IVF Matters
IVF Matters Shopify eCommerce Website Case Study
  • UX / UI Design
  • Ecommerce
  • Bespoke software

IVF Matters Shopify eCommerce Website Case Study

IVF Matters is an online fertility clinic based in the UK. With a team of well-reputed specialists being online gives them the means to offer direct access to the best advice, support and treatment throughout a Client’s journey. For a journey that can be difficult for anyone, we wanted to make the process easier by creating a clear and illustrated User Journey to help simplify a complex issue.

IVF Matters Baby Smiling
IVF Matters Parent reading to Child
IVF Matters Baby teething
IVF Matters Siblings smiling together
IVF Matters Child holding Parents hand
IVF Matters Family Running on beach

What we did

This is a significant Shopify project pushing the boundaries of what is possible on the platform, it is the most complex one we have created using the Shopify platform to date. We built a customised, fast and digestable website that required integrations with Cliniko Practice Management, Hubspot and SendGrid. These integrations allowed for our Client to customise dependent upon products or services that customers order.

User Flow

A clear User Journey was created to assist in digesting a complex topic with a breadth of information to take in. We implemented step by step pathways for Users to follow, helping customers understand how the online clinic operates and what steps they need to take next.

Mobile UI Design

Establishing a clear Journey for Users to follow from their initial visit to booking their first consultation or fertility test was created through having step by step processes throughout. This helps in making what can be an overwhelming process transparent and understandable for the User. The colour palette, font and illustrations aided in assuring Users that IVF Matters will offer the best Fertility Services suited to them.

Desktop UX Design

By creating a clear User Journey the experience transfers between mobile and desktop effortlessly. Each User recieves the same level of experience no matter the device.

Systemising Products

Along with migrating all previous content to Shopify, IVF Matters current and new products were added to the platform. Systems had to be created in order to manage the complexities of the Products themselves. This was done by creating fixed collections, templates for specific products and ensuring that each product was correctly placed on the website's pathways.

Systemising Products on Shopify
Attend consultation
Attend video consultation
Attend walk in clinic
Get started complete questionnaire
Get results
Online purchase
Online selection
Process sample at home
Online Selection
Schedule Online
Ultrasound Attend Scan

Bespoke Illustrations

Bespoke Illustrations were created in order to aid Users on their Journey through out the website. Having these enabled us to communicate sensitive topics to the User in a friendly, approachable and less daunting manner. This encourages future Clients to explore the site.

IVF Matters Pathway

Website Pathways

Illustrated pathways were implemented in order to create a User Journey to help simplify a the process and make an overwhelming topic understandable.


Through these complex integrations Client Data is able to be captured in Cliniko Practice Management and Hubspot automatically through the completion of a Client Registration Form sent out with a Confirmation Email through SendGrid. The automation of these integrations has made the Client Registration process simpler with less room for error. With integrations such as VideoAsk, IVF Matters is able to communicate more directly with Users to assist on the User Journey.


orders/create : 

Bespoke Shopify App

The technical challenges of this project were significant and were solved with the development of a custom Shopify App using Heroku to manage all workflows and an integration with Sendgrid. This allowed the client to send customised emails dependent upon the products or services customers order.

Custom Email Templates

Through the integration of Sendgrid and Shopify we created custom email templates for specific Products. The customised emails are sent according to the product variant or service that was purchased by the Customers. With the use of this platform and metafields our Client has the power to adjust the templates and what emails are assigned to products.

Email Template Copy

How it stacks up

Take a look at the new IVF Matters site on multiple devices.