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Tiny Health
I branded and designed the MVP product for egg freezing concierge Lilia.
Role
Lead Designer
Type
Web Application
Tech stack
Figma, Adobe Creative
Context
Lilia is a YC-backed egg freezing concierge. Its mission is to make egg freezing a more accessible option for women and give them freedom to make life choices without the pressure of fertility.

I worked with founder Alyssa Atkins to create the Lilia brand, build an MVP web app, and conduct early growth experiments. This case study breaks down my approach to building the product and brand for this revolutionary offering.
Testing app women's health
Branding
I started by creating the Lilia brand identity – editorial, bold, feminine, with a subversive streak. Lilia’s overarching visual direction combines the ideas of the natural female body and its science. This is paired with a luxury, editorial feel produced by powerful images of women, with a touch of rebellion. Viewers should be intrigued and captivated by Lilia, like one would be by a fascinating empowered woman. Lilia’s official logo is designed to be bold and iconic, pulling inspiration from luxury brands like Chanel while adding a soft element.
Lilia logo developmentColor palette brandLilia Mission statementMood board of powerful women
Brand imagery
I art directed and produced the brand imagery for Lilia, including on-figure and off-figure shots by Mark Binks. We selected five of Lilia's customers to star as faces of the brand in a photoshoot in Toronto, which I directed remotely from Florida.
3 women
Women walking confidently
Two women facing away from each other
Women together in a group laughing
Product design
I led creation of landing pages, wireframes, and growth experiments to test product features with prospective customers.

We then developed an MVP dashboard, collaborating with our engineering team. The Custom Plan product featured top clinics for users to choose from for their freezing procedure, all-in cost calculations factoring in their insurance, reliable clinic reviews, and 1-on-1 customer support.
Fertility test women's app
Testing app women's health
Impact
I built a flexible design system that translated across product, marketing, and social media for Lilia. As a pioneer in egg freezing, Lilia was the perfect project to understand more about what women want out of health care. I learned that:

1. Healthcare is personal - especially for women.
2. Designing in health can be extremely powerful and habit-changing.
3. Listening to your users is key when creating new features. Our tight feedback cycle enabled rapid iteration.
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