Refining fertility testing for the digital age
Jack Fertility
Sperm testing, streamlined
Jack Fertility is a UK based at-home sperm testing service aiming to destigmatise and streamline fertility diagnosis.
Optimising the best experience with an MVP
As a start-up in early funding rounds, Jack Fertility had to invest their money not only wisely, but fully transparently due to grants regulations.
With access to limited platforms and technologies, we had to get creative to ensure we produced the best user experience possible. This came from testing user flows interactively, embedding third party APIs and a strong user interface to elevate the journey.
A user-first approach
Guiding users with diagrams and feedback messaging
To make the user experience as fluid and intuitive as possible, we created multiple interconnected journeys for the different objectives a user could have.
These were linked through colour coded feedback, and call to actions that directed the user without confusion. To set expectations we also included time estimates so users could judge the right time to start a journey.
“How do I see the full instructions before I order?”
We created an instructional component for users to access before they committed to a kit, giving them an overview of the entire process. These are based on the printed instructions included within the physical kits, ensuring continuity and recognition.
“Which kit works best for me?”
As Jack Fertility offers different kits for different needs, we wanted users to be able to tell which was right for them at a glance. We used colour coding and short bullet points to be as clear as possible.
“Is it safe to use Jack Fertility?”
Fertility, like many health topics, can be sensitive to discuss and investigate. There are a lot of emotions involved and it was imperative to ensure that customer's felt confident sharing their personal information and, moreover, their DNA.
We used FAQs and detailed, easy to understand messaging about the science and validity of the process and results generated to put customers at ease.
The intersection of the physical and digital experience
Jack Fertility user journey switches between the digital and physical a number of times, so it was important to make this as smooth as possible.
Not only did we ensure design and language was consistent between all touchpoints, but tested a robust user flow including links and QR codes to allow users to move seamlessly across their journey.
As the site was designed to be mobile friendly, we included a QR code on the packaging itself. However, we knew we needed to provide an alternative for those who prefer to use a desktop or laptop. We created a separate link and diagram that clearly depicts the information required for users to complete their journey.
