The Problem
"IVF specialists need an efficient platform to manage all patient data. The new Artis IVF screens unify information, streamline workflows, improve accuracy, and support faster, informed decisions for better fertility care."
Objective & Goals
To provide IVF specialists and embryologists with an intuitive, all-in-one platform that centralizes patient management, enhances workflow efficiency, and supports accurate, timely decision-making in fertility treatment.
Streamline access to appointments, treatment cycles, medications, investigations, and billing.
Reduce time spent searching and switching between records.
Improve accuracy in treatment tracking and documentation.
Enable quick, informed clinical decisions.
Support seamless coordination between doctors, embryologists, and support staff.
Our Process
Heuristics
Casesheet - Notes
Match with Real World: Medical terminology is accurate for doctors, but too clinical for patients.
Recognition vs Recall: Tabs aid quick switching between data types.
Aesthetic Design: Very dense, long list without visual breaks — may overwhelm.
Help: No tooltips or definitions for terms like “AMH”, “Sitrodin”.
Casesheet - Journey
Visibility: Outcomes are clear, color coding could enhance clarity.
Consistency: Data table format is uniform.
Error Prevention: No prompt to confirm before marking outcome; potential for accidental entry.
Recognition vs Reca: Easy to read at-a-glance.
Casesheet - Pharmacy
Visibility: Data table is clear and sortable.
Match with Real World: Batch numbers & dosages relevant for staff, not patients.
Recognition: Tab names help locate pharmacy info quickly.
Aesthetic: Monotone look — color coding could separate drugs from quantities.
Casesheet - Reports
Flexibility: Direct “View Report” link is efficient.
Error Prevention: No preview — users might open wrong report if dates are similar.
Visibility: Investigation names are clear; missing icons for file type.
Aesthetic: Table is simple but functional.
Casesheet - Bills
Visibility: Payment status is clear; could use color (green/red) for faster recognition.
Consistency: Similar tab & table format as other records.
Flexibility: Ability to see both Paid & Pending is useful.
Aesthetic: Minimalist but lacks call-to-action for payment.
Casesheet - Bills
Match with Real World: Detailed for medical staff; overwhelming for patients.
Recognition: Structured format makes scanning easier for trained users.
Help: No explanations for abbreviations; glossary could improve usability.
Appointment - Open
Visibility of System Status: Excellent — waiting times & statuses are clear.
Match with Real World: “Reported” & “Scheduled” are understandable; jargon minimal here.
Consistency: Layout consistent, readable table format.
Flexibility: Search and “View Other Doctors” improve efficiency.
Appointment - All
Consistency: Good — same structure as Screen 1, easy to learn.
Flexibility & Efficiency: Filter (“Closed”) supports quick sorting.
Visibility: Status tags visible, but AM/PM formatting error (“12:30 AM” likely PM).
Error Prevention: Needs correction for time formatting to avoid confusion.
Appointment - Other Doctors
Flexibility: Multi-doctor view improves coordination.
Error Prevention: Multiple patients at same time could cause scheduling conflicts — no visual alert for double-booking.
Visibility: Clear identification of which doctor’s appointments are shown.
Aesthetics: Information crowded; grouping by doctor might help.
Competitor Analysis
Features Comparision
Competitor Profiling
About:
Developed by Nova IVF, a leading Indian fertility provider offering advanced ART services like IUI, IVF, vitrification, embryoscope, and ERA testing.
Launched In:
2022
Categories:
Health & Fitness / Medical App (Patient-centric fertility support).
About:
A growing fertility clinic chain known for patient care, with limited public details on any official mobile app.
Launched In:
2019
Categories:
Health & Fitness / Medical App (Patient-centric fertility support).
About:
It’s Our Baby App – An app for expectant parents, guiding them from conception to early parenting with clinical care, advice, and milestone tracking.
Launched In:
2021
Categories:
Health & Fitness / Maternity & Parenting.
About:
A leading fertility chain with 100+ clinics, using custom software for records, lab tracking, billing, & AI-based embryo selection for improved outcomes.
Launched In:
2021
Categories:
Medical App
User Persona
Dr. Meera Sharma
42, Senior IVF Consultant
Experience: 15+ years in gynecology and fertility treatments
GOALS
- Quickly review patient history before consultations
- Update cycle plans and prescribe treatments
- Coordinate with embryologists and lab teams
FRUSTRATIONS
- Delays in retrieving historical records
- Switching between multiple systems for reports, billing, and notes
- Lack of visual overview of patient progress
MOTIVATION
- Deliver accurate, efficient, and personalized care while minimizing administrative overhead
GOALS
- Efficiently manage & monitor daily procedures & lab tasks.
- Maintain accurate patient cycle records.
- Ensure seamless coordination with doctors & support staff.
FRUSTRATIONS
- Appointment scheduling inconsistencies (e.g., incorrect time formats or overlapping slots).
- Missing urgent alerts about patient cycle changes or procedure updates.
- Switching between multiple systems to access patient details, investigations, and prescriptions.
MOTIVATION
- Delivering precise, error-free embryology procedures, supporting successful IVF outcomes, and building trust .
Dr. Joseph Emmanuel
32, Embryologist at Artis IVF
Experience: 7+ years in embryology
Our target Audience is the Age of 18 - 60 people.
Traffic Insight
Age Group
Majority: 30–50 years Minority: 25–29
Gender
Female: ~78%
Male: ~22%
Different stages of the user journey
Awareness & Access
Onboarding & Profile Setup
Appointment Management
Pre-Treatment Preparation
In-Clinic Consultation & Data Entry
Treatment Tracking
Billing & Payments
Post-Treatment Follow-Up
Long-Term Records Access
Sitemap
Ideation
Challenge Identified: IVF specialists and embryologists face fragmented workflows—appointments, treatment cycles, medications, investigations, and billing are scattered across multiple tools or paper records.
Consolidation
Combine appointments, case sheets, reports, billing, and pharmacy into one platform.
Streamlined Navigation
Introduce tab-based structure (Notes, Journey, Pharmacy, History, Reports, Bills).
Role-Based Access
Provide doctors and embryologists with tailored dashboards
Clarity & Speed
Highlight patient status (Reported, Scheduled, Ongoing cycles) for faster decision-making.
Error Reduction
Structure data entry (medications, investigations, billing) to minimize oversight.
Outcome
The new Artis IVF design unifies appointments, treatments, reports, and billing in one interface, reducing errors, saving time, and enabling faster, more accurate decisions for improved patient care.
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