Website redesign: 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.

Indira IVF is India's largest fertility center which caters to primarily Tier 2 and 3 cities in India. The challenge was to create a website to provide clear and concise content without overwhelming users. IVF is scary and stigmatized and it was imperative to understand the users well before diving into problem solving.

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.

My role

User research, information architecture, strategy, wireframes

Team

VML: 1 Project Manager, 2 UI Designers, 1 UX Designers (+ me), 2 Developers

View site

indiraivf

40%

Increase in site traffic

65%

More leads generated

120%

Faster loading time

Where we started

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

Problem statement

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

Mapping the flow of pages and creating logical structures

Starting with low fidelity wireframes to iterate quickly

The solution

Incorporating fertility calculators into the website, each accompanied by descriptions, educational content, and myth debunking. Additionally, we dedicated a page to male infertility and optimized the personalization engine to search for related solutions, aiming to raise awareness and address infertility in both genders.

What we achieved: shift in perspectives by changing tone of voice

Parts of the project are under NDA. Please reach out to know more!

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