Hemexa. Designing Australia's first biomarker membership.

Most blood tests give you a number and walk away.

Iron is 15. Glucose is 5.6. CRP is 2.1. In range, out of range, see you in twelve months. The result is a snapshot of a body that does not stand still. Iron can decline for years before anyone notices. Glucose can drift upward inside the "normal" band until the day it isn't. By the time a standard test flags something, the trend that caused it has been moving for a long time.

Hemexa is the answer to that.

Australia's only twice-yearly biomarker membership. Two structured panels a year, 100+ markers, a dashboard that shows you what is changing instead of just what is broken. The product is built for people who want to understand their biology before something forces them to.

When the founder came to me, the science was already strong. The challenge was design. How do you make a preventative-health product feel calm enough that someone trusts it with their blood, and clear enough that they actually understand what they are looking at?

Here is how we built it.

I did not start in Figma. I started by writing the case the brand was making.

Standard blood tests are reactive. Hemexa is proactive. Standard tests treat results as snapshots. Hemexa treats them as trendlines. Standard reports are walls of numbers. Hemexa is a structured dashboard that surfaces what matters.

If the design did not communicate that argument, nothing else would matter. So we wrote the argument first, in plain language, and then built the visual system around it.

Healthcare design has two failure modes. Too sterile and it feels like a hospital. Too soft and it loses authority. Hemexa needed to land in the middle. Trustworthy enough that a 40 year old executive would hand over their blood. Calm enough that they would actually open the dashboard the next morning.

We built a typography system with weight and clarity, a colour palette warm enough to feel human, a spacing rhythm that gave each section room to breathe. Nothing flashy. Just confident.

Every section had one job.

The hero existed to plant the category claim. "Australia's only twice-yearly biomarker membership." That sentence had to do most of the work, because the product is genuinely new and people would not get it from a generic tagline.

The features section existed to translate biology into outcomes. We wrote about trendline insights, comprehensive marker sets, AI-guided summaries. Not jargon for jargon's sake, but specific enough that a curious reader would feel the depth.

The "How it works" section existed to remove friction. Five steps, each one short, each one answering an unspoken question. Where do I get the blood drawn? Who reviews the results? What do I actually see?

By the end, every scroll on the page was a small step toward "I want to be a member."

Smooth scroll. Soft transitions. A dashboard mockup at the top of the page that did the heavy lifting of showing what the product feels like, before a single feature was described.

The site shipped fast, loaded fast, and looked the same on a phone in a Sydney cafe as it did on a desktop in a doctor's office. That mattered, because most early sign-ups for a product like this happen on mobile.

Hemexa launched its waitlist as a "by invitation" preventative-health membership. The site became the first place anyone would meet the brand, and the foundation the rest of the company would be built on.

The product itself is rolling out through 2026 to founding members, with full launch to follow.

Every long client relationship eventually involves changes you did not make. Hemexa is no exception.

The version we designed and shipped lives at hemexa.framer.ai. The version live today at hemexa.health includes additions and edits the client has made since launch as the product has evolved. Both links are below so anyone reading this can see the original design intent and the current production site.

Both are real. Both belong to the work. The first one is what we delivered. The second one is what the product has grown into.

Designed by us: hemexa.framer.ai

Live site (current): hemexa.health