Empowering Parents: Clear, Confident Prenatal Testing
Designed Around the Emotional Needs of Expectant Parents
Here’s how I helped shape BabyPeek’s warm, approachable experience for delivering early genetic insights. I collaborated with scientists, UX designers, product managers, and art directors to create a visual system and user flow that supported expectant parents and contributed to generating more than 73,000 high-quality leads.
Results
Traffic & Engagement
- 127% increase in users exploring the site
- 144% jump in total pageviews
- 54% of visitors now move beyond the homepage
Lead Conversion & Growth
- 73,000+ total leads generated to date
- 3.5% conversion rate driven by the new multi-step inquiry flow
- Higher-quality inquiries due to clearer information architecture
UX Efficiency & Platform Impact
- Faster launch cycle with a full Webflow build delivered in one month
- Inquiry flow successful enough to be replicated across another product site
- Improved navigation and clarity leading to a 7% drop in bounce rate
Overview
Problem
Outcome
BabyPeek is BillionToOne’s innovative prenatal test that introduces expectant parents to early genetic insights in a playful and comforting way. As a designer on the project, I helped shape a warmer and more empathetic screening experience by creating an approachable visual language and digital flow that supported parents during a typically stressful medical process.
My Contribution
• UI design in partnership with Cantilever agency
• Illustration system and color direction for the BabyPeek brand
• Tone of voice development through visual language
• Collaboration with the in-house Brand Designer and Lead UX Designer at BillionToOne for seamless integration
The Problem
The future of healthcare depends on personalized medicine, driven by accurate and accessible diagnostic tools. Yet molecular testing often presents three major barriers:
1. Accuracy and Reliability
• Results may occasionally return inconclusive or uncertain.
2. Limited Information
• Genetic tests provide only partial insights based on probability.
3. Emotional Impact
• Testing can create stress, anxiety, or confusion during an already vulnerable stage of pregnancy.
BabyPeek provides an approachable introduction to genetics, helping parents feel supported rather than overwhelmed.
High-Level Goals for BabyPeek Launch
• Focus on positive, informative messaging
• Reduce anxiety through a warm, playful illustration system
• Increase clarity around what the test does and does not provide
• Create a user journey that feels intuitive, supportive, and fun
Design Approach
1. Gamification and Interaction
• Created an engaging, multi-step experience that makes learning about genetics feel simple and approachable
• Designed a vibrant, color-driven system centered around illustration and visual storytelling
2. Illustration and Tone Development
• Built an original illustration style tailored to expectant parents
• Communicated complex information through simple visuals
• Paired medical accuracy with empathetic design
3. Clear Educational Visuals
• Developed images that help parents understand features, possibilities, and limitations
• Reinforced trust while maintaining a joyful tone
(visual placeholders for illustrations and UI screens)
The Results
Strong Conversion Performance
• 3.5 percent conversion rate, significantly above industry averages
• Thousands of expecting parents added BabyPeek to their prenatal screenings
Cross-Platform Impact
• Custom multi-step inquiry flow from BabyPeek.com was adopted across other company sites, including UnityScreen.com
• The success of BabyPeek directly prompted a redesign of UnityScreen.com, reinforcing a company-wide shift to user-centric design
Lead Generation
• More than 73,000 high-quality leads driven by the design system, interface, and user flow
Gallery
Conclusion
demonstrated that even complex medical information can be presented in a clear, warm, and approachable mannerThe BabyPeek rebrand proved that even complex medical information can feel clear, warm, and approachable. By combining engaging illustration, thoughtful tone, and intuitive interface design, we helped BabyPeek communicate its value while increasing adoption across the UNITY Complete prenatal test offering.
FAQ
A few things people usually ask me.
What kinds of design services do you offer?
I provide end-to-end product design services, including research, wireframes, UI/UX, prototypes, branding, and visual design. Each project is tailored to meet the client’s needs.
How do you work with clients and teams?
I collaborate closely with stakeholders such as brand designers, UX leads, and developers. I follow an agile, iterative process to integrate feedback, refine designs, and ensure smooth handoffs to development.
What is your typical project process and timeline?
Projects start with discovery and user research, then move through wireframing, interactive prototyping, design implementation, and developer handoff. Timelines vary by project scope, but I aim for clarity and efficiency at each stage.
What can I expect after the project is delivered? Do I keep the design files or get support?
After completion, I hand over all design assets, including mockups, source files, and style guides. I can also provide post-launch support or guidance for future iterations and maintenance.
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