All WorkFertility in Focus Founder 2017 – 2024
Founding Fertility in Focus, the First-to-market IVF Planner Built by a Patient, for Patients
A first-to-market IVF planner founded and designed from personal experience, helping women navigating one of life’s most challenging journeys.
The 2021 Fertility in Focus planner.
Overview
Fertility in Focus offers planners and worksheets specifically for women undergoing fertility treatments.
The flagship product, the IVF Planner, was the first-to-market product of its kind in the fertility space. This keepsake-quality planner that helps patients improve the experience of IVF by tracking progress, building confidence, and staying organized during a chaotic medical process.
A monthly calendar spread in the Fertility in Focus planner.
The rainbow Fertiliy in Focus planner.
The undated pink pineapple Fertility in Focus planner.
Goals + Approach
This planner allows fertility patients to be an empowered member of their care team by staying informed and organized.
Leaning into my experience as a fertility patient, I first included all of the sections I wanted to track—medications, appointments, expenses, etc. It grew to include guidance from questions to ask during a consultation with a reproductive endocrinologist to instructions on how to draw medication from a vial.
The Fertility in Focus logo.
The Fertility in Focus brand color palette.
Team + Role
Leveraging my experience as both a designer and fertility patient, I founded Fertility in Focus in 2017 to help other women navigate their journey to motherhood. The design for the entire brand—from product design to website and social media assets—is owned by me.
I used a participatory design process and iterated with feedback from other women who were also undergoing treatment to better understand the needs of patients as well as ensure product-market fit.
OUTCOME
5.0 out of 5
727 Ratings
Kristen
January 22, 2021
Micaela
