Fertility clinics operate in a uniquely demanding environment. Clinicians juggle lab work, patient appointments, training, and administration, often across multiple disconnected systems. This fragmentation adds cognitive load and reduces time for direct patient care.
Meanwhile, patients are highly sensitive to communication, guidance, and reassurance. Any friction, such as a confusing interface, unclear update, or missed notification, can heighten anxiety or erode trust.
At Hi Mum!, we specialise in creating fertility digital experiences that support both sides of this journey, helping clinics operate more effectively while patients feel seen, informed, and supported.
Our work with Care Fertility illustrates the impact of human-centred design on daily operations. Through workshops, scenario mapping, and co-creation with embryologists, we identified key friction points creating stress and inefficiency. The solution was not simply a tool, but a dynamic scheduling platform designed to reduce cognitive load, integrate multiple tasks, and give clinicians space to focus on patients.
At the same time, our collaboration with Merck focused on understanding the emotional journey of fertility patients. Through research into treatment anxiety, hidden costs, and post-treatment care, we identified where digital support could make the greatest impact. The resulting concepts, from companion apps to structured post-treatment guidance, help patients feel reassured and in control throughout their experience.
Digital product design in fertility care is as much about operational efficiency as it is about emotional support. We focus on creating systems that are intuitive for clinicians and responsive to patients’ needs. Every feature is tested iteratively with real users, and every workflow refined until it works seamlessly in the clinic environment. This iterative testing ensures solutions are watertight, practical, and ready for real-world use.
By working alongside client teams, we blend expertise, accelerate development, and ensure every solution is informed by the people who use it daily. This hands-on, collaborative approach leads to faster delivery, lower risk, and higher adoption, for both clinicians and patients.
Ultimately, digital design in fertility succeeds when it supports both the emotional needs of patients and the practical demands of clinical teams. By applying human-centred design, embedding empathy in every touchpoint, and testing rigorously, we create experiences that help clinics operate smoothly while patients feel informed, genuinely cared for, and supported.
To start your journey, reach out to Erin at erin.gibbons@himumsaiddad.com
