Lovima — UX/UI & digital design for a direct-to-consumer healthcare product
Lovima is one of the first daily contraceptive pills available in the UK without requiring a GP appointment, giving women easier access to contraception through a trusted digital experience.
Client: Lovima
Role: Lead Designer
Deliverables: Responsive website design, social concepts, print and OOH mockups.
Brief
Design a digital experience that made a sensitive healthcare product feel trustworthy, accessible and easy to navigate for both consumers and healthcare professionals.
Objective
Build trust around a sensitive healthcare product without compromising clinical credibility.
Simplify complex healthcare information into clear, accessible user journeys.
Design a consistent digital system that supported both consumers and healthcare professionals.
Create reusable components that could scale across multiple digital touchpoints.
Challenge
Lovima was one of the first contraceptive pills in the UK available without a prescription, creating a new type of digital healthcare journey. The challenge wasn't simply to explain the product, but to help users feel informed and confident when making a highly personal healthcare decision.
The experience needed to balance trust with accessibility, presenting important medical information clearly while avoiding unnecessary complexity or clinical intimidation. At the same time, the HCP portal needed to support healthcare professionals with more detailed resources while remaining visually connected to the wider brand.
Approach
Researching the user journey highlighted that choosing contraception isn't simply a purchasing decision. Users needed reassurance, trustworthy information and a clear path through a process that could often feel confusing or intimidating.
Rather than relying on dense medical information, I focused on creating a digital experience built around clarity, accessibility and confidence. Information was structured to answer users' biggest questions first, helping them understand the product, navigate the healthcare journey and feel supported throughout the experience.
This thinking informed everything from the information architecture and wireframes to the component library, HCP portal and supporting campaign concepts, creating a consistent experience across every touchpoint.
Wireframing
I began by mapping the user journey before creating mobile and desktop wireframes for both the consumer website and HCP portal.
The wireframes focused on information hierarchy, helping users quickly find the information they needed while simplifying a complex healthcare journey into clear, manageable steps. This ensured key information remained easy to understand and navigation felt intuitive from the outset.
Pattern library & Components
I developed a reusable component library in Sketch for both the consumer website and HCP portal, covering navigation, buttons, forms and content modules.
Designing both experiences within a shared system ensured consistency while allowing each platform to respond to the needs of different audiences. The component library also made the product easier to maintain and scale as new content and features were introduced.
Consumer Website
The consumer website was designed around the questions users were most likely to ask: What is Lovima? How does it work? How do I get it safely?
Content was organised using clear hierarchy, progressive disclosure and guided navigation, helping users build confidence step by step without feeling swamped by healthcare jargon. The aim was to create a reassuring experience that balanced accessibility with clinical credibility.
Supporting resources, including a downloadable GP questionnaire, extended the experience beyond the website, helping users organise important information and approach conversations with healthcare professionals more confidently.
HCP Portal
While remaining visually connected to the consumer experience, the HCP portal was designed specifically for healthcare professionals.
Resources were organised around practical workflows, making training materials, product guidance and supporting documentation easier to find while maintaining consistency with the wider brand system.
I explored how the Lovima brand could communicate across social media while maintaining the same sense of trust and accessibility established on the website.
I created print concepts that translated the digital experience into editorial formats, applying the same tone of voice and visual language across campaign materials.
The concepts focused on communicating healthcare messages clearly while maintaining a confident, approachable brand presence.
OOH
Out-of-home concepts were designed for immediate recognition, using bold messaging, strong typography and simple visual hierarchy to communicate key messages quickly while remaining unmistakably Lovima.
Social Media
The concepts balanced education with awareness, using approachable messaging, clear visual hierarchy and recognisable branding to support ongoing campaigns and encourage informed conversations around contraception.
The final outcome was a cohesive digital ecosystem that supported both consumers and healthcare professionals through different stages of the healthcare journey.
By prioritising trust, clarity and accessibility throughout the experience, the consumer website helped users understand the product and make informed decisions, while the HCP portal provided healthcare professionals with a practical, easy-to-navigate resource hub.
Beyond the core experience, the supporting campaign concepts demonstrated how the brand could extend consistently across social, print and out-of-home, creating a flexible foundation for future communication.
Outcome & Impact
This project reinforced that designing for healthcare is about more than presenting information. Building trust comes from reducing uncertainty, guiding users through complex decisions and creating experiences that feel clear, supportive and reassuring from start to finish.