Deliverables

  • Site Architecture & Website Design
  • Infographic Design
  • Email Marketing Content

Lilia, 2021

Lilia is an egg-freezing knowledge base and appointment booking service. Their concierges help women streamline the process of freezing their eggs, by providing consolidated reliable information, community reviews, and on-demand support. 

The team needed some support with their website design, infographic design, email marketing, and website assets.

Website Design

The mandate was to deliver site architecture, wireframes, and copy recommendations to improve conversion. Starting with a site audit, I identified several opportunities for improvement:

  • CTAs were vague and confusing
  • Inconsistent terminology 
  • One of Lillia’s key selling features is personal support, but the website was void of personality. It didn’t feel human or friendly
  • No HTML structure was preventing the site from being indexed correctly 
  • Lack of navigation structure

I proposed designs and wireframes with the goal of positioning Lilia as a solution to three key customer problems:

01

I don’t know if I should freeze my eggs

02

I don’t have time to freeze my eggs

03

I don’t know what information to trust

From a high-level, the changes involved:

  • Articulating that Lilia is for anyone who wants to have kids – whether that be now or later.
  • Introducing social proof in the form of customer testimonials
  • Consolidating page content, using more descriptive page names, and updating the site navigation.
  • Ensuring information-rich resources are easily accessible from multiple pages.

We also created a series of graphics to showcase the experience of working with a Lilia concierge.

Infographic

The team at Lilia had created an infographic to explain the live birth success rates from egg freezing at various ages. It contained information that was extremely useful to Lilia’s target customers, but it was difficult to interpret.

I offered two alternatives to help clear things up. One, a more traditional infographic approach. The other, simplifying things even further my explaining the message in plain old English.

Email Marketing

To nurture new leads, Lilia asked me to help them with an email marketing series.

The 8-email drip campaign blends educational emails with more personal and unpolished material to position Lilia as knowledgeable and approachable. 

Here’s an example:

Hey {First Name},

Thanks for dropping by Lilia!

Before we get started, I have a confession. This email is automated.

But, I’m a real person. My name is Alyssa, I’m Lilia’s Founder. From now on, you can reply to any of my emails and I promise a non-automated response.

Now, let’s get back to your egg freezing journey.
If you’re ready, book a 1:1 call and we can talk about your needs.

Otherwise, stick around and we’ll drop some knowledge bombs. We’ll be here for you when the timing is right.

Alyssa