Boston IVF
Boston IVF is a fertility clinic offering world-renowned infertility treatment services in Massachusetts, New Hampshire, Rhode Island, Maine, and New York celebrating their 35 years anniversary and undergoing a complete redesign of their website. Problem
The current navigation of the website is overwhelming and people find it hard to orientate themselves and find what they are looking for. The clinic provides multiple services and support in varies ways and places, but to find these quickly is not an easy task. |
My role
Objectives and goals
My process |
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Patients primery interest actions points
Boston IVF status quo
Competitors
Good practices |
Bad practices |
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IVF STAKEHOLDERS SITEMAP IDEAS
The client has been running some internal brainstorming sessions and they have come up with some suggestions that I had to also have in mind when analyzing the current state.
I took a careful look at the map and made suggestions based on both the reasoning behind it and the research I have run. |
Suggestions
Personas orienatatedCombining all "Fertility" information in one place, grouping it by persona’s interests.
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Action based navigation based on the questions
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Profile orientated access
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Main menu dropdown example
Final solution
1.Combining all fertility information in one place & grouping it by persona’s interests
2. Building an action based navigation answering these questions:
3. Taking into account
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Takeaways
It was both challenging and interesting to share my UX perspective on a topic without being part of the team on a regular basis.
I got to read internal notes and documentation gathered before I joined the project and had the chance to be the fresh, unbiased eye on the team. It was exciting to dive into the world of fertility health and to provide ideas for some clarity and order within the information architecture. What I greatly missed was the opportunity to talk to actual or future patients to get first-hand impressions. Nevertheless, I managed to understand the stakeholder's needs to stand out in a highly competitive field and keep their position as a health providers with long history and experience. I can definitely say that I got better at balancing the business requirements with the user's expectations. |