Fertility Mapper
Helping People Navigate Fertility Choices with Confidence
Choosing a fertility clinic is a complex and emotionally charged process. Clinics vary widely in their approach, pricing, and eligibility criteria, while individuals bring unique personal situations and preferences.
Fertility Mapper is changing that. Their platform includes an NHS eligibility checker, helping people understand whether they qualify for NHS-funded treatment, and clinic reviews, enabling users to learn from others' experiences. This transparency not only supports individuals in making informed choices but also incentivizes clinics to improve their services.
To take things further, Fertility Mapper is developing an innovative new service: the fertility passport. This service will simplify the process of finding the right clinic by enabling consultations with multiple clinics before committing, all while rethinking fee structures to make this more accessible.
Until now, the only way to learn about clinics has been through information provided by the clinics themselves or through scattered Google reviews. This lack of independent, structured information makes it difficult to compare options, adding uncertainty to an already challenging journey.
Hidden Strategy partnered with Fertility Mapper to bring this ambitious vision to life.
“Hidden Strategy brought a thoughtful approach to a complex and sensitive problem. They challenged our thinking while also being pragmatic and getting things done. We refer back to the blueprint and principles regularly when we’re making decisions and onboarding new team members and partners.”
Kayleigh Hartigan, Founder and CEO Fertility Mapper
We began by engaging with the people who would be most impacted: potential users navigating fertility choices and clinics striving to serve them. By understanding their perspectives, challenges, and concerns, we ensured that every actor’s needs were considered, critical for driving meaningful systemic change.
Using these insights, we created a blueprint for the future fertility passport experience. This blueprint mapped out what users and clinics would see and interact with while connecting these touchpoints to the behind-the-scenes systems required to make it work seamlessly.
Challenging Conventions in Digital Health Design
Our work also included developing design principles that set Fertility Mapper apart from emerging norms in digital health services
The service emphasizes:
Transparency: Ensuring users have clear and honest information.
Humility: Respecting the sensitivity of the journey users are on.
Legibility and comprehension: Prioritizing clarity, even when it introduces some friction, to ensure decisions are informed and confident.
These principles guide every aspect of the service, from user interface design to interactions with clinics, ensuring the platform remains trustworthy and user-centered.
Ongoing Partnership
Our collaboration with Fertility Mapper didn’t end with the blueprint. We continue to serve as design advisors, working through the finer details of implementation and ensuring that the vision and principles remain central as the service evolves. Together, we’re shaping a tool that transforms the fertility experience for everyone involved.
