Product Design / UX Architecture / Technical SEO / Healthcare
Itzel — Women's Health Technology Ecosystem
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.
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
Project 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.
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.
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.
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.
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.
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.
Design note
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.
Acknowledgements
Special thanks to Eder Hernández Avendaño and María de la Paz Medina Guzmán for their collaboration in the development of Itzel. Their contributions across frontend development, Astro + Strapi architecture, CMS, QA, performance, and technical optimization helped bring the product vision into production.
