ElaWoman - IVF and surrogacy
ElaWoman is a digital fertility platform that empowers women to take charge of their reproductive health and well-being. It offers a range of services, such as online consultation, fertility coaching, emotional counseling, financial assistance, and legal support to women who are seeking infertility treatments, such as IVF and surrogacy. ElaWoman also provides a community space where women can share their experiences and learn from each other.
Challenge
Assisted ElaWoman in establishing a community dedicated to women's health and families seeking support with sexual health, pregnancy, and infertility. This involved connecting them with top doctors for IVF and other pregnancy-related concerns, as well as developing user-friendly tools such as an ovulation calendar and a period tracker app. ElaWoman is one of the first web portals in India that specializes in women's health and breaks the taboo around infertility. Moreover, ElaWoman has developed an ovulation and period tracking app that boasts 99.6% accuracy and helps women plan their pregnancy better.
Experience
I've gained valuable insights in building for trust, adopting a women-centered design thinking approach, and effectively channelizing strategies. Additionally, exploring techniques like card sorting has enhanced my understanding of creating user-centric solutions.
My contribution
As a product designer at ElaWoman, I was responsible for the following tasks:
Setting goals and objectives for the product vision and strategyEstablishing key audiences and understanding their needs and pain pointsSorting information architecture and creating better navigation for the appCreating scenarios and user flows to map out the user journeyConducting competitive research and benchmarking to identify best practices and opportunitiesCreating low fidelity prototypes to test and validate ideasDeveloping wireframes and mockups to communicate the design concept and functionalityProducing high fidelity prototype and delivering the final design assets
Woman Health community of
20,000
Secured funding
$5M
Success rate
84%
Setting Goals and Objectives
About App and Website
Link with leading specialists in the fertility ecosystem for a free consultation. Benefit from an 82% IVF success rate, complete transparency, and an assured surrogacy package. Enjoy world-class facilities, personalized care, advanced technologies, and treatment excellence. Explore our best IVF packages.
Goal of app & website
Aiding users in finding IVF surgeons and surrogacy services online. Enhancing filter properties for a streamlined search, optimizing the front page for easy navigation, improved readability, and strong SEO. Additionally, developing an Ovulation Calculator as a mobile application for both iOS and Android platforms.
Target Audience
Primary Audience: Married Women (Age: 24-42)
Secondary Audience: Families seeking IVF and other infertility solutions and assistance.
Sorting Data and Simplfying Search
While at ElaWoman, I addressed the challenge of a heavy and cluttered website by reevaluating and sorting existing features. The goal was to provide users with a more meaningful and streamlined experience. Emphasis was placed on making our search function highly intuitive, anticipating user needs by organizing a readily accessible list of services.
Wireframing
Designing the Search Module -
After the card sorting I started creating various iterations for the possible nad most practical wireframes for the feature, the search is one of the most important feature on the website which will later provide nad let the people choose the Doctor and services throught the results. We have to make sure the interaction of the search result should be onpoint, we removed clutter infront of the the hompage and focused what users and we want to deliver. So we gave search all the spaces to show and after the click to ease in taking user’s decision we added our focused data and what all people are looking for.
High Fidelity Design
In designing the high-fidelity version, I maintained a focus on the target audience. Responding to stakeholder preferences for a pink theme, I incorporated pink as the accent color, leveraging white spaces to create a more open and spacious website. Recognizing the exclusive desktop user base, we developed two variations of the website to optimize the experience for our audience.
Akanksha Sachdeva
Conclusion
Ela has played a pivotal role in assisting over 61,200+ women in natural conception, serving as a reliable ovulation predictor. It empowers women to understand their ovulation, fertility, and menstrual cycle, whether trying to conceive or avoid pregnancy. In the two years since its redesign, Ela has helped over 2000 people achieve their goals, facilitating connections with preferred doctors through our webpage. The mobile application stands out as the most advanced ovulation calendar and fertility app, featuring a patented data algorithm supporting ovulation charts. With a thriving community of 600,000+ users, ElaWoman provides a platform to share and discuss experiences with like-minded fertility users and couples globally.
