Project sector
Healthcare, IVF, Technology
Duration
8 months
(Jan 2023-Aug 2023)
Tools
Figma, Miro, Jira
Pen and Paper
My role - lead designerUser research & Synthesis, Ideation, Wireframing, Prototyping, Usability testing, Web design, Visual design, Print design, Handoff to the Software team, Software testing.
Team2 Product Managers, 2 UX Designers, 2 Software Engineers, 1 Data Scientist.
Alife Health is a San Francisco-based company that is building tools to improve the equity and efficacy of IVF for everyone through artificial intelligence.
Challenge
How might we better prepare people for their IVF journey?
Patients who are at the beginning of their in vitro fertilization (IVF) journey often experience stress and anxiety, feeling unprepared for the intricate process, and seeking clarity on their chance of success before committing time, energy, and financial resources.
solution
Design a product that allows people to calculate their chance of having a baby with IVF and learn about the individual factors that may impact their success.
Uncover its benefits and access the product through the dedicated landing page.
results
72% Conversion rate
“I think this could significantly improve clinic workflow with patients. Patients get dissatisfied when they get confused about the process. Expectation setting is foundational to patient satisfaction” - Doctor P. Smith
my methodology
I structured my approach into four key steps, which I applied in the creation of the product, development of the landing page, and generation of the PDF.
Discover
User interviews
Secondary research
Competitive analysis
Affinity map
Insights presentations
Define
Brainstorming
Sketches
Low-fi wireframes
User tests
Develop
Hi-fi wireframes
Clickable prototypes
Usability tests
Design system
Deliver
Product handoff to the SW team
SW tests
Product launch
discover
User interviews audience:
2
people considering egg freezing
2
people in their first IVF cycle
3
people completed their first IVF cycle
Through user interviews we identified a few key needs to address:
Realistic expectations
I need to know the full range of what could happen in my IVF journey.
Guidance
I need to know what questions to ask my physician and what options I should consider.
Personalization
I need personalized predictions that take into account my unique situation and I need to feel hopeful that I am not alone.
Education
I need to understand the terminology and process of IVF in order to understand what I should expect.
We also conducted a competitive analysis of online Success Predictors and found they often fail to assist patients in setting realistic expectations about the IVF process. This is primarily attributed to their complex language and presentation.
define
By conducting user testing on low-fidelity versions, we determined the optimal tool flow and identified the appropriate content for each section.
During this phase, we also investigated two additional monetized features that in the future will be integrated into the product, enhancing user education on the IVF process.
“Having it say that it’s common to need more than 1 IVF cycle smacks me with the honest truth, this helps set expectations” - Julie B.
“Good to know where my % stands compared to other people, if I was in the lower end I would be more motivated to do it earlier” - Ashley C.
develop
I designed a comprehensive design system to ensure a uniform visual identity at scale and created hi-fidelity wireframes for each part of the flow.
“Consider signing up for this product because it will give you a nice overview of what to expect and better understand what the IVF process will look like”
- Maria T.
deliver
Finally, I shared and talked through the final work with the software team. I also pitched in by double-checking the software for bugs and making sure it matched the wireframes before the launch. We all teamed up and got the product out there! 🚀
Here is the live product. Additionally, a premium version of the product, incorporating two additional features, is set to be released soon.
Key learnings and challenges
1. Being the lead designer: Taking on the entire design process independently was a significant challenge that greatly contributed to my professional growth. Achieving a 72% conversion rate was a rewarding validation of the effort invested, and I am grateful for the support of colleagues who joined me on this journey.
2. Building the design system: Crafting a comprehensive design system on my own marked a pivotal milestone, significantly improving design consistency across components, colors, and typography. This experience emphasized the importance of a structured design system for scalable and cohesive user experiences.
3. Wearing multiple hats: Stepping out of my comfort zone, this project expanded my skill set into areas like print design where I needed more experience. This allowed me to explore adaptability and versatility in navigating various design tasks, contributing to the development of a more well-rounded professional profile.
