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Building a more supportive and inclusive fertility experience with Monash IVF


The challenge

Monash IVF is Australia's oldest IVF provider, achieving the world’s first IVF pregnancy in 1973. Having recently completed a bold rebrand, Monash IVF needed their digital experience to start to embody this brave and inclusive new positioning.

Impact opportunity

Together, we reimagined their website—building a supportive, user-centred journey as the first step in what is a long and emotional fertility journey for many people.


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The following steps make the process seem linear, but really the timeline was such that research, design and technical foundations all started concurrently and continuously informed each other for the duration of the project.

Our aim was to help de-stigmatise fertility issues and assisted conception. Supporting people who are struggling to have a baby with the sort of information that acknowledges their journey, and helps them decide on their next steps.

Client testimonial

The Today team was very committed to achieving a high-quality outcome for us. The technical skills of the team were excellent, and they were very personable to deal with.

Fiona Allen
Chief Marketing Officer, Monash IVF Group

Design and language as a leveller

People who are trying to conceive have so much in common. Rather than building an experience framed around labels—such as "older parents" and "LGTBIQ" that reinforce difference and stigma—we created inclusive content and experiences by focusing on what people need rather than how they identify.

Build and technology

There were many, varied technical requirements that had to be completed in a tight and focussed 12 week project including:

  • Geolocation
  • Restricted content
  • Appointment booking
  • Online payments
  • Donor databases
  • Re-engineering search
  • Re-platforming to a contemporary, de-coupled and headless solution.

Launching a new product

Running at the same time as the website redevelopment, Monash had an exciting new tech product to launch: An at-home genetic carrier screening test.

Starting with the need for an online marketplace to sell their genetic testing kits, we guided them to a whole new realm of possibilities by giving this new product the time and space it deserved. We presented and designed it as a distinct product journey and not simply a sub-page on the new website.

We completed a process design that encompassed an end-to-end journey with many different types of touchpoints.

This cutting edge product required a transformation in current service delivery and operational approaches. We designed a communication strategy and guided the content to help communicate the value of the complex and novel product offering.

We brought a human-centred design process to the innovative new product, helping people take control of their fertility journey. You can view the live result here.


The result is a beautiful, inclusive digital experience that acknowledges and supports people on what is often a long and emotional fertility journey. The solution is powered by a robust and comprehensive technical feature set enabling location-based content, appointments, payments and purchases.

Services in play on this project


Depth interviews

Design sprint facilitation

User research

Customer experience (CX) design

Content strategy

Design systems

Information architecture (IA)

User experience (UX) design

User experience (UX) research

Content management system (CMS) integration

Website development

Agile delivery


A unique digital experience to bring a community to life with Gippslandia

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