ElaWoman / Healthcare
A clearer path to the right care
Information architecture and mobile journeys for navigating a complex fertility and healthcare service.
- Sector
- Healthcare
- Contribution
- Product Designer
- Services
- UX research · Information architecture · Product design
- Period
- Archive project
Project overview
People searching for care faced unfamiliar terms, many provider choices and high-emotion decisions without a clear route through the service.
ElaWoman helped people navigate fertility information, providers and care options. The design challenge combined information density with a moment that can already feel uncertain and personal. Search and content structure were organised around the questions people bring, while provider and service journeys made comparison criteria more visible. Mobile flows shortened the route from learning to an appropriate next step without presenting the interface as medical advice. This preview preserves the information-architecture and journey contribution; any clinical, conversion or scale claims remain outside the page until a suitable evidence record is available.
DUKU’s contribution
What we helped make clear.
DUKU worked on research, search and information architecture, care journeys and mobile experiences that made options easier to understand.
Clarity in a high-emotion journey
The preview concentrates on how research, language and information architecture can reduce decision burden without oversimplifying healthcare choices.
From the working archive
Selected artefacts
01 frames