Indira IVF
A 30 page responsive website created for one of 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 (VMLY&R)
Sharmeen Aziz (UI Design)
Fatima Bibi & Shreya Saraf (UX Design)
Khushboo Nitnaware (Project Management)
TIME FRAME
Dec 2021 to April 2022
(5 months)
SUMMARY
The gift of life
The project spanned all areas of product design and one where I wore multiple hats to inform my work. The target audience was the growing middle class of India which makes up the largest 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 fertility data and guide women and men towards booking appointments with fertility doctors in an Indira IVF centre closest to them.
Over a span of 5 months, our team came together 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.
ITERATION 1
Modern and clean is not always the answer
The first round of designs did not meet client expectations! In my initial design explorations, I created a fresh web identity for the brand using contemporary design trends. I used web friendly shapes and colours that I believed would make the brand stand out and look new age.
On presenting these options to the client, we were met with the harshest reaction that made us question the integrity of our team. I did not understand at the time how these designs could overwhelm the target audience which belonged to rural and mid urban towns and cities. What I found, after digesting the negative criticism on my designs is that rural communities reject modern design because they associate it with elitism and financial inaccessibility. This feedback took me right back to the drawing board and eventually to my next and final attempt.
First round of designs
FINAL DESIGN
A design that travels back in time
The design I eventually came up with was a blend of modernism with older design ideologies. Shapes and colours that are familiar and friendly to communities that are traditional. This juxtaposition was a very interesting one to design for and challenged everything the modern world tells us about design.
I had to take a few steps into the past to make fertility future forward for people who are only now getting familiar with technology and clean, accessible design standards. In doing this I gained design experience that altered not just my creative ethos but the way I see the world.
Homepage (mobile and desktop)
Section of the about us page (mobile and desktop)
Various desktop cross sections
Calculator design (mobile and desktop)
Various cross section of the mobile site pages
