Fertility IQ

Critical Insights, Extensive Expertise - Product Strategy & Development

In the United States the average cost of one cycle of in-vitro fertilization is $23,474 — and it often takes more than one cycle to work. This is the reality that faced Deb and Jake Anderson-Bialis when they tried to begin their family. They discovered there were few resources for those looking to evaluate IVF doctors, and little solace when their first treatment failed.

Design Development
Tech Stack
  • Ruby

The Challenge

When people want help with fertility, they spend countless hours researching and visiting multiple clinics and doctors, sometimes in different states. Finding the right fertility doctor is an incredibly personal choice and current online resources aren’t trustworthy. Starting a social research and recommendation platform from scratch is no easy task. Deb and Jake set out to help other couples who face similar challenges conceiving make smart and informed decisions about their treatment. They envisioned FertilityIQ to be used as a trusted resource, powered by a community of concerned patients including reviews of fertility clinics and doctors.

“High-quality talent, nobody is burned out, crisp communication, clear accountability.”

Jake Anderson-Bialis
Co-Founder, FertilityIQ

The Solution

The FertilityIQ team came to Carbon Five with domain expertise, passion, and product vision, but needed design and development to bring their platform to life.

Starting day one, Deborah and Jake co-located in our San Francisco offices and worked tirelessly with a small team of Carbon Five designers and software engineers to iteratively define and develop their product vision. From the first experience mapping exercise to the animation tweaks, they steered the ship by carefully prioritizing the work and keeping laser focus on their big goals.

The Process

We began by mapping out the entire customer journey, identifying pain points and solutions that would guide the team’s direction for the following weeks. We tackled the highest impact features first we to ensure users could get the most value out of the product.

The team bootstrapped the project with Raygun and adhered to reliable patterns and best practices as the product adapted to both market and customer insights. This emergent technical architecture can be seen at every tier: the beautiful charts were initially developed using C3, then rewritten as SVGs to take advantage of browser caching for snappier client-side performance.

The Results

In just over three months, Deb and Jake had a well thought out Beta they were ready to share. FertilityIQ launched its public beta in five U.S. cities with thousands of doctors and dozens of clinics. Their team continues to grow its repository of accurate, jargon-free doctor and clinic evaluations. In less than a year, the platform has already captured evaluations on 80% of all American fertility doctors. Fertility IQ has been featured in a number of news outlets including The New York Times, Forbes, Fast Company, and Business Insider.

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