Growing Generations is a global surrogacy, egg, and sperm donation agency dedicated to helping families grow through compassionate, guided support. As the company expanded its offerings beyond intended parents and surrogates, the homepage needed to evolve to clearly represent each audience and their journey.

Role: UX/UI Designer (Lead & Sole Designer)

Collaborators: Brand Managers, Media Analysts, CMO, and Content Teams

Scope: Homepage redesign, layout architecture, UI design, and Wix build

Goal: Increase clarity, trust, and conversion for a global surrogacy and egg donation agency

Problem:

The previous homepage was content-heavy and structurally fragmented, making it difficult for visitors to understand the core offerings at a glance.

  1. Calls-to-action (CTAs) were buried deep in the page, leading to low click-through rates.

  2. The visual hierarchy did not reflect the emotional weight and trust required in this decision.

  3. Mobile usability was inconsistent, especially for visitors researching on mobile devices.

  4. The company added a new service for egg and sperm donors which was not reflected on the previous homepage.

Overview

While the existing homepage was visually strong and approachable, it lacked clarity around the organization’s expanded services and next steps for users. My goal was to design a homepage that not only communicates the full scope of Growing Generations’ work but also guides each visitor, no matter their role, toward a clear, confident first action.

My Role

As the sole designer on this project, I led design direction from discovery through delivery, collaborating closely with our brand, content, and leadership teams. I worked with brand managers to ensure visual consistency, with media analysts to align design decisions with behavioral data, and with our CMO to ensure messaging supported overall business goals.

UX Goals

After reviewing user data and discussing internal goals, I defined three key UX priorities:

  1. Clarify the offering: Clearly present the company’s three audience paths—Intended Parents, Surrogates, and Donors (Egg & Sperm).

  2. Guide user action: Add concise, meaningful CTAs above the fold and throughout the page to support conversion across mobile and desktop.

  3. Ensure mobile-first usability: Since the majority of visitors access the site on mobile, the design needed to be intuitive, fast-loading, and visually clear on small screens.This project required balancing empathy and clarity, translating a deeply emotional subject matter into a digital experience that feels trustworthy, inclusive, and easy to navigate.

Design Process

The design process included two rounds of iteration, informed by feedback from leadership and brand teams.

  • Wireframing & Strategy: I began by mapping out the content flow to identify key user areas.

  • Visual Direction: Using assets from a recent brand photoshoot and carefully selected stock images, I composed cohesive imagery that balanced diversity, warmth, and professionalism. In several cases, I manually stitched and edited photos to ensure they aligned seamlessly with the brand aesthetic.

  • UI Design & Build: Once direction was approved, I refined the layout in Figma and built the new homepage in Wix, ensuring responsive functionality and accessibility across devices.

Design Highlights

  • Hero Section: Introduces the three key user journeys—Intended Parents, Surrogates, and Donors—with clear, accessible CTAs and inclusive imagery.

  • Modular Layout: Reorganized content into digestible sections that highlight core values, testimonials, and next steps.

  • Visual Consistency: Integrated brand photography with stock imagery through careful editing and color correction for a seamless visual experience.

  • Mobile Optimization: Designed and tested for mobile-first interaction, ensuring CTAs remain visible and the content flow feels intuitive.

Results & Impact

This redesigned homepage is expected to:

  • Improve mobile engagement and click-through rates by making CTAs prominent and easy to access

  • Strengthen brand perception and trust through visual storytelling and inclusive imagery

  • Provide a clear, guided experience for every user type

Collaboration & Iteration

This redesign was a highly collaborative effort across departments. Early stakeholder sessions helped define key goals and surface content priorities. After two full rounds of iteration, we landed on a design that balanced business objectives with a human-centered experience—something that communicates both credibility and compassion.

Reflection

This project represents my ability to lead design direction, collaborate cross-functionally, and translate complex emotional services into a clear, high-converting user experience. As the only designer on the project, I guided both the visual and strategic UX direction, bridging brand storytelling and usability to create a homepage that truly reflects Growing Generations’ mission.