Fertility House Calls

Desktop Web App for Private Investing

Background

Fertility House Calls (FHC) is a telehealth desktop & mobile web solution that gives people tools to learn about fertility treatments and schedule time with experts at leading fertility clinics across the country.

My Roles

Research & Testing: Led 1:1 sessions with people who had received fertility treatments and experts in the industry; conducted user testing with early prototypes of the website
Service Design Blueprint: Mapped three different products to guide a the design + dev team
Design: Created high-fidelity interactive prototypes for all three products; created design system
Engineer Collaboration: Worked closely with front- and back-end engineers to bring all products to life

Success

The pilot began in January 2020. By November 2020, the program expanded to 25 markets in the US. In September 2021, Fertility House Calls officially became a nationwide program and has continued expanding to more and more clinics ever since.

Timeline

3 months

Project Goals

Empower patients to get the fertility care they need with as little friction as possible
Create a backend system that makes it easy for clinics to participate and FHC employees to manage clinics

Team Structure

I was 1 of 3 product designers/researchers who worked with a product manager and several developers. My team was responsible for research, design, and the final build.

Discovery

We learned early on that we would be building 3 connected products:

Website for patients to find clinics and schedule an appointment
Portal for clinics to manage their affiliation with Fertility House Calls (FHC)
Portal for FHC employees to manage participating clinics

Patient Research

I led interviews with people who have received fertility treatments to understand their experience learning about fertility options and scheduling appointments with clinics.

I then created initial interactive prototypes for user testing in order to gain further insights.

Clinic Research

To understand the wishlists of clinics interested in partnering with FHC, I led interviews with both small and large clinics in several states.

This was also helpful to understand the back-end integration later needed to connect FHC with clinic scheduling software.

FHC Employee Research

We worked closely with FHC stakeholders throughout the project to understand how FHC employees would manage participating clinics.

Service Design Blueprint

I created the service design blueprint for all 3 products as a result of the discovery phase. It was the guide for the design team to understand the experiences we needed to design — and what our engineering team needed to build to support that experience.

We needed one source of truth to map several different user journeys, how they all connected, and what kind of back-end solutions they needed to support them. The blueprint I created was frequented by the whole team to gain a full understanding of all aspects of FHC. It also helped our engineers build the front- and back-end.