Hormonguiden

We started the project by ordering a survey from Kantar Sifo (2022), which showed that every other Swedish woman who uses hormonal contraceptives today does not know what they contain. Many also do not know the function of important hormones such as estrogen and progesterone, or how they interact and affect their own body in different phases of life. At the same time, we saw that the target group is eager to understand and learn more and that the issue is not as taboo among today’s young people. 

We also knew that young audiences prefer bite-sized, scannable content — especially on mobile — and are more likely to engage with interactive features than with dense articles.

The purpose of Hormonguiden is to:

• Give young women the right tools and scientific information to make informed decisions about contraception
• Dispel long-held myths about estrogen and birth control pills
• Increase knowledge about female hormones and increase awareness of how they affect the body

While developing the website we worked agilely with the medical writer, illustrator, users and myself as both designer and developer. We conducted color scheme and style testing with the target group, leading to a youthful but credible design with soft colors, friendly typography, and original illustrations.

By also relevant HC, such as midwives, between design sprints we tested each part of the website, from color-scheme, preferred content and tonality to structure. We made sure to have a medically trained reviewer and credible authors for every article to provide reliable information and EEAT for SEO.

Responsivity was an important focus while developing, since the target audience mainly browse through phones and because the marketing campaign would mainly be generating traffic through Instagram and TikTok.