Designing a new digital experience
for the patients’ fertility journey

We conducted qualitative interviews with both patients and donors from different countries and clinics, with the aim of collecting their experience and intercept current problems, needs and expectations, with particular focus on their interaction with the clinic throughout their fertility journey.

The pain points emerged from the interviews and the as-is mapping workshop with FutureLife stakeholders were turned into opportunities to address in the ideation phase.

FutureLife’s stakeholders have been involved as industry experts within collaborative sessions throughout the project, both online and in person.
The ideation workshop in Prague has seen representatives from different European clinics working together in the co-design of digital solutions for the new Patient Journey: from the first consultation to the pre-natal care.

All ideas and features generated have been clustered, elaborated and structured into solution cards that have been validated with real users and prioritized to enable the following in-depth design and implementation phases.

The whole project and activities led us to a very accurate plan of actions, allowing the creation of a detailed development backlog and a high-level blockframe prototype that shows a browsable experience of the MVP features.

These two items were fundamental to enable the following phase, serving both as the backbone for the in-depth design of all the screens and interactions, and as the plan of action to the development team for the implementation of the new Patient Portal app.

A whole new brand identity was meticulously crafted to enhance FutureLife’s values and convey their vision across each clinic of the group, starting from the symbol, a custom geometric shape meant to represent early cellular life as well as the beating heart of a child.

The new branding is supported by a brand guidelines document for the use of the logo, the colours, the typography, the graphic elements and imagery across printed and digital materials.

FutureLife’s new Patient Portal app aims to stand by the side of patients and donors throughout their fertility journey, while providing step-by-step proactive guidance, from the choice of the clinic to pre-natal care.

The app allows users to discover the group’s clinics and services, book appointments, follow their treatments and get exam results, all in one place.