Lovima: UX/UI & digital design for a direct-to-consumer healthcare product
Lovima is a daily contraceptive pill available in the UK without needing to see a doctor first, giving women greater choice and easier access to contraception.
Client: Lovima
Role: Lead Visual Designer
Deliverables: Responsive website design, social concepts, print and OOH mockups.
Brief
Design a digital experience that feels clear, trustworthy and easy to use for a highly personal healthcare product.
Alongside this, create a secondary HCP portal within the main site navigation, giving pharmacists and clinicians access to training materials and product resources.
Objective
Make a sensitive healthcare product feel approachable without losing credibility.
Help users understand the product quickly and move through the purchase journey with confidence.
Translate the existing brand system into a clear and consistent digital experience.
Create a practical resource hub for healthcare professionals.
Challenge
Lovima was one of the first contraceptive pills in the UK available without prescription, so the website needed to balance trust with accessibility. Users needed clear information without feeling overwhelmed.
The HCP portal also needed to feel connected to the main brand while working for a different audience with more technical needs.
There was also an opportunity to show how the brand could work across wider campaign channels beyond the core site.
Wireframing
I started with mobile and desktop wireframes for both the consumer site and HCP portal, built in Sketch.
This helped define content hierarchy, page structure and key user journeys early, making sure information was easy to find and flows were straightforward.
Pattern library & Components
I built a component library in Sketch for both mobile and desktop, covering navigation, buttons, form elements and reusable content modules.
This established consistency across both platforms and made the system easier to maintain and scale.
Consumer Website
For the consumer website, pages were structured around the key questions users would naturally have: what Lovima is, how it works and how to buy it safely.
Content was organised to feel simple and intuitive, using clear hierarchy and pacing to guide users through the journey. The goal was to make a sensitive product feel straightforward and accessible.
HCP Portal
The secondary site - accessible from the main site’s navigation was designed specifically for healthcare professionals.
For the HCP portal, I designed a cleaner, more functional experience. Resources were organised clearly, with a visual style linked to the main brand but adapted for a more practical audience.
In addition, The client wanted to explore where the brand could go in regards to advertising etc so I created exploratory assets - including social, print, & billboard concepts.
Print Advertising
I developed print concepts for a magazine, applying the same tone of voice and visual consistency with a clever edge.
Billboard
I also created out-of-home concepts designed for quick reading and strong visibility. Messaging is thought provoking, with bold typography and clear brand recognition.
Social Media Concepts
I created social concepts to show how the brand could communicate clearly and confidently in-feed. The focus was fun messaging, recognisable branding and formats suited to awareness and education.
Lovima launched with a clear and user-friendly digital presence in a sensitive healthcare category. The consumer site supports users in understanding the product and making informed decisions, while the HCP portal offers a practical, easy-to-navigate hub for training materials and professional guidance.
The result is a cohesive digital ecosystem that serves both audiences without compromise. In parallel, the exploratory campaign work helped shape a clearer direction for how the brand could evolve across future marketing activity.
Outcome & Impact
This project reinforced how important tone and clarity are in healthcare design. Translating an existing brand system into a digital space requires more than just visuals-it’s about how users feel when they interact with the product.