Optimizing Patient Experience in ART Fertility Clinic Website
Introduction
ART Fertility Clinics (AFC), a global leader in fertility treatments, operates across the Middle East and India, helping countless families realize their dreams of parenthood. However, their website-a critical touchpoint for patients, doctors, and researchers-was falling short. Users struggled to find information, book appointments, or even navigate the site, especially those with disabilities.
Imagine you're a patient seeking fertility treatment. You visit a clinic's website, hoping to book an appointment or learn about your options, but instead, you're met with confusing navigation, inaccessible content, and frustrating delays. This was the reality for many users of the AFC website.
This project wasn't just about fixing a website; it was about creating a seamless, inclusive experience for anyone seeking fertility care.
Challenges
The AFC website serves a diverse audience: anxious parents-to-be, busy medical professionals, and curious researchers. But the site's usability issues were creating unnecessary hurdles:
- Accessibility Barriers: Web Content Accessibility Guidelines (WCAG) 2.1, Conformance Level AA, is widely adopted as the standard for accessibility compliance in many industries and legal frameworks. The website wasn't fully compliant with WCAG 2.1 AA, making it difficult for users with disabilities to navigate.
- Clunky Navigation: Key actions like booking appointments, reviewing medical reports, and submitting inquiries were scattered across multiple pages, leading to confusion and frustration.
- Lost Opportunities: Poor usability meant patients were abandoning the site, resulting in missed appointments and dissatisfied users.
The challenge was clear: transform the website into a user-friendly, accessible platform that empowers patients and supports AFC's mission of delivering exceptional care.
Our Approach
We tackled the problem with a two-pronged strategy: accessibility first, usability always.
- Making the Website Inclusive :
- We conducted a thorough accessibility audit using tools like Axe and Wave, identifying issues like poor color contrast, keyboard navigation gaps, and missing Accessible Rich Internet Applications(ARIA) labels.
- Simplifying the User Journey:
- We redesigned the appointment booking page with a sleek tab-based navigation system. Now, users could seamlessly switch between:
- Booking an Appointment
- Reviewing Medical Report
- Submitting a General Inquiry
- This innovative design consolidated multiple forms into a single, intuitive interface, saving users time and reducing frustration.
- We redesigned the appointment booking page with a sleek tab-based navigation system. Now, users could seamlessly switch between:
Solution
ART Fertility Clinics (AFC), a global leader in fertility treatments, operates across the Middle East and India, helping countless families realize their dreams of parenthood. However, their website-a critical touchpoint for patients, doctors, and researchers-was falling short. Users struggled to find information, book appointments, or even navigate the site, especially those with disabilities.
Imagine you're a patient seeking fertility treatment. You visit a clinic's website, hoping to book an appointment or learn about your options, but instead, you're met with confusing navigation, inaccessible content, and frustrating delays. This was the reality for many users of the AFC website.
This project wasn't just about fixing a website; it was about creating a seamless, inclusive experience for anyone seeking fertility care.
Result
The impact was immediate and transformative:
- An Inclusive Website: By paving way to achieve full WCAG 2.1 AA compliance, we ensured that users with disabilities could navigate the site with ease, fostering inclusivity and trust.
A Smoother User Experience: The tab-based navigation system made it effortless for patients to complete tasks, whether booking an appointment or reviewing medical reports.
This project wasn't just about improving a website-it was about creating a better experience for anyone seeking fertility care. By prioritizing accessibility and usability, we helped AFC deliver on its promise of exceptional care, one click at a time. We didn't just build a better website; we built a bridge between patients and the care they deserve.
