Weighed down by an outdated, inefficient suite of legacy applications, IntegraMed Fertility partnered with my team to completely transform the experience for fertility patients and professionals, creating a modern, revolutionary digital ecosystem that offers the integrated tools, guidance and support they both need to achieve the best fertility treatment outcomes.
THE CHALLENGE
IntegraMed offered a suite of third-party and custom digital tools to manage fertility practice operations, including billing/scheduling, medical records, lab management and a patient portal – but these outdated, inefficient tools had begun to hinder the company’s mission.
With siloed systems and archaic interfaces that fell years behind clinical and technological advances, the patient journey was poorly supported, while professionals were forced to find workarounds and enter important data multiple times, distracting from delivery of best-in-class patient care.
With over 130 locations in its growing network, operational differences between fertility practices added complexity to the challenge, necessitating an adaptable design solution that would flex for each practice’s unique needs.
Plus, their existing patient portal was generic, poorly suited to guiding patients through the complex clinical, financial and emotional aspects of the fertility treatment experience.
THE VISION
Our proposed vision was to create a next-generation platform custom-built for fertility services, providing complete support through the patient journey while empowering providers to focus on patient care.
Comprised of integrated patient and practice portals, this one-of-a-kind web platform would be designed to adapt for different practice needs and scale seamlessly as IntegraMed grows.
From price estimates to paperwork, from treatment planning to lab workflows and patient self-care routines, the new platform would create practice efficiencies and offer a level of patient support that would lead the way for the industry.
Beyond just an app design and build, IntegraMed engaged my team at Dentsu Creative to help them digitally transform their entire business.
THE APPROACH
To attain this vision, we planned a twelve-week Discovery and Definition project to conduct research, shape the product strategy and explore conceptual ideas — the outcome of which would determine the roadmap, requirements and plan for the iterative, multi-year Delivery phase to follow.
As the UX Director, I led planning of our UX research, strategy and design approach, then facilitated research, ideation, prototyping and testing activities with the team to arrive at a vision for this innovative new software-as-a-service. Once this vision was set, I then planned and facilitated Agile design sprints with cross-functional teams across parallel threads of work during the Delivery phase.
Stakeholder Workshops
Patient Interviews
Market Trend Research
Fertility Practice Visits
Process Mapping
Heuristic Evaluation
Personas & Archetypes
Patient Journey Maps
Fertility Service Blueprints
UX/UI Concept Exploration
User Stories & Scenarios
Conceptual Prototype
Detailed Wireframes
Style & Pattern Library
Detailed UI Prototypes
Functional Specifications
Usability Testing
Training Materials
DISCOVER & DEFINE
Our research included travel to fertility practices across the US, observing providers and patients to uncover insights that would inform our vision.
We then summarized the research findings, strategically assessing the current state patient experience and practice operations to identify areas of opportunity.
Capturing learnings about each roleplayer in the fertility treatment journey, we developed personas to highlight key needs, pain points, motivations and jobs-to-be-done.
Patient Journey Maps visualized the treatment journey, illustrating patient-provider interactions and critical moments in the patient experience.
Service Blueprints captured the key service delivery elements — people, processes, systems, artifacts — that enable fertility providers to deliver patient care.
CONCEPTUAL PROTOTYPE
Based in research, we developed a conceptual prototype to showcase the platform’s potential and elicit authentic feedback from patients and providers. Also shared with key investors and partners, the prototype generated excitement and helped catalyze new business opportunities.
DELIVERY
Because of the platform’s complexity and breadth, the product design team delivered a combination of annotated wireframes, design comps, business logic spreadsheets and clickable prototypes of key interactions to guide the development team.
THE IMPACT
For IntegraMed, we provided a personalized digital support system for new parents and brought capabilities in line with current clinical, technical and societal advances, all while planning ahead for the network’s future scalability and growth.
Fertility practices sharing a next-gen platform via a single interface
Patients managing their fertility journeys via a responsive web app
More families aided
by programs we helped set in place
