Lead Designer (me)
Founder
Operations Lead
Engineers

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.

In this role, I created the very first vision for the Lilia brand and adapted it for UI in the web app experience. Designing the brand took about 1 month, and then we shifted focus to growth & product projects, iterations of which spanned several months afterwards.

The project required collaboration with the founder, engineers, and Operations Lead to complete a series of core user flows.

Collaborated with founder to distill mission, vision, brand values and core identity for target audience from user interviews.

Designed to be bold and iconic, pulling inspiration from luxury brands like Chanel while adding a soft element.

Created 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.

Delivered a flexible identity in Adobe Creative Suite for the brand translated across website, product, and marketing.

Designed 12+ experimental landing pages with various messaging, imagery, and product offerings to test audience and segmenting strategies for Lilia.

Implemented landing pages via Webflow for rapid editing.

Analyzed weekly ad platform metrics (Facebook, Instagram, Google) to understand which options were resonating with users and why. Interviewed prospective and current customers to identify improvements for landing page design, CTA, and messaging. This ultimately informed our product decisions.

Product needed to feel custom and personalized to the user's unique fertility/ egg freezing needs. Cookie cutter experiences at competitors would not fulfill this.

Unlike competitor audiences, the Lilia user was not trying to conceive in the near future, rather trying to push out the time horizon for conception.

Users were already stressed about the idea of a ticking biological clock, and needed the product experience to feel calming, straightforward, and frictionless.

Created high fidelity wireframes for web application product features, based on findings from ad testing.

Collaborated with our engineering team to build the Custom Plan product, featuring 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.

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.

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.

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.