Improving Access to Reproductive Health Resources
lover studio
Improving Access to Reproductive Health Resources
Project Summary
The Miscarriage + Abortion Hotline is a nonprofit initiative founded by physicians to provide private, compassionate guidance for people experiencing miscarriage or seeking abortion information.
In early 2023, the organization recognized that many users — particularly those living in abortion ban states or navigating cultural and language barriers — were struggling to find clear, trustworthy information online.
lover studio partnered with the M + A Hotline to redesign their website and restructure its information architecture to make urgent medical resources easier to access while building trust around a highly sensitive topic.
The project focused on reducing barriers for individuals seeking support, especially those accessing care from restrictive environments.
Overview
lover studio led the research, UX design, and website development for the new platform.
What We Did
• UX research with users navigating miscarriage and abortion care
• Information architecture redesign to improve content discoverability
• Website design focused on trust, clarity, and emotional sensitivity
• Multilingual content accessibility improvements
• Framer development for a fast, mobile-first experience
Timeline: ~ 6 months
Tools: Framer, Figma, UserBrain
New Home Page of M + A Hotline (Current)
The Challenge
Information Overload
The previous website contained large amounts of critical information but lacked a clear structure, making it difficult for users to quickly locate guidance on topics such as medication abortion, legal considerations, or emotional support.
Trust & Stigma
Because abortion and miscarriage are highly stigmatized topics, many users expressed hesitation about relying on online resources. The existing design did not clearly communicate credibility or safety.
Cultural & Linguistic Barriers
A significant portion of users come from immigrant or Spanish-speaking communities. They needed information that was culturally appropriate and accessible in multiple languages.
Accessibility Gaps
The website had an accessibility score of 32%, with issues related to contrast, typography, and assistive technology compatibility — critical problems for a mobile-first audience.
Previous Home Page of M + A Hotline (2022)
Research Insights
To understand the needs of the Hotline’s users, we conducted surveys, interviews, and discovery research with individuals in ban states, Spanish-speaking communities, and people who had previously experienced miscarriage or self-managed abortions.
Key Insights
• 85% said fear of stigma or legal repercussions delayed them from seeking help
• 70% struggled to find clear information about abortion pills versus procedural care
• 55% said the previous design made the organization feel less trustworthy
Participants also emphasized the importance of language accessibility and emotional reassurance when searching for care resources.
Our Solution
All design concepts were tested through feedback loops with both users and clinicians from the Hotline to ensure the information remained medically accurate while being emotionally supportive.
Immediate Access to Support
The hotline number was placed prominently across all pages, ensuring that users could reach a clinician instantly without needing to scroll or search.
Intuitive Navigation
We reorganized the site architecture to reflect real user journeys. Iconography and simplified navigation helped reduce cognitive load during moments of stress.
Mobile-First Design
Because most visitors access the site on mobile devices, the experience was optimized for speed, readability, and touch navigation.
Instructional resources were formatted to be easily readable on smaller screens.
Compassionate Visual Language
The design introduced a warmer color palette, empathetic language, and illustrations representing diverse communities to help build trust and reduce stigma.
Platform Migration
The project also included migrating the website from Squarespace to Framer, allowing the team to improve navigation flexibility, introduce native localization features for multilingual access, and iterate faster on educational resources.
Impact
Increased Hotline Engagement
The redesigned platform makes it significantly easier for individuals to access urgent medical guidance and emotional support.
Following the redesign, the hotline saw an estimated ~ 30% increase in incoming calls, suggesting that users are finding the information they need and reaching clinicians more quickly when support is needed.
Faster Access to Critical Information
Many visitors are able to quickly find the specific information they need, such as medication guidance or the hotline number, and leave the site immediately after.
Because the content addresses sensitive and time-sensitive matters, a high bounce rate paired with increased hotline calls signals success, indicating users are locating resources quickly and taking the next step to connect with clinicians.
Better Support for Clinicians
Clinicians have also reported that the new website makes it easier to reference and share resources with patients. The simplified navigation, calming design, and clearer structure help people access sensitive information without feeling overwhelmed.
Before the redesign, it was harder to guide patients to the right resources online. Now we can confidently share the website knowing the information is easy to find, medically accurate, and presented in a way that feels supportive rather than overwhelming.
Let’s Collaborate
lover studio partners with mission-driven nonprofits and companies to design thoughtful, accessible digital experiences.
We specialize in UX Research and Design, Framer Web Design and Development, Multilingual Content Strategy, and Presentation and Report Design.
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Posted Mar 9, 2026
Redesigning a nonprofit website to reduce barriers to reproductive health resources through user research, improved navigation, and multilingual access.
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Timeline
Feb 1, 2024 - Jul 1, 2024
