A new look for women’s health
Improving Nurx’s website experience and adding new features to enhance the user journey as it shifts to a new brand identity.
The client
Nurx is a pioneering healthcare company making specialty care accessible through telehealth. They offer women a wide range of services that they can request anytime, from anywhere.
The project
Nurx is undergoing a significant rebrand to clearly communicate its mission and strengthen connections with women. All aspects of communication are receiving a fresh look to align with this rebranding effort.
Role: Product Designer
Collaborators: Growth Team, Creative Director, and Dev Team
Tools: Figma
Timeline: 6 months + additional requests after launch
Defining the needs
I worked with the Growth Team and Creative Director to identify key pages that were significant touchpoints for users and to discuss how we could launch them in time for their rebrand.
Given the Dev Team's workload, we decided to prioritize a few pages with significantly different content and requirements. Our main focus was to outline the new module designs needed for these pages to facilitate efficient production when these pages go live. These were the identified pages:
Homepage
Service lines
Product detail page
The client had a component library with limited functionality. The Creative Director and Growth Team stressed the importance of designing both existing and new modules with flexibility in mind. My task was to outline the necessary revisions and create new modules for the content on the pages to be designed.
During this exploration phase, I identified modules that were insignificant and not applicable across many pages. By highlighting this issue, I was able to advocate for new module designs to possess greater flexibility and reusability, thereby enhancing their overall value.
Design proposals
I presented the designs as completed pieces I developed to address stakeholders' needs, helping them achieve their SEO and KPI goals while also solving existing user problems. The modules have been thoroughly detailed to ensure that the Growth Team can easily execute page production in their CMS for both the launch and future page builds.
New modules designed and proposed
Approach and collaboration
I approached this project differently than I typically do in product design cases. This project underwent significant scrutiny from stakeholders, who examined every detail and aspect of the design as if it were live on the client’s site. Because of this level of review, I collaborated closely with the Creative Team's Copywriter and Director to fully design the pages, ensuring that we delivered exactly what we wanted for the launch.
This approach enabled early identification of feedback and errors in the design phase without disrupting the development team handoff timeline. It required additional time to fully develop, as the design system needed to be constructed alongside the module production for the site’s redesign.
Once we finalized the designs, I delivered the modules to the engineering team for production.
The result
Nurx has launched functional pages across its site with refined content under its new branding. The updated and redesigned modules effectively communicate their vision for women's healthcare.
