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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.

Understanding fertility

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

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

To create a digital community for people looking for fertility solutions.
PART A
History
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Basic Data
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Past experiences
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Solutions tried before
Physical Data
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Habits
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Routine
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Lifestyle
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Tests & Reports
Emotional Check
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Relation with self
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Relation with spouse
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Emotion check
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Self awareness
Awareness
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What they know
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What they wish to know
PART B
Interact with people going through the same
Expert Consultation
Fact sheets to understand infertility better
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