Hertility Health

Hertility Health:

Branding & Website.

Location

London, UK

Date

2022 - 2023

Role

UI/UX, Branding & User Testing

About the project.

At Hertility, the mission was clear: revolutionise reproductive healthcare by putting women front and centre.

The goal was to take reproductive science out of the lab and place it directly into the hands of women everywhere. Hertility aimed to set a new standard for female health education, empowering women to take control of their bodies and life choices. This was more than a product—the beginning of the “Mother of all movements,” where women are fully supported in their health journeys.

Challenge.

Designing for the health industry comes with its own set of complexities. The challenge wasn’t just about aesthetics; it was about ensuring transparency, creating a brand that was inclusive and accessible, and avoiding the cold, clinical feel of traditional healthcare visuals.

When I joined Hertility, they were in the middle of rebranding but needed the WOW factor in their visuals. My mission was to bring that uniqueness and finish the rebranding process, making sure that the brand felt real, approachable, and relatable to our users. We wanted to go beyond typical health images, showcasing body diversity and imperfections and using illustrations to educate and make users feel at home.

Some of the challenges we faced included:

Moving away from the generic health product visuals that saturate the market.

Infusing the product with the WOW factor across all touchpoints.

Educating users effectively on the complex subject matter of female health.

Redesigning 50% of the website as the bounce rate was climbing daily.

Navigating my first time working with doctors and scientists.

Tackling all of these tasks within a one-month deadline.

Solution.

To tackle these challenges, I immersed myself in the world of reproductive health by interviewing 80% of Hertility’s specialists and founders. This allowed me to fully understand the industry’s complexities and our users’ needs before diving into the product design. After this learning phase, we approached the project as follows:

Collaborated with the Marketing, Growth, and Content teams to understand user drop-off points.

Defined project deadlines and coordinated with the Development team for efficient delivery.

Designed a new Homepage to retain users, simplify navigation, and streamline the buying and consultation process.

Created new product pages for hormone testing kits, focused on educating users about the benefits of our services.

Overhauled the Payment Flow, reducing the bounce rate (previously over 40%) and introducing a new Add-Ons page to upsell additional services.

Developed a more intuitive User Dashboard—the “Virtual Clinic”—to enhance usability and add new features.

Aligned all Emails with the new brand and worked closely with the Content team to refine the messaging.

Established a comprehensive Design System to optimise resources and ensure consistency across all touchpoints.