Packaging Design

🗒️ Step 1: Define Packaging Challenges

Challenges faced as followed:

Scientific Packaging Design:
Balancing user-friendliness with scientific accuracy in designing microbiome collection kits, particularly with limited client direction.

Client Collaboration on Packaging:
The client, being a scientist, had limited experience with packaging, thus providing limited to none direction to the content needed for the collection kit. 

🗒️ Step 2: UX Research - Competitors' Analysis

I conducted thorough research on similar kit formats and the items to be included. I then presented my comprehensive findings to the clients. Additionally, I facilitated a discussion to delve into the insights and ensure alignment with their preferences and requirements.

Key Learning #2

Many comparable collection kits, like those from Amili or Circle DNA, opt for a compact packaging size. They typically include detailed instructions for sample collection, either through accompanying leaflets or printed directly on the kit.

🗒️ Step 3: Final Packaging Design

We finalised a packaging structure that seamlessly integrates with the user's experience. I did some mockup and proposed dimension size for the content - then the clients can source for suppliers for those items.

Design Outcome 🚀

A successful commercial launch of the website, app, and packaging with 100+ users registering interest in the first month.


interested users in the first month


active users in the first month

User Interface Design (App)

🚧 Challenges

App Integration and Functionality:
Ensuring seamless integration of scientific precision with user-centric design in the app, including features like the microbiome testing timeline and family profile setup.

User Engagement Strategy:
Developing an effective strategy for user engagement, particularly for pregnant women, and encouraging them to track milestones and order microbiome testing kits.

Information Architecture

This IA aims to create a logical and intuitive structure for users to find information efficiently, fostering a positive user experience.

🎯 Features of the Babypass App
The easy-to-navigate interface of the Babypass app has features included for both end users and healthcare professionals.

Final App Design

Solutions: Microsite Design

🎯 Homepage
Given that Babypass is a novel concept in Singapore, the content needed to be simple for a layman to understand. The homepage strategically showcases images of the collection kit and app above the fold, instantly communicating what Babypass is about. A call-to-action prompts interested users to register their interest, setting the stage for future direct mailers.

As users scroll down, they encounter a detailed explanation of the highlighted features of the app. Emphasizing user engagement, the app plays a pivotal role in the Babypass experience.

🎯 Product Comparison
On the product page, tabs display stage-specific packages. "Reduce Price" hints at savings. Detailed package and health report info aids decisions. The "Compare All Package" feature streamlines the 7-package comparison process.

🎯 Clinical & FAQs page
The clinical study page highlights the importance of clinical studies in drug discovery. Concluding the microsite, the FAQs page ensures users have all the necessary information before subscribing.

Clinical Study page

FAQs page

User Interface Design (Microsite)

🚧 Challenges

Microsite Content Complexity:
Simplifying complex scientific concepts for a layman audience on the microsite, considering the novelty of the Babypass concept in Singapore.

Educating Users on Microbiome Testing:
Educating potential users on the importance of microbiome testing during different stages, especially considering the novel concept in the Singaporean market.



Developing the sitemap involved considering the defined proto-personas, their solutions to problems, motivations, and aligning them with the client's business objectives.

Content should be easily understandable for a layman person

Highlight important features of the app

Quickly compare collection kit products

Analyse and synthesise research insights

The insights gathered from the UX research – shaping the approach to the design of the Babypass's website

Information Architecture (Microsite)

Content Audit

Once the collaterals were ready, the focus shifted to the microsite. conducted a thorough analysis of competitors' websites, gathering insights to determine the essential content for Babypass's website.

Defining the Brand Visual Identity

Following the brand strategy workshop, I took the mission statement and brand personality to create the logo design and x3 brand visual identity options to be presented to the clients. The last option was selected which uses molecular shape symbolising the transmission of love within a happy family.

Key Learning #1

With a focus of their brand attributes on User-centricity, Value, and Value-added services, I will conceptualise features that align seamlessly with Babypass's mission statement, ensuring the brand attributes remain at the forefront of the digital product strategy.

‍Brand & Strategy Kickoff

Aligning UX/UI with Babypass’s Vision

In this case study, I aligned UX/UI design with Babypass's branding vision, exploring the transformative fusion of UX/UI and Branding in digital design.

Brand Attributes & Mission Statement

In line with their business objective, my team crafted a compelling new brand mission: "Investing in the future of you and your family's health." Embodying a "Friendly, Warm, Caring" personality, this statement was enthusiastically adopted by the client, becoming a cornerstone of the branding strategy.


🚧 Scientific and User-Friendly Blend:
Balancing the need for scientific accuracy with a user-friendly design approach throughout the entire project.

🚧 Brand Concept Clarification:
Ensuring the clear communication of the Babypass brand concept, especially given its innovative and scientific nature.

Problem Statement

How might we create a user-centric Babypass platform, blending science and design for efficient microbiome data collection in pregnancy?






The Babypass brand, led by BluMaiden, pioneers a digital healthcare platform focused on microbiome data collection for pregnant women. It addresses the crucial aspect of nurturing a baby’s gut health, starting from conception through the first two years of life.

This platform caters mainly to pregnant women, collecting microbiome data through stool or breastmilk samples. In return, BluMaiden provides a comprehensive gut health report and connects users with professional nutritionists if needed.


My Deliverables:

UXUI Design, Information Architecture, Content Strategy, Wireframes, Website & App design, Logo Design, Branding, Packaging


Project lead, UXUI Designer, Brand Designer, Briefed web developer on website build




Oct'21 - Jan'22 (4 months)

Website launched May 2022:

Project Summary

Babypass, a brand new healthcare tech app in Singapore, focuses on gut microbiome research for pregnant women. Overcoming the challenge of limited design direction, I conducted in-depth research, analysed competitors, and crafted the design, resulting in a successful commercial launch of the website, app, and packaging with 60+ users registering interest in the first month.

Led UXUI And Branding Design Of Healthcare App Launch On IOS And Android

Damien Keogh, BluMaiden Biosciences Pte Ltd

Chief Executive Officer


Working with Lijuan on our Babypass project was a pleasure. Her exceptional contributions, deep UI/UX understanding, and innovative approach were pivotal to our success. Lijuan's creativity, problem-solving skills, and commitment make her invaluable.

Copyright © Website design & Content by Chew Lijuan

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