Back

Back

Back

Ferring for Fertility

How we redefined the digital experience for Ferring for Fertility: Designing for Empathy and Efficiency in Healthcare

Industry

Healthcare

Role

Reasearch, Wireframing, Hi-Fi Design

Techstack

Axure Rp, Adobe Xd, Photoshop

Dated

Aug 2021

01

Overview

Ferring for Fertility is a UK-based digital platform by Ferring Pharmaceuticals, aimed at empowering healthcare professionals (HCPs) and patients with accurate, timely, and educational information in the domain of reproductive and maternal health

02

Problem Statement

  • Overwhelming Content Layout: Information was scattered and lacked a consistent visual structure.

  • No Clear Audience Segmentation: HCPs and patients had different needs, but navigated the same funnel.

  • Non-Responsive Design: The website didn’t adapt well to mobile devices — critical for HCPs on the go.

  • Low Engagement: Bounce rates were high, with low average session duration.

  • Outdated Aesthetics: The look and feel didn’t reflect Ferring’s credibility or modern innovation.

03

Our Goal

To create a modern, responsive, and intuitive digital platform that:

  • Clearly separates and prioritizes HCP and patient journeys

  • Improves access to information with structured content and IA

  • Aligns with Ferring’s brand and clinical trustworthiness

  • Enhances engagement and conversion metrics

  • Supports accessibility best practices

04

My Role

As the UI/UX Designer, I led the complete redesign from research to delivery. My responsibilities included:

  • Stakeholder interviews and audience research

  • Competitor and heuristic analysis

  • Defining personas and journey maps

  • Reimagining the Information Architecture

  • Creating wireframes, prototypes, and visual designs in Figma

  • Collaborating with developers for seamless hand-off

  • Conducting usability testing and iterative improvements

05

Research and Discovery

We began by speaking to real users — Healthcare Professionals, fertility clinic nurses, and patients.

Key Insights:

  • HCPs needed quick, reliable access to product data and clinical guidelines — ideally within 2 clicks.

  • Patients were emotionally vulnerable and sought clarity, empathy, and support in their journey.

  • Everyone found the existing site confusing and content-heavy with poor navigation.

06

Design Strategy

Information Architecture Overhaul

We completely restructured the content — separating user flows for HCPs and consumers, and simplifying the navigation. From a flat, text-heavy structure to a role-based, modular design.

Homepage Reimagined

Instead of trying to serve everyone at once, the homepage now guides users to their respective experiences with a clear CTA split.

Clean, Clinical, and Empathetic Visual Design

We opted for a design that’s warm but authoritative. Subtle blues and whites create trust, while clean typography ensures readability. The new design aligns with healthcare best practices while staying emotionally resonant.

Mobile-First and Accessible

Fully responsive design with WCAG accessibility standards in place — ensuring inclusivity for all users.

07

Design Execution

  • Tools Used: Adobe XD (design + prototype), Axure Rp (early drafts), Photoshop (image manipulation)

  • System Design: Leveraged atomic design methodology for scalable UI components.

  • Typography: Large line-height and font contrast for better scanability.

  • Imagery: Real people, not stock models — humanizing the experience.

08

Impact

Key Outcomes After Launch:

  • 40% decrease in bounce rate

  • 25% increase in time spent on site

  • 50% faster access to product PDFs for HCPs

  • 95% mobile compatibility score (up from 60%)

  • Positive feedback from Ferring UK stakeholders on usability and tone of voice

09

Reflections

This wasn’t just a UI facelift. It was a shift in digital empathy understanding two deeply different personas and building tailored paths for each.

Designing for healthcare means making complex things feel simple and emotional journeys feel supported.