Welcome to Béa
Béa Fertility aims to bridge the gap between natural conception and advanced fertility treatments, making early-stage fertility care more accessible and affordable for individuals and couples. Their product is the Béa Applicator, designed for at home use to enhance the chances of conception.
Béa Fertility aims to bridge the gap between natural conception and advanced fertility treatments, making early-stage fertility care more accessible and affordable for individuals and couples. Their product is the Béa Applicator, designed for at home use to enhance the chances of conception.
Objective
The original website lacked a coherent user journey. With dense content, little hierarchy - user flows are complex and unclear. The homepage failed to communicate Yasu’s unique value proposition, and the navigation paths were disorganized. As a result, first impressions suffered, and users were not converting as intended.Yasu already had a consistent design system. As the UX Designer, my role was to redesign the site's information architecture and storytelling to improve clarity, engagement, and conversion while working within the constraints of the existing visual identity.
The original website lacked a coherent user journey. With dense content, little hierarchy - user flows are complex and unclear. The homepage failed to communicate Yasu’s unique value proposition, and the navigation paths were disorganized. As a result, first impressions suffered, and users were not converting as intended.Yasu already had a consistent design system. As the UX Designer, my role was to redesign the site's information architecture and storytelling to improve clarity, engagement, and conversion while working within the constraints of the existing visual identity.
How it works
The Béa process is divided into four key stages in which users must educate themselves about the process and complete tasks.
Users have a maximum of three cycles if conception isn’t successful in the first round.
The Béa process is divided into four key stages in which users must educate themselves about the process and complete tasks.
Users have a maximum of three cycles if conception isn’t successful in the first round.
Ideation
The app must guide users through an intense and stressful process. So it's crucial that the information is clear, easy to follow and empathetic.
I took inspiration from the Nike Run App. The page header would clearly will show users where they are in their journey. Below is an overview of relevant tasks, clickable for more information, and easy to check off when completed.
The app must guide users through an intense and stressful process. So it's crucial that the information is clear, easy to follow and empathetic.
I took inspiration from the Nike Run App. The page header would clearly will show users where they are in their journey. Below is an overview of relevant tasks, clickable for more information, and easy to check off when completed.
Design System
Béa provided me with a updated design system, with brand colours, shapes and typefaces.
The blue palette - chosen for its medical, trustworthy feel - served as a strong foundation for the app’s visual language. It brings a sense of calm and reliability, while accent colors add moments of energy and warmth throughout the experience.
Béa provided me with a updated design system, with brand colours, shapes and typefaces.
The blue palette - chosen for its medical, trustworthy feel - served as a strong foundation for the app’s visual language. It brings a sense of calm and reliability, while accent colors add moments of energy and warmth throughout the experience.
Béa Digital Companion
There is a clear overview of their tasks at each stage of their journey. Users can educate themselves, log tasks as well as receive and give feedback about their experience. Sympathetic copy offers guidance and supports throughout the process.
Users are guided through the process of using the Béa applicator with a series of graphics and texts. Finally, logging their pregnancy test results at the end of each cycle offers a specific response based on the test result.
There is a clear overview of their tasks at each stage of their journey. Users can educate themselves, log tasks as well as receive and give feedback about their experience. Sympathetic copy offers guidance and supports throughout the process.
Users are guided through the process of using the Béa applicator with a series of graphics and texts. Finally, logging their pregnancy test results at the end of each cycle offers a specific response based on the test result.
Summary
This two-week sprint with Béa has come to a close, but I’m looking forward to expanding the web app to desktop in the future.
One of the biggest challenges was structuring and visualizing the user’s fertility tasks within a timeline format. Establishing clear visual hierarchy was essential to make the experience feel intuitive despite the volume of information.
This project also pushed me to be especially thoughtful in crafting compassionate copy - balancing clear, instructional language with a tone of emotional support, which was both challenging and deeply rewarding to explore.
This two-week sprint with Béa has come to a close, but I’m looking forward to expanding the web app to desktop in the future.
One of the biggest challenges was structuring and visualizing the user’s fertility tasks within a timeline format. Establishing clear visual hierarchy was essential to make the experience feel intuitive despite the volume of information.
This project also pushed me to be especially thoughtful in crafting compassionate copy - balancing clear, instructional language with a tone of emotional support, which was both challenging and deeply rewarding to explore.
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@2025 Adam Fitzsimons