website redesign
4 Min. Read
Reduced barriers for individuals seeking reproductive health resources
Reduced barriers for individuals seeking reproductive health resources
Reduced barriers for individuals seeking reproductive health resources
expertise
UX Design
UX Design
UX Design
UX Research
UX Research
UX Research
Visual Design
Visual Design
Visual Design
Web Development
Web Development
Web Development
tools
Framer
Framer
Framer
Figma
Figma
Figma
UserBrain
UserBrain
UserBrain
YEAR
2024
2024
2024
Who are we doing this for?
Who are we doing this for?
Who are we doing this for?
In early 2023, the Miscarriage + Abortion Hotline recognized that individuals — often located in ban states or facing cultural and linguistic barriers — were having trouble finding essential information around self-managed abortion, miscarriage, and emotional support. We set out to overhaul the website’s information architecture and visuals, ensuring a design that instilled trust and acknowledged the sensitive nature of the care M + A provides.
In early 2023, the Miscarriage + Abortion Hotline recognized that individuals — often located in ban states or facing cultural and linguistic barriers — were having trouble finding essential information around self-managed abortion, miscarriage, and emotional support. We set out to overhaul the website’s information architecture and visuals, ensuring a design that instilled trust and acknowledged the sensitive nature of the care M + A provides.
In early 2023, the Miscarriage + Abortion Hotline recognized that individuals — often located in ban states or facing cultural and linguistic barriers — were having trouble finding essential information around self-managed abortion, miscarriage, and emotional support. We set out to overhaul the website’s information architecture and visuals, ensuring a design that instilled trust and acknowledged the sensitive nature of the care M + A provides.
Timeline
11 months
11 months
11 months
Background
The Miscarriage + Abortion Hotline is a nonprofit initiative started by a group of dedicated doctors in 2019. It provides a free hotline and website offering private, accurate, and compassionate guidance for individuals experiencing miscarriage or seeking information about abortion. With new policies allowing access to pills via mail and an increase in self-managed care, M + A has become a vital resource, particularly in states where access is restricted.
The Miscarriage + Abortion Hotline is a nonprofit initiative started by a group of dedicated doctors in 2019. It provides a free hotline and website offering private, accurate, and compassionate guidance for individuals experiencing miscarriage or seeking information about abortion. With new policies allowing access to pills via mail and an increase in self-managed care, M + A has become a vital resource, particularly in states where access is restricted.
The Miscarriage + Abortion Hotline is a nonprofit initiative started by a group of dedicated doctors in 2019. It provides a free hotline and website offering private, accurate, and compassionate guidance for individuals experiencing miscarriage or seeking information about abortion. With new policies allowing access to pills via mail and an increase in self-managed care, M + A has become a vital resource, particularly in states where access is restricted.
What Wasn't Working
What Wasn't Working
What Wasn't Working
Information Overload & Disorganization
Information Overload & Disorganization
Information Overload & Disorganization
The old website’s content was haphazardly structured, making it difficult for users to locate urgent information on medication abortion, legal rights, or emotional support.
The old website’s content was haphazardly structured, making it difficult for users to locate urgent information on medication abortion, legal rights, or emotional support.
The old website’s content was haphazardly structured, making it difficult for users to locate urgent information on medication abortion, legal rights, or emotional support.
Trust & Stigma
Trust & Stigma
Trust & Stigma
Abortion and miscarriage are sensitive topics often stigmatized. Many felt uncertainty about turning to online sources due to fear of judgment, misinformation, or privacy breaches.
Abortion and miscarriage are sensitive topics often stigmatized. Many felt uncertainty about turning to online sources due to fear of judgment, misinformation, or privacy breaches.
Abortion and miscarriage are sensitive topics often stigmatized. Many felt uncertainty about turning to online sources due to fear of judgment, misinformation, or privacy breaches.
Cultural & Linguistic Barriers
Cultural & Linguistic Barriers
Cultural & Linguistic Barriers
A large portion of the user base comes from immigrant and Spanish-speaking communities. They needed content that was accurate, culturally appropriate, and easily accessible in Spanish.
A large portion of the user base comes from immigrant and Spanish-speaking communities. They needed content that was accurate, culturally appropriate, and easily accessible in Spanish.
A large portion of the user base comes from immigrant and Spanish-speaking communities. They needed content that was accurate, culturally appropriate, and easily accessible in Spanish.
Accessibility Hurdles
Accessibility Hurdles
Accessibility Hurdles
With an 32% accessibility score, there was room for improvement in color contrast, font sizes, and assistive technology tags — critical adjustments for a user base that relies heavily on mobile devices.
With an 32% accessibility score, there was room for improvement in color contrast, font sizes, and assistive technology tags — critical adjustments for a user base that relies heavily on mobile devices.
With an 32% accessibility score, there was room for improvement in color contrast, font sizes, and assistive technology tags — critical adjustments for a user base that relies heavily on mobile devices.
See Above
See Above
Old Home Page of M + A Hotline (2022)
Old Home Page of M + A Hotline (2022)
Old Home Page of M + A Hotline (2022)
It starts with the People
It starts with the People
It starts with the People
We conducted 7 surveys, interviews, and discovery research with individuals from ban states, Spanish-speaking users, and those who’d previously experienced miscarriage or self-managed abortions. Their pain points informed every step of our design.
We conducted 7 surveys, interviews, and discovery research with individuals from ban states, Spanish-speaking users, and those who’d previously experienced miscarriage or self-managed abortions. Their pain points informed every step of our design.
We conducted 7 surveys, interviews, and discovery research with individuals from ban states, Spanish-speaking users, and those who’d previously experienced miscarriage or self-managed abortions. Their pain points informed every step of our design.
%
%
%
Revealed that stigma and fear of legal ramifications were top reasons for not reaching out sooner.
Revealed that stigma and fear of legal ramifications were top reasons for not reaching out sooner.
Revealed that stigma and fear of legal ramifications were top reasons for not reaching out sooner.
%
%
%
Reported difficulty in finding specific information on abortion pills vs. procedural abortion.
Reported difficulty in finding specific information on abortion pills vs. procedural abortion.
Reported difficulty in finding specific information on abortion pills vs. procedural abortion.
%
%
%
Did not trust the old design’s “look and feel,” citing inconsistent visuals and lack of brand clarity.
Did not trust the old design’s “look and feel,” citing inconsistent visuals and lack of brand clarity.
Did not trust the old design’s “look and feel,” citing inconsistent visuals and lack of brand clarity.
“Honestly, I’d probably just call right away rather than scroll through the website. But before that, I’d need to Google the organization to see if it’s legit.”
“Honestly, I’d probably just call right away rather than scroll through the website. But before that, I’d need to Google the organization to see if it’s legit.”
“Honestly, I’d probably just call right away rather than scroll through the website. But before that, I’d need to Google the organization to see if it’s legit.”
“It’s hard enough dealing with this issue when people are so judgmental. Finding services is tricky. I ended up clicking ‘Start a Call’ because I figured someone on the hotline could help me faster than the website.”
“It’s hard enough dealing with this issue when people are so judgmental. Finding services is tricky. I ended up clicking ‘Start a Call’ because I figured someone on the hotline could help me faster than the website.”
“It’s hard enough dealing with this issue when people are so judgmental. Finding services is tricky. I ended up clicking ‘Start a Call’ because I figured someone on the hotline could help me faster than the website.”
“I expected to find more info on the site so I wouldn’t have to call — especially since I’m worried about my language barrier. I wish there were more resources in my language.”
“I expected to find more info on the site so I wouldn’t have to call — especially since I’m worried about my language barrier. I wish there were more resources in my language.”
“I expected to find more info on the site so I wouldn’t have to call — especially since I’m worried about my language barrier. I wish there were more resources in my language.”
[Translated from Spanish]
[Translated from Spanish]
See Above
User Feedback from Initial Website
User Feedback from Initial Website
What did we do about it?
What did we do about it?
What did we do about it?
All proposed design concepts went through rigorous user feedback loops. Insights from community partners (experienced clinicians from the Hotline) helped us refine content accuracy and address the emotional and medical aspects of care.
All proposed design concepts went through rigorous user feedback loops. Insights from community partners (experienced clinicians from the Hotline) helped us refine content accuracy and address the emotional and medical aspects of care.
All proposed design concepts went through rigorous user feedback loops. Insights from community partners (experienced clinicians from the Hotline) helped us refine content accuracy and address the emotional and medical aspects of care.
Immediate Access to Support
Hotline number prominently displayed on every page. One click / tap away — no scrolling required.
Immediate Access to Support
Hotline number prominently displayed on every page. One click / tap away — no scrolling required.
Immediate Access to Support
Hotline number prominently displayed on every page. One click / tap away — no scrolling required.
Intuitive Navigation
Site architecture reorganized (with iconography) to match real user journeys (e.g., “Who We Are,” “How To Use Abortion Pills,” “Digital Security”).
Intuitive Navigation
Site architecture reorganized (with iconography) to match real user journeys (e.g., “Who We Are,” “How To Use Abortion Pills,” “Digital Security”).
Intuitive Navigation
Site architecture reorganized (with iconography) to match real user journeys (e.g., “Who We Are,” “How To Use Abortion Pills,” “Digital Security”).
Mobile-First Always
Fast load times, responsive layouts, and touch-friendly interfaces. Instruction sheets easily read on mobile devices.
Mobile-First Always
Fast load times, responsive layouts, and touch-friendly interfaces. Instruction sheets easily read on mobile devices.
Mobile-First Always
Fast load times, responsive layouts, and touch-friendly interfaces. Instruction sheets easily read on mobile devices.
Compassionate Tone
Warm color palette, empathetic language, and custom illustrations representing a diverse community.
Compassionate Tone
Warm color palette, empathetic language, and custom illustrations representing a diverse community.
Compassionate Tone
Warm color palette, empathetic language, and custom illustrations representing a diverse community.
See Above
See Above
How To Use Abortion Pills Page
How To Use Abortion Pills Page
How To Use Abortion Pills Page
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Clinician
Clinician
Clinician
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Patient
Patient
Patient
See Above
See Above
User Testimonials
User Testimonials
User Testimonials
What We Learned
What We Learned
What We Learned
Through multiple rounds of user research and stakeholder feedback, we discovered the power of genuinely placing users’ needs at the forefront — especially when those needs involve sensitive topics and legal uncertainties. Balancing immediate medical information with empathetic, culturally aware design was key to building user trust.
Through multiple rounds of user research and stakeholder feedback, we discovered the power of genuinely placing users’ needs at the forefront — especially when those needs involve sensitive topics and legal uncertainties. Balancing immediate medical information with empathetic, culturally aware design was key to building user trust.
Through multiple rounds of user research and stakeholder feedback, we discovered the power of genuinely placing users’ needs at the forefront — especially when those needs involve sensitive topics and legal uncertainties. Balancing immediate medical information with empathetic, culturally aware design was key to building user trust.
By migrating from
By migrating from
By migrating from Squarespace to Framer, we gained the flexibility to iterate on navigation, language accessibility, and privacy features, ensuring a seamless, secure, and compassionate experience.
Squarespace
Squarespace
to
to
Framer
Framer
,
we also gained the flexibility to iterate on navigation, language accessibility, and privacy features, ensuring a seamless, secure, and compassionate experience.
we also gained the flexibility to iterate on navigation, language accessibility, and privacy features, ensuring a seamless, secure, and compassionate experience.
Ultimately, the project underscored that a thoughtful, data-driven approach can have a tangible impact on reducing barriers for individuals seeking reproductive care, particularly those living in hostile or restrictive environments.
Ultimately, the project underscored that a thoughtful, data-driven approach can have a tangible impact on reducing barriers for individuals seeking reproductive care, particularly those living in hostile or restrictive environments.
Ultimately, the project underscored that a thoughtful, data-driven approach can have a tangible impact on reducing barriers for individuals seeking reproductive care, particularly those living in hostile or restrictive environments.
