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, resulting in 4,000 branded images, 12 experimental landing pages, and 6 optimized user flows.

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.

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.

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.

As a result of my work with Lilia, I had:
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Designed 6 user flows and other interfaces that simplified the complex fertility planning journey, reducing user drop-off at key decision points

Created an intuitive clinic comparison experience that helped users evaluate top fertility clinics using personalized cost calculations based on their insurance coverage

Developed 12+ conversion-optimized landing pages that supported early user acquisition and validated product-market fit

Established a cohesive brand identity that differentiated Lilia in the emerging egg freezing market and built trust with prospective customers
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Designing for sensitive healthcare decisions requires exceptional empathy. Working with women navigating fertility choices taught me that every interaction must balance information clarity with emotional support. Users needed comprehensive data to make informed decisions, but presented in a way that didn't feel overwhelming during an already stressful process.

‍Trust and transparency are non-negotiable in healthcare UX. Through user research with Lilia's customers, I learned that women wanted complete control over their information and clear understanding of costs upfront. This insight shaped our approach to displaying clinic reviews, pricing transparency, and insurance integration.

‍Rapid iteration enabled by close user feedback transformed our product. Our tight feedback loops with early users revealed friction points we hadn't anticipated, such as the need for more detailed clinic comparison features and clearer explanations of the egg freezing process itself. This validated the importance of designing with users, not just for them.