Leading the design of product and brand for Europe's most comprehensive reproductive healthcare provider.
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Leading the design of product and brand for Europe's most comprehensive reproductive healthcare provider.
Overview
I started working with Fertifa in 2022, and what originally started out as a branding exercise has blossomed into a transformative process in which a wide variety of business improvement opportunities have arisen with the help of design.
Deliverables
As design lead I have overseen and worked on various deliverables. With about 25% time spent on brand and 75% spent on product, I have produced tokenised systems, and interface designs for the mobile app and internal dashboard tools, and have also designed and built the marketing website. I would frequently conduct workshops for user insights and research
Backing
Fertifa is a company backed by various investors but mainly Passion Capital, and is currently led by Eileen Burbidge - an incredible leader in tech ventures and is a passionate advocate for the reproductive health sector.
Branding
Fertifa's first ambition was to undergo a rebrand to mark it's continued growth and industry impact. Wanting to move away from the typical corporate healthcare aesthetic, we explored ways to reignite the business name with a new logomark, brand pillars and artistic direction.
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Working with Fertifa I have overseen the expansion of the brand across product, marketing, web and sales - which has resulted in adapting the identity to suit new deliverables for different departments, campaigns and environments.
Working with Fertifa I have overseen the expansion of the brand across marketing, web, product and sales - which has resulted in adapting the identity to suit new deliverables for different departments, campaigns and environments.
Product
Fertifa's main product is their consumer app which allows patients to consult with clinicians, submit reimbursements for treatment and discover learning material. I have worked continuously on the UX, design and development of the app since it's first iteration.
Collaboration across different teams has been an important factor in shaping the product experience. We made sure that both patient and clinicians tested the interface in order to gather unique feedback relative to each perspective.
Collaboration across different teams has been an important factor in shaping the product experience. We made sure that both patient and clinician tested the interface in order to gather unique feedback relative to each perspective.
COMPONENT
Mobile master navigation
COMPONENT
Dynamic question cards
Internal tools
We created a unique client management tool which allows tracking of reimbursement claims, appointment logging, video consultation calls, patient notes, and employer and patient analytics. This newly developed tool was created to improve productivity so that clinical and client management teams could perform their duties within a more concise environment.
More projects
01
Centralising data and finances with a unique look and feel for Round Treasury's first rebrand.
02
A precision engineered bespoke typeface to spearhead Bicycle Therapeutics approach to targeting disease.
03
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