Apryl
Product Design • Design System • Brand & Marketing
Apryl
Product Design • Design System • Brand & Marketing
Industry
Industry
Employee benefits | SaaS
Employee benefits | SaaS
Deliverables
Deliverables
Design System, Wireframes, Prototypes, UI, Content Design, Social Media & Marketing assets
Design System, Wireframes, Prototypes, UI, Content Design, Social Media & Marketing assets
My role
My role
Lead Product Designer
Lead Product Designer
Team
Team
Product Team: Lead product designer, front end and back end devs, junior product & UX, CEO
Product Team: Lead product designer, front end and back end devs, junior product & UX, CEO
Overview
Apryl is a growing startup providing fertility benefits to employees across Europe. Their SaaS platform required user experience improvements in several areas, including onboarding, reimbursement, and the knowledge centre. They also needed new features such as a marketplace and fertility hub.
Apryl is a growing startup providing fertility benefits to employees across Europe. Their SaaS platform required user experience improvements in several areas, including onboarding, reimbursement, and the knowledge centre. They also needed new features such as a marketplace and fertility hub.
Challenge
When I began my work at Apryl, I was challenged by an unorganised design system that featured unclear use of colour, mismatched fonts, inconsistencies, and a lack of essential elements. I suggested that, alongside improving the web app's functionalities and layout using the current design system as base for wireframing, I would remake the design system to achieve truly consistent and scalable components.
When I began my work at Apryl, I was challenged by an unorganised design system that featured unclear use of colour, mismatched fonts, inconsistencies, and a lack of essential elements. I suggested that, alongside improving the web app's functionalities and layout using the current design system as base for wireframing, I would remake the design system to achieve truly consistent and scalable components.
Results
I led Apryl's SaaS platform's UI/UX design, developing a cohesive design system, refreshing and simplifying the brand, and implementing iterative design cycles within an agile framework to enhance the experience. This involved refining data-driven prototypes based on collaboration with stakeholders, the product team, and care experts, as well as testing the results.
I led Apryl's SaaS platform's UI/UX design, developing a cohesive design system, refreshing and simplifying the brand, and implementing iterative design cycles within an agile framework to enhance the experience. This involved refining data-driven prototypes based on collaboration with stakeholders, the product team, and care experts, as well as testing the results.
Process
Process
Design System: In collaboration with the front-end developer, I developed comprehensive styles and rules—including animations and micro-interactions—to create a dynamic and engaging digital experience. I refined brand elements, built a pattern library of essential components, and created detailed documentation to ensure technical compatibility and seamless design-to-code handoff. Through tokenisation and scalable architecture, this work established scalable foundations that supported consistent implementation across the product.
Product Research and Stragtegy: After analysing available quantitative data from analytics and qualitative insights surfaced through support calls, I prepared a survey to collect further feedback and prioritise feature improvements. I enhanced existing micro user journeys and developed new product areas and functionalities, including key user journeys such as clinics, request of reimbursement, reimbursement history and knowledge centre.
Design System: In collaboration with the front-end developer, I developed comprehensive styles and rules—including animations and micro-interactions—to create a dynamic and engaging digital experience. I refined brand elements, built a pattern library of essential components, and created detailed documentation to ensure technical compatibility and seamless design-to-code handoff. Through tokenisation and scalable architecture, this work established scalable foundations that supported consistent implementation across the product.
Product Research and Stragtegy: After analysing available quantitative data from analytics and qualitative insights surfaced through support calls, I prepared a survey to collect further feedback and prioritise feature improvements. I enhanced existing micro user journeys and developed new product areas and functionalities, including key user journeys such as clinics, request of reimbursement, reimbursement history and knowledge centre.
Onboarding optimisation: To redesign the onboarding experience, I facilitated a workshop with Apryl's care team: comprising fertility psychologists, clinical experts, and platform specialists supporting a multinational user base. The goal was to surface insights that data alone couldn't provide: how users felt during their first interactions with the platform, where language and identity questions created confusion or discomfort, and what information was missing to make users feel confident starting their journey. Workshop findings directly shaped the revised onboarding flow, with a focus on inclusive identity options, contextual micro-copy to support sensitive questions, clearer intent routing for users at different stages of readiness, and a stronger handoff to the care team at the end of the flow.
Onboarding optimisation: To redesign the onboarding experience, I facilitated a workshop with Apryl's care team: comprising fertility psychologists, clinical experts, and platform specialists supporting a multinational user base. The goal was to surface insights that data alone couldn't provide: how users felt during their first interactions with the platform, where language and identity questions created confusion or discomfort, and what information was missing to make users feel confident starting their journey. Workshop findings directly shaped the revised onboarding flow, with a focus on inclusive identity options, contextual micro-copy to support sensitive questions, clearer intent routing for users at different stages of readiness, and a stronger handoff to the care team at the end of the flow.
Product & Content Design: I designed content patterns and information hierarchy that adapted to linguistic and cultural differences, planning for UI flexibility to accommodate varying word lengths across languages. Along with the team, I validated design using prototypes and gathering stakeholders, teams and care expert feedback.
Brand and Marketing: I provided the Brand, Marketing and Sales teams with functional assets, such as brochures, ads and social media visuals.
Product & Content Design: I designed content patterns and information hierarchy that adapted to linguistic and cultural differences, planning for UI flexibility to accommodate varying word lengths across languages. Along with the team, I validated design using prototypes and gathering stakeholders, teams and care expert feedback.
Brand and Marketing: I provided the Brand, Marketing and Sales teams with functional assets, such as brochures, ads and social media visuals.
Essential Outcomes
As product design lead for Apryl's fertility benefits platform, I transformed an unorganised design system into a cohesive framework while enhancing critical user journeys and developing new features. Through data analysis and stakeholder collaboration, I created prototypes that improved functionality for users, simplified implementation for developers, and provided consistent assets for marketing—ultimately delivering a more engaging and scalable digital experience.
As product design lead for Apryl's fertility benefits platform, I transformed an unorganised design system into a cohesive framework while enhancing critical user journeys and developing new features. Through data analysis and stakeholder collaboration, I created prototypes that improved functionality for users, simplified implementation for developers, and provided consistent assets for marketing—ultimately delivering a more engaging and scalable digital experience.
