top of page

Customer journey for a leading India Ayurvedic Fertility Clinic

Duration: 3 months

Type: Customer Journey (Independent capstone project)

Skills: Qualitative research, interviews, customer insights, strategy planning.

The ayurveda based fertility clinic was a new segment launched by the India ayurveda brand. My role was to design an optimal user journey for patients at a top ayurveda-based fertility center as a part of my capstone project.

Ayurvedic fertility customer journey.png

Understanding fertility

Screenshot 2024-01-22 173551.png

The road to fertility is lonely and painful

My biggest source of insights were informal modes of media and communication. Podcasts, Instagram accounts, popular culture interviews etc. These are the main sources of information on IVF we happen to consume. But the reality was much different and worse. Desperate and hopeful became a deadly combination for the IVF industry to monetize on the dreams of the couples.

About 10% of the general population in India suffers from some kind of infertility

Screenshot 2024-01-22 173243.png
_edited.jpg
“Fertility = IVF”

Most people only knew of IVF for infertility solutions.

There are plethora of non invasive options people were not aware of.

Insight 1

Lack of Awareness

IVF is seen as the final option, and there is nothing beyond it.

GAPS

Lack of safe space

Infertility is seen as a taboo subject and there are very little safe spaces for women to voice out their thoughts

Absence of men from the conversation

Fertility is seen as a woman’s issue primarily
flat-lay-fertility-concept-with-pink-background-min.jpg

To create a digital community for people looking for fertility solutions.

PART A

History

  • Basic Data

  • Past experiences

  • Solutions tried before

Physical Data

  • Habits

  • Routine

  • Lifestyle

  • Tests & Reports

Emotional Check

  • Relation with self

  • Relation with spouse

  • Emotion check

  • Self awareness

Awareness

  • What they know

  • What they wish to know

PART B

Interact with people going through the same

Expert Consultation

Fact sheets to understand infertility better

Let's Talk

Drop Me a Line

Thanks for submitting! 

©2024 by Nihareeka Mhatre

bottom of page