BUYER JOURNEY INTELLIGENCE
CONTENT STRATEGY
CONNECTED SEARCH STRATEGY
HEALTHCARE / FERTILITY
ESTABLISHED PROVIDER
Inclusive Design Drove 30% Conversion Lift
How designing for diverse families improved results for everyone
Modern family building had evolved. The digital experience hadn't. We redesigned the journey for how diverse families actually approach fertility decisions.
+30%
Conversion Rate
+10%
Brand Sentiment
+15%
Visibility Increase
Inclusive
Leadership Position
THE CHALLENGE
Modern family building had evolved from physician-led processes to self-directed research journeys. The digital experience needed to reflect how diverse families actually approach fertility decisions.
The challenge: create experiences that felt genuinely welcoming—not performatively inclusive—to:
The digital experience didn't match modern families
LGBTQ+ families and couples
Diverse family structures
Single parents by choice
International clients
OUR APPROACH: THE TWO–BOX FRAMEWORK
Find the space. Then own it.
Box 1
Find the Space
-UX studies across diverse family-building journeys
-Stakeholder interviews with LGBTQ+ families, single parents
-DEI-centered design thinking workshops
-Search behavior analysis for diverse family-building queries
Box 2
Own the Space
-Inclusive wireframes and user flows
-AI-assisted content strategy matching self-education patterns
-Technical SEO infrastructure upgrade
-International market expansion support
THE INSIGHT
Better for specific communities means better for everyone
"When you design for the full spectrum of human experience, you don't just improve things for specific communities—you improve things for everyone."
Inclusion isn't a marketing tactic. It's meeting people where they are. The clarity and empathy in the redesign improved experience across all customer segments. When you design for edge cases, you often solve for the middle too.
THE PROCESS
Three phases to inclusive transformation
Phase 1: Research & Understanding (Weeks 1-4)
UX studies across diverse family-building journeys. Stakeholder interviews with LGBTQ+ families, single parents. DEI-centered design thinking workshops.
Phase 2: Content & Language Strategy (Weeks 5-8)
AI-assisted content strategy matching self-education patterns. Inclusive language guidelines tested with communities. Search optimization for diverse family-building queries.
Phase 3: Technical & UX Foundation (Weeks 9-12)
Inclusive wireframes and user flows. Technical SEO infrastructure upgrade. Platform transformation blueprint. Accessibility compliance.
WHY IT WORKED
Inclusion drives results
The redesign improved experience across all customer segments. When you design for the full spectrum of human experience, you create better experiences for everyone.
The result: positioned as the inclusive leader in modern family building, with successful expansion into international markets.
RELATED SERVICE
Consumer Journey
We map how your customers search, discover, and decide. Then capture demand at every stage.
FREQUENTLY ASKED QUESTIONS
Questions about this approach
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Designing experiences that genuinely welcome diverse users without tokenism. It means understanding how different people approach your product and creating paths that feel natural for each.
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When you design for the full spectrum of users, you often create clearer, more intuitive experiences for everyone. Accessibility and inclusion improvements typically lift conversion across all segments.
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Yes. B2B buyers are diverse too—different roles, experience levels, accessibility needs, and contexts. Inclusive design principles apply to any digital experience.
Every business challenge is unique
The strategy behind these results was tailored to specific market conditions. Let's discuss what's possible for your situation.