ROLE

UX Director

Overview

Ferring Pharmaceuticals is a research-driven, biopharmaceutical group that is committed to helping individuals and families build healthy futures. As a leader in reproductive medicine and maternal health, Ferring works to offer innovative therapies, research, and partnerships for prospective parents and fertility professionals alike.

Recognizing that fertility is an emotional and often challenging journey, Ferring sought to create a digital experience that is not only scientifically grounded but also supportive, warm, and hopeful. The goal was to develop a website that balances the complexity of fertility treatments with a user experience that was compassionate and easy to navigate.

Challenges

• Navigation and Information Overload: Fertility treatments and options are complex, so the website needed to present detailed, technical content in a clear and user-friendly way for both prospective patients and healthcare professionals.

• Building Trust and Accessibility: The site had to ensure users felt confident, supported, and empowered, with easy access to information that balanced Ferring’s scientific credibility with an approachable, reassuring tone.

• Clarifying Fertility Treatment Options: One of the key challenges was clearly presenting Ferring’s range of fertility treatments and products, outlining their specific purposes and optimal use within the fertility journey.

• Targeting Multiple Audience Segments: While there is some overlap, each segment had unique goals and expectations, which required tailored content.

What We Did

discovery & research

Our process began with a comprehensive discovery phase, where we worked closely with Ferring’s team to understand their core values, audience needs, and the specific challenges within the fertility space. This phase also included extensive industry research to ensure the site aligned with current trends and best practices. Key activities included:

• Stakeholder Conversations: Collaborated with Ferring’s internal teams, including reproductive medicine experts, to gain insights into the key challenges patients face when navigating fertility care.

• Competitive Analysis: Reviewed websites from fertility clinics and pharmaceutical brands to benchmark industry standards and uncover opportunities for differentiation.

Results

Streamlined Navigation & Content Strategy:

We streamlined the website’s navigation and content flow, organizing it into distinct silos that addressed the specific needs of each audience. This approach helped us prioritize key topics and refine the content based on what was most important to each group:

• Optimized IA: We reorganized the site’s structure to cater to emotional and practical needs, ensuring seamless access to relevant resources, treatment options, and support.

• Targeted Content Strategy: Based on stakeholder insights, we divided content into clear sections—such as “Key Insights from the Patient Journey” “Treatment FAQs,” and “Education for Clinicians & Staff”—focusing on the most relevant information for each audience without overwhelming them.

• Persona-Centric Design: By creating tailored paths for different user groups (e.g., patients vs. fertility professionals vs. business partners), we ensured that each audience could easily find content that spoke directly to their needs and concerns.

Visual Design & Brand Language

The goal of the visual redesign was to appeal to all audience segments—creating a welcoming environment for prospective parents while maintaining a clinical and business-oriented tone for healthcare providers and corporate partners. By thoughtfully selecting the color palette, typography, and imagery, we ensured the design was both inviting and professional, catering to the unique expectations of patients, healthcare professionals, and business audiences.

• Warmth and Trust: We used soft, welcoming colors like pastel blues and greens, with rounded shapes and approachable typography. Imagery was chosen carefully to represent diverse families and moments of hope, ensuring that users felt understood and supported.

• Scientific Authority: The design also needed to highlight Ferring’s position as a leader in reproductive medicine, so we included visual cues such as clean, modern layouts and scientific imagery (e.g., close-up photos of laboratory work or family-building moments) that communicated both innovation and trust.

RELATED: FERTILITY OUT LOUD is empowering & educating through community

Fertility Out Loud is a platform and social community dedicated to raising awareness, providing education, and addressing the stigma surrounding infertility. With a mission to connect and empower those facing fertility challenges, the platform offers valuable resources, including a reproductive endocrinologist finder, fertility treatment guidance, and insurance navigation tools.

We collaborated to design, optimize, and maintain their digital presence, providing monthly updates that shared real patient stories and offered vital resources, helping individuals navigate the complex, often emotional, journey to parenthood.

Designing for Accessibility & Flexibility:

We prioritized accessibility to ensure that all users, regardless of ability, could easily navigate and interact with the site. Beyond meeting immediate accessibility needs, we also established a flexible design system that could accommodate future product and content additions. This approach allowed us to create a user-friendly, scalable platform that could evolve with Ferring’s offerings, ensuring consistent design quality and accessibility as the site grows. By focusing on both inclusivity and flexibility, we built a foundation for ongoing enhancements without compromising usability.

The redesigned website successfully met its goals, resulting in measurable improvements across key metrics:

1. Increased Engagement: Visitors spent more time exploring content on the site, indicating that the new navigation and content strategy resonated with their needs.

2. Higher Conversion Rates: By simplifying the journey for prospective parents and making it easier for fertility professionals to access critical research and tools, the site contributed to a higher number of form submissions and requests for more information about fertility treatments.

3. Improved User Satisfaction: Feedback from both patients and healthcare providers indicated that the new site was easier to navigate and provided a better user experience overall.