Future Fertility.
FUTURE FERTILITY
2022-2024
UI/UX, MARKETING
As the primary designer on the small and mighty Product team, I helped to conduct user research, prioritize and develop new features, create marketing assets and design digital interfaces at Future Fertility, an AI-powered fertility startup based on Toronto.
A Modern
Patient Portal
While at Future Fertility I pitched, developed and launched a new patient portal. Dubbed MyFutureFertility, the portal served to deliver fertility reports directly to patients.
To serve Future Fertility's global clientele, the portal was initially available in English and Spanish, with more languages being added post-launch.
I was closely involved in all stages of the process - From the initial pitch inside the Product team, through to concepting and design, competitor analysis, scope planning, and finally building and launching an MVP version of tbe product to Future Fetility customers.
I designed and launched major feature updates to Future Fertility’s software app and web portal .
These helped to improve the user experience, increase adoption of FF tools, simplify workflows, improve analytics gathering, reduce errors and manual reviews and create an unified UI across multiple platforms.
Marketing
Working closely with the marketing team, I designed various materials - flyers, banners, conference booths, social media assets and more.
I also helped to develop and update Future Fertility's public website, especially when design changes and new features were required.
Research
Starting immediately, and continuing throughout my tenure, the small Design team conducted user research to understand the unique needs of three key user groups - Patients, Embryologists and Clinicians.
I was involved in all stages of research: from user recruitment, conducting 1:1 and group interviews, on-site visits to fertility clinics, and finally analyzing the data and presenting it to key stakeholders.
The insights we gained were then directed towards creating user personas, prioritizing features and ultimately improving the user experience of all Future Fertility products.
