Responsive website design

Indira IVF

IVF is looked down upon in many tier 2, 3 cities of India. Indira IVF wanted to leverage their website to make this experience educative and empathetic.

IVF is looked down upon in many tier 2, 3 cities of India. Indira IVF wanted to leverage their website to make this experience educative and empathetic.

Type

Type

Team project (VMLY&R)

Team project (VMLY&R)

Role

Role

Research, Strategy, UX

Research, Strategy, UX

Year

Year

2021 - 2022

2021 - 2022

View site

View site

How do we make understanding IVF easy?

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

IVF is overwhelming and stigmatized

The challenge was to design a site appealing to the Indian middle class, providing clear and concise content without overwhelming users. Many people are ashamed and afraid to seek help for fertility issues. Women are often blamed for not conceiving, though the issue can also lie with men.

Websites can be informative!

A 30+ page comprehensive, responsive website was designed, covering the entire process from user research and information architecture to wireframes and interface design. Over five months, the team overcame various challenges to create a site that exceeded client expectations, resulting in a 40% increase in traffic and a 65% increase in leads.

How do we make understanding IVF easy?

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

IVF is overwhelming and stigmatized

The challenge was to design a site appealing to the Indian middle class, providing clear and concise content without overwhelming users. Many people are ashamed and afraid to seek help for fertility issues. Women are often blamed for not conceiving, though the issue can also lie with men.

Websites can be informative!

A 30+ page comprehensive, responsive website was designed, covering the entire process from user research and information architecture to wireframes and interface design. Over five months, the team overcame various challenges to create a site that exceeded client expectations, resulting in a 40% increase in traffic and a 65% increase in leads.

40%

Increase in site traffic

65%

More leads generated

120%

Faster loading time

Website screens
Website screens
Website screens
Website screens

Diving in

Diving in

Diving in

01

Shocking insights from research

We conducted user interviews, surveys with men and women to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights.

02

Streamlining site structure

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

03

From brand to customer focused

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

04

Iterating on pages with users

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

05

Personalizing user experience

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

01

Shocking insights from research

We conducted user interviews, surveys with men and women to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights.

02

Streamlining site structure

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

03

From brand to customer focused

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

04

Iterating on pages with users

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

05

Personalizing user experience

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

01

Shocking insights from research

We conducted user interviews, surveys with men and women to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights.

02

Streamlining site structure

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

03

From brand to customer focused

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

04

Iterating on pages with users

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

05

Personalizing user experience

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

01

Shocking insights from research

We conducted user interviews, surveys with men and women to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights.

02

Streamlining site structure

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

03

From brand to customer focused

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

04

Iterating on pages with users

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

05

Personalizing user experience

We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights

© 2024, Shreya Saraf. Brand work owned by VMLY&R and BigSpring respectively.

© 2024, Shreya Saraf. Brand work owned by VMLY&R and BigSpring respectively.

© 2024, Shreya Saraf. Brand work owned by VMLY&R and BigSpring respectively.