Twig Fertility Co.

Client

Twig Fertility Co.

Scope

UX Strategy
Experience Design
Full Stack Development
API Integrations

Launched

November 2021

Visit Twigfertility.com

Overview

This one-of-a-kind fertility clinic offers a modern, personal, judgement-free, and empowering journey through fertility. Twig believes that fertility clients deserve better, and are determined to provide for every patient’s needs and beyond.

Patients who choose Twig’s services feel like more than just a number during their unique and intimate experiences. Patients can look forward to more attention to their specific needs, more answers to their questions, and more kindness throughout their fertility treatment journey.

Many patients going through these treatments often have to deal with uncomfortable conversations. Twig has an elaborate plan designed to overhaul the conversation around fertility treatments, and their team has set out to make room for comfortable discussions regardless of a patient’s position in their fertility treatment journey.

Outcomes

“For people of all genders, Twig is the fertility company that delivers clarity, empowerment, and hope during an incredibly personal and challenging journey, by being a place of care, not a place of treatment.“

The Challenge

Changing the conversation around fertility treatments.

The family-building process can take years for some couples. It is not uncommon for people to go through multiple miscarriages, numerous surgeries, various egg donors, and several rounds of IUI and IVF. Unfortunately, most patients have to be their own advocates. The medicine and service is available, but the support is often missing.

Tanner Kohara, Twig’s CEO and co-founder, had first-hand experience with a cold and clinical fertility journey that spurred him to take action. For years, he and his spouse received impersonal contact throughout their fertility journey. Both cost-effective and high-end treatments offered similar appalling experiences.

The fertility journey is challenging enough – a fertility clinic should serve to make it easier. We set out to create a responsive and educative website that prepares patients, giving them full control and confidence over their journey.

Enhancing the user experience for fertility patients.

Twig understands that fertility issues can make patients feel overwhelmed, unsure, and alone. Their team is also alive to the reality that more people from different walks of life seek out fertility care, and are committed to delivering emotionally intelligent services for patients looking for both fertility preservation or treatment services.

The goal was to provide new and existing patients the resources needed to feel reassured, regardless of their fertility journey. To achieve this, we focused on content architecture, navigation architecture, and a crystal clear appointment booking flow.

Visual Design

A seamless fertility experience for all.

Discussions around fertility treatments are sensitive to all visitors and patients, so rather than showcasing images of families or babies, we opted for the calming elements of nature for the overall design. We used Twig’s brand guides to design and implement a soft, warm, organic, and welcoming experience across the website and appointment booking flow.

Hands and a bird’s eggs highlight the fertility issue at hand without making things difficult for their patients. The delicately laying eggs point to the care you can expect every time you seek fertility treatment services from Twig.

Clients walking into Twig’s clinic meet a reimagined clinical experience that is more thoughtful, personal, and comfortable for everyone. Their Toronto-based clinic is tech-enabled at every stage to create an integrated, convenient approach for a client’s care needs. We factored all these diverse on-site processes and systems to create an intuitive digital experience to draw in clients and patients.

Iconography

Responsive and Reusable

We settled on a set of reusable icons that resonate with Twig’s personality for the icons. These uniquely customized icons would serve responsively throughout the whole digital experience.

Step by Step

Breaking down the medical jargon

The way we showcased the journey needed to keep in mind everything Twig holds dear. For one, it was essential to keep in mind that Twig speaks to its patients in non-medical terms to ensure that everyone understands their journey confidently.

Twig seeks to extend a supporting hand to help you meet your family goals, whether you are at home, in the clinic, or on the go. They desire to create a new standard in whole-person care, ensuring that clients feel connected and resilient throughout every step of their treatment journey. We ensured this language stood out throughout Twig’s website.

Smart CMS

We built a robust CMS that allows the Twig team to add, edit, or remove buttons, sections, texts, and different components on their pages seamlessly, empowering their in-house team to control their ever changing and growing content. The intuitive technology ensures that these changes don’t risk breaking their design system.

Appointment booking app

Integrating with Twig’s booking software, we built a custom appointment booking application that allows patients to book services with ease, and at the comfort of a desktop or mobile device. Data safety being a priority, our team integrated the app with Acuity Scheduling. This allowed us to collect patient information without ever storing it on our servers.

“Twig is committed to bringing a more human feel to a profoundly personal and scary time for people who want to conceive, in a space of care, not a space of treatment.”