Aesculap

Paragard is the only hormone-free IUD available in the U.S., offering up to 10 years of effective, non-hormonal contraception. The goal of this project was to modernize Paragard’s digital experience to better educate and support women exploring hormone-free birth control—while maintaining medical accuracy, accessibility, and regulatory compliance.

The challenge

• Communicate Paragard’s unique value in a hormone-dominated category

• Improve mobile usability (76% of users accessed the site on mobile)

• Reduce friction around a deeply personal healthcare decision

• Balance education with clarity, without overwhelming users

The experience needed to feel trustworthy, approachable, and empowering at every touchpoint.

We repositioned Paragard around a simple, empowering message:

Natural. Hormone-Free. Long-Lasting. Effortless.

Strategic focus

• Prioritize clarity and informed choice over fear-based messaging

• Highlight Paragard’s hormone-free differentiation and long-term reliability

• Reinforce autonomy, confidence, and control in reproductive healthcare

Key differentiators surfaced throughout the experience:

• The only hormone-free IUD available in the U.S.

• Effective for up to 10 years

• Fully reversible with immediate return to fertility

he site was designed around two primary audiences—patients and healthcare providers—with a mobile-first approach guiding every design decision.

Experience considerations

• Simplified navigation and clear user paths

• Prominent calls to action such as Find a Doctor and Learn More

• Educational content structured for scanning and progressive disclosure

• Responsive layouts optimized for mobile, tablet, and desktop

• WCAG 2.1 AA accessibility compliance across color, type, and interaction

The goal was to reduce anxiety, remove friction, and make complex medical information feel approachable and human.

The visual direction reinforces Paragard’s hormone-free positioning through authenticity and restraint.

Visual & voice principles

• Real women in everyday environments, minimally styled

• Diverse representation without performative cues

• Warm, supportive tone balanced with medical credibility

• Clear, direct language that speaks to women, not at them

Innovation highlight

• Prototyped an augmented reality experience allowing users to interact with a 3D model of the Paragard device

• Enabled rotation, zoom, and contextual overlays to support education

• Reduced intimidation by making the product more tangible and understandable

The redesigned Paragard experience delivered a clean, educational, and high-performing digital presence aligned with the brand’s hormone-free promise.

Project impact

• Clearer differentiation in a crowded contraceptive market

• Improved mobile usability and content clarity

• A more confident, supportive experience for users exploring hormone-free options

Collaboration

• Worked closely with design, development, content strategy, medical, legal, and regulatory teams

• Ensured accuracy, accessibility, and compliance without compromising user experience

UI Design · UX Strategy · Cross-Functional Collaboration