ROLE

Product Design (Journey mapping, UI library, A/B tests)

CHALLENGE & DISCOVERY

Drop-off rates spiked at the cost-estimation stage, where long FAQ pages eroded user trust. In interviews, prospective parents consistently expressed a need for clear timeline visuals instead of dense text.

APPROACH

• Interactive clarity: Designed a mobile-first cost-and-timeline calculator guiding families step-by-step.
• Emotional resonance: Curated empathetic photography and plain-English microcopy to humanize each stage.
• Modular flexibility: Built CMS-driven content blocks so country-specific rules could be updated without a redesign.

OUTCOME

The redesigned flow reduced time-on-task by 22%, increased form completions by 18%, and cut bounce rates by 14%. Within its first month live, the platform generated 2,000+ qualified leads—demonstrating that clarity and compassion can turn a complex, emotional process into a journey users trust.