically viable for a global leader like Pfizer.

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CLIENT

Huma

TIME

2025

SCOPE OF WORK

Product design

Mobile design

Testimonials

Client Experiences and
Success Stories

Real Stories of Success and Satisfaction

Cynthia Castro

Operations & Project Integration Management

"Matija has excellent manners on a human level, making it very pleasant to work with him. He also works well in a team, is available, and takes initiative to solve any problem. As for his particular work, Matija is very professional, demonstrating on every occasion that he exceeds expectations, always bringing solutions and even new ways of doing things better and more professionally. He is a person who is always attentive to best practices and new technological tools to improve work and consistently exceed client expectations. I highly recommend Matija for any work as a UX/UI designer."

Gareth Myhal

Vice President of Sales @Buzz

"Fantastic Graphic Design Studio. Matija is quick, responsive, proficient, and creative. Communication is a breeze and working with Matija has allowed me to save 2-3 days/week in turnaround time from inception and design to launch.

I would give Matija 11 out of 10 STARs any day."

Jesse Flores

Super Web Pros

“I had the pleasure of working with Matija for over a year, and I must say that it was a fantastic experience. From the very start, Matija showed a great level of professionalism, creativity, and diligence that made him an integral part of our team.
Matija was a great team player, and he always went above and beyond to ensure that our projects were completed to the highest standard. His creativity and attention to detail were unmatched, and he brought a unique perspective to every project that he worked on. He was also very easy to work with, and his positive attitude made every interaction a pleasure.”

Sumeru Chatterjee

Commone

"Matija was incredible to work with. He was prompt, communicated clearly, understood feedback and was very efficient. He helped me prototype and design a SaaS app in under a week, and kept iterating with me throughout the project. A true UI / UX team player!"

Raj Rajendram

SaaS platform

"Matija was fantastic to work with and will definitely be using him again for any future design work. He was able to take our jumble of drawings, ideas, spreadsheets etc. and create some really clear wireframes with user stories for the system we are trying to build. Where there were better UX/design options than the ones we had drafted (most of the time), Matija would propose them and the layout of our system has had good feedback from users already. Would highly recommend working with Matija.

Jesse Flores

Super Web Pros

“I had the pleasure of working with Matija for over a year, and I must say that it was a fantastic experience. From the very start, Matija showed a great level of professionalism, creativity, and diligence that made him an integral part of our team.
Matija was a great team player, and he always went above and beyond to ensure that our projects were completed to the highest standard. His creativity and attention to detail were unmatched, and he brought a unique perspective to every project that he worked on. He was also very easy to work with, and his positive attitude made every interaction a pleasure.”

Cynthia Castro

Operations & Project Integration Management

"Matija has excellent manners on a human level, making it very pleasant to work with him. He also works well in a team, is available, and takes initiative to solve any problem. As for his particular work, Matija is very professional, demonstrating on every occasion that he exceeds expectations, always bringing solutions and even new ways of doing things better and more professionally. He is a person who is always attentive to best practices and new technological tools to improve work and consistently exceed client expectations. I highly recommend Matija for any work as a UX/UI designer."

Gareth Myhal

Vice President of Sales @Buzz

"Fantastic Graphic Design Studio. Matija is quick, responsive, proficient, and creative. Communication is a breeze and working with Matija has allowed me to save 2-3 days/week in turnaround time from inception and design to launch.

I would give Matija 11 out of 10 STARs any day."

Raj Rajendram

SaaS platform

"Matija was fantastic to work with and will definitely be using him again for any future design work. He was able to take our jumble of drawings, ideas, spreadsheets etc. and create some really clear wireframes with user stories for the system we are trying to build. Where there were better UX/design options than the ones we had drafted (most of the time), Matija would propose them and the layout of our system has had good feedback from users already. Would highly recommend working with Matija.

Jesse Flores

Super Web Pros

“I had the pleasure of working with Matija for over a year, and I must say that it was a fantastic experience. From the very start, Matija showed a great level of professionalism, creativity, and diligence that made him an integral part of our team.
Matija was a great team player, and he always went above and beyond to ensure that our projects were completed to the highest standard. His creativity and attention to detail were unmatched, and he brought a unique perspective to every project that he worked on. He was also very easy to work with, and his positive attitude made every interaction a pleasure.”

Cynthia Castro

Operations & Project Integration Management

"Matija has excellent manners on a human level, making it very pleasant to work with him. He also works well in a team, is available, and takes initiative to solve any problem. As for his particular work, Matija is very professional, demonstrating on every occasion that he exceeds expectations, always bringing solutions and even new ways of doing things better and more professionally. He is a person who is always attentive to best practices and new technological tools to improve work and consistently exceed client expectations. I highly recommend Matija for any work as a UX/UI designer."

Gareth Myhal

Vice President of Sales @Buzz

"Fantastic Graphic Design Studio. Matija is quick, responsive, proficient, and creative. Communication is a breeze and working with Matija has allowed me to save 2-3 days/week in turnaround time from inception and design to launch.

I would give Matija 11 out of 10 STARs any day."

Raj Rajendram

SaaS platform

"Matija was fantastic to work with and will definitely be using him again for any future design work. He was able to take our jumble of drawings, ideas, spreadsheets etc. and create some really clear wireframes with user stories for the system we are trying to build. Where there were better UX/design options than the ones we had drafted (most of the time), Matija would propose them and the layout of our system has had good feedback from users already. Would highly recommend working with Matija.

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