Making healthcare feel human
The challenge was to move away from generic health visuals and create a brand experience that felt inclusive, warm, and relatable while still being trustworthy enough for a science-led healthcare product.
Hertility Health: Branding & Website.
Branding and website work for Hertility, helping shape a warmer, clearer, and more human digital experience for a reproductive healthcare platform focused on education, testing, and better access to female health.
Location
London, UK
Date
2022 – 2023
Contribution
UI/UX, Branding & User Testing
About the project.
Hertility’s mission was to revolutionise reproductive healthcare by putting women front and centre. The goal was to take reproductive science out of the lab and make it easier for women to understand their bodies, their choices, and their health journey.
The work focused on evolving the brand and product experience during a key rebrand moment. Hertility needed visuals that felt distinctive, inclusive, approachable, and far away from the cold clinical language often seen in healthcare.
Across the project, I worked on the website, product pages, payment flow, virtual clinic dashboard, emails, system popups, and design system. The aim was to reduce friction, improve clarity, support education, and create a more consistent experience across every touchpoint.
Challenges.
Improving the website experience
The website needed clearer flows, stronger storytelling, and better product education. A major part of the work focused on redesigning key pages to reduce drop-off and make the buying and consultation journey easier to follow.
Designing with science and speed
The project required working closely with specialists, founders, marketing, content, growth, and development teams. The challenge was to understand a complex subject quickly and turn it into practical design decisions within a tight deadline.
