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Role - Research, Strategy, UX

Collaborated with - UI, Dev and QA teams

Client - Indira IVF

Work done as UX Designer while at VMLY&R

Website redesign for one of India's best IVF clinics

The process of IVF is looked down upon in many tier 2, 3 cities of India. Since this makes up almost half of the Indian population, Indira IVF wanted to leverage their website and make the experience educative and empathetic while challenging stereotypes.


How might we make the process of IVF friendly, informative and stress free for people who are struggling to start a family.


Create best in class user experience to engage, educate and increase conversions for Indira IVF.


  1. Importance of empathy in design research.

  2. Interviewing customers in their local language, navigating difficult questions about their fertility journeys. This process presented a challenge, as we had to ensure accurate translations that captured their emotions.

  3. Overall, the project taught me valuable design skills and insights gained only through firsthand experience.

Looking Into The Future

The project gave rise to various opportunities which could not have been explored further due to budget constraints. Indira IVF has the potential to extend all the features explored in the solution by introducing a more conversational interaction to better filter down the need of the user. They could provide a log-in experience for all things IVF and help the user though all stages of their joruney, including recovery.

The Journey

Website Audit

Market Trends

Heuristic Evaluation


Stakeholder interviews

Customer interviews


Empathy Map

Journey Map

Content cohorts

Information architecture



Information architecture for Indira IVF, work by Shreya Saraf for VMLY&R

Website Information Architecture

Page Structures

A 30 page responsive website designed with intention

Notable Changes

Personalized support

Our research showed that many people are only familiar with IVF and unaware of other infertility treatments available. To address this issue, we added a personalization tool to the homepage that helps users identify their basic needs and connects them with an expert for more information and guidance. This way, users can make more informed decisions about their fertility treatment.

Interactive Tools

We added a toolkit to the website with fertility calculators to help customers track their fertility journey. Each calculator includes a description of how it works, and we provided education and debunked myths in the initial blank space before displaying the results. This way, the calculators not only perform their intended function but also provide valuable information and resources to users.

Challenging Stereotypes

Our research showed that infertility is often attributed only to women, despite men having an equal likelihood of being infertile. To promote awareness about male infertility, we dedicated an entire page to this topic on the website and ensured that the personalization engine could search for solutions related to male infertility. By providing this information and making it more visible, we aim to help users better understand and address infertility in both men and women.

Who we designed for

Men and women in Tier 2, Tier 3 cities of India

We DID NOT HAVE MONEY to do the procedure, but we wanted our own child so we begged and borrowed

Its a medical procedure, A LITTLE PAIN IS NORMAL, no need to make a big deal out of it.

We want a kid and that is all we know. I don't care how, I will MAKE IT HAPPEN."

“We found that the problem was HIS INFERTILITY, but we told everybody that I COULD NOT CONCEIVE.”

I was told to HIDE that we are doing IVF from friends and family. I would shut myself in the room and CRY because I FELT ALONE.”

“I DON’T KNOW about the process even after getting it done. I saw some HOPE to have a kid, so I thought why not.



Brand Out







Consumer in

Impact Post Site Launch


Increase in lead generated


Increase in site traffic

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