Filling Empty Wombs

Project Consideration(s):

• An expedited delivery time was requested for this project, meaning there wasn’t much give or desire from the stakeholder for interviewing or testing. I was granted one session with the stakeholder and provided with an organization powerpoint to use as the information and branding base.
  

Design Decisions:

• Color & Media: The stakeholder wished for yellow to be the primary color for the sales page and to see alternative imagery choices, as infertility traditionally is paired with dark colors and depressing imagery. To properly execute this ask, I needed to create a visual balance, as yellow tends to be a tedious color to use in design. To do so, I utilized a mix of gradients, accents, text treatments, and selective use of their brand blue to draw the users eye to pertinent information throughout the design. To depict infertility in a modern manner visually, I sourced stock photography of women that sent messages of strength, power, and support. Finally, I utilized stock video to trigger emotions around family and children where users were encouraged to donate.
• Typography & Icon: I chose a heading typeface that complemented the brands logo and played well with the desired text treatments. Stylistically this modern typeface helped amplify the message of strength and resilience without sacrificing softness. I paired it with a sans typeface that could, visually, hold its own weight and not overpower the heading typeface. In regard to icons, I chose a lined style and used Lottie animations to help bring them to life, to entertain and delight while also conveying key messages.
• Web Copy Direction: I directed the UX Copywriter for this project to focus on phrases that conveyed impact, support, and empowerment. I also wanted to ensure that the copy was not only SEO friendly, but concise and digestible to clearly communicate the work done by the client and reduce the cognitive load of anyone coming to gather information or decide on whether to donate or be involved.
• Wireframes & Prototypes: I began with Lo-Fidelity wireframes to communicate the page structure to the client. I Identified five key sections based off the original communication of stakeholder and user needs. There were two more iterations to better hone in on content, ui, and functionality. I then built a Low-Code Prototype in Webflow and began further tweaking the design, which ultimately became the base for the final build.

Key Methods:

• Stakeholder Interview, Brainstorming, Sketching, Wire Framing, Low-Code Prototyping, Hatch Utility Framework

Build Priorities:

• Effectively funnel target audiences by implementing CTA's throughout sales page
• Decrease friction to donation and information sourcing
• Utilize media to convey a modern and inclusive depiction of infertility
• Use H1's to convey emotion and body copy to promote action
• 3 Seconds or Less page load time
• Prioritize Common Breakpoints & Fluidity in between
• Implement Donation integration and ambassador Inquiry Form.