Boston IVF

Reimagining Boston IVF's Digital Experience

The Challenge

Boston IVF, a nationally renowned fertility network, came to eDesign with a challenge: their website had grown too big, too fast. For prospective patients, many already navigating emotionally sensitive journeys, the information was overwhelming. Dense content, unclear navigation, and fragmented regional sites created confusion rather than clarity.

Our mission at eDesign: simplify, humanize, and rebuild the digital experience from the ground up. We mapped every service, treatment, and user path to create a streamlined, intuitive ecosystem—one that reflects the warmth, innovation, and expertise Boston IVF is known for.

We all LOVE the site and it's just as fresh and welcoming as when we first saw it. Thanks for your help with making it a reality.

Theo Lopreste, Boston IVF

Real Human Journeys
Inspire Structure

From the outset, one of our biggest challenges was scale. The original site spanned hundreds of pages—many outdated, many redundant.

We began with a full content audit and site-mapping initiative—every page, every path, every user scenario. What we found confirmed the problem: the site was built for data, not for people. It was structured around information, instead of intuition.

So, we flipped the script to design a site for real users. We started asking better questions: What if you're a couple who's been trying for years and are just beginning to seek help? What if you've already gone through testing at another clinic and know exactly what you need? What if you're a transgender patient visiting the site for the first time?

Rather than assume users know what to search for, we created intuitive pathways — multiple entry points for every journey, every mindset, every level of urgency. Every service can now be reached in at least three distinct ways, guiding users whether they're seeking answers, reassurance, or a next step. As a result, the site feels like a support system, not a search engine.

Strategy Meets
Empathy

The work wasn't just strategic, it was deeply collaborative. Boston IVF's content team worked closely with us, shaping messaging based on the site structure we designed. We provided the framework and intent, and their team filled in the story. This collaboration created a leaner, cleaner, smarter experience. It was a major effort for Boston IVF and a significant challenge, which was met with impressive dedication.

Big Changes,
Zero Confusion

If the content was massive, the backend was monumental.Midway through the project, Boston IVF underwent major internal changes—new billing systems, shifting third-party integrations, and even an acquisition by a parent company. All while we were rebuilding their site. We had to move fast, stay flexible, and manage every detail. Each change carried potential ripple effects, but we adapted in real time to keep the user experience seamless. The complexity didn't stop there. Boston IVF wasn't running just one website; they had a separate New York site that needed to be integrated without losing critical regional distinctions.

We unified the platforms while preserving clarity for patients in both locations. From contact details and scheduling tools to form routing, we tailored every interaction to ensure users landed exactly where they needed to be. As a result, the new site launched with zero confusion for users: No misdirected appointments. No billing errors. No panicked support calls. That's not luck—that's strategy, empathy, organization, and execution. A smooth website launch was a big win for everyone.

Publishing Made Easy

We equipped Boston IVF's internal team with a flexible, user-friendly content management system (CMS) custom-built for this site and their unique needs. With drag-and-drop functionality and a custom library of reusable visual modules, the team can now create and launch content with ease, without compromising design integrity. This new autonomy has been a game-changer, giving Boston IVF full control over their site and digital presence.

Doubling Down on Results

Boston IVF set a bold goal post-launch: double the number of leads coming through appointment forms. Not only did we help them hit that target, we exceeded it. On the SEO front, we worked meticulously for an entire month to redirect old URLs and complete all the necessary link mapping

Performance in the first 8 days post-launch:

Engagement Time: Average time per active user jumped 59.5%

→ Users are staying longer and engaging more deeply.

Engagement Time: Pageviews per user increased by 22.2%

→ Navigation is more intuitive, and users are exploring more content.

Search Visibility: Google organic impressions surged 62.3%

→ SEO gains are translating into real traffic growth.

These results confirm that thoughtful, user-centered design 't just look good; it drives measurable growth.

Beyond the Main Site

This project extended well beyond Boston IVF's main site. While the platform was in development, we also launched a redesigned site for Wilmington Fertility Center, a smaller clinic within the Boston IVF network, with its own distinct identity and audience.

At the same time, we built a dedicated site for the Boston IVF Foundation, a nonprofit offering grants to individuals who can't afford fertility treatments. Though led by Boston IVF's CEO, the foundation serves a wider community across multiple clinics. This site provides a compassionate and accessible digital gateway for families seeking financial support during an already stressful time.

Supporting the Brand Refresh

While we weren't the lead agency on the brand refresh, we played a role in its adoption. Through our design mockups, we demonstrated how the updated visuals could modernize Boston IVF's image without losing the trust of their long-standing audience. It worked. The branding stuck, and the website helped seal the deal.

Turning Complexity into Confidence

This was a complex project that delivered more than a site: it delivered a scalable, human-centered digital presence built for the future of fertility care.

As Boston IVF continues to grow, their platform now grows with them, powered by clarity, confidence, and compassion. From doubling leads and streamlining scheduling to an empowered internal team, this digital transformation represents everything we love about web design and the kind of work we're proud to do.

The Boston IVF team was a true partner throughout—collaborative, thoughtful, and all-in. It genuinely felt like a team effort, and without that, none of this would have come together the way it did.