Thyia
The smear test alternative
The Challenge
Every year, over 32,000 women and people with cervixes are diagnosed with cervical cancer in the UK. Yet 99% of cases are preventable with early screening. Still, 1 in 3 people avoid the smear test, often due to discomfort, fear, or lack of access. Thyia set out to change that, with a simpler, pain-free alternative that can be done at home.
To bring this vision to life, they needed more than just a test, they needed a digital service that felt as approachable as it was clinically sound, supported by a brand identity that could build trust with users and professionals alike.
At the heart of the experience is a guided journey that feels calm, inclusive, and empowering, making self-testing feel not just possible, but preferable.
Outcomes
We partnered with Thyia to design and build the full digital experience, from the first test arriving at your door, to receiving results through a secure, educational, and user-friendly interface.
We also designed beautiful, sustainable packaging for the test kit and a distinct visual identity that breaks from the cold, clinical tone of typical health products. Informed by user research, the brand reflects warmth, accessibility, and confidence, speaking directly to those who’ve often felt excluded or overlooked by traditional healthcare.
This work laid the foundations for Thyia’s NHS pilot, and supported their successful £400K Innovate UK grant.
The product has also been recognised by the FemTech Lab accelerator, helping Thyia scale their mission and expand access to life-saving screening.
Project Summary
We worked closely with Thyia’s founding team to define the product roadmap and align digital development with regulatory pathways. Our research-led approach involved co-creation with a diverse set of users, helping shape both the product design and the tone of communication.
From app flows to packaging, we designed every touchpoint to reduce friction and build trust, recognising that even small moments of clarity and reassurance can make a meaningful difference in healthcare. Thyia’s platform is more than a product, it’s a vital step forward in screening accessibility, designed to increase uptake and ultimately, save lives.