Overview

Fertility Grove is a digital platform designed to support people navigating infertility. The goal is help users feel less alone, more informed, and more in control of their journey.

Challenge

Fertility360 started as an ambitious project to build a comprehensive fertility platform but had no design or strategy in place. My task was to bring the product to life: define a focused MVP, architect the core user journeys, and create a brand and experience that balanced warmth with functionality. The most complex part was uniting three distinct features - community, fundraising, and a curated care guide - into one cohesive product that people navigating infertility would actually trust and use.

Solution

To address the challenge of an undefined product, I led a human-centered design process, beginning with strategic discovery to transform the founder's vision into a viable, user-focused MVP. I defined the MVP scope and architected core user journeys that would feel intuitive and supportive.

I then built a cohesive brand and experience that balanced warmth with functionality, ensuring the three distinct features - community, fundraising, and guidance - worked as a single, seamless experience.

The final product, Fertility Grove, is a warm, community-centered platform designed to provide empathy, clarity, and connection. As the product designer, I led the end-to-end UX, from initial strategy and wireframes to high-fidelity UI, bringing this vision to life.

Key Features of the MVP:

• Care Guide: A user-curated directory of vetted fertility providers, filtered by real experiences and needs.

• Community Forum: Topic-based spaces for peer connection, story sharing, and moderated discussion.

• Fundraiser Tool: A built-in way for users to raise funds for their treatment and share their journey.

• Dashboard: A centralized hub connecting all features: providers, appointments, community groups, and funding efforts.