Case Studies

Research in the healthcare industry – how did PelviFly change its website?

jak zmienić stronę internetową

“Will you talk to me about your urinary incontinence problem?” – This is not the best question to start a user interview, right?

So how do you approach surveying when your business deals with difficult medical issues? How to get knowledge directly from our (potential) customers? Should you even to talk to them at all? How to do that? We tackled these issues by working with the PelviFly team on their new website. Below we share the details of the process with you.

The Client
The aim
creation of a website
Number of sprints
Number of people in the project

PelviFly is a solution that allows pelvic floor muscle training at home. This is possible thanks to the device created in cooperation with engineers from Stanford University, the training application and consultation with the best specialists in Poland.


How do brilliant ideas die? Or about a sad website of an interesting solution that didn’t sell.

Urszula and Gabriel Herman, the creators of PelviFly, asked us for help in rebuilding their site at the turn of 2016 and 2017. They had a ground-breaking product and… a site that didn’t sell. Most of the sales had to be done with telephone support, which was not the most effective solution. Urszula and Gabriel were wondering what they could do to quickly improve the website and increase sales results.

Sprint 1: UX audit for “quick-wins”… and why it was not enough without examining the target group

At the beginning of the cooperation, as the time was very limited (less than 2 weeks until PelviFly’s appearance in the “Dzień dobry TVN” TV programme), Urszula and Gabriel asked us to do a quick audit of the site for the so-called “quick-wins”, that is, elements that could be quickly improved, and could bring significant change in the usability, accessibility of the site or sales.

First of all, the UX audit showed too much content on the page presented in a language difficult to understand for the recipient. Not only did it distract customers from the shopping path, but it also didn’t present the value of the solution itself.


Earlier version of the website with which PelviFly came to us

As a result, we have prepared a short report with specific recommendations for changes, taking into account the difficulties to implement them and their importance to business.

However, thanks to the combination of audit and micro-tests with users, we learned one most important thing – for PelviFly to be able to carry out its mission and be an actual pioneer in dealing with the problem of urinary incontinence, we need a revolution and a website designed in such a way, so as to bring specific value to users, and this… couldn’t be done without them.

Sprint 2-4: Research planning and (difficult) recruitment, or “Let’s talk about your urinary incontinence problem”

We knew the goal of our client, PelviFly – to spread knowledge about pelvic floor muscles and support women in exercises with their device. We knew that women needed this knowledge and were looking for a solution to their problem.

We didn’t know exactly who they were – the target group was defined as “women after childbirth”, which is far too general and too wide.

We had to find out which women after delivery wouldn’t only have this problem, but would also be willing to use PelviFly, and thus, what solutions they use now, how they define the problem and what would they point out as the actual value (and for us – the strategy for further action on the development of the service).

But how do you find women with urinary incontinence who want to share?

Although this may seem like a challenge, in cooperation with the client we managed to find them without any major problems.

We quickly mapped together where we can find our users – where they go, what they read, with whom they talk about it. Then we analysed which places we have the best access to.

We thus managed to attract as many as 12 women within 1.5 weeks and conduct 40 interviews with them, as well as talk to people working in the birth school, who provided us with a lot of valuable knowledge.

Sprint 5: UX strategy, or how the conclusions of the research influenced the shape of the website

After the audit, site micro tests with users, an interview with the birth school personnel and interviews with the target group, we had enough information to build the UX strategy and concept of the new site.

Basically, we learned that:

  •     the new website must be as short as possible but specific – the main page should contain the answers to 4 questions:
    • who are the exercises for,
    • why is it worth exercising,
    • what is PelviFly,
    • and what should be done next,
  •     the price list should be simplified (we changed the entire sales model – from strongly based on direct channels to the Internet one) so that women can make a quick selection through the site, without phone consultation,
  •     the visual content of the site should be less cool and “medical” and more feminine – so that PelviFly ceases to be associated with health problems, and start being associated with a cool gadget for conscious women.

To illustrate the concept, website mock-ups were created that were tested with users in the next round, together with the flow of the entire new service.

Sprint 6-8: New design, better sales, HotJar and further tests

Based on the tested mock-ups, the refreshed PelviFly logo was created along with the mark book and print material designs, and the website, which was now supposed to be a centre of knowledge about pelvic floor muscles and to promote exercises with PelviFly specialists.

What was the result?

Our graphical case study can be seen on Behance, and the website itself at

The new site is light, which makes it easier to absorb information (“cool margins – large spaces improve readability!”, said one of the users during tests) and has a very feminine character – both visually and in terms of content. “Much nicer and having more interesting information than before” – this is just one of the first reviews obtain during the tests of the new website.

jak zmienić stronę internetową

Thanks to the refreshed website, we were able to increase sales, transferring it mainly to online channels and create a further sales and marketing action plan already supporting specific target groups – e.g. thematic webinars, educational mailing campaigns etc.

Was it the end of our work?

Definitely not – after launching the new version we analysed both the changes in Google Analytics and the recordings in HotJar to be able to recommend further actions… and we have been cooperating with PelviFly for 3 years now, working on further elements of their service.

jak zmienić stronę internetową

Should we therefore avoid research in medical projects, even if it seems to us that it touches on difficult subjects? Definitely not, and even more so then we should stay close to our recipients – how else should we know how they call their problems or where they are looking for solutions, and thus – how to reach them?

“We came to Project People after 7 months of work on a breakthrough app for women allowing pelvic floor muscle exercises at home. (…) We’ve made a website and started promoting our solution. We’ve just forgotten about one thing – to ask our potential customers what they expect and how they want our product to be described. Project: People took the challenge and after a series of studies with users, it designed a completely new version of the website, store and proposed changes in the application to help in its understanding and use. The conversion increased, same as the level of satisfaction of exercising women, but we managed to maintain the aesthetics and colours of the PelviFly project that were close to us”

Urszula Herman, CEO & creator of PelviFly

If you are hesitating, whether it is possible and worth researching in your project, or you would like to design a service that is really tailored to your recipients – let’s have a talk. 🙂

Case study isn't enough?

Would you like to learn about the whole process and how we could carry it out in your organization?

Let's talk

Project team, i.e. who was responsible for what

Author of the Case Study

Joanna Ostafin CEO & Co-founder @ Project: People
She starts most of her conversations by saying "I have an idea". Joanna is a serial initiator and co-founder of many organizations, brands, and communities. On a daily basis, she is a CEO at Project: People and develops the DesignWays brand.

Co-founder of Project: People, Project: Values, DesignWays Conf, and DesignWays Hub. She has created several communities, including the Krakowska Inicjatywa Designerska [Krakow Design Initiative] and the Product Culture Community.

She enjoys sharing her knowledge during workshops and conferences - she was a speaker at Grafconf, the UX in Business Conference, Mobile Trends Conference, ProductCamp, Bitspiration, and many others. She is a lecturer at the Tischner European University and WSB Universities. Author of the “+25 to workshop equipment” e-book.

Totally in love with the lean approach, especially Lean Startup & Lean UX. Big fan of educational projects, workshops, Product Discovery process, and... people. Privately an amateur of street workout and obstacle races.