The challenge

Seen (formerly Fertility Mapper) had just completed a full rebrand with a London agency. The new positioning needed to come alive in the digital product — not as a coat of paint, but as a coherent experience.

After launch, the team also needed ongoing direction to keep improving the product based on real user behaviour.

My role

Two phases of work:

Phase 1 — Product redesign. Digital product direction alongside Hidden Strategy. I built on the team's existing UX work and designed the full new UI, translating the new brand into a coherent web experience.

Phase 2 — Growth direction. After launch, I continued working with Seen's internal team (CEO, growth and engineering) on weekly experiments — identifying friction points, testing UI variants, and selecting the version that converted best.

What was built

• Full UI redesign of the Seen website

• New brand applied across the digital product

• A weekly growth experimentation cadence

• Iterative UI improvements driven by data

The outcome

A redesigned product that reflects the new brand, plus an ongoing improvement loop where every change is tested against real conversion data.