Content Design System

Femia · Content Delivery at Scale

Femia needed to produce personalised health content every day — across cycle phases, fertility goals, and life stages. I built the content design system that made that possible: a shared visual foundation, templated content formats, and a production workflow that let a distributed team create, review, and publish at scale without losing quality.

Role

Product Design Lead

Year

2022–2025

Platforms

iOS, Android

Industry

Femtech

Producing personalised daily health content for over a million users — across fertility stages, cycle phases, and pregnancy — required more than good writing. Without a shared system, each piece of content became a one-off effort: inconsistent, slow, and hard to review. We needed a scalable foundation that a distributed team could work from without losing visual quality or medical accuracy.

I built the content design system from scratch — starting with a visual foundation of colour, typography, and illustration libraries, then designing a library of content templates covering story titles, infographics, text blocks, daily advice cards, and text-and-art combinations. Alongside the design assets, I defined a production workflow connecting content managers, visual designers, and a review team of medical experts and editors, with publishing into Contentful.

Enabled a distributed team to produce personalised daily content at scale for 1.2M+ users — with every story reviewed by medical experts and published consistently across iOS and Android.

Visual foundation

The system started with a shared visual language that every content creator and designer could rely on. The colour system was built as hot-cold paired palettes extending the Femia brand, giving the team a broad but coherent palette to work across different health topics and emotional tones.

Colour system

Paired hot-cold palettes built on the Femia brand — giving every content format its own mood while staying visually unified.

Typography

A type scale designed for both iOS and Android, covering large editorial titles through body text and captions.

Icon set

A comprehensive health icon library covering reproductive health, body topics, wellness, and lifestyle — all in a consistent illustrative style.

Content creation workflow

The system wasn't just design assets — it was a production process. Content managers worked from templated wireframes to draft stories. Visual designers used design system components to bring them to life. Every piece then went through a structured review: medical experts checked accuracy, colleagues reviewed tone, and the design lead and content lead signed off before publishing to Contentful.

This workflow meant quality didn't depend on individual effort — it was built into how the system worked.

Content templates

The core of the system was a library of content templates — each designed for a specific format and purpose. Together they covered the full range of content Femia delivered to users every day.

Story title templates

Various opening formats to hook readers at the start — from editorial headlines to question-based hooks and data-led intros.

Infographics

Data visualisation templates for presenting health statistics in a clear, visually engaging way without requiring custom design each time.

Lists and text blocks

Structured tip formats — Do/Don't lists, numbered advice, and text blocks — for delivering practical health guidance in easy-to-scan layouts.

Daily advice cards

Personalised story formats driven by user cycle data — triggered by cycle day, symptoms, or fertility stage to feel relevant every time.

Text and art

Templates that combine editorial copy with illustration — for stories where visuals carry meaning alongside the words.

Art library

To support the content system, I built a dedicated art library of object illustrations covering health topics, lifestyle, food, body, and wellness. These assets gave the content team a shared visual vocabulary — so any story could be illustrated quickly without starting from scratch, while staying consistent with the Femia visual identity.