Building a More Supportive and Inclusive Reproductive Care Experience with Monash IVF

  • 2022

  • Digital
    Web Design and Development

Designed By:

Commissioned By:

Monash IVF Group

Designed In:


The new Monash IVF website acknowledges and supports people on what is often a long and emotional reproductive care journey. We worked with Australia’s IVF pioneers and people on their IVF journey to build a supportive, user-centred journey that’s calm, straightforward, and easy to use.

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  • 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.

  • 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.

  • 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.

  • Running at the same time as the website redevelopment, Monash had an exciting new tech product to launch: An at-home genetic carrier screening test. The client needed an online marketplace to sell their genetic testing kits. We guided the client to a whole new realm of possibilities by giving this new product the time and space it deserved ... by presenting and designing it and a distinct product journey and not simply a sub-page on their new website. We completed a process design that encompassed an end-to-end journey with many different types of touchpoints. This cutting edge product required a transformation in current service delivery and operational approaches. We designed a communication strategy and guided the content to help communicate the value of the complex and novel product offering. We brought a human-centred design process to the innovative new product, helping people take control of their fertility journey. You can view the live result here: