Lucie Krulichova - Nij Fertility Clinics

Bringing Life to Light

Nij Fertility Clinic, located in the Netherlands, was recently acquired by FutureLife—one of the largest and fastest-growing global providers of assisted reproductive technologies. The international nature of this project made it particularly dynamic, requiring collaboration with stakeholders across multiple countries and disciplines.

Project Context

Our challenge was to fully redesign the clinic’s website. Nij wanted a fresh, distinctive look that remained grounded in usability and sensitivity to its target audience.

UI/UX

Branding & Strategy

Website Design

Graphic design

Design System

Project Involvement

I was the sole designer on this project — crafting everything from the visual direction to the very last button. This project was undertaken as part of my product design role at WDF Agency

In progress

UI/UX

Navigation & site structure

The menu design played a pivotal role in the website development for the fertility clinic, as it needed to balance sensitivity with clarity. Visitors often arrive feeling overwhelmed or anxious, so the navigation had to be exceptionally intuitive and reassuring. We carefully structured the menu to highlight key areas and prioritize easy access to critical information.

Branding & Strategy

Serene and graceful design

The branding strategy aimed to create a serene and graceful design, featuring soft transitions through occasional gradients. The color palette blended baby blue and pink tones, reflecting warmth and care while evoking a sense of calm and hope throughout the user journey.

Components

For the client, it was crucial to build flexibility into the website’s components, ensuring that the site could easily expand as needed.

Website Design

Design System

Graphic design

Design System