A multi-market digital transformation initiative spanning nine fertility healthcare brands across Australia, Singapore and Japan, focused on improving patient experiences and aligning digital strategy with regional business needs. During my time as Senior Digital Designer, I led UX/UI design initiatives across three fertility healthcare brands in Australia, Singapore, and Japan, transforming complex digital experiences into cohesive, patient-centred platforms. The projects focused on improving patient journeys, streamlining access to fertility services, and aligning business objectives with user needs across diverse markets. This involved close collaboration with country-level and regional stakeholders, navigating competing priorities, aligning cross-functional teams, and driving design decisions across different markets.

Total impact to 50+ clinics, 7 brands in Australia, 1 brand in Japan, 1 brand in Singapore.

Essentially reducing 7 Australian websites into 1 master website.

Problem - Disjointed brands, big investor buying up medical groups and fertility brands across regions.

"How might we achieve consistency and digitally transform these brands, while retaining the original brand's value?"

"How might we redesign the Fragmented Brands patient experience into a Connected Experience?"

"How might we digitally transform an expanding portfolio of fertility brands without compromising their individual identities and market value?"

Communicates the before-and-after ambition and the role of digital design in the transformation."