Hana UK set out to make contraception feel less taboo and more accessible. With new contraceptive pills available over the counter, the challenge was not only helping people discover the product, but ensuring they felt informed, safe, and respected as they navigated sensitive questions.

We partnered with Hana UK to translate a complex, emotionally loaded topic into an experience that educates without judgment, builds confidence through clarity, and supports faster decision-making through structured information design. Visit Platform

We reframed education as empowerment, shifting away from a medical-lecture tone toward practical decision support that meets users where they are curious, cautious, and often overwhelmed. The experience was built on a clarity-first information architecture, structured around real user intent and clearly defined Jobs-to-be-Done, such as understanding fit, usage, expectations, and access.

We worked in close collaboration with an SEO and UX writing agency, who created the initial texts and visuals, while we defined the structure, page hierarchy, and flows and jointly refined the content to ensure a coherent storyline that guides users without confusion. Detailed product and regulatory information was translated into scannable modules and progressive disclosure patterns, allowing users to engage at their own pace and comfort level.

Throughout the project, we held weekly stakeholder alignments to validate concepts, decisions, and refinements across UX, content, and design. Development was handled in-house at LOOP, with continuous collaboration between design and development to ensure a smooth handover and accurate implementation.

Removing taboos


Approachable by design

Education without judgment


Clarity over complexity

Guidance, not persuasion

For Hana UK, we designed a digital platform that acts as a trusted companion, not a medical authority, offering clear, approachable pathways to explore over-the-counter contraception without stigma or pressure. The experience prioritizes neutral education over persuasion, helping users understand the full range of contraceptive methods, their differences, and how contraceptive pills work, including suitability through guided tests and eligibility checks. By surfacing information progressively and aligning education, navigation, and tone, the platform empowers users to make informed choices at their own pace, building trust and confidence from curiosity to action.

A digital experience that supports over-the-counter contraception through clear education pathways, respectful and inclusive messaging, stronger trust signals expressed through structure and tone, and reduced friction from initial curiosity to confident action.

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