ARGC Clinic - Fertility companion App

How do you take a complex, emotionally charged IVF journey and translate it into a digital experience that genuinely reduces anxiety and improves outcomes?

At ARGC, that was the ambition. The clinic wanted to lead a new, data led era of fertility treatment, but the current experience relied heavily on calls, paper medication tracking and reactive communication. I worked closely with the ARGC team to reframe the challenge around real patient needs, friction points and moments of uncertainty during treatment.

Together, we mapped the end to end IVF journey through interviews with women who had been or were currently going through IVF, alongside internal workshops and competitor analysis. The goal was first to understand where stress, mistakes and confusion were most likely to occur, and then to prioritise the features that would have the greatest impact on patient confidence and clinical precision.

Building on that foundation, I led the creation of low fidelity wireframes and clickable prototypes focused on three core areas: medication management, drip fed stage specific guidance, and secure chat with the care team. We ran task based usability interviews, asking participants to log medication, navigate treatment stages and find answers to real questions they had faced during IVF. Through rapid iteration, refining flows, simplifying language and adjusting tone of voice, we validated an MVP that reduced cognitive load and increased trust in digital support.

The result was a research grounded, patient validated app concept that improved clarity and control during treatment, while laying the foundations for ARGC’s longer term ambition of remote monitoring, predictive recommendations and AI supported care.

Agency: Magnetic  |  Creative Director: Andy Lewis  |  Project Lead: Prudence Foster | UX & Interaction Designer: Natasha Maiselman  |  Innovation Consultant: Maxence-Viktor L.