Cryos International
About Cryos International
The work made for Cryos International runs to 2 verified projects — mostly VisualIdentity, CustomerExperience and DigitalSolution.
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We’ve helped the world’s largest sperm and egg bank turn the complex and sensitive journey of fertility treatment into a transparent, intuitive experience. There’s no way around it; fertility treatment is a complex process. But for anyone wishing to become a parent, complexity is an add-on to feelings of uncertainty and worry. While the majority of Cryos’ customers are private, they were met with an online experience clearly catering to professionals. Heaps of information, an untransparent language and a website that was hard to navigate didn’t make the journey to parenthood less complex. Finding a donor is not just another webshop purchase – it’s a delicate experience done digitally. Besides the customer-facing lack of transparency, an unstable IT architecture affected both the user experience and the internal workflow by adding heaps of manual work and inefficient processes. In other words, Cryos was on a journey towards a more seamless process – internally and externally. Today’s online experience with Cryos is adjusted to the people using it. Professional clinics and private customers are now welcomed in each their tailored journey. A substantial UX research project was the foundation for rethinking the customer journey. The insights we uncovered together told a story of frustration and insecurity and they ignited the digital transformation towards a secure user experience. Private customers are likely to be in a vulnerable state and the online experience should help ease this, not enhance it. To ease the user journey, we created a seamless and comfortable journey from research and donor filtration to actual shopping. The typography chosen for Cryos needed to underline that to Cryos, fertility treatment is personal. The handwritten style mixed with the primary rounded sans serif reflects realness and warmth. By adding a personal layer to visualising words, the journey from research to basket is made calm and comforting. When facing a global audience, icons must be easy to decode and seamlessly support the wording that follows. Donor cards and donor filtration features a set of icons designed with simplicity and inclusivity in mind. Round edges and a soft expression underlines the calmness that the entire digital experience wants to create Credits Impact https://www.impact.dk/cases/cryos/#/