Photography
About the project
Dr Steven Adair is a Gynaecology and Fertility Specialist based in Canberra. I was required to complete a UX overhaul, rebrand and redesign of their entire site.
The Problem: Steven asked for a website that conveyed his own values of approachability, discretion, sensitivity and pro-choice - through what can be a very emotional journey.
For this project, I also worked in collaboration with Bonfire to mitigate the effect on SEO rankings and with Lush The Content Agency to convey the values through the copy.
Client: Dr Steven Adair
When: May 2022 - Dec 2022
Team:
Clare Reid - Copywriter - Lush Agency
Caitlin Scott - Copywriter - Lush Agency
Tom Brennan - Web Developer - Slick Design
Anastasia Sipsas - SEO - Bonfire
Mia Campbell-Foulkes - Designer - Slick Design
User Research and Motivators
Through our UX research, we found that our users were split into a few very varied personas with multiple motivators. There were women unable to fall pregnant with feelings of shame and disappointment, but there were also couples of the LGBTQIA+ community that were coming with feelings of excitement and promise.
So, the branding and themes weren't a straightforward story but, it was important for the website to be stylistic, approachable and provide simple navigation.
Design Motifs and Microanimations
It was important to bring a level of femininity and gentleness to the experience to convey not just Dr. Steven's approach but to also appease the likes of the women visiting the site. Due to their LGBTQIA+ persona I ensured that it didn't push too much to the classic feminine stereotype and instead expanded in the feeling of nature and menstruation.
We also used a few microanimations of the iconography that continued to drive that soft and subtle approach.
