Carrot is on a mission to make fertility and family-forming care accessible to everyone, regardless of age, race, sex, sexual orientation, gender identity, or geography.
Offered as a financial benefit, Carrot empowers employees everywhere with the opportunity to have a child through fertility planning, donor-assisted reproduction, or adoption.
Along with a design lead and product designer from All Turtles, I was responsible for content design as part of an embedded design team at Carrot. We worked elbow-to-elbow (pre-COVID, of course) with Carrot’s engineering team to redesign and level up the member-facing web app and increase engagement. (I also supported the marketing website redesign.)
Arun Venkatesan, a co-founder and close collaborator during the five months, wrote a pretty great blog post about the redesign. Carrot went on to raise a Series B in August 2020 and it’s been super exciting to see their continued growth ever since.
Hey, that sounds pretty rad. Can I see more of your work? Get in touch and I’ll be happy to walk you through my thinking, process, and project details.
Personalized first landing experience
I led the content and task flow redesign of the onboarding flow and homepage. Given the scope, I collaborated and consulted with practically every function in Carrot, from the CEO and Chief Medical Officer to Care Navigation and Legal.
Based on a member’s choices, the redesign personalizes the Carrot experience with actionable next steps and highlights all the ways that Carrot can support them on their journey.
Content library audit + redesign
As part of the self-serve web experience, the library was a treasure trove of thoughtful, in-depth, and medically accurate articles on family-forming topics. But navigating the library was cumbersome, confusing, and hard for members to find relevant articles on their own.
WIth input from Carrot’s medical team, I audited all of the existing content, overhauled the information architecture, and created a simpler and much more scalable system.
I partnered with my product designer to redesign the UX. Engineering limitations helped us design and propose a phased approach. I also drafted a content and approval workflow for future maintenance and updates.
Office hours + other content initiatives
As the only content designer, there were plenty of other content asks outside of my main product focus areas. I hosted regular office hours and paired with the engineers and product owners on a wide range of asks: from SMS flows and emails to blobs, microcopy, and so many modals.
I also partnered with teams to create the first draft product and UX writing style guide. The style guide has since been built upon, iterated, and maintained by the current product design team.
Toward the end of my time with Carrot, I helped the Care Navigation team spearhead their support center project, auditing existing content and helping draft a flexible and adaptable framework that could account for all the permutations and variations of content.