Project Overview
A reimagined website for Australia’s IVF pioneers, Monash IVF. Together we built a supportive, user-centered journey.
Project Commissioner
Project Creator
Team
Steph Little, Beata Klepek, John Broadfoot, Anthony Kolber, Beau Hankins, Lucas Mounsey, Rebecca Heffernan, Vincent Oosterwijk
Project Brief
Having recently completed a bold rebrand, Monash IVF needed their digital experience to embody their brave and inclusive new positioning. We worked together to reimagine their website as the first step in what is a long and emotional reproductive journey for many people.
Our aim was to help de-stigmatise fertility issues and assisted conception. Supporting people who are struggling to have a baby with the sort of information that acknowledges their journey, and helps them decide on their next steps.
Project Need
Our research, design and technical foundations all started concurrently and continuously informed each other for the duration of the project.
We held multiple discovery workshops with many Monash IVF team members from various parts of the organisation including Fertility Doctors, Nurses and Marketing experts. We then prototyped potential IA variants and took them into testing.
User testing revealed that the journey focused structure could be isolating to some patients and potential patients and also that it sometimes didn't support users in a task-oriented mindset.
It was important that the solution was flexible and supported users across different mindsets.
There were many, varied technical requirements that had to be completed in a tight and focussed 12 week project including:
- Geolocation
- Restricted content
- Appointment booking
- Online payments
- Donor databases
- Re-engineering search
- Re-platforming to a contemporary, de-coupled and headless solution.
We designed a successful approach for Monash IVF's complex geolocation requirements. The site had to display many different types of content based on where the user was, and not just clinic locations as you might expect. Our solution also enables clinical content for health professionals—distinct and restricted from the other users.
User Experience
Monash IVF research interviews confirmed that we can design experiences that level the playing field by focusing on common needs rather than stigmatising and amplifying what's missing for people. It meant that we could find alternatives to labels that reinforced differences and surface what people had in common.
Our approach resulted in a beautiful, inclusive digital experience that acknowledges and supports people on what is often a long and emotional fertility journey. It’s powered by a robust and comprehensive technical feature set that enables location-based content, appointments, payments and purchases.
Design and language as a leveller:
Our aim was to help de-stigmatise fertility issues and assisted conception. Supporting people who are struggling to have a baby with the sort of information that acknowledges their journey, and helps them decide on their next steps.
People who are trying to conceive have so much in common. Rather than building an experience framed around labels—such as "older parents" and "LGTBIQ" that reinforce difference and stigma—we created inclusive content and experiences by focusing on what people need rather than how they identify.
“The Today team was very committed to achieving a high-quality outcome for us. The technical skills of the team were excellent, and they were very personable to deal with.” - Fiona Allen, Chief Marketing Officer, Monash IVF Group
Project Marketing
The new Monash IVF website is a beautiful, inclusive digital experience that acknowledges and supports people on what is often a long and emotional fertility journey.
Comparing results from the old website to the new website shows the success of the project so far:
- 5% increase in sessions
- 22% decrease in bounce rates
- 23% increase in pages per session
- 42% increase in organic goal completions
In the future we see this supportive platform assisting more and more people who have until now, felt excluded by traditional IVF processes.
Digital - Health
From ground-breaking apps accelerating medical research to apps helping consumers make healthier choices, we're looking for apps that are making health information and medical services more accessible to all.
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