Youtility
Shifting the narrative of LGBTQI+ fertility care.
Deliverables
- Brand identity
- UX research
- UX/UI design
- Service design
- Social media collateral
an Aotearoa-based platform and community that aims to ease the uncertainties and barriers that come with navigating LGBTQI+ takatāpuhi fertility care.
By bridging the gap between internet deep-dives and healthcare professionals, Youtility strives to support members of the LGBTQI+ community for a positive start to their parenting journey, connecting them with culturally competent, affirming fertility care and resources.
Despite advancements in Assisted Reproductive Technology options that enable rainbow people to become parents, heteronormativity and cisnormativity still dominate reproductive experiences like fertility, pregnancy, and childbirth in Aotearoa. Even NZ’s most accredited fertility providers still use binary language and blur the lines with infertility, leaving many people unaware or misinformed of their options, perpetuating homophobia, transphobia, gender dysphoria, discrimination, and mistrust in healthcare providers.
The research process uncovered many barriers and pain points in a space that is still relatively untouched. While this provided many design opportunities, it was important to not tackle too much. Instead of trying to solve the implications encountered, Youtility connects users to existing support systems.
This takes place through Youtility’s questionnaire web experience. Users are guided through questions to specify their goals for starting a family. The terminology talks about reproductive ‘elements’ (i.e. sperm/eggs), not sexuality or gender identity so users aren’t required to ‘come out’ during the experience.
Youtility’s visual style is welcoming and approachable, with a friendly tone of voice. The narrow colour palette of blues and purples is contemporary, whilst trustworthy as a health-related resource. A bright pop of neon was incorporated for variation, but Youtility avoids a colourful, stereotypically ‘rainbow’ colour palette, as this doesn’t resonate with all users.
By intentionally excluding photographs, Youtility eliminates the risk of users' identities determining access. Regular usability testing with a wide group of users helped to gain broad perspectives, validate the experience, and uncover logistical issues early.
