Béa Fertility - Start up

Béa Fertility, where innovation meets empowerment on the path to parenthood.

VC-backed, high-growth UK femtech startup bringing the world's first at-home fertility treatment to market.  

Role

UI/UX

Brand

Marketing

Tools

Miro

Figma

Hotjar

Klaviyo

React/Github

Duration

6 months

Challenge

Béa were required to make the strategic decision to reposition their product in a premium segment. This involved aligning the product with a higher-end market, necessitating improvements in branding, quality, and customer experience to reflect the perceived market-value

Tasks

Faced with the challenge of aligning their brand with the new, higher price point, the company recognised the necessity to conduct thorough UX-focused and user research. This task aimed to deepen their understanding of their customers and confirm the product's fit within its market.

Competitor analysis.
Customer surveys.
User testing.
Brand audit and client workshops.

Research methodologies

To align the brand with its value, I created frameworks and initiatives to conduct extensive research. This involved gathering and analysing customer feedback, market trends analysis, and evaluating the competitive landscape to identify unique value propositions and areas for improvement. The focus was on improving user experience and product design, building trust, awareness aligning them with the new price.

Useable insights

Users value their wellness and spend money on products such as supplements, subscriptions to mindfulness and fitness apps.
On average the users spent between £50-100 per month on the above.
Users trusted advice from doctors, wellness experts online, forums, and word of mouth from family and friends.
Zoe, MyProtein, Rheal, Zita West, Natural cycles and Flo came up multiple times when asked about brands they used.

Developing the brand

Maturing the typography and extending the old colour palette.
Moodboarding and directing photography and marketing visuals.
Tone of voice and positioning.
Visual elements and marks.
Producing style kits and templates for marketers and freelancers to use.

Result

As a result of this strategic approach, the company was able to refine their brand identity, improve product offerings, and effectively communicate the enhanced value to their customers. The refresh not only justified the higher price point but also strengthened the product-market fit, contributing to sustained customer satisfaction and loyalty.

Detailed brand guidelines

View here

Leading the website redesign

Sitemap.
Collaborative Wireframing workshop.
Moderated task based user testing.
Card sorting.
Heat maps.
Google analysis.
A/B testing proposition concepts.

Result

Over a 4-month period, the website's conversion rate jumped from 0.8% to 2.75%, thanks to a comprehensive strategy involving research, brand enhancements, website testing, and user feedback implementation. This transformation was further supported by cohesive integration with the overall brand strategy and marketing efforts.