Planned and conducted user research and competitor analysis

Interpreted data and qualitative feedback

Created personas, user journey’s and storyboards

IVFlytics [IVF + analytics] is an android application designed to help expecting IVF mothers track everything ranging from their vitals to hospital appointments. The main goal of this application is to help digitize this process. [It is to be noted here that conception via IVF requires a lot of extra tracking of parameters compared to a normal pregnancy]

Conceiving via IVF is a challenging journey. It gets even more challenging physically and mentally during the 9 months of gestation. With decreasing fertility rates and increasing IVF procedures, the demand for it is steadily increasing in India. Upon speaking to mothers who had conceived through IVF, I noticed that the common pain point was difficulty in managing their pregnancy [ranging from trying to not forget when their next doctor appointment was to writing down their BP/Blood sugar values in a notebook everyday] and that the hospital did not have any digital way through which the appointments, scans and procedures could be automated.

Women who have conceived through IVF find it difficult to keep track of their vitals, procedures, medications, tests and appointments as the amount of information to be kept track of is a lot

The users of this application would be expecting mothers who have conceived via IVF and are currently in their pregnancy phase

Design is an iterative process and there are different ways to solve problems through design. The approach I took towards solving it in a gist is as follows:

Here, I tried to understand more about the problem space by looking into the statistics and how much of an impact my solution would have if implemented in real life.

1. White Paper Research

The National Family Health Survey 2019-20 (NFHS-5), the fifth in the NFHS series, provides information on population, health, and nutrition for India and each state/union territory (UT).

According to research conducted by ‘The Fertility Institutes’, the most common type of ART[Assisted reproductive Technology] is IVF as we can see in the infographic about the same&nbsp;

I hence came to a conclusion that due to significant increase in cases of infertility, and the fact that there is a visible trend where there is an increase in ART, there would be more women who would undergo IVF who can benefit from my solution if implemented. The fact that this could possibly impact many people kept me going, to find the best solution I could come up with.

2.&nbsp;Competitive Analysis and Gap

While keeping the above statistic in mind, I analyzed the 3 most popular apps in the IVF space. I found that almost none of them had the feature of linking their app to a hospital database to help expecting IVF mothers manage their pregnancy. This then became my opportunity for the solution.

The competition had NO linking to any hospital database to keep track of appointments

3. User Interviews

After seeing the competition in this space, I wanted to hear first hand my target audience’s experiences to cater the final project towards their needs

Questions asked during the user interviews:

How would you describe your pregnancy journey?

Were there any challenges you faced? If yes, can we go trimester by trimester?

What was the best part of your pregnancy journey?

Why did you decide to go ahead with an IVF pregnancy? Did you explore other avenues as well?

Was there any medication specific to trimesters be taken? What was the frequency if ingestion? How many times was it changed during the course of your pregnancy?

Is there anything you would want to change in the current system? If yes, can you please elaborate why?

Did you have to remember when to go next for your doctor appointments or were you notified by the hospital/clinic?

What are the other things apart from doctor consultations or which you would need to travel to the hospital? Frequency of visits?

How often were the procedures and scans taken? Did you have to remember when to go next or were you notified by the hospital/clinic?

Were you given any specific diet plan to follow? If yes, how often was it changed/amended?

We make recording and managing your IVF journey easier

Conceiving via IVF is a challenging journey. It gets even more challenging physically and mentally during the 9 months of gestation. With

, the demand for it is steadily increasing in India. Upon speaking to mothers who had conceived through IVF, I noticed that the 

common pain point was difficulty in managing their pregnancy

 [ranging from trying to not forget when their next doctor appointment was to writing down their BP/Blood sugar values in a notebook everyday] and that the hospital did not have any digital way through which the appointments, scans and procedures could be automated.

Women who have conceived through IVF find it difficult to keep track of their vitals, procedures, medications, tests and appointments as the amount of information to be kept track of is a lot

The Design Process&nbsp;

Downward trend in fertility rate - NFHS5, India

The National Family Health Survey 2019-20 (NFHS-5), the fifth in the NFHS series, provides information on population, health, and nutrition for India and each state/union territory (UT).

Types of ART and their popularity

According to research conducted by ‘The Fertility Institutes’, the most common type of ART[Assisted reproductive Technology] is IVF as we can see in the infographic about the same

I hence came to a conclusion that due to significant increase in cases of infertility, and the fact that there is a visible trend where there is an increase in ART, there would be more women who would undergo IVF who can benefit from my solution if implemented. The fact that this could possibly impact many people kept me going, to find the best solution I could come up with.

While keeping the above statistic in mind, I analyzed the 3 most popular apps in the IVF space. I found that almost 

of them had the feature of linking their app to a hospital database to 

 expecting IVF mothers manage their pregnancy. This then became my opportunity for the solution.

The competition had NO linking to any hospital database to keep track of appointments

Questions asked during the user interviews:

IVFlytics

As a User Experience Analyst, I specialize in enhancing user interactions and satisfaction by redesigning interfaces for clients and developing wireframes for their products. In addition to design, my role encompasses front-end development using Angular, ensuring a seamless integration of functionality and user experience.

xyzf

Gowri’s attention to detail and ability to balance aesthetics with usability stood out in every project we collaborated on.

Aisha Verma

Gowri’s design decisions always connect back to the user journey — crisp, intuitive, and well-reasoned.

IVFlytics

Gowri L Jadhav