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Which? Birth Choice

Design of a website for the consumer body to help women decide where to give birth

Raising awareness of choice

Which? is a consumer advocacy group and magazine. As part of a public services initiative, Which? launched a website to help women in the United Kingdom decide where to give birth. We partnered with data experts BirthChoiceUK to design an interactive tool that provides personalized results based on a woman's preferences and circumstances. The tool is backed by comprehensive factual content and data-rich profiles of maternity offerings. Our team helped with research and customer development on a prototype, all the way through to design and build of the site.