Company:
Duration:
Role:
Sprout Family partners with Canadian employers and insurers to support employees on their unique paths to parenthood. I was brought on to redesign their MVP and lay the groundwork for a product and design foundation that could scale as the company prepared to grow and fundraise.
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.
- Personalization
Have the platform feel tailored to a member’s specific family-building experience.
- Accessibility
Ensure WCAG best practices were woven into the design system.
- 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:
Sprout is thriving! They have launched with major insurance partners across Canada and in March of 2025 closed an incredible 1.7 million pre-seed round.
I am grateful to have been a small part of their journey and I'll always be cheering them on from the sidelines!
