Navigating the fertility treatment involves several complex and lengthy time sensitive processes. alfa is an entrepreneurial venture whose goal is to provide individuals going through the fertility treatment process. Their current website needed a refresh in order to increase visibility and conversion rates.
Website
UX/UI Designer
As a UX/UI designer, my role of this project is to redesign their website to align more with their messaging and to stand out from their competitors.
I extensively researched alfa’s competitor to assess the weaknesses and strongpoints of their respective websites. I submitted my proposals for additions and charges which the two founders were open and receptive to. I was limited to only being able to update illustrations, stock images and layout. Conversely, I was able to work with their current copy, typography, and color palette.
Understanding the passion that the two co-founders had with this project, I was able to work closely with them to establish patterns and fine tune their design and branding. Their passion for the field reminded me to be compassionate and to remember that our user are human and maintaining that personal touch is still very relevant.