Miroma Project Factory | Projects | Westmead Fertility Centre

A full digital transformation

grounded in belief

Westmead Fertility Centre partnered with MPF to reimagine every stage of its digital ecosystem. From patient journeys to clinical systems, creating a seamless, supportive and future ready experience for patients, clinicians and staff.

The impact

Beyond a Redesign:

building a scalable digital future

This wasn’t just a website launch. It was the beginning of a multi-year digital transformation giving Westmead Fertility Centre a scalable future focused platform foundation to:

Empower patients with clarity, confidence and real-time support
Reduce administrative burden for clinicians
Modernise core systems for research and growth
Strengthen Westmead Fertility Centre’s role as Australia’s most accessible, purpose-driven fertility clinic

Enterprise
Fertility
Intelligence
Platform

AI-Driven
Operational
Efficiency

Digital Media
Strategy &
Consultancy

Search
Visibility &
Organic
Growth (SEO)

Strategic Social
Engagement
& Communication

The starting point

Through a process of discovery, analysis and iterative design, we audited Westmead Fertility Centre’s entire digital ecosystem from the public-facing site to internal clinical systems. We mapped patient and clinician journeys, conducted an internal systems risk review, benchmarked global fertility platforms and defined a future roadmap.

This became the foundation for a business case, outlining core fertility operating systems, patient application, embedded AI efficiency gains and external marketing outreach.

Discovery with direction

We began with a deep dive: auditing the existing site, aligning on brand values, and running UX workshops to understand real patient journeys. Competitor research rounded out the picture, helping us uncover opportunities to improve clarity, structure, and support across the entire experience.

Framing the experience

Wireframes allowed us to translate strategic insight into a functional foundation. By mapping out the layout, flow and hierarchy of each page, we created a clear, user-first framework that prioritised ease of navigation, emotional clarity and content accessibility.

This skeletal structure gave Westmead Fertility Centre and our team a shared view of how users would move through the site ensuring the final experience would feel intuitive, supportive and aligned with real patient needs.

These wireframes went beyond a marketing site. They informed the future patient portal and clinical tools, ensuring alignment with real workflows. By using the same design principles across website, portal and future app, we built a unified digital experience.

From framework to feeling

Structure was only the beginning. We translated Westmead Fertility Centre’s essence into a living, digital expression. Every touchpoint, from booking appointments online to receiving AI-powered support in treatment, reflects the same warmth, clarity and belief-led identity. This was the moment the experience shifted from functional to felt.

Than

Light/Medium

100

From conception to Belief

Than

Light/Medium

58pts

1 in 6 Australian couples go through fertility centre to begin their family story.

Than medium

40pts

Frequently asked questions

Than Regular

32pts

Ask a fertility nurse a question

Than Medium

24pts

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Body <p>

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16pts

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Nav

Than reg

16pts

Why Us

CTA

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16pts

Make an appointment

Begin your journey

Make an appointment

Patient Portal

Button

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14pts

Get in contact

Moments in life

Real people, authentic, calm, honest, genuine, intimate and heartfelt

Precise and minimalist design system to balance and give a controlled and precise look and feel.

Keep the experience warm & cocooning

Warm and short copy Direct to the point

Soft rounded corner 20 pt

Delivering leading science

For over 30 years, we helped thousands on their fertility journey. Backed by the University of Sydney, we offer cutting-edge IVF technology and a caring, proven approach to success.

Feya, Westmead Fertility Centre’s AI Health Agent

Meet Feya. Westmead Fertility Centre’s AI-powered fertility companion that not only answers patient questions but proactively surfaces next steps, medication reminders, wellbeing resources and future integration with care teams.

Name inspired by Fides, Latin for belief, reflecting Westmead Fertility Centre’s motto: Begin with belief.