// November 2021 – February 2022 (16 weeks)
Timeline
My Role
// Product Designer / UX Researcher
Tools
// Figma, Photoshop, Typeform, Miro, Google Analytics
Methods
// User Surveys, Information Architecture, Wireframing & Prototyping, Content Design, Usability Testing, A/B Testing.
The Problem
How can we redesign Promensil’s online experience to educate women about menopause while collecting meaningful insights that drive product recommendations, without bias or leading questions?
Promensil wanted to modernize its digital presence and better understand its audience of menopausal women through a survey experience. The original site felt dated, lacked clarity in messaging, and the survey questions risked producing biased data.
As part of the redesign team, I led the UX and survey strategy to ensure that both the visual design and questionnaire delivered empathy, scientific credibility, and actionable insights. The goal was to create a trustworthy, educational experience that encouraged honest participation while driving awareness and engagement across Promensil’s product range.
The Solution
A data-driven survey experience and empathetic brand redesign
Promensil’s goal was to rebuild trust and engagement with women navigating menopause while collecting honest, meaningful insights through an unbiased survey.
Our solution combined a complete visual refresh of the landing page with a thoughtfully structured survey experience that balanced educational tone, emotional sensitivity, and scientific credibility.
We introduced a modern layout emphasizing clarity and reassurance, with gentle typography, warm visuals, and accessible color contrast. On the UX side, I redesigned the flow to guide users seamlessly from curiosity to participation—making sure each interaction felt personal, safe, and transparent.
In parallel, I reconstructed the survey logic in Typeform, rewriting questions to eliminate leading phrasing and ensure neutrality. This approach helped Promensil capture actionable insights while maintaining participant trust and compliance with ethical research principles.
The result was an engaging digital experience that increased completion rates, improved data accuracy, and positioned Promensil as a credible, caring voice in women’s health.
Research & Discovery
Understanding the user experience behind menopause education and unbiased data collection.
Our Research & Discovery phase began with an in-depth audit of Promensil’s existing digital presence and survey content. The original experience lacked empathy and felt overly commercial, which risked alienating users going through a deeply personal life stage.
To ground our redesign in real user needs, I led a series of competitive analyses, user interviews, and heuristic reviews focused on women aged 40-60. We uncovered that users wanted clarity, reassurance, and scientific trustworthiness over promotional claims.
I also evaluated the original questionnaire for leading language and confirmation bias, collaborating with the marketing and medical teams to rewrite questions using neutral phrasing. This ensured that the data Promensil collected reflected genuine experiences rather than guided responses.
These insights became the foundation for our design strategy; one that positioned Promensil as an empathetic, informative, and evidence-based brand, while still capturing valuable insights to inform future products and campaigns.
Competitive Analysis
Reviewed health and wellness survey experiences from brands like Balance, Ritual, and OPositiv to identify best practices and emotional tone.
We conducted a competitive analysis across women’s health and supplement brands such as Balance, OPositiv (Flo), and Ritual to understand how leading companies communicate about menopause and hormonal health. Most competitors focused heavily on medical authority or quick symptom relief, but few addressed the emotional and educational needs of women in midlife.
Many survey experiences felt either too clinical or overly promotional; failing to build empathy or trust. Visual language was often sterile, and the surveys themselves tended to contain leading questions that pushed users toward specific products rather than genuine self-discovery.
This inspired us to:
Prioritize warmth and psychological safety through calm colours, conversational tone, and empathetic messaging
Design unbiased, branching survey logic in Typeform that adapts to each user’s experience level and symptoms
Highlight transparency by showing how recommendations were generated, reinforcing Promensil’s credibility as a natural, science-backed brand
Stakeholder Interviews // Primary Research
Talking to users and stakeholders reshaped how we designed the survey experience.
Initially, the team assumed that survey participants would treat Promensil’s questionnaire like a simple product quiz. However, through interviews with users, health professionals, and marketing stakeholders, we discovered that most women viewed the topic of menopause as deeply personal, often emotional, and sometimes stigmatized. This meant our experience needed to feel conversational and safe not transactional.
We conducted qualitative interviews with women aged 40-60 to understand their motivations, fears, and hesitations when engaging with health brands online. Meanwhile, we aligned with Promensil’s clinical and marketing teams to ensure medical accuracy without losing empathy or accessibility in the tone of voice.
These conversations revealed that users often sought validation before solutions they wanted to feel understood before being offered a product recommendation. That insight became the foundation for both the survey language and the visual direction of the redesign.
Different users, one shared need for trust.
Trust is everything. Whether it’s managing symptoms, exploring natural remedies, or learning what’s normal during menopause, users needed reassurance that Promensil understood their journey.
These discussions didn’t just inform the content they reframed our entire design approach. We weren’t building a marketing tool; we were creating an educational experience grounded in empathy, credibility, and respect.
That shift influenced everything that followed from the question phrasing and visual layout to the call-to-action tone and recommendation logic. The end result was a survey experience that felt like a genuine dialogue, not a sales funnel.
If I had more time...
• Conduct longitudinal studies to measure how survey results influence user trust and brand perception over time.
• Add adaptive logic for multilingual audiences, ensuring inclusive phrasing across different cultural contexts.
• Explore additional personalization features like tailored educational content post-survey to deepen engagement beyond product recommendations.
• Integrate analytics dashboards for Promensil’s internal teams to monitor completion rates, emotional sentiment, and conversion impact.
Impact & Outcomes
The redesigned Promensil website and survey achieved a notable increase in engagement and completion rates, with more users finishing the questionnaire and exploring recommended products afterward. Feedback from participants showed that the new tone and layout felt “comforting, trustworthy, and easy to follow.”
Internally, the project helped Promensil’s team gain clearer insights into their audience’s needs, enabling more authentic and data-driven marketing strategies. Most importantly, the work reframed how the brand communicates around menopause with empathy, science, and human understanding at the core.
Takeaways & What I’d Do Differently With Promensil
This project reinforced the importance of designing with empathy, not assumptions. I learned that when working in sensitive wellness spaces, clarity and tone matter just as much as usability. Balancing science-backed credibility with emotional warmth pushed me to think beyond visuals to how users feel while interacting.
If I were to revisit this project, I’d invest more time in long-term behavioral testing to understand how users’ trust and perception evolve after taking the survey. I’d also explore deeper personalization strategies that adapt content dynamically based on tone, emotion, and user comfort level.