Exseed is a company that makes home fertility tests for men. You get a small device and an app, and it lets you check sperm quality, count, and movement at home instead of going to a clinic.
01/06 – Challange
ExSeed is a health-tech company making home male fertility testing accessible — a device and app that lets men check sperm quality, count, and movement at home.
The brief pointed toward a UI problem: low adoption, poor conversion, weak engagement. The instinct was to redesign the product experience and fix the screens.
But before touching a single screen, I chose to go upstream — to understand why people weren’t engaging in the first place. That decision changed everything.
– The UI needed redesigning
– Users didn’t understand the product
– Conversion was a design problem
– Pharmacies weren’t selling it well enough
ExSeed is a health-tech company making home male fertility testing accessible — a device and app that lets men check sperm quality, count, and movement at home.
The brief pointed toward a UI problem: low adoption, poor conversion, weak engagement. The instinct was to redesign the product experience and fix the screens.
But before touching a single screen, I chose to go upstream — to understand why people weren’t engaging in the first place. That decision changed everything.
– Awareness was the real barrier — not UI
– Male fertility is a taboo topic men avoid
– Young people had zero education on fertility
– Schools and pharmacies were untapped channels
– Schools and pharmacies were untapped channel
“Through research, we identified key contributing factors including lifestyle, environmental, and genetic factors — yet awareness remained critically low across all channels.”
— RESEARCH FOUNDATION, EXSEED PROJECT
02/06 – Research
I designed and executed a multi-layered research approach — covering pharmacies, schools, and clinical professionals to map the full ecosystem, not just the product touchpoints.
03/06 – Findings
The strategic pivot
The research pointed to one conclusion: ExSeed’s real opportunity wasn’t a better checkout flow or a redesigned dashboard. It was becoming the trusted voice on male fertility education — before men even knew they needed the product.
04/06 – Solutions
The tangible output was an infographic poster on male fertility — designed to be used in high schools as an educational resource. Simple, approachable, evidence-backed. Built to start conversations.
Output 01
Output 02
Output 03
05/06 – Skills demostrated
This project demonstrates something most designers at my level don’t show: the ability to question the problem before solving it.
Discovery-led design means treating the brief as a hypothesis, not a fact. I proved that here — and the output was a strategic pivot that influenced the product direction of a real company.
I also navigated internal resistance — stakeholders who expected a UI recommendation, not a channel strategy pivot. Building alignment through evidence is a skill, and this project tested it directly.
06/06 – Reflection
This project fundamentally changed how I approach design briefs. The brief is always a hypothesis. The real problem is almost always upstream from where it first appears.
It also showed me that the hardest part of research isn’t collecting data — it’s presenting conclusions that challenge assumptions people already hold.
FIGMA | Infographic design & layout
Illustrator | Visual assets & poster production
Photoshop | Image treatment & composition
Interviews | Clinical professionals, school staff
Surveys | 50+ pharmacies, 100+ schools
Competitor analysis Market gap identification
