# Itzel — Women's Health Technology Ecosystem

> Product design case study for Itzel, a women's health platform combining UX architecture, medical product discovery, technical SEO and scalable technology.

Product Design / UX Architecture / Technical SEO / Healthcare

End-to-end product design and digital architecture for Itzel, a specialized women's health platform within the MedRent ecosystem, connecting clinical discovery, medical technology, educational content, financing, events, and qualified lead generation.

A women's health platform connecting clinical discovery, medical technology, content, SEO and qualified lead generation.

- **Client:** Itzel / MedRent
- **Industry:** Healthcare / Medical Technology / Women's Health / B2B
- **Location:** Mexico City, Mexico
- **Year:** 2025–2026
- **Time frame:** Core product development + ongoing optimization
- **Budget:** $15K USD
- **Role:** Lead Product Designer / Product Strategy / UX Architecture / Technical SEO
- **Platforms:** Responsive Web / Medical Product Catalog / CMS / Lead Generation / Editorial Content / Events
- **Technology & Tools:** Figma / FigJam / Astro / React / Tailwind CSS / Strapi / Google Tag Manager / HubSpot / Vercel
- **Deliverables:** Product Strategy
- **:** Information Architecture
- **:** Clinical Taxonomy
- **:** Responsive UX/UI Design
- **:** Design System
- **:** Medical Catalog Architecture
- **:** Product Discovery & Filtering
- **:** Specialty & Application Journeys
- **:** Lead Generation & Financing
- **:** Content & Events Architecture
- **:** Technical SEO & Structured Data
- **:** CMS & Analytics Architecture

## Overview

**Itzel is a specialized women's health technology platform within the MedRent ecosystem.**

The challenge was to create more than a differentiated medical catalog. Itzel needed its own clinical language, information architecture, content strategy and digital authority while remaining connected to a broader healthcare ecosystem.

I led the product strategy, UX architecture and design of a platform connecting medical specialties, clinical applications, products, manufacturers, educational content, financing and qualified lead generation.

The result is a scalable digital product built around how healthcare professionals actually discover and evaluate medical technology.

## 01 A Specialized Women's Health Ecosystem

Rather than treating Itzel as a visual extension of a general medical catalog, we structured it as a specialized digital vertical focused on women's health.

The platform was organized around maternal-fetal medicine, mastology, urogynecology, general gynecology and gynecological surgery.

This specialization shaped navigation, taxonomy, content, product relationships and SEO—giving Itzel a distinct role within the broader MedRent ecosystem.

## 02 Clinical Discovery & Product Architecture

**Medical professionals search through specialties, procedures, clinical applications and technologies—not conventional retail categories.**

We designed interconnected discovery paths across specialties, applications, manufacturers, content and products, supported by navigation, filtering and a search experience capable of surfacing multiple content types from a single query.

The catalog and Product Detail Pages support deeper evaluation through clinical benefits, specifications, technologies, financing, warranty and specialist guidance—turning isolated pages into a connected product-discovery system.

## 03 Designing for Clinical Confidence & Conversion

The visual system balances medical credibility with a more human approach to women's healthcare, using reusable components across specialties, products, content, events and responsive experiences.

Conversion was designed around medical equipment acquisition rather than traditional e-commerce. Consultation, demos, financing and specialist guidance help users move progressively from clinical discovery to qualified commercial intent.

## 04 Content, SEO & Scalable Growth

Products are part of a broader discovery ecosystem connecting specialties, manufacturers, clinical content and medical events. SEO was embedded into this architecture through semantic URLs, structured metadata, internal linking, Schema.org and dedicated product, specialty and content experiences—helping Itzel build its own digital authority around women's health.

Built with Astro, React, Tailwind CSS and Strapi, the platform provides a scalable foundation for continuously expanding products, clinical content, events and organic acquisition without rebuilding the experience around every new requirement.

## 05 Product & Business Impact

Itzel evolved into a specialized digital ecosystem connecting clinical discovery, medical technology, content, financing, lead generation and organic visibility.

Its architecture gives the brand a foundation to build authority around women's health while remaining strategically connected to the broader MedRent ecosystem—linking clinical expertise, discoverability and commercial growth.

I led product strategy, UX architecture, UX/UI, SEO and conversion, while also contributing directly to code—improving performance, structure and release quality across the Astro + Strapi platform.

Website: https://www.itzel.mx/

HTML: https://www.giovidaurri.com/case-studies/itzel/