LEVY Health — Designing Empathetic, Inclusive UX Copy for Fertility and Reproductive Health
Hero Summary
Role: UX Writer & Content Strategist
Duration: 1 year (Freelance)
Sector: Digital Health / Fertility Tech
Tools: Figma, Notion
Context
LEVY Health is a reproductive health platform connecting patients and clinicians to streamline fertility diagnostics, treatment recommendations, and ongoing care. The product helps single women, couples, sperm donors, and clinicians navigate complex fertility journeys by combining medical precision with emotional support.
I joined as a freelance UX Writer, tasked with improving the patient onboarding experience and ensuring that sensitive medical information was communicated with empathy, clarity, and consistency.
Main users included:
Patients: Individuals and couples trying to conceive, considering egg freezing, or undergoing fertility testing.
Clinicians: Medical professionals interpreting results and providing personalized recommendations.
Problem / Goal
As LEVY grew, the team faced challenges balancing clinical accuracy with emotional sensitivity. Patients often encountered:
Overly clinical, inconsistent, or repetitive copy during onboarding.
Confusing or intrusive CSAT (Customer Satisfaction) questions.
Fragmented tone across system emails and in-app messages.
Custom-built user journeys for each clinic client, slowing scalability.
The company needed to:
Refine the onboarding questionnaire to categorize patients accurately without discomfort or bias.
Strike a tone described internally as an “older sister who’s also a doctor” — knowledgeable, calm, and empathetic.
Create standardized, customizable user journey templates for future clients.
Improve clarity and consistency across clinical recommendations, emails, and platform copy.
My Role
As the lead UX Writer, I collaborated with Product Managers, Designers, Marketing, and the CEO to design and implement a unified, patient-first content strategy.
Ownership Areas:
Product Voice & Tone
UX Copy and System Messaging
Patient Email Communication
Content Guidelines & Templates
Clinical Copy Simplification
Collaboration Highlights:
Partnered with product and design teams to align UX copy with user journeys in Figma.
Worked directly with product team to translate medical jargon from clinicians into layperson-friendly content.
Advised marketing on brand-aligned, empathetic storytelling for outreach materials.
Consulted with leadership to standardize the tone across patient and clinician touchpoints.
Process
UX & Content Audit: Conducted a full audit of patient flows, identifying redundant copy, inconsistent tone, and overuse of UI elements such as info boxes.
Tone of Voice Development: Developed LEVY’s signature tone — knowledgeable but kind. Defined usage examples, do/don’t scenarios, and tone shifts for various emotional contexts (test results, instructions, or exclusions).
Questionnaire Refinement: Rewrote over 20 CSAT questions to ensure neutrality and emotional sensitivity. Simplified medical phrasing and improved categorization logic to make the experience more inclusive and respectful.
System Email Redesign: Audited and rewrote 20+ system emails (covering egg donation, semen testing, and fertility results). Improved clarity, tone, and engagement by reducing ambiguity and providing clear next steps. Each message encouraged users to log into the platform for clinician updates.
Clinical Content Simplification: Rewrote clinician recommendations for IVF and STI testing to be accessible and non-alarmist while retaining medical precision. Created consistency between patient-facing and clinician-facing versions.
User Journey Standardization: Created template user journeys adaptable to each clinic client. This drastically reduced the workload for designers and sped up onboarding for new B2B clients.
UX Content Improvements: Established guidelines for when to use info boxes and where contextual help should live in the interface. Reduced clutter, redundancy, and improved readability across flows.
Cross-Functional Copy Collaboration: Worked in Notion to centralize content decisions, enabling better visibility for product, design, and marketing teams.
“I first crossed paths with Catherine about four years ago, and ever since, wherever I’ve gone, I’ve tried to bring her along because she’s just that good.
She’s incredible at getting things over the line: outcomes-driven, fast, and consistent. She nails the words and unlocks business impact with her rare mix of deep UX writing expertise. Whether it’s structuring complex product documentation, shaping user-friendly copy, or developing brand voice and style guides, she consistently delivers with clarity. What stands out most is her ability to translate business needs into scalable, user-centric systems. She doesn’t just write great content, she builds the frameworks and tools that make content creation faster, smarter, and truly on-brand.
On top of that, Catherine is simply a pleasure to work with. If I had the choice, I’d always work with her. If you’re looking for someone who can elevate your content strategy while future-proofing it, Catherine is the partner you want at your side.”
— Abrie Coertze, Lead Product Manager, LEVY Health
Results
20+ CSAT questions improved for inclusivity and readability.
20+ patient system emails rewritten to be clearer, warmer, and more actionable.
Clinician recommendations rewritten for IVF and STI content, improving patient comprehension and engagement.
Standardized tone of voice across UX, emails, and clinical content, reducing inconsistencies.
User journey templates decreased design workload and enabled faster onboarding for new clinics.
Designers adopted new content guidelines, resulting in smoother collaboration and higher confidence in copy decisions.
Qualitatively, patient feedback reflected increased trust and comfort, while clinicians and designers reported faster content review cycles and fewer clarification requests.
Deliverables
Writing & Tone Guidelines
Refined CSAT Questionnaire Copy
System Email Copy Framework
IVF and STI Recommendation Rewrites
User Journey Templates
UX Guidelines for Help Text and Info Boxes