Indira IVF
A 30 page responsive website created for India’s leading fertility company, Indira IVF. My work for them consisted of web styling, UI Design, Illustration and Iconography.
FIELD
UI Design for desktop and
mobile site
TEAM
Sharmeen Aziz as part of VMLYR (UI Design)
Fatima Bibi as part of VMLYR (UX Design)
Shreya Saraf as part of VMLYR (UX Design)
Khushboo Nitnaware as part of VMLYR (Project Management)
TIME FRAME
Dec 2021 to April 2022
(5 months)
SUMMARY
The gift of life
The project spanned all fields of web design and one where I wore multiple hats to deeply inform my work. The target audience was the growing middle class of India from tier 2, 3, 4 cities, which makes up a large section of the population. The design was human centred, focussing on aspects of minimalism and accessibility, yet eye catching. This approach was centred around the need to gather valuable data and guide them towards booking appointments with fertility doctors in an Indira IVF centre closest to them.
Over a span of 5 months, our talented and adept team came together and worked tirelessly to make this happen and created a site that surpassed the expectations of the client.
PROBLEM
Fertility is overwhelming
Our initial research led to some surprising discoveries. Most people are ashamed and scared of asking for help when it comes to fertility related problems. Most families will blame the woman for not being able to conceive when often times the fault lies within men in the household as well.
The goal of this website was to inform, educate and encourage couples to come forward, unapologetically test themselves to determine where the problem lies and then enrol in a treatment most suited for their situations. The challenge involved creating a design that appealed to the middle-class demographic, while provide succinct yet informative content that did not overwhelm the user.
