Helping Canadians navigate paths to parenthood.

Sprout Family is reimagining family-building benefits in Canada.They work with Canadian employers and insurers to enhance benefit plans so employees can access family-building advisors and specialists, process claims, and find resources tailored to their journey.

As the team was preparing to fundraise and scale I was brought on to help them rethink their user experience and put their best foot forward. Over 6 weeks I worked with the Co-founders and CTO to create a design system, redesign the MVP, and introduce new valuable features like the cost-estimator, which helps member's financially prepare for their path ahead.

The scope:

• User research and discovery
• Product and user journey mapping
• Facilitated user persona workshops with the team
• MVP redesign
• New feature design
• Design system

The focus:

Family-building is a deeply personal and emotional journey. Sprout had to be more than a tool, we wanted this solution to be a place where people felt considered and cared for as they navigate their path to parenthood.

Our goals for the redesign included:

• Usability + wayfinding
  Increase clarity around Sprout services and what members can do within the platform.
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• Personalization
  Have the platform feel tailored to a member’s specific family-building experience.
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• Accessibility
  Ensure WCAG best practices were woven into the design system.
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• Visual Appeal
  Weave the approachability and positivity of the Sprout team into the platform.

The solution:

A resource that meets people where they're at on their unique family-building journeys. Through Sprout, members can access family-building advisors and specialists, process benefits and claims to pay for their care, as well as learn more about their reproductive health and options.

Progress update:

Today, it’s safe to say Sprout has sprouted. They have launched with major insurance partners across Canada, raised an impressive $1.7M pre-seed round in March of 2025, and are building on the design foundation we set together. 

I am grateful to have been a small part of their journey and now love cheering them on from the sidelines!