Genea is an Australian-based fertility clinic that virtually doubled IVF success rates for patients in the mid-nineties. Their latest innovation is a one-of-a-kind three-week medical experience in idyllic Newcastle, combining science and holistic lifestyle therapies to create a positive environment for patients who seek assistance with conceiving. In 2016, China lifted their one-child policy – presenting a huge opportunity for Genea Newcastle.
Our UX process focused on demystifying and breaking down barriers to the IVF process. Guided by Genea’s ‘professional but relatable’ brand guidelines, we utilised infographics and icons within an extremely intuitive navigation to break down complex information into inviting content. We also ensured the website was fully responsive for mobile and tablet use, as well as optimised for organic search with a strong selection of keywords in English and Mandarin.