Cryos
ECOMMERCE FOR THE NEXT GENERATION

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.

01. RESULTS
38%

increase in conversions

60%

increase in orders

14%

increase in users

02. WORK
UX

Lowering the barriers in the user journey

Process optimisation

Improved time-to-market

Development

An IT architecture made flexible

Business strategy

Digital transformation roadmap

03. STORY

A need for transparency

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.  

04. SOLUTION

MADE FOR ITS USERS

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.  

CALMNESS OVER COMPLEXITY

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.  

type matters

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 warmthBy adding a personal layer to visualising words, the journey from research to basket is made calm and comforting

iconic stuff

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 soft expression underlines the calmness that the entire digital experience wants to create. 

Cryos' business is one of the most complex of its kind. The more we uncovered during this project, the more issues unravelled. For IMPACT to help us map out insights and use them to level up digitally is unbelievable.

Heinrich DalbyDigital & E-Com Manager, Cryos
05. DEEP DIVE

A SOLID TECH FOUNDATION

We can’t change the complex nature Cryos’ product – fertility treatment is a complicated and sensitive matter. Each country has its own legislation as well as its own religious and cultural traits. Plus, local specific currencies, VAT rules, payment options – the list is long. Adding transparency and a solid technical foundation to the user journey can help reduce doubt and increase peace of mind.  

3 tech solutions worth highlighting
  1. The InRiver PIM system provides users with a consistent experience with donor information. 
  1. The Optimizely (Episerver) CMS links information, donor search and purchase, making it easy for users to navigate and editors within Cryos to use. 
  1. The IT architecture and data flows created are future-proof using Microsoft Azure cloud, SPAs and microservices. 

Our time-to-market has remarkably improved. Our internal processes are so much faster, and increased data security has removed many of our manual control procedures.

Heinrich Dalby Digital & E-Com Manager, Cryos
06. TECHNOLOGY

Let's talk tech

InRiver

Donor information made accessible

Azure Cloud

Securing a clever IT infrastructure

Optimizely (Episerver)

A flexibility first CMS

07. The fine print

About Cryos

Ole Schou founded Cryos in Aarhus, Denmark, in 1981Today, Cryos is a widely recognized international sperm and egg bank and has helped to make thousands of dreams about parenthood come true in more than 100 countries worldwide.

Want more insights on our project with Cryos?

Rasmus will tell you all about it.

Rasmus Ginnerup Lawaetz | IMPACT Team