David Obando R.
← All work

Ciruplastify

Verified surgeons. Real results.

A Colombian directory of verified plastic surgeons, featuring a trusted verification badge, a dedicated space to showcase clinical before-and-after results, and tools to connect surgeons with potential patients.

Years
2026
Role
UX Designer & co-founder
Platforms
Web · Mobile

Project brief

Ciruplastify is a healthtech startup I am building with my wife, María Camila González, a plastic surgeon, to cut fake plastic-surgeon credentials in Colombia. Patients find verified specialists. Surgeons get a dedicated place to show their work — including before-and-after photos — and to reach people who are looking. The current HealthBit demo is a directory, seven-step surgeon onboarding, a practice portal, and admin review of RETHUS and REPS.

Problem to address

Colombia ranked 10th worldwide with 466,453 aesthetic surgeries in 2022 (ISAPS / Medicina Legal) — yet patients still skip formal vetting and hunt unverified Instagram clinics. Forensic alerts followed: El País reported INML’s 2017 note that national deaths rose to 30 in 2016, and a Cali characterization documented 71 fatalities from 2013–2023.

Legitimate surgeons also struggle to show real work. Instagram’s adult-content and sex-related rules block clinical before-and-after photos, so patients see lifestyle feeds instead of surgical proof.

Public RETHUS is a further gap. A patient can search by name or ID, but the registry has no visual check — no way to match a document to a face and know the person in the room is the credential holder.

Goals

  • Verify surgeons — help patients find credential-checked plastic surgeons in Colombia.
  • Showcase results — give surgeons a place for their work, including before-and-after photos.
  • Connect both sides — make discovery simple, and help listed surgeons reach patients.

User journeys

Find a verified doctor

Elena — a design persona, not an interview: a patient who will not trust a random Instagram clinic and needs to see that the surgeon is actually listed.

  1. Land on the directory

    Uneasy

    Goal
    See only plastic surgeons who have been reviewed.
    Action
    Opens Ciruplastify instead of hunting a clinic on Instagram.
    Opportunity
    Lead with verified doctors — RETHUS on the card, not a promise in the footer.

  2. Search a name

    Focused

    Goal
    Find a specific surgeon or a category she already wants.
    Action
    Types a name or specialty and submits with Buscar or Enter — typing alone does not filter.
    Opportunity
    Primary categories first; sub-procedures after the parent.

  3. Open a card

    Cautious

    Goal
    Confirm this is a real specialist, not a self-declared badge.
    Action
    Opens the public profile and looks for RETHUS — REPS is optional.
    Opportunity
    Identity, verification, and the in-person scheduler on one reading layout.

  4. Read verification

    Relieved

    Goal
    See experience, credentials, and reviews before she books.
    Action
    Reads Experience, Verification, Credentials, and Reviews.
    Opportunity
    Keep tabs short. No price catalog. No insurer list.

  5. Book in person

    Committed

    Goal
    Reserve a visit without leaving the profile.
    Action
    Picks a slot on the sticky agenda or the mobile sheet — demo code HB-######.
    Opportunity
    In-person only in this prototype. One confirmation, then the code.

Design decisions

  1. Plastic surgeons only

    A mixed doctor list makes search generic. This product is only plastic surgery — facial, body, reconstructive — so Elena is not scrolling past a cardiologist to find a rhinoplasty.

  2. Cédula, selfie, and a person on RETHUS

    Public RETHUS will not match a face to an ID. The surgeon sends name, cédula, and a selfie; a super admin reads RETHUS. Until that happens they stay off the list. REPS is a badge, not the gate.

  3. Categories first, then the procedure

    Dumping every procedure on the home is a wall. Facial, body, reconstructive, and non-surgical come first. The sub-list opens after she picks a parent.

  4. Profile visits next to bookings

    A surgeon joins if the tool can send patients. Home shows views versus scheduled visits — one pair of numbers, not a chart of everything.

User flows

Find a verified surgeon — or get listed

Two paths, one gate. A patient only opens a profile after a person on the team approves RETHUS. A surgeon can finish onboarding and use the portal while that review is pending.

Patient

  1. DirectoryPlastic surgeons only
  2. SearchName, city, or cédula
  3. IfListed?RETHUS approved, not paused
    No
    No listingDemo panel. No profile.
  4. ProfileVerification and reviews
  5. Book in personDemo code HB-######

Surgeon

  1. Cédula + RETHUSA person reads the registry
  2. ID + selfieFace against the document
  3. PortalPatients and visits while pending
  4. REPS badgeA seal. Not the search gate.

Admin

  1. RETHUS queueApprove, reject, or pause
  2. IfApprove?The only search gate
    No
    Stay hiddenRejected or paused
  3. ListedThe patient can open the card

Product screens

Web

  • Public directory

    Public directory

    Cover — “Encuentra y verifica a tu médico.” Every listed doctor is RETHUS-reviewed. Search by name, specialty, or cédula.

  • Verified plastic surgeons

    Verified plastic surgeons

    Ciruplastify directory — facial, body and breast, reconstructive, non-surgical. Cards show RETHUS and REPS. Search by city, name, specialty, or cédula.

  • Public profile and booking

    Public profile and booking

    Identity, procedures, and a sticky in-person scheduler. WhatsApp sits next to the book action. No price catalog.

  • Cédula and RETHUS

    Cédula and RETHUS

    Registration step 2 of 7. Official name, cédula, specialty, and university. The team reviews RETHUS — no invented API match.

  • Biometric check

    Biometric check

    Registration step 6 of 7. Face capture against the official ID while RETHUS stays in review. Listability waits for the human double check.

  • Visits versus bookings

    Visits versus bookings

    Practice home. Profile views sit next to scheduled visits so demand is one comparison, not a vanity chart.

  • Patient roster

    Patient roster

    Pre-op, post-op, recovery, and discharge. Clinical notes, procedures, and photos stay on the card.

Impact

  • Before a surgeon appears

    Double check

    ID plus selfie, then a person reads RETHUS. No invented API match.

  • Clinical before-and-afters

    Stay up

    Results live on Ciruplastify. No adult-content takedown from Instagram or the rest.

  • Plastic surgeons only

    Closed list

    Listed after that review — not a general-doctor marketplace.

STAR case

List the real surgeons — and let them show the work

  1. Situation

    Patients in Colombia hunt Instagram clinics. Public RETHUS cannot match a face to an ID. Instagram’s adult-content rules also strip clinical before-and-afters, so even honest surgeons look like lifestyle accounts.

  2. Task

    Build a directory that only lists plastic surgeons a person has checked — and give those surgeons a place to post real results.

  3. Action

    Plastic surgery only. Cédula, selfie, and a human RETHUS review before anyone appears. REPS stays a badge, not the gate. Home puts profile visits next to bookings. Before-and-afters live on the product, not on a feed that takes them down.

  4. Result

    A patient never opens a card until that double check. Surgeons can show the actual work social networks block.