A digital transformation for IVF care-designed to empower over 17.9 lakh patients across 171+ clinics to navigate their fertility journey with clarity and ease. It enables Indira IVF to deliver a connected, personalized patient experience with operational excellence.
01
IVF care relied on manual records and fragmented touchpoints across doctors, patients, and hospitals. The challenge was to map end-to-end workflows and unify them into a centralized, digital eco-system for both urban and rural users
02
IVF is emotionally demanding, yet digital experiences often feel cold and clinical. The challenge was to design a warm, human interface that feels supportive and comforting throughout the journey
03
IVF is a multi-stage, paper-heavy journey with scattered reports, prescriptions, and bills. The challenge was to transform this into a clear, stage-based digital experience that keeps patients informed and organized
The objective was to build a patient-centered IVF tracking app focused on convenience, transparency, and proactiveness, while integrating emotionalization through tailored content, education via step-by-step guidance, and playfulness to ease anxiety-simplifying the IVF journey and supporting patient well-being
We conducted a multi-layered research process across the IVF ecosystem, including stakeholder sessions and 9 interviews with doctors and hospital staff across Jaipur, Pune, and Delhi to gather operational insights. In parallel, we conducted 1:1 interviews with 6 patients (urban and rural, ages 35–45) to understand their experiences, concerns, and expectations. Combined with desk research, these insights informed key pain points and defined the product goals that shaped the app’s design.
We created custom illustrations for the onboarding screens, along with tailored icons and spot visuals that enhance clarity, guide users smoothly, and bring a warm, patient friendly feel to the IVF experience.
We digitized fragmented IVF workflows by mapping manual touchpoints and translating on-ground workflows into structured digital flows. Key interactions-appointments, milestones, reports, and communication-were centralized into one platform, replacing paper records, WhatsApp updates, and verbal follow-ups. The solution balanced clinical precision with empathy, delivering real-time visibility, clear ownership, and traceable data, while remaining accessible for both urban and rural users and significantly reducing hospitals’ reliance on manual coordination.
Recognizing the sensitivity of the IVF journey, we designed the experience to feel warm, human, and reassuring rather than clinical. Soft visuals, compassionate microcopy, and gentle interaction states created a sense of comfort and trust at every step. The interface encouraged patients to engage with confidence, turning a stressful medical process into a supportive, emotionally grounded journey that reflected genuine care from the clinic
To simplify the multi-stage IVF journey, we designed a stage-wise tracker that visually maps each phase of treatment into a single, organized flow. Thoughtful illustrations, guided interactions, and simple language helped break down medical complexity, making progress easy to understand and less intimidating. By transforming scattered information into a clear, structured, and emotionally reassuring digital journey, the app empowered patients with confidence while strengthening engagement for the clinic.
We designed an IVF Success Calculator for web and mobile-web to help patients understand their chances before treatment. Featuring two intuitive flows-with and without medical reports-it generated probability scores across 1, 2, and 3 IVF cycles. By entering details like age, medical history, and previous attempts, users received tailored insights in a clear, reassuring format, using simple visuals and supportive language to build confidence and trust. Launched on 25 July 2025 (World IVF Day), the calculator drove 8,700 landing page visits, 4,200 result views, and 219 leads within the first two weeks.
We crafted an inclusive AI-powered IVF Chatbot to support both urban and rural patients with accessible, multilingual interactions. With language switching and audio input, even less literate users could comfortably engage in regional languages. It covered key needs like appointment booking, emergency contacts, stage-wise IVF information, packages, centers, videos, tips, and emotional support. Quick-chip navigation, reusable templates, and handling of drop-off scenarios enabled smooth flow and stronger lead conversion. Empathetic natural language created a supportive, connected patient experience.
We conducted one-on-one usability testing sessions with 29 users (15 men, 14 women) across a diverse demographic-20 urban, 8 rural, and 1 international participant-all visiting the Viman Nagar clinic over 6 days. Participants ranged in age from 25 to 48 years. The goal was to observe how users navigated key design flows and interacted with critical features such as navigation patterns, the IVF stage tracker, and core task flows to identify any usability gaps and improve clarity.
We transformed a deeply manual, paper-heavy IVF ecosystem into a structured, stage-based digital journey, bringing clarity to complex treatment cycles while scaling across thousands of patients without losing personal context.
The experience was intentionally built to work across varying literacy levels, languages, and digital familiarity, ensuring patients from both urban and rural backgrounds could navigate their treatment with equal ease, clarity, and confidence.
Rather than overwhelming patients with information, each step of the journey is supported with clear cues, simple language, and visual guidance—helping patients understand what’s happening next and reducing anxiety during an emotionally complex process
By bringing the entire treatment journey to patients’ fingertips, the app reduced dependence on physical files and repeated hospital visits. Transparency and predictability replaced uncertainty-allowing patients to feel informed, supported, and in control throughout their IVF journey.
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