The challenge

In a 6 week design research effort, Reproductive Medical Associates of Texas challenged us to define an experience vision for a future Austin fertility clinic. The desire was to create an experience that would adapt depending on the type of patient, build an emotional connection with patients, change the way fertility services are provided in Austin, and create a model for future clinics across the country.

The result

We delivered above and beyond client expectations. This project became a “favorite project” for everyone who worked on it and the team invested additional time and energy to make it a success and to make the client happy. It was meaningful work that had profound real-life impact. Several members of projekt202 had undergone assisted fertility so it hit very close to home. Through this work, we stepped fully into the world of service design, creating new deliverables (for p202) such as a patient journey map, and a program for the space that defined needs and breakdowns for each room or area of the clinic alongside the anticipated emotional state of the patient. This project was submitted, accepted and presented at HXD 2013.

My contribution

As Director of UX, I worked alongside our business development team and played a key role in winning this work. With this being a non-software project, I successfully demonstrated how our process mapped to thinking through the user experience challenges and opportunities of a physical space. I defined the overall approach for the design research and provided high-level leadership on the project. I played an advisory/mentor role to the associate creative director who was new to design research and worked with the 2 design researchers on the day to day project leadership.