Guiding prospective parents through the journey to parenthood through a streamlined user experience.
Path2Parenthood (P2P) is a national non-profit organization that connects and equips hopeful parents of all genders, marital statuses and health diagnoses with trustworthy, unbiased resources to guide them along their unique journeys to parenthood.
Path2Parenthood wanted to create a website that would be approachable to their diverse audiences while preparing and comforting hopeful parents throughout the medical and emotional journey of planning a family.
Parenthood is not a “one-size-fits-all” process. With many viable routes, hopeful parents often don’t know where to begin their research or which option is best suited for them. To help those who wish to become parents find information and options that are relevant to them, we created “path pages”— easy-to-identify web pages customized for gay couples, for straight couples, and for single men and women.
Creating a clear way to self-identify helps P2P site users establish themselves in an otherwise overwhelming process. Once a path page has been self-selected, questions prompt them to explore the path they’ll take to parenthood based on their interest in adoption, pregnancy, or surrogacy. Once chosen, the path reveals more questions to determine the user’s age, previous experiences with pregnancy (such as: “Trying with no luck?” or “Trying for the first time?”). Presenting the information incrementally allows hopeful prospective parents to answer questions similarly to how they would in a doctor’s office, so that they’re able to make well-informed decisions about the best approach and not be overwhelmed with all of the options.
Related links, videos and documents are supplied throughout the path pages to enable users to continue their research on their own. Additionally, users can find professionals (in fields such as healthcare and legal counsel) near them using the Professional Finder tool within the path page. By supplementing top-level information and connecting people with written research and real-life professionals, we created an experience that empowers these hopeful parents to feel confident that they are exploring information specifically relevant to them and are thus equipped to make well-informed decisions along their journey to parenthood.
The site’s design aesthetic needed to emotionally support users. One way we achieved this was to change the colors throughout the site to ones that support the P2P brand story. We updated P2P’s logo from a clinical, sterile blue and green to a warm and earthy orange, clay and yellow — a visual representation of the new site’s goal of joining information and professionalism with support and sensitivity. The approachable new logo maintains a sense of authority with a firmly rooted stance, letter height and visual weight.
Photography was selected to supplement the highly informational content on the P2P site and to positively strengthen users’ emotional connections with the brand. Images with warm, sunlit tones convey a message of hope and inspiration. Photography with clinical and sterile images were avoided to keep the site experience from feeling stuffy or uninviting — users need to feel that they can share their concerns as they would with someone they trust, not like they are waiting for bad news from a doctor. Users will also notice that multiple ethnicities, genders and cultures are represented and supported by P2P, united in a pursuit of the dream of family.
Additionally, we created a system of icons to work alongside the photography, representing P2P’s unbiased support for their audience. Choosing to use icons was instrumental in being inclusive of all races and cultures and giving every user something to identify with. These icons are original illustrations and are paired with information on adoption, pregnancy, infertility, HIV, and male reproductive health. The heart, carried in from the “2” half-heart illustration in Path2Parenthood’s logo, creates consistency across the site, reinforcing a message of support and love. The hands in the icons embody P2P’s assistance and guidance (hand-holding) along hopeful parents’ journeys.
By designing in a way that comforts and empowers users, we have ensured that the P2P audience feels relief from negative stresses and can fully embrace the excited anticipation of parenthood.
“We had the privilege of working with Elevate during the process of rebranding our organization, and they exceeded expectations on every level. They took on Path2Parenthood from a place of 100 percent responsibility, coming up to speed on extraordinarily complex topics including in vitro fertilization, issues surrounding LGBT family building, and adoption in a matter of weeks. Their deep dive into our content and their insight about the demographics of those who visit our site gave us the ability to curate our resources in a truly meaningful way. Most importantly, they led the process every step of the way, giving us a level of confidence that I have never had with other vendors. We continue to work with them as our partners in advancing our mission. They have my highest recommendation.”
~ Ken Mosesian, Path2Parenthood Executive Director