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Project Overview
INDIRA IVF - A Digital Companion Bringing Clarity, Calm to One of India’s Largest Fertility Networks
INDIRA IVF - A Digital Companion Bringing Clarity, Calm to One of India’s Largest Fertility Networks
We designed an end-to-end patient experience that transforms the emotionally heavy IVF journey into a guided, supportive, and transparent digital ecosystem.
ROLE
Lead UX/UI Designer
TIMELINE
8 Weeks
PLATFORMS
Mobile App, IVF Success Calculator, AI Chatbot
Background
IVF isn’t just a medical process.
It’s fear. It’s hope. It’s uncertainty. It’s courage.
IVF is a highly emotional medical journey where patients often feel scared, lost, and unsure of what’s happening inside their own bodies. Our goal was to design a digital companion that gives them clarity, emotional support, and control, replacing confusion with confidence.
Embryo Grading completed
WHAT’s NEXT ?
You and 25,000 others
are preparing for Fit for Transfer stage
Smile and step forward
About Indira IVF
Indira IVF is India’s largest fertility chain with 100+ centers nationwide
From tech-savvy urban couples to rural families. Their IVF journey was fragmented, paper-driven, and emotionally overwhelming.
FERTILITY & IVF CENTRE
Research
Listening Before Designing: Insights from Doctors & Stakeholders
We conducted a multi-layered research process to capture perspectives from every side of the IVF journey. Starting with stakeholder sessions and interviews with doctors and staff across Jaipur, Pune, and Delhi, we gathered operational insights. Most importantly, one-on-one interviews with patients in both urban and rural settings helped us understand their experiences, concerns, and expectations.
Hospital
3 Doctors
6 Staff
Location
Delhi
Pune
Jaipur
Patient
Urban
Rural
Time
1 hour each
Focus areas
IVF journey
Psychological/emotional aspect
PAtient Insight
Business perspective
Vision
Competitor’s analysis
Key Insights
Emotional Support & Motivation
Experienced patients who have faced multiple failures seek inspiring success stories to stay motivated.
Process Clarity
Patients want clarity into their progress, understanding which steps are completed and remaining in their journey
Payment Structure Clarity
Patients pay in installments but need a transparent breakdown of dues and completed payments
Save Time
The waiting period is one of the most challenging aspects of the IVF journey.
Financial Aid
Some patients require financial assistance to afford treatment or upgrade their packages.
Educational Support
Patients value simplified guidance, video content, and direct doctor interactions for trust.
User Pain points
Voices that made us listen
A man from a rural area shared:
“गाँव में लोग कहते हैं यह बच्चा तुम्हारा नहीं होगा।
One woman told us:
When the doctor said I need IVF, I felt something was wrong with me.
A couple shared:
Everybody wanting to be parents deserves to know about, and benefit from this procedure
User Story
6:00 AM
Priya wakes up to her alarm for a daily injection but struggles to find yesterday’s prescription photo buried in her WhatsApp messages
10:00 AM
She reaches the clinic confused about her scan time. She forgot the paper slip.
12:30 PM
She asks the nurse, “Which stage am I in now?”
No one gives a simple answer.
8:00 PM
She Googles symptoms. Anxiety goes up.
Every website shows different information
She ends the day feeling lost
Like nothing is in her control.
Like she has nothing to hold on to.
This story repeated across patients we interviewed in
Delhi
Pune
Jaipur
Then came the insight that shaped this entire project
If someone could just show me where I am and what comes next…
I won’t be this scared.
Patients don’t fear IVF. They fear
the unseen. Their journey is invisible,
unpredictable, and confusing.
Our mission became clear
Turn an overwhelming medical journey into a clear, calm, and emotionally supportive digital companion.
Patient Journey Mapping
Before Treatment
Googling myths, shame, fear, social pressure.
Stimulation Phase
Daily injections → fear of mistakes, medication confusion.
Egg Retrieval
High anxiety, physical discomfort, unclear instructions.
Embryo Transfer
Patients struggled with what’s included vs. extra.
Waiting Period (2 weeks)
The hardest part - doubt, overthinking, praying, anxiety spikes.
Focus Areas
3.
Transparency
Clear dues, payments, and steps.
1.
Clarity
Make every IVF stage visible and simple.
6.
Proactiveness
Predict what patients need before they panic.
2.
Comfort
Soft visuals, warm tone, emotional guidance.
5.
Playfulness
Reduce clinical coldness with joy and softness.
4.
Inclusivity
Hindi, Marathi, Malayalam + audio.
Our product needed to support each of these emotional waves.
Visual Style
W
a
v
e
s
Create a sense of fluidity and calmness
Shades of Happiness
#FEBFE4
Pink
#F8FEDA - #B5F1FE
Morning Dew
#EBE1FF
Lavender
Quicksand
Quicksand
Regular
Bold
Light
Semi bold
Quicksand’s soft, rounded letterforms make the experience feel friendly and human, helping reduce the clinical heaviness of IVF content.
Icons are a universal visual language strong icons often communicate faster and more clearly than words.
With Care
Patient First
Fertility Care
With Love
Care Simplified
Always Together
Open Hearts
Safe Hands
Final Design - The IVF App
Home - A Calm, Guided Start to Each Day
The homepage brings clarity to the IVF journey by showing patients their current cycle stage, daily injections, due payments, medical reports, and guidance for each step.
IVF Tracker - Making IVF Understandable
The IVF tracker brings clarity by explaining the current cycle stage, what it means, what comes next, and offering educational guidance to prepare for the next step.
Stimulation
The stimulation UI is designed around key scenarios , so patients always see an accurate representation of their current state. Each state clearly reflects what’s happening in the cycle and guides patients on the appropriate next step without confusion.
Calendar - A Predictable IVF Timeline
The calendar UI maps injections, scans, procedures, and milestones on a clear timeline.
This helps patients easily see what’s scheduled and what comes next.
Book Appointment
The appointment booking UI lets patients choose available slots in advance and schedule visits easily. This helps them plan their clinic visits better and avoid unnecessary waiting time.
Reports & Prescriptions - Finally Organized
All medical records stored in one clean place with filters for quick access.
