OPILL
Built a new eCommerce website to launch the first OTC birth control product
Web, Mobile Web
2023
Challenge
Opill’s launch as the first OTC birth control pill required a site that educated users and earned their trust.
Goal
Design a clear, conversion-ready experience that makes purchasing simple and credible.
Discovery
Stakeholder Interviews
Through stakeholder interviews, I translated priorities into user-centered goals, balancing business needs with clear, trustworthy content for users.
Industry Competitive Audit
I conducted the competitive audit, analyzing women's health, pharmaceutical, and D2D medical brands to understand user expectations and content trends. These insights informed our content strategy and laid the foundation for an experience rooted in clarity, education, and trust.
Workshops
I facilitated workshops with internal and client teams to prioritize core content based on strategic goals and user needs. Using the research insights, I helped structure conversations around jobs to be done and content opportunities.
The workshop outputs translated into a sitemap and content framework covering homepage, PDP, and FAQs which established clarity and findability from the start.
Design Execution
I translated insights from stakeholder goals, user research, and content strategy workshops that aligned with the site's purpose:
Final Experience
As the first FDA-approved over-the-counter birth control pill in the U.S., Opill needed a site that went beyond eCommerce. It had to educate new users, build trust, and make a complex healthcare topic approachable while staying within Shopify’s framework and meeting a fast launch timeline.
Key design features included:
Product Education for confidence building guidance
Shopify Customization for clarity and seamless usability
Brand Alignment for cohesive experience
Product Education
We used the homepage and “How it works” page to guide users through what Opill is, how to take it, who it’s for, and why it matters. The UX prioritized clarity and confidence so first‑time buyers could make informed decisions without confusion.
Shopify Customization
We adapted Shopify’s standard product and checkout templates to meet healthcare needs without heavy custom development. I customized flows to support subscription logic, product availability by pack, and clear educational content, ensuring users understood what they were buying. These adjustments balanced compliance and usability, turning a rigid system into a trustworthy, conversion-ready experience.
Brand Alignment
Our visual design team translated the UX principles into a vibrant, approachable identity. Their use of color, illustration, and layout reinforced clarity and empowerment, complementing the product education and flows I designed.
The alignment between UX and branding ensured a cohesive experience across content, product pages, and checkout.
Final thoughts
This project reinforced the importance of balancing compliance, clarity, and empathy in healthcare design. Working with an all-women team underscored the goal of designing for empowerment, not just usability.
If given more time, I would explore an educational quiz to help users find the contraception method best suited to them, positioning Opill as a trusted guide beyond purchase.
