Vidalis Fertility Clinic Patient App
A London fertility clinic gave patients a calmer, more dignified mobile experience for cycle tracking and lab results.
Impact
What changed.
Patient feedback
Patient-facing app feedback shifted from "source of stress" to "felt seen" themes within three months of release. App-store rating rose from 2.8 to 4.7.
Clinic load
In-clinic team queries about result interpretation dropped 54% as the contextualized lab results explained themselves where previously they had not.
Engagement
Daily active patient engagement rose 38% — measured carefully because high engagement on a fertility journey is not always a healthy signal, and the team wanted thoughtful engagement, not addictive engagement.
The challenge
Before
Vidalis is a private fertility clinic in London supporting roughly 2,800 active patient journeys at any given time. Their existing patient app — built years earlier on a generic healthcare template — was a constant source of patient distress. Lab results arrived as cold numerical readouts with no context. Cycle tracking was visually clinical when patients were in some of the most emotionally taxing weeks of their lives. Appointment reminders felt transactional. Patient feedback consistently described the app as adding to their stress rather than relieving it.
- Lab results presented as cold numerical readouts with no clinical context
- Cycle tracking visually clinical during emotionally taxing weeks
- Appointment reminders feeling transactional and slightly aggressive
- Medication schedule shown as plain calendar entries with no support detail
- In-clinic team fielding repeated questions about result interpretation
- No way for patients to see their own journey timeline contextualized
- Sensitive information (loss, complications) handled by the same UI as routine results
- Patient feedback consistently citing the app as a source of stress
The solution
What we built
We redesigned the patient app from a foundation of dignity. Every clinical interaction was redesigned with a clinical psychologist on the team, alongside the clinic's lead consultants and a patient-experience advisor. Lab results are presented with plain-English context, clinician-approved interpretation guidance, and a clear pathway to ask a clinician a follow-up question. Cycle tracking uses warm, low-anxiety visual language — soft colors, generous spacing, no medical-stock photography. Medication schedules include preparation guidance, timing context, and a way to acknowledge an unexpected reaction. Sensitive moments (cycle loss, treatment pause, complication) use distinct visual and tonal treatments — never the same UI as routine confirmations. Appointment reminders are timed and worded humanely. The information architecture respects patient pace: a patient who wants the data sees it; a patient who needs encouragement sees that first.
Core workflow connections
How the system flows.
- Lab ResultClinical ContextInterpretation GuidanceAsk-a-Clinician Path
- Cycle TrackingWarm Visual LanguagePace-Appropriate Detail
- Medication SchedulePrep GuidanceReaction Acknowledgement
- Sensitive MomentDistinct Visual + Tonal TreatmentClinician Follow-up
- Appointment ReminderHumane Timing + Wording
- Journey TimelineContextualized MilestonesPatient Pace Respected
- Quick QuestionTriagedRight ClinicianReply Window Communicated
- Clinical psychologist participation throughout design process
- Patient-experience advisor as research partner
- Distinct treatments for sensitive moments versus routine confirmations
Process
How we built it.
Lab Result → Clinical Context → Interpretation Guidance → Ask-a-Clinician Path
Cycle Tracking → Warm Visual Language → Pace-Appropriate Detail
Medication Schedule → Prep Guidance → Reaction Acknowledgement
Sensitive Moment → Distinct Visual + Tonal Treatment → Clinician Follow-up
Appointment Reminder → Humane Timing + Wording
Journey Timeline → Contextualized Milestones → Patient Pace Respected
Quick Question → Triaged → Right Clinician → Reply Window Communicated
Clinical psychologist participation throughout design process
Patient-experience advisor as research partner
Distinct treatments for sensitive moments versus routine confirmations
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Healthcare app adding to patient stress?
We design clinical experiences with clinicians, psychologists, and patients as research partners — because the UI is part of the care.
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