Tony Naqvi
Product & Brand Leader

AI-Driven Health Platform

Miboko

UX & Product Design

Overview

Nemaura Medical had built something genuinely exciting: a metabolic health programme powered by a proprietary wearable sensor that could monitor glucose and metabolic markers in real time. The technology worked. The product experience didn't.

The initial release had been delivered by in-house technicians and external developers — proficient technically, but with little grounding in user behaviour or adherence. Engagement was low. Users weren't sticking with the programme long enough to see results.

I was brought in to fix that. I assembled a small UX team and ran a research-led discovery process to understand where the product was losing people — mapping user journeys, identifying friction points, and building a clearer picture of what motivated (and demotivated) patients managing their metabolic health day to day.

From that foundation, I defined the UX vision and led the redesign of the end-to-end product experience: the AI-driven dashboard, the app interface, the sensor data visualisation, and the gamification layer that encouraged sustained use. Crucially, I also introduced a design system to give the team a scalable, consistent foundation for future development.

The 2.0 release entered NHS clinical trials. Patient data showed 100% engagement across all participants, with measurable weight loss and health improvement. Participants reported they didn't experience Miboko as a traditional diet plan — which Nemaura expects to significantly reduce the drop-off rates that undermine most weight loss programmes.

Accomplishments

  • Established a new UX team
  • Designed a collaborative multidisciplinary workflow
  • Defined UX Vision, Mission, Values and Principles
  • Launched new Design System project
  • Introduced Industrial Design function
  • Developed a patient-centered product strategy
  • Designed a complimentary Brand Identity

Feedback

"Tony led us to complete a full brand and product design for our ground-breaking new metabolic health & wellbeing programme, Miboko.

His work is outstanding, and has played a vital role in making Miboko a successful mass market consumer healthcare application.

I would have no hesitation in recommending Tony – he is a pleasure to work with, and you can always rely on him to get the job done, exceptionally well."

Dr. Faz Chowdhary
Founder & CEO, Nemaura Medical

"Currently under clinical trials with the NHS in the UK, initial patient data show weight loss and health improvements in 100% of program participants.

Feedback from participants also shows that use of the wearable sensor led to greater engagement, and the element of gamification lead to sustained use."

-Business Wire via NHS England

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